Short-form video can generate B2B leads, but not the way it generates consumer sales. In B2B the buyer is narrow, the deal is considered, and the value of a video is measured in trust and pipeline, not views. A 60-second clip where a founder answers a real client question will rarely go viral, yet it can reach the ten right people, warm a sales cycle, and prompt a qualified enquiry. It works when it targets a specific buyer, demonstrates genuine expertise, and points to one clear next step, and it fails when it chases reach for its own sake.