Getting an effective B2B video ad is easier than you think. It's all about removing risk by following a clear process, which I've outlined below.

Step 1: Find an agency that matches your brand's vibe

Only some agencies are great at working with every type of brand and brand voice. You want to find an agency with a bunch of work that feels like they're already doing work in your tone. Of course, there will be no exact matches – but you want to get close.

For example, here at Umault, we specialize in B2B video ads, but we're not right for every B2B brand. We're best suited for brands that embrace humor and/or want to stand out with bold creative. That's not right for every brand out there (actually, our voice is in the extreme minority).

How do you find an agency that matches your brand's vibe? Start with Google, but beware of fake lists that rank agencies. Many of those are paid sponsorships masked as rankings, so you'll have to go deep. Play the numbers game. I would only be comfortable selecting an agency if I considered at least 100 agencies in the niche of B2B video ads I want to play in.

Once you have your list, look through their portfolio and ask yourself: "Does this work match our brand's voice/tone?" If yes, then reach out! If not, cross them out and move on.

Step 2: Trust your agency

Once you've selected an agency, you must move from being a client to being a great manager. Great managers delegate. They trust people to get the job done right. Poor managers micro-manage et al., and only get poor work. Be a great manager. Delegate, don't abdicate. Demand excellence, but don't tell your agency how to be excellent. Let them play without a net - you'll be rewarded with exceptional work for your trust.

From personal experience, the best work Umault has done was with clients who let us do our thing. Sure, they had feedback, but overall, they stood back and let us do our thing.

Step 3: Have a plan for the B2B video ad

This is your job and where 90% of your efforts should reside. Here's a secret: 50% of what makes an ad a hit with your prospects is your distribution strategy.

Things like your monthly spend, targeting, channels, and more are what you need to solve for. Many marketers will be totally engaged in making the B2B video ad (which is the fun part, after all) but then totally whiff on having a plan for the B2B video ad once it's made. Don't be these people.

You may not have the knowledge or capacity to take this on. That's fine. In that case, I recommend engaging a paid media agency. I promise you it's totally worth it.

You, too, can make a hit B2B video ad.

Follow the steps above, and you'll be in the 90% percentile of B2B brands that advertise with video ads. Feel free to reach out with any questions!