Obility

11/08/2025

New Post: Reddit Ads for B2B: What Works & Why It Matters https://www.obilityb2b.com/blog/reddit-ads-b2b-guide TL;DR: Why Reddit Ads Work for B2B
Reddit ads for B2B deliver precise community targeting at lower costs than LinkedIn. Running both feed and conversation ads yields 83% higher brand awareness. The platform's subreddit structure lets you reach niche audiences like r/MachineLearning or r/Cybersecurity, where your buyers already discuss their problems. Search around Reddit and see what subreddits are relevant to your customers. There are so many unique communities! Start with awareness campaigns, retarget engaged users, then scale with conversion-focused ads.

Reddit is becoming a smart channel for B2B marketers who want to reach niche, highly engaged communities. Because Reddit is organized around subreddits (communities focused on particular topics), you can find audiences based on interest or problem area. Reddit users strategically search the platform for authentic answers, with Perplexity citing Reddit at 46.7% and Google AI Overviews at 21% of citations.

That structure gives B2B advertisers precise targeting capability, if done right.

In this post, we'll walk through the main Reddit ad types. We'll show what makes each useful for B2B, strategies, and targeting tips. Then I'll close with how Obility can help you build a Reddit plus organic and social playbook.
Table of Contents

- Why Should B2B Companies Use Reddit Ads?
- What Are the Best Reddit Ad Formats for B2B?
- How Do You Target B2B Audiences on Reddit?
- What B2B Use Cases Work Best on Reddit?
- How Do You Create Effective B2B Ads on Reddit?
- What Mistakes Should B2B Advertisers Avoid on Reddit?
- How Do You Measure Reddit Ad Performance for B2B?
- What Is the Complete Reddit Ads Strategy for B2B?
- FAQ: Reddit Ads for B2B

1. Why Should B2B Companies Use Reddit Ads?
Before we get into formats, here's what makes Reddit ads for B2B compelling:
Niche communities equal intent adjacency
Subreddits cluster around interests and pain points, for example, r/MachineLearning, r/Cybersecurity, r/SaaS, and r/Pentesting. You can place messaging where people already discuss their problems. Your company may be able to help solve these problems. This targets your ICP directly. You can tailor messaging to community-specific pain points and look for nice subreddits.
Lower cost relative to LinkedIn and other B2B channels
Our data shows Reddit has lower CPM and CPCs compared to LinkedIn. This makes it more accessible for testing or scaling. Reddit's ad suite offers flexible bidding models. You can choose CPM, CPC, or CPA depending on your campaign objective.
Native feel that encourages comments and feedback
Reddit is conversational by design. Ads can live within threads. They invite feedback and spark discussion. When done well, they feel less abrasive. They become part of the community conversation.
Emerging formats for long content and storytelling
Most social platforms favor short content. Reddit offers formats that allow long text. You can combine text with images, video, and GIFs. These formats let you tell deeper stories. You can break down product capabilities with screenshots and real use cases.
Reddit ads for B2B work best with the right setup
Reddit is not perfect for all B2B conversion goals, so keep expectations calibrated. Test incrementally and focus on what works.
2. What Are the Best Reddit Ad Formats for B2B?


How do you choose Reddit ad formats by campaign objective?
Reddit's help center classifies objectives. These include awareness, engagement, traffic, lead generation, and conversions. Each objective works best with particular ad types.

For awareness and reach campaigns:

- Image Ads
- Video Ads
- Takeovers
- Free-Form Ads
- Promoted Posts

For engagement campaigns:

- Conversation Ads
- AMA (Ask Me Anything)
- Promoted Posts

For traffic and lead generation campaigns:

- Conversation Ads
- Free-Form Ads
- Promoted Posts

For conversion campaigns:

- Carousel
- Product Ads
- DPA (Dynamic Product Ad for e-commerce)

One tip for testing Reddit ad formats
Don't over-optimize too early. Let campaigns run with a few formats. Then double down on what's gaining lift towards your key KPIs.
3. How Do You Target B2B Audiences on Reddit?
Reddit's targeting stack isn't as deep as LinkedIn's. But it's evolving quickly. It can work well when combined smartly.
What are the core targeting dimensions for Reddit ads for B2B?

Community and subreddit targeting

This is the most powerful option for B2B. You can target by subreddit, for example, r/DataScience, r/DevOps, r/SaaS, because you can go hyper-narrow, and your paid reach is highly relevant.

Interest targeting

Broader, but useful when your ideal subreddits are small. Reddit allows you to pick interest categories. (For example, "tech," "programming," "business").

Keyword targeting and contextual targeting

Match keywords in content or comments around your ad. Use…

Reddit ads for B2B deliver lower CPCs than LinkedIn, with 83% higher brand awareness when combining feed and conversation formats. Learn targeting strategies, ad formats, and proven B2B playbooks

11/06/2025

New Post: Utilizing CustomGPTs to Classify Search Terms https://www.obilityb2b.com/blog/utilizing-customgpts-to-classify-search-terms Obility Search Term Classification GPT: https://chatgpt.com/g/g-68e4346818288191af08feedabc45b23-obility-search-term-classification



Obility Broad Match Negative Keyword GPT:

A conversational AI system that listens, learns, and challenges

10/31/2025

New Post: Expedition Guide to B2B GEO: Take Your GEO Strategy to New Heights https://www.obilityb2b.com/blog/expedition-guide-to-b2b-geo AI-driven search is reshaping users behavior online. Companies that adapt early and implement Generative Engine Optimization (GEO) best practices on-site and off-site will gain a powerful advantage.

In this GEO expedition guide, Obility will help you map your ascent, gather the right resources, and ascend to the top of AI-driven search results. Let’s start the climb! (Bonus: read to the end to download our GEO checklist!)
Step 1: Map Your Route
Technical Health
Technical health is the foundation of any SEO and GEO strategy. Your website will not perform if it’s riddled with technical errors. To make sure your ascent to GEO is as smooth as possible, Obility recommends performing monthly technical audits and addressing any errors in order of priority:

- 404 errors, broken links, and 302 errors
- Duplicate and missing H1s, H2s, and subsequent headers
- Page speed errors: unused code or JavaScript, unnecessary cookies, images that have not been compressed
- Duplicate and missing metadata
- Failed Core Web Vitals assessment

Bing Indexation and JavaScript
ChatGPT relies on Bing to crawl and index websites. In order to ensure your website will be referenced by ChatGPT you must make sure that Bing is not blocked by robots.txt and that your sitemap has been submitted to Bing Webmaster Tools.

In addition, AI engines have a blind spot when it comes to JavaScript. Therefore, it's essential to ensure all priority web pages use server-side rendering and follow an HTML-first development approach.

Otherwise, if AI engines can't properly crawl and interpret your website, they won't be able to include it in their training data. As a result, you will be less likely to appear in AI-generated overviews, reducing its visibility and impact in AI-driven search results.

AI-Friendly Content Formatting & Schema
AI search engines favor a specific type of content structure. They look for content with schema mark-up, organized headers, bullet points, and listicles. Before you start diving deeper into GEO, we recommend auditing your existing content for opportunities to add schema markups and other AI-friendly content features.

Schema markup is particularly helpful because it helps AI search engines extract information from your website, understand semantic relationships between pages and queries, and serve them to users.



For B2B organizations, Obility’s favorite schema markups are:

- FAQ Page (AI engines particularly love this one)
- Q&A
- Video
- Organization
- Reviews
- Blog Post
- Article
- Event
- Course
- Product (for organizations who share pricing on their website)

Content Pruning
Content pruning can be overwhelming but removing old content that doesn’t fit your brand anymore will help you clear up some crawl budget and help AI search engines understand what is relevant to your audience.

Before you start it’s important to determine what your goals for content pruning are and what you consider as a valuable piece of content. Is your threshold for pruning traffic, conversions, keyword ranking, internal links, page authority, number of SERP snippets, all the above? Are your goals to reduce the number of technical errors, remove old content, free crawl budget, or combine redundant pieces?

Once you have identified your KPIs, you can move on to the analysis. What makes content pruning a longer project is often the data pulling and the manual review. To make things a little easier Obility recommends starting with removing:

- Pages that have gotten less than 10 visits from all channels in the past 12 months
- Pages with a bounce rate of over 90%
- Pages that have not gotten any conversions in the past 12 months
- Pages that don’t rank for any keywords

After that comes the manual review part where you’ll have to decide if a page should be removed, refreshed, or combined with an existing page. This is also a good time to mark which pages need to republish your most important pages since AI search engines favor recent content (more on that in step 4!).
Step 2: Gather Your Supplies
Keyword Research
The main difference between keyword research for SEO and keyword research for GEO is the intent: Obility’s most successful client in the AI space has nearly 5,000 AI overviews and 71% of their keywords are considered informational.

Obility also prioritizes a content collection approach to identify keywords and build content.

For each content collection, we identify one primary target keyword and 8-10 supporting long-tail keywords that have lower keyword difficulty and search volume. While the primary keyword can be a short-tail, highly competitive keyword, the supporting keywords are less competitive and more targeted, so we can capture both BOFU and TOFU traffic within one content collection.

A few other recommendations to keep in mind while you’re doing GEO keyword res…

09/08/2025

New Post: Top Generative Engine Optimization (GEO) Agencies for B2B Marketing for 2025 and Beyond https://www.obilityb2b.com/blog/top-generative-engine-optimization-geo-agencies-for-b2b-marketing Generative Engine Optimization (GEO), also called Answer Engine Optimization (AEO), is becoming a core strategy for digital visibility in a post-SERP world.

Instead of solely focusing on gaining traffic from traditional search engines, GEO helps your content appear directly in answers from AI tools like ChatGPT, Perplexity, Claude, and Google's AI Overviews.

According to recent data, AI chatbots saw an 80.92% year-over-year growth in traffic from April 2024 to March 2025, while 62% of people now use AI chatbots daily. Perhaps most tellingly, 72% of searchers engage with Google's AI Overview when it appears.

For B2B marketers, this matters because decision-makers increasingly turn to AI assistants for research. If your brand isn't cited or referenced in those answers, you're missing a critical visibility channel.

Business Insider recently reported that AEO and GEO are now essential layers on top of traditional SEO, especially in competitive, long sales-cycle industries like SaaS, cybersecurity, and fintech.
Top GEO agencies for B2B brands in 2025
Based on market research, thought leadership, and results across B2B verticals, these agencies help companies optimize for AI-powered discovery.
1. Obility
B2B-only digital marketing agency specializing in revenue attribution, complex enterprise technology sales cycles, and early GEO/AEO/AIO adoption.

As a GEO trailblazer, Obility builds generative engine optimization directly into modern SEO frameworks. Our teams monitor client and competitor presence in AI search results, implement strategic schema markup for AI search engines, and create conversational content designed for AI summarization engines. We track success with new KPIs beyond traditional organic traffic.

Purpose-built AI-era add-on services include:

- Brand Mentions for LLM Visibility - AI-era backlinking tailored for how AI search engines surface answers
- Reddit Organic Strategy - Authentic presence on the platform that's now the #1 source cited across ChatGPT and Perplexity
- GEO + SEO Content Creation - Deep-dive guides, landing pages, and listicles crafted to rank in both traditional SERPs and generative answers while moving prospects toward decisions

Strengths

- GEO trailblazer and creator of their own GEO certification program
- Exclusive B2B focus with revenue attribution expertise for complex sales cycles
- Results: Aerospike 171% SEO traffic, Juniper Networks 2,500% organic traffic, Interfolio $186K+ revenue attribution
- Experienced, been-there-done-that team of seasoned operators who've guided brands through early funding rounds, hypergrowth, and IPO readiness
- Flexible contracts built for full management to hourly support, allowing clients to choose the model that fits their needs
- In-house data team providing advanced tracking
- Glassdoor rating: 4.4/5 stars

Industries Served

- Specializing in: Cybersecurity & IT, DevOps, MarTech & SalesTech, Construction, HR & Business Operations, Hardware & Manufacturing, Healthcare & HealthTech, Data & Cloud, FinTech
- Complex B2B technology sales with long cycles and high deal values

Drawbacks

- B2B-only focus excludes B2C/ecommerce/local opportunities

2. First Page Sage
AI-powered SEO agency pioneering Generative Engine Optimization with enterprise clients and ROI-focused methodology.
Strengths

- Generative Engine Optimization (GEO) pioneer with proprietary methodology
- Enterprise client portfolio: Salesforce, Microsoft, US Bank, Logitech, NBC
- Results: 368 first-page keywords, $15M lifetime value leads for clients
- 12+ years experience under founder Evan Bailyn
- ROI-focused approach over vanity metrics

Industries Served

- Technology/SaaS
- Financial services
- Media/publishing
- B2B manufacturing

Drawbacks

- Premium pricing excludes smaller businesses
- Geographic constraints from San Francisco base
- Overly rigorous review process creating slower turnarounds
- Glassdoor rating 3.9/5

3. Intero Digital
Large-scale digital marketing agency with proprietary AI technology and 400+ employees built through strategic acquisitions.
Strengths

- InteroBOT AI technology emulates search crawlers for unique forecasting
- Google Premier Partner (top 3%) with exclusive beta access
- 400+ employees across 5 offices through 6 agency acquisitions
- Results: $22M revenue growth for cloud software, 86% organic growth for sporting goods, 3,906% traffic growth for Sticker Mountain

Industries Served

- Technology
- Healthcare
- E-commerce
- Hospitality
- Manufacturing

Drawbacks

- High-pressure culture with 3.6/5 Glassdoor rating citing burnout
- Integration challenges from 6 agency acquisitions creating inconsistencies
- Scale vs personalization trade-offs where smaller accounts get less attention
- Glassdoor r…

Compare the best Generative Engine Optimization (GEO) agencies for B2B brands. Expert analysis of 9 top agencies with results, pricing, specializations, and what to look for when choosing a GEO partner.

08/29/2025

New Post: How to Export All Negative Keywords including Shared Lists from a Google Ads Account https://www.obilityb2b.com/blog/how-to-export-all-negative-keywords-including-shared-lists-from-a-google-ads-account Google Ads does not provide an easy method for reviewing all negative keywords in an account. This can be especially frustrating when working in the Google Ads Editor tool, which only shows the negative keyword lists associated with a campaign, but not the actual negative keywords in each list.

This Google Ads script will create a spreadsheet with all of your negative keywords including account level, campaign level, and ad group level. As well as shared negative keyword lists.

If it is your first time using a Google Ads script then you may want to review this guide.

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Our solution utilizes a Google Ads script to automatically create your custom parameters and insert the campaign name and ad group name, which can then be dynamically inserted into the final URL by referencing the custom parameters in the account level tracking template.

08/27/2025

New Post: Build B2B Brand Visibility via Reddit https://www.obilityb2b.com/blog/build-b2b-brand-visibility-via-reddit When most SaaS marketers think about demand generation and visibility, the go-to platforms are LinkedIn and Google, but there’s another channel quietly driving massive influence in buying decisions and most B2B brands are ignoring it.

That channel is Reddit.

In fact, Reddit’s reach and impact on buyer research has become so strong that Google and AI search tools increasingly surface Reddit content in results. For SaaS companies competing in crowded markets, showing up on Reddit organically can be the difference between being part of the conversation and being left out entirely.
Why Reddit Matters for B2B SaaS
1. Decision-Makers Are There
Reddit isn’t just memes and gaming communities anymore. Subreddits like r/SaaS, r/cybersecurity, r/startups, and r/devops are filled with founders, product managers, engineers, and even CIOs. These are exactly the people evaluating tools, sharing pain points, and influencing purchase decisions.
2. Trust Comes from People, Not Logos
On LinkedIn, brand posts can perform well. On Reddit, polished corporate messaging sticks out — and not in a good way. The most successful B2B engagement comes when people (your team members, subject matter experts, executives) share lessons learned, data points, or genuine experiences.

Trust on Reddit is built through contribution, not promotion.
3. Content Has Longevity
Most social posts disappear in a few days. Reddit works differently. Comments and posts surface months — even years — later through search and subreddit activity. One thoughtful response to a SaaS evaluation question today can still be driving visibility for your brand in 2028.
4. SEO and GEO Visibility
For a deeper dive into how Reddit and other social platforms can strengthen your search strategy, check out our blog on using Reddit and social results to grow your SEO strategy.

This is where Reddit gets really interesting for SaaS companies.

- SEO: Google often ranks Reddit threads on page one for niche B2B queries (e.g., “best enterprise BI tools,” “cybersecurity vendor comparison”). If your brand (or spokesperson) is active in that thread, you benefit from that visibility without needing to fight for the ranking with your own site.

- GEO (Generative Engine Optimization): AI-driven search tools and Google’s AI Overviews are increasingly pulling from Reddit because of its perceived authenticity. A presence in relevant subreddits can increase the chances your perspective shows up when prospects ask AI for recommendations.
5. Real-Time Buyer Feedback
Reddit users are candid. They’ll openly compare vendors, highlight frustrations, and debate which SaaS products deliver. For B2B marketers, it’s a goldmine of unfiltered customer sentiment and an opportunity to learn, adapt messaging, or even influence the conversation.
What is Reddit Pro?
Reddit recently launched a free tool called Reddit Pro, a suite of tools designed to help businesses understand their organic footprint by tracking your brand and competitor mentions, identify relevant conversations and subreddits. For SaaS marketers, this is could be a huge opportunity:

- Track where your brand and competitors are being mentioned.

- Identify trending topics in SaaS-related subreddits.

- Spot opportunities for authentic engagement before they take off.

Looking at the Reddit Pro tab in the Obility Reddit account, I noticed the recommended keywords were off. We don't do any web design or web development work.

Manually adding specific and more niche keywords proved effective in identifying relevant conversations in our space and discovering subreddits to engage with.


How to Use Reddit Pro
B2B Marketing isn't the best example here. Reddit is a good place for the cybersecurity industry to engage, so I added threat intelligence as a custom keyword to explore the opportunities here. Note: This is a more niche keyword, so it did not pop up as a suggested option, but I could manually add it. The conversations range from:
- Defining Threat Intelligence
- Career Pathways (interview prep/job hunting, career pathing, & skill development)
- Software Selection & Operational Use
- Future Directions & Gaps in the Field

Here are a few example conversations:

This is great intel about the threat intelligence space. This is how I would think about becoming part of these conversations on Reddit:

1. Defining Threat Intelligence
How to engage:
Don’t jump in as a brand. Instead, have a subject matter expert or “friendly practitioner” account answer questions in plain English. Share definitions and frameworks without dropping links back to your site in every comment. Don't hide anything, have the user's name/profile be related to the brand.
Ex: “A lot of people mix up threat data with actual intel. Data is just raw indicators, but intel adds context, relevance, and actionability. If your team isn’t making differen…

Learn how SaaS marketers can leverage Reddit for demand gen, SEO, and GEO visibility. Plus, insights on Reddit Pro and organic best practices.

08/15/2025

New Post: Why Reddit Ads Should Be Part of Every B2B Marketing Strategy https://www.obilityb2b.com/blog/why-reddit-ads-for-b2b-marketing-strategy When it comes to building brand awareness, most B2B marketers default to LinkedIn Ads, and for good reason. But what happens when you pair that tried-and-true platform with a strategic wildcard like Reddit Ads? Spoiler: You get more eyes, more engagement, and more efficient spend.

At Obility, we’ve been testing and proving Reddit's potential for top-of-funnel success. Below, we break down how Reddit Ads helped two B2B clients dramatically increase impressions and clicks while lowering CPC and expanding their reach.
Why Reddit Ads for B2B Marketing?
Reddit is often overlooked in B2B strategies. The platform is home to thousands of niche communities where technical decision-makers, IT leaders, developers, and cybersecurity professionals gather daily to exchange ideas, troubleshoot, and evaluate tools.

Meeting your target audience where they already are is crucial for staying top-of-mind and positioning your brand as a trusted resource.

Here’s why Reddit works for B2B:

- Authentic, interest-driven engagement with highly-specific audiences
- Lower CPCs compared to traditional platforms like LinkedIn
- Uncluttered ad real estate, especially in technical subreddits
- Scalable awareness with direct community alignment
- Bombora-powered intent targeting, allowing us to reach users showing interest in key topics outside of search
- New lead-gen form capabilities for capturing interest without a landing page
- Competitor targeting to intercept interest before it converts elsewhere

Reddit is always evolving. New ads features like native lead-gen forms and third-party intent layering make it even more valuable for B2B marketers looking to do more with less. With the right targeting and creative strategy, Reddit Ads becomes a powerful top-of-funnel engine that blends awareness with authentic engagement.
Client Spotlight #1
Case Study: 3 months LinkedIn Ads only vs. 3 months LinkedIn Ads + Reddit Ads

Industry: Enterprise IT

Results:
Total impressions: 2M → 23.8M
Clicks: 7.2K → 85K
CPC: $15.15 → $2.00

In this example, Obility launched Reddit Ads in April after already running LinkedIn Ads for the previous three months. We strategically targeted key subreddits such as ‘ITManagers’, ‘Cloudcomputing’, and ‘devops’ to reach our target audience while simultaneously running ad groups that target keywords we are already running on Google search. These included terms like “it analytics”, “it monitoring,” and “enterprise it.” Lastly, we leveraged Reddit’s interest targeting and reached users within the programming, engineering, computer & hardware, and software & apps communities.

When comparing the data from the three LinkedIn-only months to the three LinkedIn+ Reddit months, we saw a dramatic increase in volume while slashing CPC by 87%. By layering Reddit into the mix, we expanded reach exponentially while maintaining control over quality through thoughtful targeting and engaging creative. All that extra volume helped seed awareness at scale without blowing through budget.




Client Spotlight #2
Case Study: 3 months of Reddit Ads & LinkedIn Ads ran concurrently
Industry: Cybersecurity SaaS

Results:
Impressions: 727K on LinkedIn compared to 3.4M on Reddit
Average CPC: $10.19 → $1.05 on Reddit



From March through May, Reddit consistently delivered significantly higher impression volume than LinkedIn at a fraction of the cost. In March alone, Reddit drove over 1.2 million impressions, compared to just 163K from LinkedIn. This trend continued into April and May, showing that Reddit can scale reach far more efficiently.



Even more impressive than the reach was Reddit's cost-efficiency.

- March: Reddit CPC = $1.17 | LinkedIn CPC = $29.43
- April: Reddit CPC = $1.05 | LinkedIn CPC = $35.51
- May: Reddit CPC = $0.88 | LinkedIn CPC = $43.02

Reddit not only drives broader visibility, but it does so with increasing efficiency over time. With the right audience strategy and creative, Reddit Ads scale fast and becomes more cost-effective the longer you run.

By pairing Reddit with LinkedIn, this client achieved a balanced mix of broad reach and targeted engagement, simultaneously keeping spend under control.

LinkedIn continued to deliver quality traffic, and Reddit scaled reach dramatically, especially with technical personas that live in niche subreddits such as ‘cybersecurity_news’, ‘cybersecurityadvice’ and ‘asknetsec’. By blending the two channels, we achieved a more balanced funnel with broader coverage and lower cost per click.

Obility takes this approach a step further by retargeting users who have engaged with Reddit ads into other platforms such as LinkedIn or Google Search with a more bottom-of-funnel offer, like a demo or free trial. By warming the audience up with cost-effective awareness campaigns, we’re able to retarget users who are now …

07/09/2025

New Post: How to Make a B2B Video Strategy With A Little To No Budget https://www.obilityb2b.com/blog/how-to-make-a-b2b-video-strategy-with-a-little-to-no-budget How to Make a B2B Video Strategy With A Little To No Budget
We are in an era where video is no longer optional for an effective B2B content strategy. It’s necessary.

However, if you’re a CMO or demand gen leader at a SaaS company or high-growth startup, you’ve likely considered the idea and tossed it to next quarter for any one of these concerns: time and effort to produce, adhering to brand standards, and, constricted budgets that leave you little room to produce high quality video content.

LinkedIn reports that native video viewership is up 36% year-over-year, and video content creation is growing at twice the rate of other post formats.

That’s the demand problem solved, the bigger challenge is ex*****on.

A 2025 survey by Storykit revealed:
- 53% of companies don’t know how to get started
- 31% say there’s not enough time
- 22% are held back by concerns over cost

At the same time, 63% of B2B buyers say short-form video (30–90 seconds) plays a key role in their buying decisions.

That is a number you cannot afford to sleep on.

The Opportunity Is There: So Why the Bottleneck?
The problem appeared to be that video production is a complex process that requires a studio, script, hardware, production teams, and a five-figure production budget to produce something worth watching.

However, that’s not the case anymore. You don’t need to create a Netflix-quality docuseries to move pipeline. This is the era where an ocean of short-form content is generated every day. The entire production is in your phone. You just need to start with content that feels real, useful, and targeted, and you can start right away.

Here are four low-lift, high-impact B2B video ideas that are easy to produce and proven to work.
1. Founder or Exec POV
What it is: A quick take from a founder, CMO, or subject matter expert on a relevant trend, challenge, or belief.

Why it works: It brings a human face to your brand and builds trust. When leaders speak directly to your audience’s pain points or strategic goals, it creates connection and credibility.

How to make it: Record a short (60–90-second) we**am or phone video with strong, clear audio. You can write your talking points down on a phone or tablet; no need for a teleprompter. Add captions for accessibility and platform performance.


2. Product Walkthrough
What it is: A quick demo of a feature, workflow, or dashboard view that’s relevant to your ICP.

Why it works: Buyers want to see what your product actually looks like before they book a demo. Product-led storytelling creates clarity and helps qualify leads earlier in the funnel.

How to make it: Use a screen recording tool with voiceover, or have a sales rep talk through a workflow on Zoom. Keep it focused, e.g. one use case or feature per video.


3. Customer Testimonial Response
What it is: A customer testimonial or have a team member respond to a real customer quote.

Why it works: Social proof moves the needle, especially when it’s framed through the lens of a real problem solved. A team member reacting to a testimonial adds a personal layer and reinforces values.

How to make it: Record the customer if you can. If not, use a direct quote and have a team member speak to what drove that testimonial. Combine with motion graphics or text overlays for extra polish (easy enough to do in Canva inhouse or with a freelancer).


4. Myth vs. Reality
What it is: A short video debunking a common misconception about your product, space, or industry.

Why it works: It grabs attention, challenges assumptions, and positions your team as a source of truth.

How to make it: Film a caption-based video: “Most people think X… but the reality is Y.” Bonus points if it’s delivered by someone with a little personality.
Platform-Specific B2B Video Tips
You don’t need to over-engineer the perfect video. But you do need to tailor it to where you’re publishing and A/B test according to the following standards:

- LinkedIn and Meta: Consider short clips (15 and 30-second) to test what performs best
- YouTube and PMax: Try 30- and 60-second versions to capture top and mid-funnel attention
- Connected TV: Repurpose your highest-performing social videos to extend reach and brand awareness

Final Thoughts: Just Start
Getting in front of the camera can be intimidating. But if you’re not producing video, you’re missing where your audience is spending time and learning.

You don’t need a studio. You don’t need a big budget. You can take care of it right from your phone with free apps, like iMovie on the iPhone/iPad or the built-in video editor on Android, or use your preferred meeting recording tool (like Zoom) that you can edit in Canva. You can start with a few video types and see what works.

Start small. Keep it honest. Let performance guide the next round.