Lee Odden

For Better B2B Video Marketing, Check out the Top B2B Companies on YouTube

B2B Video MarketingIf a picture’s worth a thousand words, then a video must be worth millions. The thing about content marketing is that it’s not just about informing and educating, but creating an experience that your audience can feel. Whether you’re a consumer or business customer, decisions are not made solely on logic, but emotion. As content marketers, we have an opportunity to tie into the experiential state of information influence by leveraging media like video.

eMarketer reports a lot of support for the growth in video investment: Online video is expected to grow 55% this year and is the top format for content marketing. Stats about YouTube are pretty compelling.

Did you know?

  • Over 800 million unique users visit YouTube each month
  • Over 3 billion hours of video are watched each month on YouTube
  • 72 hours of video are uploaded to YouTube every minute
  • 70% of YouTube traffic comes from outside the US
  • YouTube is localized in 43 countries and across 60 languages
  • In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth
  • 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute
  • 100 million people take a social action on YouTube (likes, shares, comments, etc) every week

YouTube and video marketing isn’t only for consumer products of course, B2B marketers are getting in the video game in a big way. Sometimes to learn what’s possible with a particular channel, it makes sense to look at big companies with big budgets and see what they’re doing. We can learn from their investment (right and wrong) to bring insight to our own internet marketing efforts. Here are 11 (yeah, 11 because “10” is boring) of the top B2B brands and their YouTube channels.


10,386 subscribers
4,152,345 video views

HP YouTube Channel

Microsoft: http://www.youtube.com/user/microsoft

43,187 subscribers
13,547,934 video views

Microsoft YouTube Channel

UPS: http://www.youtube.com/user/ups

1,236 subscribers
2,348,974 video views

UPS YouTube Channel

Cisco: http://www.youtube.com/user/Cisco

17,663 subscribers
2,856,045 video views

Cisco YouTube Channel

Oracle: http://www.youtube.com/user/oracle

4,979 subscribers

2,177,212 video views

Oracle YouTube Channel

Accenture: http://www.youtube.com/user/accenture

1,729 subscribers
231,156 video views

Accenture YouTube Channel

Intel: http://www.youtube.com/user/channelintel

33,606 subscribers

37,697,035 video views

Intel YouTube Channel

SAP: http://www.youtube.com/user/SAP

2,850 subscribers

391,368 video views

SAP YouTube Channel

Fedex: http://www.youtube.com/user/fedex

2,253 subscribers

2,709,332 video views

FedEx YouTube Channel

IBM: http://www.youtube.com/user/ibm

10,767 subscribers

4,453,956 video views

IBM YouTube Channel

GE: http://www.youtube.com/user/GEreports

2,755 subscribers

6,442,730 video views

GE YouTube Channel

I think there are a lot of good ideas to take from the user experience, creative, content and YouTube Channel implementations from each of these B2B Company YouTube channels.  There are also some examples that perpetuate the “boring B2B” moniker. Obviously the production costs for a lot of the content is out of reach for many companies, but that’s where the smarts and creativity of your marketing team (or agency) will come in to play.  Creative smarts wins the day against budget in many, many ways.

This post focuses on large, heck the largest, B2B companies but I am curious what your favorites are? What B2B video channels or individual videos on YouTube, regardless of company size, have you liked the most?

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. Nice tactics for video marketing. People need to be motivated to buy, which they are when they’re told a story.

  2. Car companies tend to have really popular youtube channels as well. There are so many different companies that could benefit from investing more in video marketing.. It’s promising to see small businesses paying more attention to web videos, like health and beauty clinics..

  3. We’ve had a focused effort to improve our YouTube presence so It’s great to see Cisco on the list! Thanks!

  4. I am extremely new to online business and highly appreciate the work of the author. This article really provide complete insight into online business and can be considered as a defining guide towards the same. My thanks towards the author!