The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

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


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#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 think
  • How to turn existing blog posts and webinars into watchable video
  • What’s working on LinkedIn video in 2025
  • How to get started with video without hiring an agency or a full-time team
  • Simple formats that make video approachable

Timestamps

  • (00:00) - – Intro to Connor
  • (04:39) - – Learning video by doing: from intern to strategist
  • (06:39) - – What’s working in B2B video on LinkedIn in 2025
  • (08:06) - – Three types of videos that perform best
  • (09:27) - – Why video ads aren’t the best place to start
  • (10:20) - – How to turn top blog posts into YouTube videos that rank
  • (12:13) - – Using video to refresh blog content and boost SEO
  • (12:53) - – How to use video effectively for virtual and in-person events
  • (13:47) - – Repurposing Q&A sections from webinars into high-performing short clips
  • (15:42) - – Creating shorts from top audience questions
  • (16:55) - – The only parts of video that really matter
  • (17:42) - – Why “how I” beats “how to” every time
  • (20:00) - – The “reverse Rambo” hook format and how to use it
  • (21:59) - – How setting and authenticity improve engagement
  • (23:28) - – Why stiff, overproduced videos are killing your reach
  • (26:06) - – How to get started with video if you don’t have a team or budget
  • (28:12) - – Why marketers need to get comfortable on camera
  • (28:34) - – Podcasts as a powerful entry point into video
  • (29:31) - – How to test video with a simple 4-part limited series
  • (31:07) - – Low-budget options that still convert
  • (31:35) - – Why product marketers often make the best video collaborators
  • (32:19) - – Final advice: don’t wait until it’s perfect, just start!

  • Send guest pitches and ideas to [email protected]
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    ***

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    The Exit Five CMO Podcast (Hosted by Dave Gerhardt)By Dave Gerhardt

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