Let’s be honest—B2B content can feel a little flat. Think pitch decks, follow-up emails and long product sheets. They get the job done, sure. But they don’t always grab attention or make your brand memorable.
That’s where motion-first marketing comes in. I caught up with Katy Bastas, Creative Director, Craft & Visual Studio at JPL, to talk about why motion is such a powerful tool for B2B brands and how teams can start using it more strategically.
Q: So, Katy, why does motion matter so much in B2B?
Katy Bastas: Because long buying cycles = lots of chances to lose people’s attention. Video and motion graphics help you cut through all the noise. Instead of making someone read a white paper to understand what you do, give them a quick explainer video that does the heavy lifting for them. It especially works well in email.
Why video works so well in B2B:
- It turns dense, complicated information into something visual and digestible
- It builds trust, especially when you put a face or voice to your brand
- It gives sales teams something easy to share repeatedly
- Most importantly, it drives action
Q: Okay, but why does video work so well in email?
Katy Bastas: Because no one expects it! We’re used to seeing video everywhere—social, streaming, TikTok—but not so much in our inboxes. So, when one shows up in a work email (whether it’s embedded or linked to), it’s kind of delightful. That play button icon catches your eye and suddenly you’re actually interested in what it says.
Here’s some quick B2B video stats:[1] [2]
- Just saying “video” in your email subject line can bump up open rates
- Video can drive up to 65% more clicks than static content
- And in many cases, it brings 2–3x the ROI
- Bonus: it adds personality, especially when you feature real people from your team
Q: What kind of video content should B2B teams always have in their back pocket?
Katy Bastas: Start with the basics and build from there. The key is to create modular video content that you can reuse and repurpose. That way your video content scales with your strategy.
Every B2B strategy should include these kinds of video as a starting point:
- Short explainer videos to communicate your value prop fast
- Motion graphics or animated banners for emails and landing pages
- Industry- or audience-specific variations (finance vs. healthcare, for example)
- Quick social videos—snackable content made to stop the scroll
Q: Where do B2B brands usually miss the mark when it comes to motion?
Katy Bastas: Post-event content! Marketers will spend months planning a webinar or conference and then… the follow-up is just a plain-text email. That’s a missed opportunity.
How video can keep your event momentum going:
- Turn live footage into a quick recap reel
- Create pull quotes or clips from speakers or attendees for social posts
- Drop short video snippets into your follow-up emails
- Always include a CTA like “Book a call” or “See key takeaways”
Q: What about using video before an event?
Katy Bastas: Oh, absolutely. Pre-event video is a great way to build buzz. Think countdowns, teasers and personal invites. It makes virtual events feel more like real experiences.
Some impactful, pre-event video tactics include:
- Quick video invites from your host or keynote speaker
- Animated schedules or reminders
- Urgency messaging: “Live only,” “Limited spots” etc.
- Bonus points if you personalize invites by role or industry
Q: What’s coming next for motion in B2B?
Katy Bastas: Smarter, more interactive content. Thanks to AI and better behavioral data, we can now personalize experiences based on what people care about or how they’re engaging.
We’re talking about:
- Interactive videos where users choose what happens next
- Personalization based on clicks, sentiment and behavior
- Real-time video content that adapts on the fly
- Tighter CRM integration so your sales tools and content actually talk to each other
Q: Can you wrap us up with a final takeaway?
Katy Bastas: If you’re still thinking of video as a nice-to-have or flashy add-on, it’s time to shift that mindset. Video is one of the most effective ways to connect with people, simplify information and convert a prospective buyer. When your message moves—literally—your audience moves with it.
Source:
https://www.campaignmonitor.com/blog/email-marketing/surprising-video-email-marketing-statistics/
About Katy Bastas, Creative Director, Craft & Visual Studio: Katy leads cross-functional teams to deliver strategic, brand-led experiences across live events, video and visual design. With roots in hands-on creative, she brings sharp vision and detail-driven execution to every project.
