Written by Lidia Vijga, co-founder at DeckLinks
Most B2B companies know they need video content. But producing advertising videos that actually deliver ROI requires finding a video production company with the right mix of creative talent and strategic vision. It can seem like searching for a needle in a haystack.
Catchy video ads can feel like catnip for consumers – bright, flashy, and irresistibly shareable. But B2B buyers? They’re often portrayed as more logical and discerning than the average distracted browser.
Still, at the end of the day, they’re humans. Emotion and creativity matter in B2B marketing too. The challenge is producing videos that inform and persuade but also create an impact.
In this article, I’ll review the top-tier video production companies that in my opinion have cracked the code on B2B video advertising. These leading video production agencies have an impressive track record of creating high-quality, results-driven videos specifically for enterprise brands.
You’ll find real examples of the most compelling video production work and a detailed guide to selecting the perfect B2B video production company.
In no particular order, here’s the list of the best video production companies on the market right now.
Maximum Effort
I’ve got to applaud the work Maximum Effort has been doing. The agency launched in 2018 by Ryan Reynolds and George Dewey has been crushing it when it comes to creating viral video campaigns that grab attention.
What really hooks me is their willingness to take creative risks. While some agencies play it safe, Maximum Effort leans into humor and viral stunts that feel fresh versus traditional commercial tropes. When done right, it sticks with audiences and gets the content shared.
Of course, having Reynolds onboard gives them celebrity clout. But Maximum Effort seems to succeed by genuinely collaborating with partners he’s invested in. That personal connection allows them to tap into what makes the brands tick.
I’m just impressed by how Maximum Effort has pushed the boundaries in video marketing. Their willingness to take risks and create brand videos and viral stunts that feel fresh has definitely moved the needle in advertising.
As a fellow creative, I appreciate any advertising agency pushing boundaries. And their standout campaigns are hard to ignore, breaking the mold in B2B advertising right now.
Ogilvy
I’ve been following Ogilvy since my college days. The agency, founded by the godfather of advertising David Ogilvy back in 1948, has grown into a global presence working with leading B2B brands.
But Ogilvy fascinates and inspires me not only for their scale and big-name clients. It’s their consistent ability to craft compelling, memorable video campaigns tailored to B2B audiences. They just get how to translate complex topics into visually engaging stories that resonate.
From what I can see, that success stems from Ogilvy’s in-house creative talent. They take time to collaborate closely with clients, ensuring their vision guides each video. And you can’t argue with the results – they’re the lone agency topping both creativity and effectiveness charts.
I find Ogilvy’s work highly motivational. Their campaigns set the bar for how video can inform and excite B2B viewers simultaneously.
Cinemads
Look, I’ll be real – most B2B ads put me to sleep. But Cinemads’ work always jolts me wide awake.
As someone who geeks out over cool ads, this video production powerhouse excites me with their willingness to experiment. While some video production agencies play it safe, Cinemads leans into cinematic storytelling that feels fresh and engaging.
It’s more than epic shots and slick edits with them. Cinemads team collaborates closely with clients to craft narratives that truly connect on a human level. They just get how to turn even complex B2B topics into stories worth investing in.
And their execution? The Lavender Joe series of video content is absolutely brilliant. Cinemads has the technical chops to elevate production value but it never distracts from the core message. Their ads inform AND entertain.
For me, Cinemads’ approach represents the future of B2B video marketing services. Their creativity and commitment to high quality videos demonstrate how enterprises can craft stories as compelling as the content we binge on Netflix.
SMUGGLER
SMUGGLER video production company boasts an insane roster of award-winning directors with a proven track record of pushing creative boundaries.
But more than just flashy names, SMUGGLER’s team collaborates closely with clients to craft narratives that resonate on an emotional level. They recognize compelling storytelling should take priority over technical wizardry.
And their expertise shines through in the final product. SMUGGLER has created countless memorable campaigns for big brands over the years. Their mastery of engaging target audiences through strategic video is truly impressive.
SMUGGLER’s relentless innovation continues to raise the bar for how brands can tell stories through video that inform, inspire, and excite viewers.
Wieden+Kennedy
When it comes to creating video content that pops, Wieden+Kennedy rarely disappoints. Their ideas electrify me every time.
Wieden+Kennedy collaborates closely with clients to craft stories that connect on a heart-to-heart level. They just get how to make viewers feel something – even for B2B topics.
And you gotta respect their commitment to excellence. For Wieden+Kennedy, quality storytelling always takes center stage over flashy effects. Their continuous innovation brings new ways for advertising videos to inform and inspire audiences.
Look at their track record if you need proof. Wieden+Kennedy brought us iconic campaigns for Nike, Old Spice, Coca-Cola…they know how to craft viral magic.
For me, Wieden+Kennedy represents the epitome of marketing creativity. Their fearless innovation continues raising the bar for how enterprises can tell compelling brand stories through video.
Umault
Umault impresses me with their focus on boosting brand awareness and engaging prospects through creative B2B videos.
Umault’s focus on storytelling that effectively communicates customer insights is what captures my attention. The video ad showcased above clearly illustrates how this video production agency highlights the current frustration of the target audience with Google’s new GA4 analytics. They understand their key target market on a deeper level, which enables them to create compelling visual narratives that strike a chord with their audience.
Umault also seems to recognize quality matters. Their video strategy along with the content shows expertise in producing attention-grabbing videos that increase brand recall AND drive actual sales results. This combination of strategic vision and flawless execution is rare.
For me, Umault represents a more progressive, audience-centric way of approaching B2B video marketing.
Biscuit Filmworks
Biscuit Filmworks consistently wows me with their standout B2B productions.
Founded back in 2000 by director Noam Murro and producer Shawn Lacy, they’ve cultivated an insane amount of directorial talent. But more than just flashy directors, Biscuit’s team collaborates closely with clients to craft compelling stories through video.
Biscuit’s commitment to quality is evident in the countless memorable campaigns they’ve created for leading brands. They especially excel at translating complex B2B topics into visually compelling narratives presented in a tasteful B2C style.
To me, Biscuit represents a new breed of video partner for modern B2B marketing. Their innovative productions set the bar for how enterprises can tell cinematic stories through video.
Anonymous Content
I’m consistently blown away by the cinematic storytelling coming out of Anonymous Content. This global media powerhouse has been producing award-winning films, TV series, and commercials for over 20 years.
Founded in 1999 by CEO Steve Golin, Anonymous Content has cultivated a roster of incredible directorial talent. The team is committed to working with enterprise clients to craft compelling narratives that connect on a deep emotional level.
Their masterful portfolio proves Anonymous Content knows how to make audiences feel through visual storytelling. Excited to see what movie magic they conjure up next!
Saatchi & Saatchi
I am always excited to watch the newest video campaigns from Saatchi & Saatchi. This global agency has been crushing it since the 70s by producing fresh ideas that stand out in today’s information-overloaded world.
While some shops rely on flashy effects, Saatchi & Saatchi recognizes storytelling comes first. Their team collaborates closely with clients to craft narratives that resonate and convey brand values. They just get how to make viewers feel something rather than simply demonstrating product features.
And you can’t argue with their results. Saatchi & Saatchi has created countless memorable ads for major brands over the decades. Their expertise in engaging target audiences through video is unmatched. A content that truly connects brands with their target audience.
To me, Saatchi & Saatchi represents the cream of the crop when it comes to impactful video marketing. Their boundary-pushing creative approach continues raising the bar for brand storytelling.
How to Choose the Right Video Production Company for Your B2B Brand
Finding the right video production company is crucial for the success of your video marketing campaign. Here are the essential steps that brands take to secure the ultimate video marketing agency partner.
Step 1. Identify video production needs and goals
Speaking from my own experience managing marketing for B2B companies, I can’t stress enough how crucial it is to start by clearly defining your goals and needs for a video marketing campaign.
Too often, I see organizations get fixated on the format – “we need a 2 minute explainer video!” – without actually aligning on the purpose. As a result, they end up with polished but ineffective content.
So with any new video project, I gather stakeholders from across the organization to have an open discussion about what we really want these advertising videos to achieve. Building consensus on concrete objectives is key.
For example, with a previous project, our sales team wanted a video to demo a software platform and reduce pre-sale questions. So we made the goals to 1) simplify and showcase complex features 2) reduce sales call time. Defining these clear success metrics at the start shaped the entire creative process.
I also urge teams to identify target KPIs upfront. If the goal is driving trials, we’ll define increasing sign-ups by 25% as a benchmark. Having quantifiable metrics makes it easier to track ROI and refine future video campaigns.
Step 2. Research experience with B2B video content
Once your team has aligned on the goals and needs for a video marketing campaign, the next step is researching the best video production agencies and their expertise.
In my experience working with video production companies for over a decade, you want to look for proven experience creating videos specifically for enterprise audiences, not just slick consumer content. Business-to-business marketing requires a deeper understanding of challenges facing complex organizations and communicating complex ideas and offerings.
As I evaluate each video marketing agency and their video production team, I look for the following signs of B2B video expertise:
- Case studies and sample videos made specifically for enterprise companies.
- Client lists and testimonials from reputable B2B brand names, especially in my industry.
- Thought leadership content on B2B video marketing.
- Examples of capabilities. High-quality production value matters in branding videos.
- Strategic perspective beyond just creating content. Do they take a consultative role in messaging, distribution, and optimization? The best video production companies become an extension of your marketing team.
Vetting for these aspects indicates a video production company will smoothly guide us through the creative process to develop compelling, effective videos aligned with our B2B audiences and goals. They understand how to blend storytelling with hard-hitting messaging that speaks to business leaders.
Step 3. Evaluate creative style and production quality
With over a decade in B2B marketing, I’ve learned high-quality production is non-negotiable for branded video content. But evaluating technical capabilities isn’t always easy.
When reviewing potential partners’ portfolios, I focus less on flashy effects and more on strategic vision. Do they demonstrate creativity tailored to enhance sophistication and authority for enterprise clients?
For example, one agency produced an animated explainer so focused on dynamic graphics that it actually distracted from the product itself. While technically impressive, it didn’t align with the brand sophistication we aim for.
So I look for strategic art direction – thoughtful lighting, set design, and cinematography that sink into the background while still elevating the viewer experience. The goal is an engaging video that seamlessly integrates messaging, emotion, and branding.
I also want to see flexibility across diverse campaigns and techniques. Partners we hire essentially become extensions of our internal team, so adaptability is key.
At the end of the day, it’s about finding true creative partners, not just technical chops. Aligned storytelling vision and production value to establish trust and credibility with B2B audiences.
Step 4. Consider industry experience and knowledge
Creators unfamiliar with the intricacies of your industry may find it difficult to craft truly tailored videos. When reviewing potential video partners, I recommend you dig into their experience working directly within your field or relevant fields.
Some key questions I ask:
Does their client list include respected brands in your specific industry or relevant industries? Repeated work with leading companies indicates solid expertise. I give special attention to competitors – experience with direct peers demonstrates a true understanding of both challenges and buyer motivations.
Do they showcase sample videos specifically tailored to our industry? I want to see hands-on work aligned to our precise audience, not just generic corporate videos.
How adept are they at distilling complex topics into compelling yet accurate videos? Simplification without losing sophistication is crucial for technical B2B products.
Do they advise on the best channels and distribution strategies based on typical viewer behavior in our niche? Audience intimacy increases content performance.
Vetted industry knowledge inspires creative directions that can truly resonate with your target market. It also streamlines collaboration when production teams need less hand-holding on the intricacies of your business.
Step 5. Check client testimonials and sample B2B video work
Honestly, some of the most valuable intel comes straight from a partner’s existing clients.
I always spend time digging into video agencies’ testimonials and case studies for transparent feedback. Rather than taking a general “award-winning company” claim at face value, I want examples.
For instance, which respected brands have they worked with in my niche? I give extra weight to competitors – expertise with peer companies is telling.
And I don’t just skim over high-level comments. I look for specifics like “videos increased trial signups 20%” or “team was knowledgeable on our industry needs.”
Testimonials should back up expertise claims with real-world proof points. I also want a window into their process. Do clients mention clear communication? Collaboration? Valuable mentoring? Those factors reveal how well our teams may align.
At the end of the day, client voices provide the truest sense of what to expect during a partnership. I’m happy to discuss more best practices here – vetting testimonials has been invaluable for my vetting process.
Step 6. Compare costs and budget needs
Video production costs can vary widely based on factors like project scope, technical needs, and agency rates. That’s why I highly recommend you dedicate time upfront to analyzing budget needs and partner costs.
I always start by defining an ideal budget range based on benchmarks from past projects and current marketing funds. This establishes clear guardrails for evaluating proposals.
However, I also remain flexible. Higher initial quotes don’t automatically rule out a contender if they demonstrate the added value that drives ROI. I focus on overall marketing impact versus purely bottom-line production costs.
When comparing proposals, I look closely at pricing models. Some video production companies charge per finished minute or day of filming. Others bundle pre-production, filming, editing, revisions, etc. into one fixed cost.
Understanding fee structures upfront prevents surprise invoices.
I also confirm what’s included in baseline quotes versus potential add-ons like extensive creative development, animations, music licensing, talent and hosting, and more. Itemizing these variables allows apples-to-apples comparisons.
Most importantly, I align on expected deliverables for the quoted costs number of finished videos, edits and revisions, distribution support, etc. Clear scopes of work make cost assessment straightforward.
Evaluating video partners on value delivered rather than just rates ensures the best fit for long-term success.
Step 7. Prioritize clear communication and collaboration
In my experience managing dozens of video campaigns, the single most important factor in partnership success is open communication and trust.
Even the top video production companies with incredible portfolios and technical capabilities flounder without transparency and collaboration. I’ve learned to evaluate this early when vetting.
During initial calls, I pay close attention to how responsive and proactive agencies are with communication. Do they actively listen and address all questions and concerns? Do they provide options and recommendations tailored to my needs versus generic proposals? These behaviors continue post-hire.
I also look for thought partners beyond execution, welcoming end-to-end collaboration. The best agencies act as extensions of my marketing team, not just vendors to hand off directives.
This includes being receptive to feedback at all stages, from concepting to storyboarding to filming and post production. Rigidity and siloed roles lead to misalignment.
Above all, I value accountability, honesty, and care from partners. If a deadline gets missed or budget changes, they are transparent immediately, not after the fact. We tackle challenges together.
Clear communication and trust stem from true relationships. Taking time to find not just expert videographers but consummate partners is the best investment you can make in B2B video success.
Final thoughts on the importance of high-quality video marketing for B2B companies
If there’s one takeaway from my experience in B2B marketing, it’s don’t just pick any flashy video production company and call it a day. Vet thoroughly.
The right partner is as much a strategist as a creative talent. They balance data with emotion. Back expertise claims with real-world results. Most importantly, they just click with your team.
Frankly, costs shouldn’t be the top priority. A slightly pricier bidder can still deliver tremendous value if they truly increase conversions. It’s about ROI, not bargain rates.
At the end of the day, B2B video content is only becoming more pivotal as buyers expect engagement. Don’t leave success to chance. Work with the top video production companies who get you, understand your niche and drive results.
FAQs
What should I consider when choosing a video production agency for my B2B brand?
Consider the company’s expertise in B2B video production, their portfolio and track record, their creative talent and production process, client testimonials and case studies, pricing and value for money, and communication and collaboration. Vetting these aspects will help narrow options.
How do I compare pricing and value for money among different video production companies?
Consider the scope of the project, the level of expertise and quality of work offered by the video production company, and the overall value you will receive for your investment. Look for a company that offers transparent pricing and a clear understanding of what is included in their services.
What should I look for in a video production company?
Look for a company with a highly skilled team of creatives who can bring your vision to life in the most effective and impactful way possible. Consider their expertise in creating emotionally engaging content that resonates with your target audience.
What impact can high-quality B2B video ads have on my digital marketing strategy?
High-quality B2B video commercials can increase brand awareness, generate leads, and drive sales. They can also help establish your brand as a thought leader in your industry and create a lasting emotional connection with your target audience.
How can I determine if a company’s creative style and production quality align with my brand?
Review their portfolio for consistent high-quality cinematography, thoughtful art direction, compelling storytelling, and flexibility across diverse campaign types.
What questions should I ask during initial calls with production companies?
Discuss your goals, target KPIs, intended audience, timeline, budget needs, production approaches, and post-launch optimization. Gauge their strategic expertise vs just executing.
How important is communication with a video production company?
Clear communication and collaboration are essential for a successful video production project. Look for a video production company that values your input and feedback throughout the process and is willing to work closely with you to ensure your vision is realized.
How much should I expect to budget for a high-quality B2B video marketing campaign?
Costs vary widely based on needs, production techniques, length and format, etc. Have clear guardrails but focus more on ROI potential vs bottom line rates.
How do I evaluate video production services?
Look for examples of their previous work that are similar to your project, and assess the quality of the videos, the storytelling, and the overall impact on the audience.
