If you're running a B2B company in New York or anywhere on the East Coast, you've probably noticed video content everywhere. Your competitors are using it. Your clients are watching it. And if you're not investing in video marketing yet, you're likely wondering: is it actually worth it?

The short answer? Absolutely. But let's talk numbers, real results, and why video marketing delivers measurable ROI for small to medium-sized businesses.

Why Video Marketing Matters for B2B Companies

B2B buying decisions aren't impulsive—they're research-heavy, involve multiple stakeholders, and require trust. Video content addresses all of these factors better than any other medium.

According to recent studies, 87% of B2B buyers say video content influences their purchasing decisions. When potential clients can see your product in action, hear from satisfied customers, or understand your process through a well-crafted explainer video, they move through the sales funnel faster and with more confidence.

For businesses across New York—from Albany to New York City—investing in professional video production isn't just about staying current. It's about meeting your audience where they already are: online, watching video content.

Measurable ROI: What to Expect

Video marketing delivers returns in multiple ways. Here's what small to medium-sized B2B companies typically see:

Increased Website Conversions Landing pages with video convert up to 80% better than those without. If you're driving traffic to your site through SEO, paid ads, or referrals, adding video to key pages dramatically improves your conversion rate. A commercial video production company in New York can help create compelling homepage videos, product demos, or client testimonials that turn visitors into leads.

Higher Engagement on Social Media Video posts generate 1200% more shares than text and images combined. For B2B companies using LinkedIn, Facebook, or Instagram to reach decision-makers, video content significantly expands your reach and engagement—often at no additional cost beyond production.

Shortened Sales Cycles When prospects can watch an explainer video or client testimonial before a sales call, they arrive better informed and closer to a decision. Sales teams report that video-educated leads require fewer touchpoints and close faster, reducing overall customer acquisition costs.

Improved Email Performance Simply including the word "video" in an email subject line increases open rates by 19%. Video in email campaigns drives click-through rates up by 300%. For B2B companies running email nurture campaigns, video content is one of the highest-performing assets you can include.

Longer-Term Value Through Evergreen Content Unlike event-based or time-sensitive marketing, professional brand videos, product demonstrations, and educational content continue delivering value for months or years. This evergreen approach means your investment keeps working long after production wraps.

What Types of Video Deliver the Best ROI?

Not all video content performs equally. For B2B companies, these formats consistently deliver strong returns:

Explainer Videos: Break down complex products or services in 60-90 seconds. Perfect for SaaS companies, manufacturing businesses, or any B2B offering that's hard to explain with text alone.

Client Testimonials: Nothing builds trust faster than hearing from satisfied customers. Video testimonials outperform written reviews and provide social proof that moves prospects toward decisions.

Product Demos: Show—don't just tell—how your product works. Demos reduce support questions, shorten sales cycles, and give prospects confidence in your solution.

Brand Story Videos: Humanize your business. Showcase your team, values, and what sets you apart from competitors. These work exceptionally well on your homepage and LinkedIn.

Educational Content: Position your company as an industry authority by creating how-to videos, thought leadership content, or market insights. This content attracts organic traffic and builds long-term credibility.

Working with a Video Marketing Agency in New York

For small to medium-sized businesses, partnering with a local video marketing agency offers significant advantages. A commercial video production team in upstate New York or the broader East Coast region understands your market, can film on-site efficiently, and delivers content optimized for the platforms where your audience actually engages.

The key is choosing an agency that focuses on ROI-driven content—not just beautiful visuals. Look for partners who understand your business goals, create versatile evergreen content, and deliver fast turnarounds so you can start seeing results quickly.

The Bottom Line

Video marketing isn't an expense—it's an investment with measurable returns. For B2B companies on the East Coast looking to increase conversions, shorten sales cycles, and build authority in their market, professional video content delivers results that directly impact your bottom line.

The businesses winning in competitive markets aren't necessarily spending more on marketing. They're spending smarter, and video is a core part of that strategy.