If you look at the marketing plan of any B2B engineering or tech firm, the video strategy slide usually looks pretty good.
Marketing leaders understand their message. They know their audience. They know exactly what they should be saying to move the needle. The content pillars are defined, the personas are mapped, and the KPIs are set.
Yet, if you look at their actual output, the reality is different. The YouTube channel is dusty. The LinkedIn feed is sporadic. The weekly insight series stopped after episode three. The gap between the plan and the execution is rarely a lack of ideas. It is almost always a Capacity Gap.
In a lean marketing team, making a video is not just a creative task. It is a logistical heavy lift. We often underestimate the activation energy required to produce a single asset.
To get one meaningful video out the door, a marketing manager has to:
When this is the workflow, video becomes a "Project."And in a high-growth B2B company, "Projects" are dangerous. They require momentum. Because everyone is busy, projects get delayed. The shoot gets pushed to next quarter. The approvals get stuck in an inbox.
The friction is too high. So, the strategy fails—not because it was wrong, but because it was too heavy to carry.
The root cause of this friction is that we treat every video as a unique event.We approach each piece of content like an artisan crafting a bespoke suit. We reinvent the wheel every time we pick up the camera.
This approach is unsustainable. You cannot scale a bespoke process.To fix this, we need to stop treating video as art and start treating it as infrastructure.
If the logistics are the bottleneck, you must remove the logistics.The most successful B2B media engines don't rely on creativity; they rely on a Protocol.They build a system that separates the thinking from the filming.
The biggest friction point is the SME's time. Engineers and Founders do not have time for weekly shoots.The solution is extreme batching.We don't ask for an hour every week. We ask for one day per quarter.In that single session, we film 12-24 videos. We extract their expertise on every relevant topic—objections, case studies, technical breakdowns—in one focused sprint.The SME goes back to work. Marketing gets 3 months of assets.
We pre-agree on the formats.
We approve the messaging weeks before the camera turns on. By the time we are on set, the script is locked. Legal has seen it. Product has blessed it.This removes the "Death by Review" cycle that kills most video projects.
The goal is to find a system that lets you publish consistently without breaking the team.If your current video strategy relies on willpower, late nights, and "hustle," it isn't sustainable. You are one resignation away from silence.
You don't need more creativity. You need better operations.When you treat video as a workflow, you stop scrambling for content and start building an Asset Library.You move from renting attention with sporadic bursts of activity to owning attention with a consistent, reliable signal.