B2B marketing videos are often technical and boring. But they don’t have to be. These examples from AkzoNobel proves that B2B marketers too can create compelling and engaging videos. 

At a speaking engagement with AkzoNobel, I learned about the videos you are about to see. All three are great examples of what B2B marketers can do with video. (AkzoNobel is the largest global coating manufacturer)

What I particularly like about these B2B marketing videos is that they communicate a clear (product) benefit. The message is as clear as the intended audience.The videos below are intended for decision makers and influencers in the aero industry.

Have a look and listen for yourself.

B2B marketing videos: planning for success by AkzoNobel

The Scottish narrator is excellent, don’t you think? Makes you wonder if this is Sean Connery or his cousin.

B2B marketing videos: skateboard by AkzoNobel

In this video AkzoNobel drives home the benefit so that anyone can understand it. But what do you think? Would you have liked to see the skateboarder ace it. I know that’s what I expected. So it was surprising that he didn’t.

B2B marketing videos: planning for success by AkzoNobel


Take note of this and the other videos from AkzoNobel. They were created in 2011-2012. It is so nice to see large businesses go out there and experiment. Video worked in 2011-2012, but was not as common back then. AkzoNobel, it seems, were early movers. And if you take a look at their various YouTube channels – for example the AKzoNobel Aero channel here – you will see a lot of great quality video footage.

B2B marketers around the world are slowly waking up to the new reality. It is a reality in which more and more business buyers and influencer expect information to ALSO be available via media such as video. The challenge is to create a good story that engages your audience whilst communicating your message effectively.

Well done AkzoNobel Aero! (And thanks to Vincent van der Laan from AkzoNobel for sharing this insight with me)

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