Video in B2B: What Works, What Doesn’t, and Where to Start

#240: Video Strategy | In this episode, Danielle sits down with Connor Lewis, founder of Studio Lewis, to talk all things B2B video - what works, what doesn’t, and how to actually get started. Connor spent years building in-house video from the ground up before going solo. Now, he works with B2B brands on high-performing video ads and he’s here to break down what he’s learned.Danielle and Connor cover:Why production value doesn’t matter as much as you thinkHow to turn existing blog posts and webinars into watchable videoWhat’s working on LinkedIn video in 2025How to get started with video without hiring an agency or a full-time teamSimple formats that make video approachableTimestamps(00:00) - – Intro to Connor (03:00) - – Learning video by doing: from intern to strategist (05:00) - – What’s working in B2B video on LinkedIn in 2025 (06:27) - – Three types of videos that perform best (07:48) - – Why video ads aren’t the best place to start (08:41) - – How to turn top blog posts into YouTube videos that rank (10:34) - – Using video to refresh blog content and boost SEO (11:14) - – How to use video effectively for virtual and in-person events (12:08) - – Repurposing Q&A sections from webinars into high-performing short clips (14:03) - – Creating shorts from top audience questions (15:16) - – The only parts of video that really matter (16:03) - – Why “how I” beats “how to” every time (16:47) - – The “reverse Rambo” hook format and how to use it (18:46) - – How setting and authenticity improve engagement (20:15) - – Why stiff, overproduced videos are killing your reach (22:53) - – How to get started with video if you don’t have a team or budget (24:59) - – Why marketers need to get comfortable on camera (25:21) - – Podcasts as a powerful entry point into video (26:18) - – How to test video with a simple 4-part limited series (27:54) - – Low-budget options that still convert (28:22) - – Why product marketers often make the best video collaborators (29:06) - – Final advice: don’t wait until it’s perfect, just start! Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive. ***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more