B2B video marketing helps businesses communicate complex ideas, showcase products, and build trust through engaging visual content. It drives higher engagement, improves lead quality, and boosts conversions.

Content Marketing Institute contributor Ann Gynn has published an article featuring five b2b video lessons from shipping giant Maersk’s YouTube channel.

She says, “YouTube and a 121-year-old Danish shipping and logistics company.

It seems like an odd couple.

But it’s a smart marketing strategy for Maersk, which operates in over 130 countries and boasts over 100,000 employees.

And it’s far from the only B2B brand to think so. Almost 80% of B2B marketers say they use YouTube, according to CMI’s 2025 B2B research.

So, how does a B2B brand make the most of the Google-owned video platform? What should it refrain from doing? Let’s look at some lessons from the Maersk YouTube channel.”

5 B2B Video Lessons From Shipping Giant Maersk’s YouTube Channel

Content Marketing Institute