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B2B Video Strategy · London + UK

Video strategy for complex B2B businesses.

Start with what needs to change.

Before deciding what to make, MHF helps marketing teams work out who needs convincing, what they need to understand, what will make the message believable and which story is most likely to move them.

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Strategy before production
Audience Message Proof Story Production approach
  • B2B Video Strategy

What Is Video Strategy?

A strong video strategy starts before you decide what to make.

A B2B video strategy is a plan for how video will help change what a specific audience understands, believes or does. It defines the audience, message, proof, story and role of each piece of content before production begins.

The mistake is starting with the format: “we need a brand film”, “we need a customer story” or “we need six videos for LinkedIn”. Those may eventually be the right outputs, but they are not the strategy.

MHF starts with the communication problem. Who are we trying to reach? What do they understand now? What needs to change? What will make the message credible? And where does video have the greatest role to play?

From there, we can decide whether the strongest answer is a product video, customer story, thought leadership series, brand film or a combination of formats working together.

Video strategy is not about making more content. It is about knowing which content deserves to exist, what job it needs to do and what will make it work.

Who needs to change?

Define the audience and the gap between what they understand, believe or do today and where the business needs them to get to.

What will make them believe it?

Identify the message, evidence, expertise, customer proof or product demonstration needed to make the story credible.

What should we actually make?

Choose the right story, format and distribution approach only after the communication problem and commercial objective are clear.

The MHF Four Jobs

The four jobs of B2B video.

Before deciding what to make, we ask a more useful question: what job does the video actually need to do?

In most B2B briefs, the answer comes back to one of four things: explain what you sell, prove why it matters, show what you know or change how people see you.

B2B product video used to explain a complex proposition clearly
01

Explain

Explain what you sell.

When a product, service or proposition is difficult to grasp, the job is to make the value easier to understand without stripping away the substance.

The question

Can the right buyer quickly understand what this is, who it is for and why they should care?

Product films · proposition films · explainers · product UI · animation

B2B customer story used to provide credible customer proof
02

Prove

Prove why it matters.

Buyers do not just need claims. They need reasons to believe them. Customer experience, outcomes and real-world evidence make the value credible.

The question

What would make someone believe this rather than simply hear us say it?

Customer stories · case studies · testimonials · product proof

Executive interview used for B2B thought leadership content
03

Lead

Show what you know.

Turn expertise into useful content that gives the audience something worth knowing and gives the business a stronger point of view.

The question

What does this business understand that its audience would genuinely benefit from knowing?

Thought leadership · executive content · interviews · expert series

B2B brand video used to support a change in market perception
04

Reposition

Change how people see you.

Sometimes the challenge is not awareness. It is an outdated perception. Video can help show what has changed and establish a new story around the business.

The question

What do people think about the business today, and what do we need them to think instead?

Brand films · repositioning · rebrands · market entry · business change

Start Here

Before asking “What video should we make?” ask “Which job are we trying to do?”

Strategy In Practice

The brief changes. So should the strategy.

Video strategy is not choosing a format from a menu. We start with the business problem, the audience and what needs to change, then shape the message, proof and creative response around that.

Launch Strategy
01 Launch Unily Content Studio

Launching a new offering with its own reason to exist.

Content Studio was not simply another feature within Unily. It was a distinct new core offering alongside the existing platform and needed its own proposition, story and launch.

The Problem

The product needed to be understood quickly without turning the launch film into a feature list or assuming the audience already understood why it was needed.

The Strategic Decision

We started with the audience problem: people do not all consume content in the same way. That establishes the need before Content Studio enters naturally as the solution.

What We Did

Across a four-week turnaround, MHF worked collaboratively with the Unily team to develop and refine the messaging through several rounds.

We then created an animatic so the complete film could be seen and tested before production, before organising the cast, crew and shoot and moving into edit, product animation and sound design.

The Output

A 60-second launch film plus two distinct hook-led social films created specifically for paid amplification.

Messaging Animatic Live action Product UI Animation Paid social
Customer Proof
02 Prove RMS × Roomzzz

Make the customer the story.

RMS wanted its customer stories to humanise the brand and speak directly to hoteliers and hospitality operators facing the same kinds of operational pressures.

The Problem

A conventional software testimonial would put too much focus on RMS. The stronger opportunity was to show the people behind the hospitality business and let their experience carry the proof.

The Strategic Decision

We put the customer first: their venue, their pressures, their operational challenges and what changed. RMS sits naturally within that story rather than becoming the subject of it.

What We Did

Roomzzz formed part of a three-film customer campaign focused on hoteliers and people running hospitality venues.

MHF worked remotely with the RMS marketing lead to reverse-engineer the right interview questions around the story we needed to uncover.

We used a deliberately small production footprint with one camera operator on location, helping the filming feel natural and unobtrusive, before shaping the interviews and observational material into a documentary-style edit.

The Output

A three-film customer series designed to humanise RMS and turn real hospitality experience into credible buyer proof.

Customer stories Hospitality SaaS Interview strategy Documentary style
Reposition
03 Reposition Awin

Reposition the platform around audience value.

Awin needed to move perception beyond traditional affiliate marketing and communicate a broader SaaS proposition as the business expanded further into the US.

The Problem

Awin already had strong recognition in affiliate marketing, but that existing perception did not fully represent the broader technology platform the business had become.

The Strategic Decision

Rather than asking one film to speak equally to everyone, we separated the proposition around two specific audiences and the value Awin creates for each.

What We Did

MHF developed two distinct films around those audience needs.

The main platform film targeted marketers, focusing on the commercial value and capabilities of Awin's wider platform.

The mobile film targeted the influencer market, focusing instead on the value Awin creates for creators from their own point of view.

Messaging, product UI, brand storytelling and motion design were then shaped around the value each audience needed to see rather than simply listing functionality.

The Output

Two audience-specific brand and product films: one focused on marketers and the main platform, and one focused on the influencer and creator market through mobile.

Repositioning SaaS Audience strategy Product UI

The Principle

The films look different because the problems are different. The format follows the strategy.

Strategy In The Work

How strategy shapes what we make.

Strategy is not a separate layer we add before production. It is how we work out what the audience needs to understand, what will make the message credible and what kind of video is most likely to do the job.

We work backwards

From the business problem to the audience to the message to what should actually be made.

01

Business

What needs to change?

We start with the business problem, not the requested format. What is happening, and what does the communication need to help change?

02

Audience

Who needs convincing?

Who are we speaking to, what matters to them and what do they already think, know or assume?

03

Change

What should be different afterwards?

We define what the audience should understand, believe, feel or do differently after watching.

04

Message

What really needs to land?

We find the core idea and remove what does not earn its place. Complex does not need to mean complicated.

05

Proof

Why should they believe it?

That might be a customer experience, product demonstration, data, expertise or the people behind the business.

06

Story

What is the strongest way to tell it?

We shape the narrative, structure and creative treatment around the audience and the job the content needs to do.

07

Only Then

Decide what should actually be made.

Once the thinking is clear, we can make better decisions about format, length, production approach, versions and where the content needs to work.

Website Sales Launch Paid media Social Internal

The MHF Principle

We do not begin with “What video should we make?” We begin with “What needs to change?”

How It Works

Strategy is part of the project.

You do not need to buy a strategy document before we can make something. For most projects, the strategic thinking is built directly into the way MHF develops the brief, message, story and creative approach.

01

Most Projects

Strategy built into the production.

If you are commissioning a product film, customer story, launch film, brand film or thought leadership content, we develop the strategic thinking as part of that project.

This can include

Audience

Who the content needs to reach and what matters to them.

Messaging

What needs to land and what can be left out.

Story

The strongest narrative structure for the brief.

Proof

The evidence, people or product detail that makes it credible.

Format

What should actually be made and how long it needs to be.

Use

How the content should work across the channels that matter.

You can come to us with a brief. Or you can come to us with the problem and we will help shape it.

02

Larger Programmes

A broader video roadmap when you need one.

Some briefs are bigger than one film. If you have multiple audiences, products, campaigns or an ongoing content programme, it can make sense to plan the role of video more broadly before committing production budget.

Priorities

Which communication problems should be tackled first.

Audiences

Where different buyer groups need different stories.

Content roles

What should explain, launch, prove, lead or reposition.

Production plan

How to group filming and production efficiently.

Distribution

What belongs on the website, in sales, paid media, social or internal channels.

This can become a broader content roadmap if the business needs one. It does not have to be a separate strategy exercise.

The starting point

You do not need to know exactly what video you need before speaking to us. Bring us the brief, the launch, the audience or simply the communication problem.

Video Strategy FAQs

Questions about B2B video strategy.

You do not need to arrive with a finished video brief. We can work from the business problem, audience, launch or communication challenge and help shape the right approach from there.

01 What is a B2B video strategy?

A B2B video strategy is the thinking that connects video content to a business objective. It defines who the content needs to reach, what that audience needs to understand or believe, what will make the message credible and what kind of story or format is most likely to work.

At MHF, that thinking normally sits inside the production process rather than existing as a separate strategy exercise.

02 Do we need a separate video strategy before production?

Usually, no. For most individual projects, strategic development is built into the production process.

We help define the audience, message, proof, story and appropriate format while developing the brief. If you are planning a larger programme across several audiences, products or campaigns, we can also scope a broader video roadmap where that would be useful.

03 Can MHF help if we do not have a finished brief?

Yes. Some clients come to us with a detailed production brief. Others come with a product launch, business problem, target audience or proposition that is still being worked through.

We can help turn that starting point into a clear message, story and production approach before filming or animation begins.

04 What does video strategy include?

The exact work depends on the brief, but it can include audience definition, messaging, story development, interview design, creative treatment, proof points, format recommendations and planning how the finished content will be used.

For more complex projects, it can also include scripts, storyboards, animatics, product journeys and recommendations for different versions or channels.

05 How much does B2B video strategy cost?

For most MHF productions, strategic development is scoped as part of the overall project rather than charged as a separate strategy document.

The total budget depends on the complexity of the brief, production requirements and deliverables. As a guide, individual MHF video projects typically begin around £7,500 + VAT, with larger campaigns and multi-video programmes scoped around the work required.

06 Can you build a wider video roadmap for our marketing team?

Yes. Where a business has multiple audiences, products, campaigns or an ongoing need for video, we can help define what should be prioritised and the role different pieces of content should play.

That might include identifying which content should explain, launch, prove, lead or reposition, along with recommendations for production, reuse and distribution.

07 Does MHF also produce the videos?

Yes. MHF is a B2B video production company, so strategy, creative development and production can all sit within the same team.

Depending on the brief, that can include live-action production, interviews, customer stories, product UI, motion design, animation, editing, sound design and versioning for different channels.

08 How early should we involve MHF?

Ideally, before the format and script are completely fixed. The earlier we understand the business problem, audience and intended use of the content, the more useful we can be in shaping the right approach.

That said, we can also work from an existing brief and help strengthen it before production begins.

Still Working It Out?

You do not need to know exactly what film you need. A business problem, audience or launch is enough to start the conversation.

Start With The Problem

Not sure what video you need yet?

That is fine. Bring us the business problem, audience, launch or brief. We’ll help work out the right story, what is worth making and the production approach that makes sense.

Discuss Your Brief See Our Work
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