Corporate video crew at work

Transparency in B2B video marketing your step-by-step marketer's guide

By Tim Cumming, Head of Creative, Marketing Films.
Last updated: Apr 2024

Your audience loves to see behind the scenes. And while you may wish your offices and team looked a little more high-tech, aesthetic or full James Bond, actually your audience doesn't.

They want to see your actual world. They want to see that you're a good fit for them and that you're human. So authenticity with warmth is the right tone to strike here.

Transparency of process

In the quickly evolving B2B landscape, transparency of process is not so much an option as it is a prerequisite. The modern buyer’s journey is significantly more self-directed and informed than ever before, with up to 70% of a buying decision being made before a potential client speaks to a sales representative. A clear understanding of your processes – from project initiation, through to delivery, and post-sales support – can significantly allay the fears of commitment-phobic prospects.

We demystify our creative process. This starts with a consultative approach, engaging with clients to understand their goals, followed by a strategic phase where we align those goals with their video content. Each step is clearly communicated, and approvals are sought to ensure the final product is closely tied to our clients’ expectations. We use project management tools and regular updates to exemplify a process that's not just transparent but collaborative.

Transparency of value

Video Value Transparency

Value proposition is the core of any B2B interaction, and its transparent communication is critical for building trust. Statistics indicate that content which specifically addresses the ROI potential of a product or service is highly influential in a buyer’s journey. Our method is to elucidate the direct benefits of our services – from increased engagement due to effective storytelling to higher conversion rates bolstered by our SEO expertise.

We break down the components of a successful B2B video strategy and explain how each element translates to measurable outcomes. Whether it's the boost in brand perception from a well-crafted company narrative, or the increased lead generation from a targeted video SEO campaign, our clients can see the tangible value we bring to the table.

Transparency of strengths

Understanding a firm's core competencies allows for a clear differentiation in a crowded market. A study from LinkedIn highlights that B2B buyers favor companies that are open about their strengths. We showcase your unique capabilities in video content that not only looks great but performs. We delve into our storytelling expertise, our mastery of the dramatic structure, and our innovative use of interactive video that keeps audiences engaged.

We’re not just content creators; we’re architects of an experience uniquely tailored to highlight our clients’ strengths. By featuring our own strong suit – human-centric, thought-provoking video content – we not only reflect our expertise but embody the very principle we encourage our clients to embrace.

Transparency of location

Video Location Transparency

In an era when remote work is commonplace, being open about your location and work environment can foster a sense of connection with your audience. It’s tempting to present an idealized version of your space, but authenticity wins hearts. We help clients present their true working spaces in the most flattering lights – be it their corporate office, manufacturing floor, or home office setup.

We believe in showcasing the spaces where ideas are born and realized. This means capturing the essence of a workplace in ways that are genuine and inviting – from the bustling corridors to the calm brainstorming corners. By doing so, we not only respect the intelligence of our audience but also celebrate the diverse contexts from which 21st-century work emerges.

Transparency of capability

B2B buyers want assurance that they're making a sound investment. This requires you to demonstrate not just what you do, but how well you do it. We believe in a demonstrable display of capabilities. Through case studies, behind-the-scenes footage, and detailed insights into our production process, we offer hard proof of our film-making acumen.

We highlight our well-oiled machine of creatives and technicians and provide reels that underscore the range and depth of our work. We invite scrutiny and celebrate curiosity. This isn’t just exhibitionism; it’s an open invitation for clients to witness the machinery behind the magic.

Transparency of pricing

Video Pricing Transparency

Transparent pricing is not just about listing numbers; it's about demonstrating fairness and value. A survey by Salesforce suggests that 91% of customers believe trust in a company is important to their buying decisions. We approach pricing with clarity, articulating the costs involved and the rationale behind them. This means avoiding hidden fees, setting clear expectations, and being upfront about what’s included – and what’s not.

Video production can be complex, but pricing it shouldn't be. Our proposals lay out a clear, itemized plan where each aspect of the video production is accounted for and justified. This commitment to straightforwardness not just strengthens trust, but also catalyzes the decision-making process for our prospects.

Transparency of reliability

Business isn't just about delivering a service or product; it's about delivering on a promise. Reliability forms the bedrock of any strong B2B relationship. Our approach is to showcase our reliability through testimonials, success stories, and data that uphold our reputation as a trusted video marketing agency.

We present evidence of our consistency – be it client retention rates, project delivery times, or quality benchmarks. This data-driven narrative isn’t just reassuring; it’s empowering for clients making critical decisions about who they entrust their brand's story to.

Warmth and empathy

Video Warmth and Empathy

In a professional setting, warmth and empathy can sometimes be undervalued, but they are crucial for establishing a human connection. We believe these qualities should shine through in every aspect of our engagement with clients. From the initial briefing call to the final delivery of the video, we foster an environment where clients feel heard and valued.

Our team is known for its personable approach – empathetic listening, flexible responses, and an innate understanding that behind every B2B transaction, there's a human interaction. Through video, we amplify our client's human side, showcasing teams and leaders in ways that evoke accessibility and relatability.

Character and tone

The character and tone of your video content can define your brand. And in the B2B sector, where the buying cycle is lengthy and considered, striking the right tone is paramount. We specialize in identifying and encapsulating our clients’ unique tones – may it be authoritative, inventive, or approachable.

We understand that it's not just what you say, but how you say it. Our strategic use of lighting, music, pacing, and narrative structure underscores not just the content of the message, but its feeling. This helps in crafting a brand personality that resonates with the target audience and distinguishes our clients from their competitors.

Video inspiration

A list of creative filmable video ideas that illustrate the previous sections:

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  • 4C logo
  • Action For Me logo
  • Ada Economics logo
  • Amadeus logo
  • Aquis logo
  • Arkk logo
  • Aurum logo
  • Bishopsgate logo
  • Bloodhound logo
  • Brigade Electronics logo
  • Camden A.I. logo
  • Cawood Scientific logo
  • Charlton House logo
  • Desklodge logo
  • Dunedin logo
  • Finsimco logo
  • Hertz Europe logo
  • Intragen logo
  • Kee Safety logo
  • Kirton Healthcare logo
  • Leading Point Financial Markets logo
  • Lpfa logo
  • Mayor Of London logo
  • Neardesk logo
  • Nvm logo
  • Outstanding logo
  • Paladin logo
  • Peppermint Technology logo
  • Progress Music Academy logo
  • Pure Retirement logo
  • Quantifi logo
  • Qube logo
  • Rockpool logo
  • Scottish Equity Partners logo
  • Share Radio logo
  • Siemens logo
  • Silverwing For Nvm logo
  • Sopro logo
  • Steeper logo
  • Team London logo
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