B2B or B2C, at the end of the day.... you're dealing with "P2P" People to People. If your message is relevant within the context, you will get a high rate of response.
Based on our experience, we start by doing research into the demo and where they live. And create highly targeted video campaigns that:
1) Brand your company and what they do
2) Act as drivers back to your site, to create a funnel.
This accomplishes two things. First you build awareness and have people asking for your product by name.
Second, the video message would be highly-relevant as we would have placed contextually, relevant to the things they were reading.
Feel free to reach out for more information.