And more importantly, our video strategy generated their biggest ever inbound lead, someone who discovered them through YouTube and went on to become a high-value client.

And this isn’t a one-off. We’ve helped multiple clients in SaaS, service, and tech industries turn their YouTube presence into a real asset, not just a nice-to-have.

Not to mention our own video, which has become the anchor of our content strategy, allowing us to create hundreds of pieces of content from one idea.

With the right video strategy, you can turn content into revenue and give yourself a valuable bank of content ready to be repurposed across multiple platforms.

📖 Read the full case study

1. Focus on Leads, Not Likes

Surely the more eyes on your content, the better! 👀

It’s easy to understand why businesses fall into this trap and think they need to get thousands of views on every video.

But YouTube fame ≠ business success 🚫

Going viral often means reaching more of the wrong type of customer – it’s not attracting your ideal customer. Creators who focus on numbers build followings of people who want to learn how to do it themselves, rather than pay you to do it.

And the truth is, if you’re not attracting buyers, you’re just running a vanity project.

In B2B, your job isn’t to educate the masses, it’s to connect with decision-makers who are ready to hire. You’re offering high-value services, which means you only need a few conversions to see big returns.

So always come back to this question: “Is this video helping me attract the right kind of lead?”

If the answer is yes, then you are creating content that will help your future customers, and it’s what you should focus on.

📖 Read more: Thought leadership vs viral content: why fortune beats fame for B2B

2. Start with Long-Form Video…

“Should you start with long-form or short-form video?”

We get this question a lot, and our short answer is to start with long-form video content.

Long-form content gives you room to build authority, go deeper into your message, and connect with people who are more likely to convert. Nearly every client who’s contacted us through YouTube has done so after watching several long-form videos.

Short-form videos (under 60 seconds) are great for reach and engagement, but they rarely lead to direct enquiries on their own. It can also be harder to get your point across clearly and effectively in under a minute.

We use short-form content to drive interest and funnel people toward the longer videos, the ones that actually do the heavy lifting.

And the best part is that a single long-form video can be repurposed into multiple short-form clips, giving you weeks of extra content. That’s why we always advise starting with long-form first and working backwards.

If you start with substance, repurposing becomes 10x easier.

📖 Read more: How to repurpose one video into 150+ pieces of content

3. Prioritise Value (not views)

Let’s be blunt, no one’s sticking around for vague advice or filler content.

In B2B, you aren’t entertaining, so attention is earned by delivering real value. Your videos need to teach, inspire, or prove how your service makes a difference; otherwise, your viewers will click away before you’ve even introduced yourself.

So what does real value look like?

• Real client stories (especially with before-and-after impact)
• Behind the scenes of your unique method or approach
• Tangible, specific examples of how you solve problems and drive results

If your insights are truly valuable (and hard to replicate), people will remember you for them and reach out when they’re ready.

You’ll get people learning all about you and your services, who convert themselves while quietly binge-watching your content.

4. Use More Than One Format

Not every video needs to look like a TED Talk. In fact, it’s better if it doesn’t.

Perfect lighting, expensive camera gear, and a professionally designed set can be helpful, but they’re far from essential, and authenticity is more important than a polished video.

Your audience wants insight, not a cinematic experience. And that’s great news, because it means you can leverage a wider variety of formats without compromising quality or effectiveness.

Mix up your video content types to keep your audience engaged and to maximise what you already have, so that you don’t have to constantly create new content.

You can use:

• Recorded Zoom calls or internal presentations
• Podcast interviews or guest appearances
• Screen recordings of tutorials, audits, or walkthroughs
• Footage from speaking gigs, conferences, or webinars
• Vlogs or behind-the-scenes updates from your team

We’ve worked with clients who’ve turned a casual Zoom chat into a high-performing piece of content, and others who’ve landed leads by sharing repurposed webinar footage.

The key is variety.

You don’t need every video to be the same format or production quality. Posting the same type of content repeatedly can lead to audience fatigue.

Instead, plan your video calendar to include a mix of formats that offer something fresh each week. It keeps your viewers engaged, makes better use of existing assets, and reduces the content creation burden.

Top tip: Use one type of video content as your anchor, and then cycle in variations on a rotation to keep things fresh.

5. Sell Without Selling (Subtletly)

No one wants a hard sell, but they absolutely want clarity on what you do and how it applies to them – otherwise, they are never going to buy from you.

That’s why every video should include subtle, strategic reminders of how you help, woven in naturally through the examples and stories you share.

At Jammy Digital, we do this in every video, not by pitching, but by teaching through real client stories and experiences.

You’ll hear us say things like:

• “For one of our B2B clients, we…”
• “When we built this YouTube funnel for a client in SaaS…”

It’s casual, helpful, and builds recognition over time. We’re not just telling people what you do, we’re showing them how you do it and what it achieves.

This is how you make your message stick, position yourself as the expert, keep your services top of mind, and prove your value without ever sounding salesy.

When someone has seen you solve a problem on camera a dozen times, you’re already the obvious choice when they need help.

That’s the power of teaching while subtly selling.

6. Consistency Beats Intensity

Planning to publish three videos a week?

It sounds ambitious, and it is!

That is a hard pace to maintain unless you have a production team to rival Steven Bartlett’s plus a clone of yourself.

We’ve made that mistake! In the early days, we aimed for three long-form videos a week, ten shorts, plus blogs and emails.

We pulled it off… for a month. Then burnout hit hard, and we ghosted our own channel for weeks.

The better approach is to be honest about your capacity and choose a publishing schedule you can actually stick to, not just for a month, but for the long haul. That consistency is what is going to deliver leads and sales for your business.

A good baseline might be:

• 1 x long-form video every Monday
• 2 x short-form clips pulled from that video on Wednesday and Friday
• Daily social posts (mixture of written, video and graphics)
• 1 x email to promote your content

This rhythm is simple, repeatable, and realistic, even if you’re handling things solo. And, you can utilise AI with editing, scripting and planning to help harness your energy and creativity.

So make your content plan match your resources, not your wish list. When you stick to a steady cadence, not only is it easier to maintain, but it also builds momentum, trust, and visibility over time. That’s the kind of consistency that leads to real results.

7. Don’t Forget Promotion

YouTube doesn’t exist in a vacuum, and posting your video there alone isn’t enough.

Hitting “publish” is only half the job, because if no one sees your video, it’s not going to generate leads, so you need to embed promotion into your schedule – don’t just create content and let it sit there.

That’s why every video you create should be:

• Sent to your email list (yes, even the people who haven’t watched in a while)
• Chopped into short clips for social media platforms like LinkedIn and Instagram
• Repurposed into carousels, blog posts and quote graphics

We email our list every time a new video goes live, and that small nudge consistently gets our warmest leads over to YouTube, giving the video a nice little boost with the algorithm and helping it reach more of the right people early on.

Promotion isn’t just about visibility, it’s about consistency, too.

Build a checklist for every new release and make sure every team member knows their role in the process. That way, distribution becomes part of your workflow, not a last-minute scramble to get your content in front of the right people.

Because great content only works when people actually see it.

📖 Read more: How we get our clients 250+ leads per week (without sending any DM’s)

Need Help Getting Sales From Your Videos?

You don’t need millions of views to make YouTube work for your business. You just need the right views—from people who are ready to buy.

We’ve seen clients double their inbound leads with under 1,000 subscribers. It’s not about appealing to the masses, it’s about strategic visibility.

By focusing on value, structure, and consistency, you can turn YouTube into a reliable lead source for your B2B business. And when you do it right, the ROI speaks for itself.

Need help planning or producing your B2B YouTube content?

We can help you become the go-to authority in your industry, with a strategic video plan – get in touch today to see how we can do this.