So you've been tasked with finding a video agency. Not just anyone who makes marketing videos, but someone who gets your brand, speaks your buyers’ language, understands marketing automation, and doesn’t serve up another stock-footage yawn-fest.
No pressure, right?
This guide is for you: the marketing exec or junior manager who has to bring a shortlist to the boss. Whether you're supporting big marketing campaigns or looking for a one-off video content project like a video ad, explainer, or brand spot, here’s how to spot an agency that won’t just tick boxes, but help you move the needle across your marketing funnel.
We’re talking real industry expertise, not buzzword bingo. A partner who can help shape a successful strategy that actually resonates with your target audience, not just looks good in a deck.
Before you even start building that vendor list, pause. Because this one tiny thing, when missing, can cause your entire project to crumble, spiral out of scope, and torpedo your marketing budget. 😮
Yup, it's the brief.
A solid brief isn’t just a handy doc—it’s your content marketing strategy blueprint. When we work with an internal marketing team that’s nailed the “why” behind the video content, everything runs smoother. Everyone’s aligned. Creativity thrives. Deadlines get met. Budgets don’t get crossed. Life is good.
But here’s where it gets nuanced, especially for junior marketers: your job starts before the brief. Understand the internal perception of the project. Why is this b2b video being made now? What’s the narrative, awareness stage campaign centerpiece or “just a quick social media asset”?
This is your chance to go from “task-doer” to “strategic operator.” Offer to create the brief if it doesn’t exist yet (yes, even unofficially). Use it to align your sales team, leadership, and digital marketing crew.
1️. Focus on the ‘Why’ – What’s the marketing strategy behind this video? Are you targeting lead generation, brand awareness, or customer retention?
2️. Keep it Clear – Ten bullet points = confusion. One solid goal = clarity. Help your agency understand the customer journey.
3️. Be Open – You know your brand voice, sure. But a good agency brings an outside perspective. That’s the point.
📝 Pro tip: Download our free briefing doc. Seriously, it can help cut 30% of your b2b marketing rework costs.
How do you market a video service?
Here’s where most marketing efforts get lazy. Search “B2B video marketing agency” and you’ll drown in SEO fluff. Here’s what you need to know:
1. “Top 10” lists? Usually, content marketing agencies write about themselves.
2. Google Ads? Pay-to-play. Doesn’t mean “best.”
3. AI tools? Helpful, but built on the same SEO databases.
Use search engines to create a longlist. Then get smarter:
1. Pattern recognition – See an agency show up across legit lists? That’s signal, not noise.
2. Cross-check – Goodfirms, Crunchbase, Clutch, Agency Spotter = useful client testimonials.
3. Ask peers – One Slack post can save 10 hours of research.
4. Evaluate specialization – Are they all about sizzle reels or do they understand sales enablement and content creation across marketing channels?
And as you narrow things down, watch for these six red flags that should make you hit pause:
Still not sure what kind of agency you’re looking at? Read our guide on the difference between a video marketing agency and a video production agency. One drives qualified leads, the other films pretty stuff.
Now that you're booking calls, here’s how to separate slick talkers from strategic thinkers.
If they spend the first 15 minutes bragging about their process without asking a single question about your goals or your target audience... that's not a good sign.
Ask what kinds of B2B videos they excel at: testimonials, product demos, employer brand? A strong agency won’t say “we do everything.” They’ll ask about your funnel stage and suggest formats that match, not just flex their showreel.
You want substance. Ask for full-length samples and accompanying results: Did it increase demo bookings? Shorten the sales cycle? Great agencies brag with numbers, not adjectives.
Find out how they handle collaboration. Are there built-in strategy checkpoints or is it “we’ll send you a cut when it’s ready”? Ask who you’ll actually work with, not just the pitch team, but your day-to-day point people.
Bottom line: A good agency answers well. A great agency asks well.
You're not just buying a video. You’re entering a high-stakes creative relationship. And like any relationship, vibe matters.
What are the signs of a good marketing agency? Ask yourself these questions:
If they lean corporate and you’re all about challenger-brand sass, things will get bumpy. Look for an agency that can flex its aesthetic without losing your voice.
The best video content taps into narrative arcs, emotional signals, and content marketing tactics that drive memory.
And remember, not everyone reads whitepapers, but many prefer video as their primary means of learning about a brand or product. If your agency gets this, they’ll design with attention spans in mind, not just aesthetics.
Can they pivot when your internal team changes direction? So ask what happens when feedback shifts. Will they push back? (Good.) Will they adapt? (Better.) The right partner doesn’t panic at curveballs—they pivot with purpose.
It’s not about brilliance. It’s about curiosity and fit. Great agencies don’t just “get” your brief. They get you.
I’ve been on all sides of the client-agency equation: freelancer, founder, and yes, the frazzled client begging for a third revision on Friday at 6 PM.
You don’t need an agency with Cannes Lions on the shelf. You need one that gets YOU.
Here are the warning signs that always come back to bite:
If pricing is “custom for every project” but they can’t give even a rough range? Expect a mystery box of markups.
If it takes them two business days to reply to your first email, guess what’ll happen when the CEO wants to tweak a scene five hours before launch?
“Viral. Fast. Cheap.” Pick one. Any agency that markets itself like a dodgy protein powder should be treated with similar caution.
If their past videos could be swapped out with different logos, would you notice? That’s not a creative partner—it’s a template service with delusions of grandeur.
Video content doesn’t live in isolation. If they don’t understand the buyer journey or how to optimize video metadata, titles, and distribution for search visibility... they’re not thinking full-funnel.
If they never care how you'll use these videos... during outbound, demos, or deal acceleration, they’re building to win awards, not business impact.
No real names, no real metrics, just vague praise from “a global tech leader”? Come on. Show me the outcomes. Show me someone who’d actually vouch for you.
You’ve done the groundwork. You’ve asked the right questions. Now you’re staring at a handful of proposals, wondering how to pick the one that won’t implode mid-project.
Now it’s decision time. Here’s how to compare your top picks:
You don’t need just another vendor. You need a video marketing agency that understands b2b marketing, gets your content marketing strategy, and aligns with your marketing goals and real-world messiness.
A partner that asks hard questions, runs toward complexity, and creates visual content that educates, converts, and scales across multiple channels - from paid advertising to social media marketing.
We’re Black Rabbit. We don’t just make video content. We've been telling stories for B2B tech brands for the past 12 years.
We build marketing strategy into every frame. Whether you’re launching a new campaign, supporting a lead generation sprint, or nurturing potential customers down the sales funnel, we’re here for it.
Curious? Check our FAQ. Clear pricing, smart process, no fluff.
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Since you are here, please visit our pages and our blog, where you'll find information that can come in handy on your video marketing journey.
