In this clip, we break down the nuances of building effective website pages and landing pages for B2B marketing.
A high-converting page isn’t just about visuals—it’s about trust and credibility.
That’s why we focus on elements like:
Client logos that signal authority
Testimonials that prove real success
Case studies that show measurable impact
Polished design that decision makers can rely on
You’ll also notice we include a wealth of content. This is intentional. By offering more than enough context, intelligent buyers can quickly skim what’s most relevant, feel understood, and get educated enough to confidently book a discovery call.
The result?
Prospects are better informed and more likely to attend the call.
Sales teams no longer waste time repeating the basics.
Every deal starts further down the pipeline, increasing the chances of closing.
If you’re in B2B marketing, this approach transforms your website into a powerful sales enablement tool.
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Most businesses are producing content. But 90%+ of them see no real-world measurable business results like revenue, lifetime value or qualified pipeline. That forces their marketers to use “marketer mental acrobatics” to justify all the activity and effort. And that results in even more confusion.
So, in this vid, we’re giving you some insights on how to think about content marketing. We cover:
🟣 Your content has to give PROFOUND levels of insight, inspiration and information that really moves the needle for the target market you serve.
🟣 Content marketing is a long-term game. So if you don’t have a real way to measure the impact your content is having on REAL business results (revenue, lifetime value, qualified pipeline), it’s a huge invisible time-suck. That’s a real opportunity cost and a compounding problem when your competitors have experienced marketing teams.
🟣 If your content is ChatGPT rubbish, or simple “tips”, you’re just adding to the ignorable noise. You’ll need to get your SMEs involved so they can give real-world advice.
🟣 High Quality content is time-consuming to create. So you must be a master-repurposer to get enough value from each piece
🟣 Most smaller B2B companies will need to use strategic ad spend to amplify the impact of their content and beat larger competitors who dominate the market with larger budgets
🟣 Everyone says they are a “thought leader”. It’s trendy. But the $$$ results produced by your content show you the truth
🟣 Look… you have to really care about the people you serve to educate them effectively. Trying to automate this way too much or getting an unskilled junior to just put “anything” up on the newsfeed is moving your business backwards. Social audiences are very skilled at picking up “content for the sake of it” and ignoring it.
Good content marketing creates measurable results like:
Customer retention improvements
Customer happiness increases
Sales effort decreases
Prospects specifically mention your content
Word of mouth increases
Lucrative partnerships appear
If you’re not experiencing it, it’s a sign your content marketing hasn’t got the right strategy or depth behind it.
Here’s a great example of a Live-Action Case Study in the B2B SaaS industry. This content is used to move the long B2B sales cycle forward. A few things to notice as you watch:
🔵 The video has been produced in a way that allows it to be split into 4 standalone content pieces. That allows 1 shoot to become a campaign full of content. It also ensures that, in an advertising campaign, the whole message gets consumed over time.
🔵 The cast comes across very authentic. That’s because we didn’t force them to read off a teleprompter. But we also didn’t put them on the spot on the shoot day. We interviewed them in advance, then prepared notes for them to refer to. That way – after the magic of our editors – they are authentic and clear on camera, but the narrative also stays on track, highly relevant for the viewer.
🔵 The storytelling is clear and specific, positioning Bricsys above the competition. When this case study is sent along with a proposal, Bricsys are clearly in the box seat.
🔵 The first 5 seconds is the most important part of the video. Notice how we go straight into describing the situation, which the right audience can relate to. So many case studies lose a shocking proportion of the audience by doing an introduction at the start: “I’m X, I work for X, we do X, my role is X” – all messages that have no relevance for the audience.
🔵 Also notice that great set design, lighting and creative direction ensures that each cast member is “glowing” on screen – confident, clear and credible.
See plenty more examples here:
https://visionarydigitalstudios.com/b…
STRATEGIC VIDEOS TO QUALIFY LEADS
Often we’ll start with a smaller project, perhaps one or two videos.
First and foremost, this really gives us a chance to clarify your core offer, and then we find when it’s launched, it improves every other sales and marketing initiative that you already have going.
So for example, your ads and your outreach, improve in performance, your sales team starts giving a very consistent message. To every prospect.
People start spending more time on your website, that sort of thing.
But it also gives us a really good chance to work with you, get to know your company, and it gives you a chance to experience the benefits of working with us before we decide to work together long-term.
Once we have those videos in place, then we’ve got a really good platform to move forward into the longer term project.
Here is a great example of an Animation that creates very clear differentiation from similar competitors. It gets automatically sent to new leads as soon as they sign into the contact form. That ensures they arrive at the initial sales call already understanding the difference.
A few things to notice:
🔵 The messaging is very strategic and clear, designed for non-technical decision-makers. We strategised unbeatable differentiators with Single Source. After watching the video it will be difficult to choose the competition
🔵 The video was intentionally produced as 3 standalone sections. That allows us to break it up into 3 standalone videos which make excellent remarketing ads. That also ensures the full message is consumed over time, even if the viewer doesn’t sit through the full video
🔵 In addition, each unique scene design is delivered as an image. So this video project produces a full campaign of brand consistent marketing and sales collateral
In this example, we use Animation to explain a complex tech service for non-technical decision makers. A few things to notice here:
🔵 The video speaks directly to the decision-maker as “you” or “your” and is very specific to their daily challenges. It immediately becomes the most relevant piece of content in their space
🔵 We use both Animation and stock footage to make the video more engaging for the audience. It stands out compared to a simple Animation and looks much more modern
🔵 We show off the UI so the viewer can envision themselves using the product
🔵 The messaging in the video is extremely strategic, aiming to position Secure Code Warrior as a better fit than similar competitors, without being too sales-y or aggressive
🔵 Finally, all the scene designs were also delivered as images for Secure Code Warrior to re-purpose throughout their sales and marketing collateral. That gives the audience a consistent experience through their buyer’s journey.
STRATEGIC B2B SOCIAL CONTENT
Next B2B social media.
So the B2B sales cycle, it’s often three or more months, sometimes even years, and there’s a lot of different stakeholders from the prospect side in that decision making process.
So during that sales cycle, you want to make sure that every stakeholder from the prospect side is being educated by your content on their social media newsfeed.
Often a buying team is mandated to evaluate at least two other proposals, so you want to make sure that content is a lot more deep, specific, and insightful than your competitors.
For your B2B Social Media, we’ll relaunch the videos we created in Step One periodically so that your audience is seeing your people and your brand frequently.
We will launch the pages that we’ve created on your website in step four as social posts, so that your audience is regularly redirected to your website.
And for your social content, will make it really specific and really relevant by leveraging those insights in your Client Avatar.
Most B2B companies, probably your competitors, make the mistake of only really talking about themselves on their social media feed.
Yours will be the one that stands out and talks very specifically about your customer and their pain points and their desires.
Remarketing.
Have you ever been to a company’s website before and suddenly you start seeing their content popping up everywhere?
That process is called remarketing it, and it’s a really powerful form of advertising because once someone has indicated an initial interest by landing on a website or following a social profile or engaging with an ad, It’s likely that they’re interested in your service and it’s likely they would like to learn more.
So in the Remarking stage, we will leverage the videos we created in Step One.
We’ll leverage the demographics of your audience in the Client Avatar in step two.
And we’ll use that to put those videos in front of anyone that may be interested in your service, and then we’ll leverage your Monthly Reporting in step three to make sure that process is optimised month by month.
In this age, it’s possible to produce strategic, highly engaging video messages and put them directly in front of targeted decision-makers, at scale.
Yet most B2B businesses aren’t leveraging this effectively.
And when they do create videos, many fall into the trap of focusing on entertainment — vague “stories” or humour that mimic B2C-style TV ads built for much simpler audiences.
The real issue? Most video producers overlook the critical factors needed for true B2B marketing outcomes:
🧿 Mapping content to the 3–12 month buyer’s journey
🔵 Creating 3–10 tailored versions to continually nurture prospects
🧿 Crafting strategic messaging that drives real decision-making
🔵 Differentiating YOU from competitors with laser-sharp clarity
And here’s the kicker:
80% of a video’s success comes from its distribution strategy, NOT just production.
At Visionary Digital Studios, we approach B2B video marketing differently.
Take a glimpse at how we do it:
🔗 https://lnkd.in/gHjKRehn
Strategic video production is such an important component of a professional B2B growth engine. In this clip we talk you through why you should use video, and give you some insights into how we incorporate video into a B2B marketing program.
When you’re marketing high-ticket B2B services, you need more than a quick proposal; you need a strategic, well-documented roadmap from the very beginning.
At Visionary, we’ve built exactly that: The Visionary B2B Roadmapping Process.
Instead of the typical agency experience, templated proposals, jargon-filled calls, and endless back-and-forth, you’ll walk away with a world-class B2B digital marketing strategy designed specifically for your business.
Here’s what makes the process different:
A clear roadmap with defined bottlenecks and measurable outcomes
A B2B-specific content strategy that cuts through noise and reaches decision makers
Transparent campaign economics that map marketing and sales KPIs to business goals
Flexible project funding options to match your needs and budget
For a $900 engagement, you get clarity, actionable insights, and a chance to experience our expertise before committing to execution. From there, you decide, partner with us, implement in-house, or work with another agency.
This isn’t about guesswork or vanity metrics. It’s about building a practical, data-driven plan that sets your B2B marketing up for measurable success.
📌 Deep dive into “The Visionary B2B Roadmapping Process” here: https://lnkd.in/gKdQQtYK
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One of the most overlooked growth levers in B2B marketing is the Client Avatar (or Persona).
Most marketing projects don’t fail because of design flaws or sloppy execution. They fail because the wrong people are being targeted with diluted messaging.
The Client Avatar isn’t some fluffy marketing exercise—it’s a high-impact tool that ensures every sales and marketing message stays consistent, aligned, and on point across the buyer’s journey. Skipping it or rushing through it creates expensive complications.
Here’s what happens without it:
🔵 Marketing budgets are wasted on prospects who never convert
🔵 Sales teams pitch inconsistent, fragmented messages
🔵 Sales cycles drag on with hesitant, ghosting leads
🔵 Messaging looks identical to competitors, no differentiation at all
At Visionary, we take a very different approach. Before we build campaigns or digital assets, we create an ultra-detailed Client Avatar—20+ pages of deep research into buyer psychology, objections, and decision triggers. We go beyond demographics to uncover:
🔵 The exact words prospects use to describe pain points
🔵 How they experience challenges in their own world
🔵 Why they should trust you over competitors
🔵 What decision triggers will move them forward
When you get this right, everything changes:
Your marketing dollars work harder by speaking to the right people
Sales cycles shorten because prospects feel deeply understood
Your brand becomes magnetic—attracting the buyers you want over and over
📌 See the Visionary Client Avatar in action and download a copy to use as your own template: https://lnkd.in/gudWMnVi
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