Our process for developing B2B video content starts with applying our business experience to define the audience as narrowly as possible, and then identify relevant problems this audience will recognize instantly when they appear on the video screen.

We read white papers, PowerPoint decks and other marketing collateral for reference. Then we talk to people  — on the phone, in webinars, sometimes even face-to-face. The conversational tone that distinguishes our work comes from spending time talking with salespeople, product managers, engineers, and others who spend time with customers.

We believe getting the story right  — and crafting it in 250-or-so well-chosen words to fit into two minutes  — is the most important part of the process, and a key differentiator of our collaborative approach to developing video content for B2B technology sales.

The script is written in such a way as to reinforce visual information. It's formatted rather like a screenplay, with descriptions of visuals (e.g., “drill down troubleshooting screen shots”, “IT exec under cost pressure”).

We collaborate with our client to refine the narration and visual concepts, over the phone and/or by document sharing. Part of what makes ours an agile process is that the script will continue to be refined as visuals are developed.

We record a temporary narration track and begin work with animation artists to bring the story to life. The look-and-feel will be determined by the client's preference and corporate graphics standards. We often use animated interpretations of diagrams, icons and other graphical elements.

We do not storyboard the 2-Minute Explainer  — we find that many business executives (including the principals of our company) cannot effectively visualize the finished video from looking at storyboards. Instead, we dive right in and start delivering 15-30 second segments for the client's team to share. In that way, if there is going to be a disagreement between, say, sales and marketing, about what will work and what won't, the disagreement will surface  — and can be reconciled  — quickly and economically.

As we develop visuals, we tweak the temporary narration, re-recording to keep words and visuals are in synch throughout the process. When the final “scene” is in place, everyone can share (and sign off on) a prototype that is identical to the finished video, except for the temporary narration track.

In order to assure consistency in pronunciation and make sure the right words are emphasized in all the right places, our principals personally supervise the recording session at a leading New York studio. Clients are invited to join the recording session, in-person, or on the phone.

Voice talent is selected collaboratively with our client  — we have a dozen or so voice actors we like to work with because they consistently come across as sincere and business-like. But we're glad to expand the roster if none of our regulars seems just right.

Videos can be downloaded immediately, in formats suitable for web deployment and for use in presentations or as a trade show loop. We can also customize segments to display in PowerPoint, white papers, social media, etc. The client takes ownership of all source files, which can be updated, localized, or used as a library of artwork.