This website is using cookies to ensure you get the best experience possible on our website.
More info: Privacy & Cookies, Imprint
Explainer videos were once the domain of startups and SaaS companies trying to simplify complex products. Today, they’re standard in B2B sales strategies across industries — from mechanical engineering and IT to pharmaceuticals and finance. “A good explainer video conveys what used to take a ten-page brochure or a 20-minute sales pitch — in just 90 seconds,” says Julia Werner, marketing lead at a German software company. “It’s a powerful tool at the top of the funnel.” Videos are used on landing pages, in cold emails, trade show presentations, and increasingly in personalized sales outreach via LinkedIn and email automation tools. The logic: visual storytelling sticks — and it helps cut through the noise in oversaturated digital channels. Depending on style, quality, and agency, a professionally produced explainer video can cost between €3,000 and €20,000. That includes scriptwriting, storyboard, voice-over, animation, sound design, and sometimes translation for international audiences. “The problem is that many companies underestimate the production time and internal coordination effort,” says Thomas Berger, founder of a B2B video agency in Munich. “There are weeks of back and forth — and that makes the process expensive and slow.” In tight B2B sales cycles, especially in the mid-market, decision-makers often hesitate to approve such high costs for a single video asset — particularly when ROI is hard to quantify directly. Advocates say yes. Numerous case studies show that landing pages with video can increase conversion rates by up to 80%. A 2024 HubSpot report found that 74% of B2B buyers are more likely to purchase after watching an explainer video — especially when the product or service is complex. “It helped us cut down our average sales call duration by 30%,” reports Marcel Döring, sales director at an industrial automation firm. “Clients came into meetings with a basic understanding of our value proposition — which made closing faster.” However, effectiveness depends heavily on context. A slick video alone won't rescue a weak message or poor targeting. Quality scriptwriting, clear messaging, and proper distribution are just as important as visual polish. In 2025, companies have more options than ever. AI-powered video tools like Synthesia, Pictory, and Lumen5 allow marketing teams to create semi-professional videos without actors, cameras, or large budgets. Pre-built templates and avatar voice-overs have lowered the barrier to entry significantly. “For internal training and basic explainer content, AI-generated videos are often ‘good enough’,” says Lisa Neumann, content strategist at a logistics software provider. “But for brand-critical assets, we still go the professional route.” Even agencies are starting to use AI in production workflows — to reduce storyboard development time, automate subtitles, or speed up versioning in multiple languages. Experts agree: Explainer videos are not a universal solution, but they work particularly well when... “A standalone explainer video without a distribution plan is a waste,” warns Birgit Scholz, B2B marketing consultant. “You need to think of it as a content asset with a lifecycle — not a one-off gimmick.” Explainer videos can be highly effective in B2B sales — if they’re part of a smart, strategic content plan. Their high cost remains a barrier for many SMEs, but the return on investment can be significant when the message hits the mark and the video is properly deployed across channels. Cheaper, AI-powered alternatives will continue to grow — but for high-impact, brand-sensitive communication, professional production still sets the standard. The key is knowing when to invest — and when a leaner, faster format will do the job.Explainer videos: From niche to mainstream
But they’re expensive — sometimes painfully so
Do explainer videos really increase conversions?
Cheaper alternatives: AI, templates, and DIY tools
When does an explainer video make sense?
Conclusion: Worth it — under the right conditions
Unlike B2C, B2B marketing rarely relies on quick impulse buys. Instead, it’s about long-term investments and complex decision-making. Video offers three main advantages here:
Successful B2B video strategies combine information with trust-building formats:
Video is powerful, but not a silver bullet. Common challenges include:
“In B2B, video isn’t about showmanship – it’s a tool. Its value depends on clear goals and integration into the customer journey.”
To truly turn video into a sales driver, companies should consider:
Video isn’t a magic bullet, but it is one of the most powerful tools in B2B marketing. It helps communicate complex messages clearly and emotionally, strengthens brand perception, and can directly boost conversion rates. Whether it’s the “key” ultimately depends on how strategically it’s used. Companies that integrate video across the customer journey significantly increase their chances of closing more deals and building lasting relationships.
B2B marketing is a complex field that requires more than just campaigns and lead generation. Beyond formal strategies lie unwritten rules that shape success. These guidelines, often learned through experience rather than textbooks, govern how marketers build trust, engage prospects, and influence decision-makers in a business context.
In B2B, you’re not marketing to “everyone,” but to specific roles with unique pain points and goals. Understanding your buyer personas — their challenges, motivations, and decision-making processes — is essential for relevant messaging.
Producing content alone isn’t enough. Your content must address real problems, answer critical questions, and provide actionable insights. Irrelevant or overly promotional content will be ignored.
Trust doesn’t happen overnight. B2B buyers often engage with multiple touchpoints before considering a purchase. Nurturing leads through educational and value-driven communication builds credibility.
Misalignment between marketing and sales teams leads to lost opportunities. Sharing data, coordinating messaging, and agreeing on lead qualification criteria are non-negotiable for success.
B2B sales cycles can be long and complex. Marketers must accept that immediate ROI isn’t always visible. Consistency and persistence in nurturing prospects pay dividends over time.
Generic mass marketing won’t cut it in B2B. Personalizing communications based on industry, company size, or buyer role shows that you understand your prospects’ unique needs.
Analytics and KPIs are vital, but don’t forget the human element. Qualitative feedback, market trends, and customer conversations provide context that pure data can miss.
Business buyers value honesty. Overpromising or hiding weaknesses damages trust. Being upfront about limitations and realistic about outcomes builds long-term credibility.
While B2B decisions are rational, emotions still matter. Storytelling humanizes your brand and helps prospects envision how your solution fits their world.
Markets change, technologies evolve, and buyer behaviors shift. The most successful B2B marketers stay curious, test new approaches, and adapt strategies regularly.
The unwritten rules of B2B marketing aren’t found in strategy decks but in the day-to-day interactions and decisions marketers make. Embracing these principles fosters deeper connections, better alignment with sales, and ultimately, greater business impact.
Online advertising in 2025 is at a crossroads. Pay-per-click (PPC) campaigns, long considered one of the most efficient and measurable marketing tools, are increasingly under scrutiny. Click prices have been rising for years, especially in the B2B sector. More and more often, the question arises: will online marketing soon become financially unviable for small and mid-sized companies?
Rising Click Prices: Causes and Dynamics
Just five to ten years ago, the cost of a click on Google Ads or LinkedIn campaigns was often in the low single-digit euro range. Today, many B2B marketers are faced with prices of 20, 50, or even more than 100 euros per click. The reasons are increasing competition, limited ad inventory, and the shift of many marketing budgets into digital channels. AI-driven bidding strategies further push up prices – an advantage for large corporations with multi-million budgets, but a burden for smaller players.
Particularly Affected: B2B Niche Markets
While consumer goods companies can rely on social media and reach campaigns as alternatives, the situation in the B2B sector is more complex. Companies with highly specialized products – such as in mechanical engineering, cybersecurity, or SaaS solutions – compete for a relatively small target audience. Here, every qualified click matters, but the prices sometimes reach astronomical levels. Some marketing managers already describe the situation as a “budget-driven displacement battle.”
Alternatives: Organic Visibility and Content Strategies
Faced with rising PPC costs, many B2B firms are once again turning to long-term strategies like search engine optimization (SEO), thought-leadership content, or organic LinkedIn activities. Webinars, podcasts, and whitepapers are also experiencing a revival. While these channels are less immediately measurable than PPC campaigns, they provide sustainable visibility and build brand trust – without requiring double-digit amounts for every click.
AI Is Changing the Rules of the Game
At the same time, artificial intelligence is reshaping online marketing. Search engines like Google are experimenting with “AI Overviews,” which could reduce clicks on traditional ads. On the other hand, AI offers new opportunities for more precise audience targeting and creative automation. Yet again, this requires expertise and resources – not always available in small marketing departments.
Will B2B Marketing Become Unaffordable?
The answer is nuanced. Yes, click prices are rising, and it will become increasingly difficult for many SMEs to run profitable PPC campaigns. At the same time, new opportunities are emerging to make an impact with smaller budgets – whether through organic reach, strategic partnerships, or the smart use of AI tools. The key will be to strike a balance between short-term lead generation and long-term brand building.
Conclusion
2025 marks the year when B2B marketing must reinvent itself. PPC ads are not going away, but their role is shifting. Instead of being seen as the only solution, they will need to become part of a diversified marketing mix. Companies that invest strategically in alternatives today will have the chance to escape the pressure of rising click prices – and position themselves securely in the digital competition of the future.
In a world dominated by email, social media ads, and online tracking, advertising by physical mail may seem outdated. But the reality is quite the opposite: postal mailings are making a comeback in B2B marketing—and for good reason. As digital channels become increasingly saturated, a well-crafted letter or postcard still grabs attention. Combined with high-quality marketing address data, direct mail is a powerful and underutilized method for acquiring new business customers.
Why Postal Mailings Are Trending Again in B2B
Digital marketing is essential—but also highly competitive. Companies battle for visibility on Google, LinkedIn, and in crowded email inboxes. Many key decision-makers are hard to reach digitally or ignore impersonal advertising altogether.
This is where direct mail shines. A personalized letter or creative print piece lands physically on a decision-maker’s desk—and is far more likely to be opened, read, and remembered than a generic email blast.
The Advantages of Physical Mail in B2B Marketing
Success Factor #1: The Right Marketing Addresses
The success of any B2B mailing campaign depends heavily on the quality of your contact data. It’s not about volume—it’s about precision. Use filters such as industry, company size, location, and decision-maker job title to define your audience.
Professional providers of marketing address data offer up-to-date, GDPR-compliant B2B lists—often enriched with useful extras like email addresses, phone numbers, turnover categories, or tech stack info. This allows for both targeted messaging and coordinated sales follow-ups.
What to Look for in a Data Provider:
How to Create an Effective B2B Mailing
A successful mailing campaign is more than just a generic letter. It needs strategy, relevance, and creativity. Here’s what matters most:
1. Relevant Opening Message
Start strong with a clear value proposition. Avoid fluff. A subject like “How to cut your IT costs by 30%” will get more attention than “Let us introduce ourselves.”
2. Personalization
Whenever possible, address the actual decision-maker by name. Avoid generic greetings like “Dear Sir or Madam.”
3. Clear Call to Action
What’s the next step? Should the reader schedule a free consultation? Download a guide? Visit a landing page? Make it simple and measurable.
4. Design and Print Quality
Use quality materials and an appealing design. Unusual formats or textures help your mailing stand out. Even a small insert (like a checklist or branded item) can boost response rates.
5. Plan a Follow-Up
Don’t treat the mailing as a one-off. Plan a follow-up by phone, email, or LinkedIn. Direct mail is a conversation starter—not the whole conversation.
Real-World Example: IT Provider Wins 15 New Clients via Mailing Campaign
A mid-sized IT service company wanted to target production businesses with 50–250 employees. They purchased 1,000 qualified B2B contacts from a professional address provider, filtered by industry, region, and revenue.
The campaign used a striking A5-format mailer offering a free IT cost analysis. The message was personalized, with a printed CTA leading to a dedicated landing page. Within four weeks, the company received over 100 leads, held 35 qualified meetings—and won 15 new clients.
Conclusion: Direct Mail Still Works—If Done Right
Physical mail is far from dead—it’s an underestimated, high-impact tool in today’s digital age. For companies with a clear target audience and access to quality data, postal mailings offer a powerful way to attract attention, build trust, and generate qualified B2B leads.
When combined with digital tactics, mail becomes part of an integrated strategy that not only gets noticed—but drives results.