B2B Marketing with Dave Gerhardt: Video in B2B – What Works, What Doesn’t, and Where to Start

Release Date: April 24, 2025

In this episode of B2B Marketing with Dave Gerhardt, host Danielle from Exit Five engages in a compelling conversation with Connor Lewis, the founder of Studio Lewis and an authority in B2B video marketing. Together, they delve deep into the nuances of leveraging video in B2B marketing, offering actionable insights and strategies for marketers aiming to harness the power of video without hefty budgets or extensive teams.

1. Guest Introduction and Background

Danielle opens the episode by introducing Connor Lewis, highlighting his transition from an in-house marketer at an HR software company to founding his own agency, Studio Lewis. Connor shares his journey, emphasizing the rapid growth his previous company experienced—from $10 million to $100 million ARR—and the pivotal role video played during this expansion from [03:15].

Connor Lewis [03:57]: "We hosted huge events, built a category, and established a small video team in-house. That was crazy."

2. The Evolution of B2B Video Strategy

Connor reflects on his early days handling video content, initially focused on simple talking head videos. As demands grew, he had to upskill, venturing into animation and scriptwriting, which broadened his perspective on effective video marketing.

Connor Lewis [05:13]: "I started out in that world and learned so much from it."

3. Current Trends in B2B Video for 2025

The conversation shifts to the present landscape of B2B video marketing. Connor discusses the surge of video content on platforms like LinkedIn, noting a shift in community preferences and the types of videos gaining traction.

Connor Lewis [06:59]: "We're settling into what kinds of videos we like as a community, as a larger platform."

He identifies three successful video strategies:

1. Building in Public: Sharing business processes and milestones transparently.
2. Edutainment: Blending education with entertainment to keep content engaging.
3. Collaborations: Partnering with other creators to expand reach and tap into new audiences.

Connor Lewis [08:00]: "How do we bring it out of, you know, the virtual kind of we're at our desks with microphones world and make it a little more interesting."

4. Starting with Video: Practical Approaches

Danielle and Connor discuss how B2B marketers can embark on their video journey. Connor advises against diving straight into high-production ads without first understanding effective messaging. Instead, he recommends starting with virtual production ads—such as animated or text-based videos—that are cost-effective and simpler to produce.

Connor Lewis [09:22]: "A lot of people are premature with video ads because you have to have a good understanding of what kind of messaging works before you invest in that kind of creative."

Additionally, Connor emphasizes repurposing existing content, like transforming top-performing blog posts into video formats to maximize reach and SEO benefits.

Connor Lewis [10:16]: "We knew that we wanted to repurpose them for YouTube too. I'd try a bunch of different iterations of the title of the blog post and the content of the blog post, making it into a video title."

5. Enhancing Engagement Through Effective Video Elements

A significant portion of the discussion centers on crafting engaging videos. Connor highlights the importance of the first five seconds, stressing that capturing attention swiftly is crucial.

Connor Lewis [16:48]: "It's so important because it just contextualizes what they're about to watch. And for the Q and A, you just put the question on screen and if people have that question, they'll watch."

He introduces the "Reverse Rambo" hook technique, which involves stating a common belief, countering it with a personal perspective, and backing it up with data or experience.

Connor Lewis [19:09]: "Say a bold statement... declaring that I almost went bankrupt at the beginning of 2024."

6. Authenticity Over Perfection

Connor advocates for authenticity in video content over high production values, especially on platforms like LinkedIn. He shares examples of successful creators who maintain a genuine and relatable presence, often recording in unconventional settings to break the monotony of typical corporate videos.

Connor Lewis [22:03]: "If it feels like you're having fun with it, if it feels authentic to you, then it's going to do better."

Danielle echoes this sentiment, recounting her positive experience with authentic, behind-the-scenes clips that resonated well with her audience.

7. Strategic Implementation for Marketing Teams

For marketing teams contemplating the integration of video, Connor advises a phased and experimental approach. He suggests starting with limited series or specific campaigns to test effectiveness before committing to larger-scale productions.

Connor Lewis [29:12]: "It's so experimental and I think that's how you need to be in the beginning. You can't go all in on something before you know what actually works for video for your brand."

He also highlights the importance of copywriting skills in video scripting, drawing parallels between crafting compelling copy and creating engaging video content.

Connor Lewis [30:32]: "Video is very much related to copywriting. If you don't know what copy works on like a landing page or a webpage for your ICP, it's gonna be really hard to build scripts that resonate."

8. Overcoming Barriers and Continuous Improvement

Addressing common apprehensions, Connor encourages marketers to view video as a skill that can be developed with practice. He underscores the necessity of stepping out of comfort zones and embracing imperfections as part of the learning curve.

Connor Lewis [31:25]: "Don't be scared. Just get started."

Both speakers agree that consistent experimentation and learning from each video project are vital for honing video marketing strategies.

9. Closing Thoughts

Danielle and Connor wrap up the discussion by reiterating the importance of authenticity, experimentation, and strategic implementation in B2B video marketing. They highlight the value of community support and continuous learning, inviting listeners to connect and collaborate.

Connor Lewis [32:05]: "You're only going to get better, and so you got to work that muscle."

Key Takeaways

• Start Simple: Begin with virtual production ads or repurposed content before investing in high-production-value videos.
• Engage with Hooks: Utilize effective hook techniques to capture attention within the first few seconds.
• Be Authentic: Prioritize authenticity over perfection to foster genuine connections with your audience.
• Experiment and Learn: Adopt an experimental mindset, testing different video formats and strategies to identify what resonates best.
• Leverage Community: Engage with communities like Exit Five for support, feedback, and continuous learning.

Notable Quotes

• Connor Lewis [16:48]: "If you can do both of those, then you're usually pretty good."
• Connor Lewis [19:35]: "There is no perfect hook format. There's just a lot of ones that do work pretty well."
• Connor Lewis [22:53]: "If you're stiff and in front of the camera and you're doing something that doesn't feel like you, they feel that too."

This episode serves as an invaluable resource for B2B marketers looking to integrate video into their strategies effectively. Connor Lewis's expertise and practical advice provide a roadmap for navigating the complexities of video marketing, ensuring that marketers can create engaging, authentic, and impactful video content without overwhelming resources.