#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
(04:33) - – Learning video by doing: from intern to strategist
(06:33) - – What’s working in B2B video on LinkedIn in 2025
(08:00) - – Three types of videos that perform best
(09:21) - – Why video ads aren’t the best place to start
(10:14) - – How to turn top blog posts into YouTube videos that rank
(12:07) - – Using video to refresh blog content and boost SEO
(12:47) - – How to use video effectively for virtual and in-person events
(13:41) - – Repurposing Q&A sections from webinars into high-performing short clips
(15:36) - – Creating shorts from top audience questions
(16:49) - – The only parts of video that really matter
(17:36) - – Why “how I” beats “how to” every time
(19:24) - – The “reverse Rambo” hook format and how to use it
(21:23) - – How setting and authenticity improve engagement
(22:52) - – Why stiff, overproduced videos are killing your reach
(25:30) - – How to get started with video if you don’t have a team or budget
(27:36) - – Why marketers need to get comfortable on camera
(27:58) - – Podcasts as a powerful entry point into video
(28:55) - – How to test video with a simple 4-part limited series
(30:31) - – Low-budget options that still convert
(30:59) - – Why product marketers often make the best video collaborators
(31:43) - – Final advice: don’t wait until it’s perfect, just start!

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

The Exit Five CMO Podcast (Hosted by Dave Gerhardt)