Video Lead Generation for B2B Sales Teams: Omnichannel & AI in 2025

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Major Takeaways: Video Lead Generation

How is video transforming B2B lead generation?

Video is now central to B2B strategy, with 90% of marketers reporting it drives leads and up to 86% higher landing page conversions.

Why does omnichannel outreach outperform single-channel efforts?

Omnichannel strategies improve lead conversion and buyer engagement by delivering consistent video messaging across email, LinkedIn, and calls.

Where should video content appear in the B2B funnel?

Different video types excel at different stages—use explainers for awareness, testimonials mid-funnel, and personalized videos to close.

How can AI personalize video at scale for B2B sales?

AI enables custom video intros, company-specific messages, and persona-based variations without manual editing—boosting engagement and conversions up to 500%.

What channels are most effective for distributing video content?

Email, LinkedIn, and cold calls deliver strong ROI when video is strategically sequenced, monitored, and integrated into a larger cadence.

How does video impact buyer behavior and sales outcomes?

Personalized videos increase watch time and response rates, with 58% of buyers more likely to purchase after receiving tailored video content.

What is the ROI of AI-powered video lead generation?

Teams using AI-personalized videos see significantly higher click-through and meeting rates, driving more qualified leads with less manual effort.

Introduction

Video lead generation has become a cornerstone of B2B sales strategy in 2025. Buyers are more digitally savvy than ever, and they expect rich, engaging content across multiple touchpoints.

In fact, nearly 9 in 10 B2B buyers report watching video content to learn about new products or services in recent months (2). At the same time, over 84% of corporate purchasers say it’s important for suppliers to engage via multiple channels (email, social, calls, etc.) rather than just one (3). These trends point to a clear mandate: using video in an omnichannel approach is no longer optional – it’s the blueprint for successful B2B lead generation in 2025.

In this comprehensive guide, we outline an Omnichannel Video Lead Gen Blueprint tailored for B2B sales teams, updated for 2025’s realities. We’ll also explore AI-powered personalization as the new frontier that’s taking video outreach to unprecedented heights.

Drawing on the latest research and our experience at Martal Group. (We’ve spent over a decade helping B2B companies drive growth, so we speak from hard-won expertise.)

Whether you’re a CMO looking to improve campaign ROI or a Sales VP seeking better SDR and BDR performance, this playbook will provide strategic insights and actionable steps.

We’ll cover why video is so powerful for lead gen, how to integrate it across email, LinkedIn, calls, and more, and how AI can personalize videos at scale for each prospect.

Let’s dive into the future of B2B lead generation – one that’s omnichannel, video-centric, and intelligently personalized.

The Rise of Video in B2B Lead Generation

90% of video marketers say video content helps generate leads.
Reference Source: Wyzowl

Video is no longer just a B2C marketing tool – it’s now central to B2B buyer engagement and lead generation. Today, 91% of businesses use video as a marketing tool, an all-time high (1). B2B marketers have rapidly embraced video because it works: 90% of video marketers say video content generates leads for them (5). This aligns with buyer behavior – 88% of B2B buyers recently spent time watching videos to learn about a solution (2). Busy executives would often rather watch a 2-minute explainer than read a long whitepaper.

Why is video so effective for B2B lead gen? Let’s consider a few key benefits and supporting stats:

Grabs Attention and Conveys Value Quickly: Video combines visuals, audio, and storytelling, making it easier to consume than text. Research shows the human brain processes visuals 60,000 times faster than text (7). A well-crafted video can hook a prospect in seconds and communicate your value proposition more memorably than an email paragraph. No wonder 96% of video marketers say video helps increase user understanding of their product/service (5).
Builds Trust and Humanizes Outreach: Seeing a face or product in action builds trust. Nearly 89% of people say watching a video convinced them to buy a product or service (5). In B2B, trust is critical – video testimonials, product demos, and thought leadership clips all put a human touch on your brand. Prospects get to “meet” your team or see your solution solving a problem, creating an emotional connection text can’t match.
Higher Engagement and Conversion Rates: Video content tends to keep prospects engaged longer. For example, personalized videos are 35% more likely to retain viewers compared to non-personalized content (5). On landing pages, embedding a relevant video can boost conversion rates by up to 86% (7) – an eye-popping lift in turning visitors into leads. Even in email, just mentioning or including a video can significantly increase click-throughs. (One study found adding video to emails can raise click rates by 2-3X (5).)
Strong ROI: Because video drives engagement and leads, it typically delivers a strong return. Over 90% of marketers report good ROI on video content (5). And as production technology improves, video isn’t as costly or difficult as it once was – nearly half of marketers now create many videos in-house for $500 or less each (5). With modest investment, B2B teams can produce quality videos that yield outsized results.

Perhaps the most compelling evidence of video’s rise in B2B lead generation is how marketing budgets are shifting. 69% of B2B marketers planned to increase their investment in video marketing in 2024 (2), more than any other content category. We’re seeing that play out in 2025 as sales teams double down on video for outreach, virtual selling, webinars, and more. From LinkedIn feeds filled with product demo videos to sales emails featuring personalized video intros, B2B is getting visual.

Data Point: “Today, a record 92% of video marketers believe they get good ROI from their videos” (6) (6). Video isn’t a gamble – the vast majority of marketers are seeing tangible returns in traffic, leads, and revenue.

In short, if your outbound sales and marketing team isn’t leveraging video as a lead generation tool, you may be leaving money on the table. But video alone isn’t a silver bullet – how you use it matters. Blasting a generic product video to your whole lead list won’t cut it. The leading B2B organizations are combining video with an omnichannel strategy – reaching prospects across email, social, and direct sales outreach – and tailoring each video touch to the buyer’s interests. In the next section, we’ll explore what an omnichannel approach entails and why it’s crucial for maximizing video’s impact.

Why Omnichannel Matters in 2025’s B2B Sales Landscape

84% of B2B buyers say it’s important for suppliers to engage across multiple channels.
Reference Source: Digital Commerce 360

Omnichannel has become a buzzword, but for good reason: B2B buyers now roam across many channels and devices on their buying journey. An “omnichannel” approach means engaging sales leads on multiple channels in a coordinated, seamless way. Instead of siloed outreach (e.g. one team cold calling while another blasts emails with no coordination), omnichannel orchestrates touchpoints so that messaging is consistent and data is shared. This is especially important when using video content, which can be repurposed and distributed across platforms for greater influence.

Why does omnichannel lead generation perform better? Consider these recent findings:

B2B buyers demand it: A 2025 study found 84% of B2B buyers say it’s important for suppliers to be active across multiple channels (online and offline) (3). Buyers get frustrated if they only hear from you in one medium. They might ignore an email but respond on LinkedIn, or vice versa. By being omnipresent (yet cohesive), you meet prospects where they prefer to engage.
Higher effectiveness: 94% of B2B buyers in the same study agreed an omnichannel sales model is as effective or more effective than traditional single-channel approaches (3). It’s simply more potent to reinforce your message across email, phone, social, and even face-to-face interactions. Repetition across channels, done strategically, builds familiarity and trust faster.
Better lead quality & conversion: When marketing data is unified from all channels, you get a 360° view of the prospect, enabling better personalization and timing. One survey noted that more than three-quarters of B2B marketers using omnichannel reported an increase in lead generation over the past year, far outperforming those using fewer channels. (Lead nurturing via multiple channels tends to deliver higher quality and sales-ready leads.) Additionally, companies with strong omnichannel customer engagement retain 89% of their customers on average, versus 33% retention for weak omnichannel companies (10) – a testament to the long-term relationship-building power of multi-channel touch.
Matches modern buyer behavior: B2B buyers now use an average of 10 different channels to interact with suppliers, double the number from just a few years ago (11). Think about it: a potential client might discover your brand via a LinkedIn post, research your website, download a whitepaper, watch a video, attend a webinar, and talk to a rep on the phone before ever signing a deal. If you’re absent from any major channel, you risk losing that deal to a competitor who is everywhere the buyer is. Omnichannel ensures you cover all bases and provide a seamless journey (e.g. the video they watched on your LinkedIn ad is reinforced by the email follow-up they get from sales, which references that video).

Bottom line: Going omnichannel is no longer just a “nice to have” – it’s non-negotiable. Nearly three-quarters of all consumers (74%) say they want brands to communicate with them through multiple channels (4). B2B prospects are consumers too, and they carry those expectations into business purchases. An omnichannel strategy “surrounds” the prospect with valuable content (like your videos) and messaging, which dramatically increases the chances of conversion.

However, omnichannel done wrong can backfire – if channels are siloed or messaging is inconsistent, prospects get confused or annoyed. The key is to integrate channels with a unified strategy and data. In the next section, we detail our Omnichannel Video Lead Gen Blueprint – essentially a step-by-step plan for incorporating video effectively across the major B2B sales channels in a synchronized way.

Omnichannel marketing connects the dots between channels – improving data quality and boosting lead quality, ROI, brand awareness, and customer experience (8). In fact, those using unified omnichannel platforms vastly outperform those using disconnected tools. Keep this context in mind as we move into the blueprint.

Omnichannel Video Lead Gen Blueprint (2025 Edition)

Including a video on a landing page can boost conversion rates by up to 86%.
Reference Source: HubSpot

How can your B2B sales team practically implement an omnichannel video strategy? Here we present a blueprint – a structured approach with clear steps and best practices. This 2025 edition blueprint integrates the latest tactics (like AI personalization, which we’ll cover shortly) into a proven framework for lead generation. Let’s break it down:

Step 1: Define Your Target and Channel Mix

Every successful campaign starts with knowing who you’re targeting and where to reach them. In this step, we:

Identify Ideal Customer Profiles (ICPs) and buyer personas. Be crystal clear on the industries, roles, and pain points you’re targeting. A tech CEO will respond to different video messaging than a manufacturing operations manager. List out your key segments and what they care about.
Choose the right channels for each segment. Not every channel is equally effective for every audience. For B2B, email and LinkedIn are almost always in play, but don’t overlook others. For example, mid-level managers might engage with educational videos via search or YouTube, whereas C-suite execs might prefer a direct personalized video message in their inbox. Match channels to where your prospects spend time:
- Email: Still the workhorse of B2B outreach. Great for one-to-one sharing of video links or thumbnails.
- LinkedIn: Essential for targeting by job or sales titles/industry and sharing thought leadership videos. 84% of B2B marketers say LinkedIn delivers the best value among social platforms (2).
- Phone/Voicemail: A call followed by a voicemail mentioning “I sent you a video link” can prompt prospects to check their email.
- Webinars/Events: Live video events can be part of the mix, especially for mid-funnel education – you can invite leads via email and social, then follow up with recordings.
- Website/Landing Pages: Many prospects will hit your site at some point; ensure key landing pages have an embedded video to capture interest (remember, it can boost conversions by ~80% (7)).
- SMS or Chat: In some cases, a text with a video link or using chatbots and AI sales agents that share video demos can be effective – but use sparingly and only if appropriate for your audience.
Coordinate messaging across channels. At this planning stage, outline the core message or story your campaign will convey. Each channel will have a tailored version, but they must all sing from the same songbook. For instance, your theme might be how your product solves Problem X. Your LinkedIn video post might be a 1-minute explainer of that, your emails might include a case-study video on that theme, your calls reinforce it verbally, etc. Consistency is key to avoid confusion.

Tip: Map the customer journey. Sketch out a typical touch sequence for a new lead: e.g., Day 1 – prospect sees your LinkedIn post video, Day 3 – SDR sends a personalized video email, Day 5 – follow-up call referencing the video, Week 2 – invite to a webinar, etc. This helps visualize the cross-channel flow.

By the end of Step 1, you should have a campaign game plan defining target personas and the mix of channels you’ll use to reach them with video content. Now it’s time to create that content.

Step 2: Develop Video Content for Each Stage of the Funnel

Using video for lead gen isn’t one-size-fits-all. Different types of videos work best at different stages of the buyer’s journey. Here’s how we blueprint content creation:

Top-of-Funnel (Awareness) – Goal: attract and educate cold prospects. Explainer videos and short thought leadership clips shine here. For example, a 1-2 minute animated explainer introducing a business problem and your solution, or a quick tip video that provides value without being salesy. These videos often live on your website, social media, or YouTube. Statistics show 91% of people have watched an explainer video to learn about a product/service (1), so this format clearly resonates for initial awareness.
Mid-Funnel (Consideration) – Goal: nurture interest, build trust. Here you want to provide social proof and deeper dives:
- Testimonial videos from happy clients (30-60 seconds each) can be sent to leads after an initial meeting or included on landing pages. They are powerful – testimonial videos are among the top uses of video in 2024 (1), used by 39% of video marketers.
- Product demo videos or use-case walkthroughs (2-5 minutes) help educate evaluators. You might send a “demo highlights” video via email before a live demo call, to pre-qualify serious interest.
- Webinar recordings or expert interviews can also serve mid-funnel leads who need more in-depth content. Just ensure they’re edited for brevity and have clear next-step CTAs.
Bottom-of-Funnel (Decision) – Goal: convert to a meeting or proposal. This is where personalized one-to-one videos can tip the scales. An SDR or account executive can record a 30-second personal greeting or a tailored mini-presentation addressing that specific lead’s use case. For instance, “Hi [Name], made a quick video to recap how our solution can help [Company] with [specific challenge].” This human touch at the decision stage can be far more persuasive than yet another text email. According to data, personalized videos can boost conversion rates by up to 500% compared to generic approaches (5), by making the prospect feel uniquely understood.
Post-Conversion (Follow-up & Nurture) – Don’t forget to continue using video after the lead converts (e.g. after scheduling a call or becoming a SQL). Send a quick thank-you video or a short “what to expect next” video. This not only sets the stage for the sales call, but also keeps them engaged (and reduces no-shows). Later, if a deal is in proposal stage, a personalized “proposal walkthrough” video can help explain the details to all stakeholders asynchronously.

When creating these videos, keep them short and to the point. B2B folks are busy; generally, 1-2 minutes for outreach videos is a sweet spot. One study found that videos under 60 seconds have completion rates over 70% on average (9). You can always provide longer-form content (like a 15-min demo) as optional follow-up material, but your primary lead gen videos should be concise.

Also, maintain quality and branding. You don’t need Hollywood production, but do use a decent webcam or smartphone, good lighting, and clear audio. Branded slide visuals or captions can add polish. Consistent colors or an intro graphic with your logo can help reinforce brand recognition as these videos circulate across channels.

Finally, include a clear Call to Action (CTA) in each video or the message around it. Examples:

In an email with an explainer video: “📽️ Watch this 90-second explainer, then book a meeting if you’d like to learn more.”
In a LinkedIn video post: a caption like “Curious how this works in practice? Read the full case study – link in comments.”
In a 1:1 video: verbally ask them to reply with their thoughts or choose a time on your calendar (and include the calendar link in the email).

By aligning the right video content to each funnel stage, you warm up leads more effectively on each step of their journey. And since you planned the channels in Step 1, you know exactly where each video will be deployed. Next, it’s time to execute the outreach in a coordinated way.

Step 3: Integrate Video Across Channels in a Coordinated Sequence

Now we put it all together – executing your omnichannel outreach strategies so that the prospect experiences a cohesive series of touches. Here’s how to implement the blueprint in practice:

Email + Video: Email is often the backbone of B2B sequences. Rather than plain text emails, integrate your videos:
- Use an image thumbnail from the video (perhaps with a “play” button icon) that hyperlinks to the video landing page or hosted video. This draws the eye. Studies show just mentioning “video” in an email subject can boost open rates, and including the video can lift click rates by 300% or more (5).
- Keep the email copy short and orient it around the video: e.g. “Hi, I recorded a 90-second video to share an idea on improving [X]. Check it out below.”
- Pro Tip: Some tools allow embedding animated GIF previews of the video – giving a sneak peek that often entices the click.
LinkedIn and Social Outreach: Leverage both organic and direct channels on LinkedIn:
- Have your reps connect with prospects on LinkedIn and mention the video: e.g., in the connection note or a follow-up InMail, say “I’ll send over a quick video that addresses [pain point].”
- Post the explainer or a relevant thought leadership video on your company LinkedIn page and encourage your team to share or tag prospects (subtly). This way, prospects might see your video content in their feed before or during your email sequence – reinforcing your message.
- Use LinkedIn Video Messaging (available via the mobile app) for a personalized touch. A 30-second selfie-style video sent in a LinkedIn message to a prospect you’ve connected with can really stand out – hardly anyone does this, so it feels novel and personal.
- On other platforms like Twitter or industry forums, you can share snippets or direct people to your video content hub, but LinkedIn will typically be most effective for B2B targeting.
Phone Calls & Voicemail: Many sales development representatives still find that a call followed by voicemail can complement email and LinkedIn nicely (it adds a human voice and urgency). Here’s how to weave video in:
- If you connect live by phone, reference the video: “Did you happen to see the video I sent over? I think it illustrates how we might help [Prospect Company].” This can start the conversation by focusing on their reaction to the video (which often contains your sales pitch in a concise form).
- If leaving a voicemail, you might say: “I just emailed you a short video that introduces [Our Company] and a solution for [Problem]. It’s only 90 seconds and I think you’ll find it relevant – have a look and I’ll follow up soon.”
- The voicemail reinforces the email, increasing the likelihood they’ll watch the video. It also shows diligence, which can impress some prospects (especially in enterprise segments).
Retargeting and Ads: If budget permits, consider using the video in retargeting ads. For example, a prospect who clicked the email but didn’t convert could be retargeted on LinkedIn or Google Display with an ad showing the same video or a variant. This multiplies exposure. Keep the audience tight (e.g. upload a list of target accounts to LinkedIn Campaign Manager for account-based video ads). A small spend here can yield big results by staying top-of-mind.
Chatbots/Website Integration: On your website or landing page where the video sits, integrate chatbot triggers or pop-ups after the video. For instance, after a prospect watches 80% of your explainer video, a chat message could pop up: “Hi [Name], thanks for watching! 👋 Any questions? I’m here to help or can get you set up with a free consultation.” Many modern marketing platforms allow video view tracking to trigger such actions. This kind of integration uses one channel (web chat) to capitalize on engagement in another (video content) – a hallmark of omnichannel done right.

Coordination is crucial: Use a CRM or marketing automation platform to orchestrate these touches so that timing and messaging align. If a prospect replies or books a meeting at any point, ensure they are pulled out of further outreach sequences to avoid an “overkill” of touches. The goal is a synchronized dance across channels, not a barrage. Proper spacing (e.g. 2-3 days between touches) and a logical progression (e.g. reference the prior touch in the next one) will make your multi-channel campaign feel like a cohesive conversation rather than disjointed spam.

To visualize, here’s a sample Omnichannel Video Outreach Cadence we might use:

Day 1: Send introductory email with explainer video thumbnail (CTA to book a meeting). 🎯
Day 2: Connect on LinkedIn (if not already) with a note mentioning you have insights to share (no heavy pitch).
Day 4: LinkedIn message or InMail with a one-minute personalized video attached (“Hi [Name], made you this quick video after looking at your [blog post/press release] – I share a strategy to [solve relevant challenge].”).
Day 6: Phone call attempt. If no answer, leave brief voicemail referencing the video email (“Wanted to make sure you saw the video I sent on Day 1”).
Day 9: Follow-up email – perhaps sharing a testimonial video: “Thought you’d find this 45-sec customer story relevant, as they’re also in [industry].”
Day 12: LinkedIn post (public) tagging the company or talking about a common industry pain point (with a video or infographic attached). Not directed specifically at the prospect, but likely to be seen by them if they’re connected/following.
Day 14: Final email in sequence, with a “breakup” tone – text-based but could link to a “final offer” video (e.g. a personalized “I made this just for you – here’s a recap of value in 60 seconds” video). CTA: let me know if interested, otherwise I won’t keep bugging you.

Each touch reinforces the others. A prospect might ignore the first email, then see your LinkedIn video and get intrigued, then finally respond after the voicemail that mentioned the email – saying “Actually I went back and watched your video, let’s talk.” That multi-channel synergy is the magic of omnichannel.

Lead tracking is important here: monitor who watches the videos (most video hosting platforms like Wistia, Vidyard, etc., provide view analytics or even notifications when someone watches). A lead who watched 100% of your video but didn’t reply is a very hot lead – you might prioritize a direct call to them, since their interest is evident from their engagement. On the flip side, if someone isn’t opening emails at all, you might try more LinkedIn touches or an alternate channel. The omnichannel blueprint is flexible – adapt it based on the prospect’s digital body language.

Step 4: Leverage AI-Powered Personalization in Your Video Outreach

The 2025 Blueprint wouldn’t be complete without addressing AI and personalization, which have become game-changers for scaling video lead gen. We’ll dive deeper in the next section, but as a step in our blueprint execution, consider how you can inject AI-driven personalization into your process:

Personalized Video at Scale: Creating one-off personalized videos for each prospect can be time-prohibitive. AI tools now allow you to produce personalized versions of a base video. For instance, certain platforms (like Synthesia, Tavus, Idomoo, etc.) let you generate a video where the text or voiceover automatically inserts the prospect’s name, company, or other details from your CRM. You could send 100 prospects “their own” video where a presenter says “Hi John, this message is for Acme Corp” – but you only recorded a template once. These lead generation tools use AI avatars or dynamic editing to make it happen. The payoff? Higher engagement. Personalized videos have 16× higher click-to-open rates than generic videos and can boost conversions by up to 5× (5 ).
AI-Generated Insights for Relevance: AI can analyze a prospect’s industry, LinkedIn profile, or website and suggest talking points for your video or message. For example, before recording a 1:1 video, your team could use an AI sales tool to get a summary of the prospect’s likely pain points. Then you tailor your message accordingly. This makes your video outreach feel highly relevant, increasing the chance the prospect will respond positively (because you touched on an issue they genuinely care about, not a generic pitch).
Adaptive Sending & Timing: AI in your marketing automation can optimize when to send which message. If the AI learns that a certain prospect is most active on LinkedIn in the mornings, it might cue your LinkedIn message to send at 8am when it’s likeliest to be seen. Or it might stagger email sends based on time zones or past open times. Some advanced systems even adjust channel priority – e.g., if a contact never opens emails but clicks your LinkedIn posts, the AI might ramp down emails and double down on LinkedIn for that person. This individualization ensures each prospect gets the right content on the right channel at the right time – which is the essence of personalization.
AI Video Analytics & Lead Scoring: Lastly, use AI to analyze how prospects interact with your videos. Modern video platforms can feed viewer data (like % watched, re-watches, click interactions) into AI-driven lead scoring. If a prospect re-watches your demo twice and shares it internally (some platforms detect if a video link was opened by multiple people at the company), that account could be flagged by AI as very high intent. Your sales team can then prioritize that lead. AI can crunch these engagement metrics at scale better than any human, alerting you to golden opportunities you might have missed. In fact, 58% of consumers are more likely to buy from brands that use advanced video techniques (personalized, interactive, AI-driven) (4)– so those who engage deeply with your “next-gen” video content are prime targets to fast-track.

We’re now entering the “new frontier” territory which deserves its own section. Let’s explore in more detail how AI-powered personalization is revolutionizing video lead generation – and how you can ride this wave to outpace competitors.

AI-Powered Personalization: The New Frontier of Video Lead Generation (2025)

Personalized video campaigns can increase conversions by up to 500%.
Reference Source: Tavus

The convergence of artificial intelligence with video marketing is one of the most exciting developments in B2B lead gen. AI-powered personalization means using artificial intelligence to tailor video content and delivery to each viewer in real time or to automate personalization at scale. In 2025, this has moved from experimental to essential for forward-thinking sales teams. Here’s why it’s the new frontier:

Personalized Videos That Wow Prospects

Imagine receiving a video from a vendor and seeing your own name on the screen, or hearing a message that directly references your company and specific needs. It’s attention-grabbing, and it no longer requires a human editor to custom-make each video. AI-driven video platforms can dynamically insert text, images, or audio into videos for each recipient.

For example, an AI tool can take your base outreach video and overlay the prospect’s company logo in the intro, change the onscreen text to say “Hello [Name]”, or even use a synthesized voice to greet them. This level of personalization used to be labor-intensive, but now it’s automated.
The impact on engagement is huge: personalized videos are proven to significantly outperform generic ones. According to HubSpot research, they can increase viewing retention by 35% (5) (people keep watching longer because the content feels directly relevant). And as mentioned, click-through and conversion rates can multiply. One analysis found personalized video campaigns boosted conversions by up to 500% over standard video campaigns (5). Prospects feel “seen” and tend to respond in kind – often by taking the next step in the sales funnel.
Case-in-Point: Adobe ran a campaign where the intro of a video was personalized to each target account’s brand. The result was a 3X increase in meeting acceptance rate compared to their normal outreach. This isn’t sci-fi, it’s happening now with AI.

Moreover, AI personalization isn’t limited to just adding names. It can tailor the substance of the video. For instance, if selling an AI software, your video might have different scenes or examples depending on whether it’s sent to a CFO or a CTO. An AI system could auto-select which scenes to include for each viewer based on their persona (financial ROI points for CFO vs. architecture and integration points for CTO). This kind of modular video assembly ensures each prospect sees the points most likely to resonate.

AI-Generated Video Content (Avatars and Voice Cloning)

Beyond personalizing existing footage, AI now enables generating video content synthetically – opening new possibilities for lead gen:

Avatar Presenters: You can create a realistic avatar (or use an AI-generated human-like presenter) to deliver your message without needing a camera crew. For example, you could type out a script and an AI avatar will speak it in a natural-looking video. This makes it faster to produce video variations for different messages. We could have one avatar video for healthcare prospects, another for finance, each using industry-specific jargon, without having to record multiple versions manually.
Voice Cloning and Dubbing: If you or your team appear in videos, AI can clone voices to automate portions. Or it can dub your video into different languages near-instantly, expanding your reach to global leads without re-recording. While multilingual outreach might not be core for all B2B teams, it’s a game-changer for those targeting non-English markets.
AI-Assisted Scripting: Generative AI (like ChatGPT) can help write video scripts or talking points based on a prompt. Tell the AI who your audience is and what you offer, and it can draft a personalized video script hitting key pain points for that specific vertical or role. Your team can then tweak and record or use an avatar to produce it. This saves a ton of time in content creation while ensuring personalization.

Important note: With great power comes great responsibility. It’s wise to keep a human touch in oversight. AI can assemble and personalize content, but you should review to make sure the messaging aligns with your brand and is accurate. The goal is to augment your team, not fully replace genuine human connection. In fact, surveys show 49% of consumers prefer videos with real human presenters over AI avatars (5) – so a balanced approach is best. Use AI to scale and personalize, but when possible, let your real team’s passion and expertise shine through on camera for the truly critical touchpoints.

Hyper-Personalized Distribution & Follow-Up

AI’s influence extends beyond the video content itself into how that content is delivered and followed up on:

Predictive Personalization: AI can analyze vast datasets of prospect behavior to predict what content snippet or message will most likely convert an individual lead. For example, an AI system might learn that a certain prospect tends to engage with case study videos more than explainer videos. So it can automatically send that prospect a case-study video next instead of a generic piece. This level of one-to-one content sequencing was nearly impossible manually; now AI can do it on the fly, like a personal concierge for each lead’s journey.
Chatbots + Video + AI: We touched on using chat prompts after video views. AI can take this further by powering chatbots that have “conversational memory” of the video. For instance, if a prospect starts a live chat on your site after watching a video, the AI chatbot can know which video they saw and say: “Glad you watched our overview on [topic]. Do you have any questions about how it would work for you at [Prospect Company]?” This context makes the interaction feel seamless, as if your whole digital presence is one intelligent entity catering to the prospect (which, through AI, it is!).
Scaling One-on-One Outreach: Perhaps one of the most futuristic uses of AI in video lead gen is the ability to send truly one-on-one style videos to hundreds of leads. Traditionally, you might personalize a video for your top 10 target accounts and send generic ones to the rest. But AI can allow personalization at scale so that even leads ranked 100-200 get a video that feels bespoke. This dramatically expands the reach of high-touch tactics without proportional increase in effort. Essentially, AI is democratizing white-glove sales outreach – every prospect can feel like they got special attention. The result is often higher overall conversion because you didn’t ignore the long tail of leads. Indeed, companies implementing such AI-personalized outreach have seen response rates from colder leads move closer to what they expect from warm referrals – a huge win for pipeline generation.

Stat to Note: 75% of video marketers say they’ve used AI tools to create or edit marketing videos (1). The early adopters are already on board. We anticipate this percentage is even higher in 2025, as more teams realize AI is key to keeping up with the volume and personalization demands of modern lead gen.

ROI and Future Outlook

All this tech sounds great, but does it really pay off in leads and revenue? Thus far, the indicators are very positive:

Loyalty and Customer Lifetime Value (LTV): Personalized video doesn’t just get leads, it can keep customers. One report shows that personalized video is 3.5× more likely to make a viewer become or remain a customer compared to generic video (4). Boosting trust and loyalty from the first touchpoint has downstream effects on retention and upsells, improving LTV.
Buyer Expectations: The upcoming generation of B2B decision-makers (millennials and Gen Z stepping into leadership) have even higher expectations of personalization. A whopping 93% of Gen Z consumers want personalized video content from brands (4). So as they become the majority in the workforce, personalization will be not just a bonus but an expected norm.
Competitive Advantage: There’s still novelty to AI-personalized video in B2B. If you embrace it early, you can differentiate. Prospects will remember your outreach because it stood out from the bland, canned messages others send. As the Idomoo study put it, brands not delivering personalization risk alienating a large share of their audience (4). No one wants to be the vendor known for spammy, irrelevant blasts. Using AI to make your messaging hyper-relevant protects your brand reputation and boosts results.

Looking ahead, AI will only get more sophisticated. Interactive videos that change in real-time based on viewer input, fully AI-generated demos tailored to each industry, virtual sales reps… these are on the horizon. But you don’t need to wait for sci-fi. The tools available right now can dramatically increase your leads. The technology is here, and the demand is loud – buyers are signaling they love this stuff (4). It’s time to act and incorporate AI personalization into your video lead generation strategies before you’re playing catch-up.

In summary, AI-powered personalization is the new frontier that’s pushing the boundaries of how we connect with B2B prospects. It amplifies everything in our omnichannel blueprint – making messages more resonant and allowing us to scale human-like outreach in a way never before possible. Embracing this frontier can lead to a step-change in your lead generation outcomes.

Conclusion: Harnessing Video & Omnichannel + Our Approach to B2B Sales Growth

In the dynamic B2B sales landscape of 2025, an omnichannel video lead generation strategy isn’t just an innovative idea – it’s the proven blueprint for driving consistent growth. We’ve seen that weaving together video content across cold emailing, LinkedIn outreach, calling, and more creates a synergistic effect, engaging prospects on multiple fronts.

Add to that the turbocharge of AI-powered personalization, and your sales team gains a powerful edge in breaking through to decision-makers. The data is clear: companies that adopt these approaches are filling their pipelines with more (and warmer) leads, converting a higher percentage of them, and ultimately outpacing competitors still relying on old playbooks.

At Martal Group, we embrace this omnichannel, multi-touch philosophy wholeheartedly in our services. It’s baked into how we execute campaigns for our clients. Our tiered outbound lead generation programs incorporate a mix of cold emailing, cold calling, and LinkedIn lead generation – all orchestrated through a unified strategy.

For example, when we engage prospects for you, they might first hear from us via a personalized email (often featuring a compelling video or infographic), then through a polite LinkedIn message, and even via a brief introductory call – a sequence designed to maximize connection rates. We coordinate these touches so that each channel reinforces the others, never in a haphazard way.

The result? Higher response rates and more qualified conversations for your sales team. (Omnichannel outreach has been shown to significantly improve response and conversion, which is why we’ve made it a cornerstone of our methodology.)

We also recognize that personalization is key to cutting through the noise. That’s why Martal leverages an AI-powered outreach platform – our proprietary system helps personalize messaging and timing based on intent signals and prospect behavior.

As discussed, AI-driven personalization in video and email can dramatically lift engagement, and we’ve seen that firsthand. Our approach might include sending a custom micro-video to a high-value prospect, or tailoring email content based on industry pain points, all at scale. It’s about delivering the right message, on the right channel, at the right time – something our technology and team excel at.

Beyond just booking qualified appointments, Martal Group provides end-to-end sales outsourcing and SDR services. This means we don’t just generate sales leads and leave you hanging – we act as a fractional SDR team that can nurture leads, set appointments, and even help close deals as needed. All those video-driven leads funnel into a structured sales process managed by our experienced reps. We ensure those hard-earned leads are followed up promptly (did you know responding to a lead within 5 minutes can boost conversion 9×? (6) – we live by that rule). Our team works diligently to turn leads into revenue, so you get the full benefit of the strategy without the headache of managing it day-to-day.

For organizations that already have sales teams in place, we offer B2B sales training through the Martal Academy to uplevel your capabilities. We can train your internal teams on omnichannel, outbound prospecting techniques, personalized video outreach, and best practices in cold calling/emailing – effectively transferring the knowledge we’ve gained from running thousands of outbound campaigns. The Martal Academy curriculum is hands-on and outcomes-focused, ensuring your SDRs and account execs can execute the modern strategies we’ve outlined in this blog. We cover how to craft messaging, how to use tools, how to analyze data – everything to make your team self-sufficient omnichannel experts. This training, combined with our ongoing support, has empowered many clients to build their own internal “Martal-like” growth engine.

At the end of the day, whether you utilize Martal’s full sales outsourcing service or our training and consulting, our goal is singular: to accelerate your B2B sales growth. We’ve helped companies from startups to Fortune 500s achieve results like 3X pipeline expansion, 40% higher lead-to-opportunity rates, and faster sales cycles – by deploying the very strategies discussed here. Our clients stick with us because we consistently deliver qualified leads and appointments that convert to real revenue.

If you’re reading this and wondering how an omnichannel video lead gen blueprint would look specifically for your business, we invite you to book a free consultation with Martal Group.

Let’s talk through your sales goals and challenges. We’ll share customized insights on how to implement these tactics in your industry and outline how our team can partner with you to execute successfully. There’s no obligation – just a friendly conversation about boosting your sales pipeline and hitting those growth targets.

In a world where B2B buyers are inundated with generic pitches, Martal helps you stand out by combining the art of personalized engagement with the science of data-driven outreach. We don’t just follow best practices; we establish them, continuously innovating with AI and new channels to keep you ahead of the curve.

When you partner with Martal, you’re not just getting a service provider – you’re gaining a best-in-class extension of your sales team, complete with battle-tested playbooks, technology, and talent. Our tiered omnichannel strategy (from cold email and LinkedIn touches to phone calls and follow-ups) ensures no lead falls through the cracks and every opportunity is maximized.

Let’s transform your lead generation and write your next growth story. Contact us today for a free consultation, and discover why Martal Group is the trusted partner for B2B sales success through intelligent, omnichannel outreach. We’re excited to help you achieve unprecedented results in 2025 and beyond.

References

FAQs: Video Lead Generation

Are videos good for lead generation?

Videos are highly effective for B2B lead generation. They engage decision-makers, simplify complex messages, and improve conversion rates. Including video on a landing page can boost conversions by up to 86%, and 90% of marketers say video helps them generate leads. Videos humanize outreach and drive action when paired with strong calls-to-action.

How do I generate leads automatically?

Lead automation starts with always-on capture points—like gated videos, chatbots, or forms—paired with follow-up via email sequences. Marketing automation platforms trigger content based on behavior, while AI can perform lead scoring and lead qualification. This allows you to consistently generate and nurture leads with minimal manual input, improving efficiency and scaling outreach.

How to generate leads through video content?

Create value-driven video content that educates or solves a specific problem. Embed lead capture forms, include calls-to-action, and distribute videos across high-converting channels like email and LinkedIn. You can also gate premium video content to collect emails or use video in cold outreach to personalize the sales experience and drive replies.