How do B2B teams actually use video for go-to-market?

Different teams use it differently. The brand team makes the showcase pieces, product teams make scrappy demos, and sales uses quick personal videos. Margie Agin says the best companies keep one consistent story across all of it.

Quick Answer

• The brand team owns the showcase: a corporate overview or big brand story, usually from a central hub.
• Product teams make scrappy demo or Loom-style videos that show how easy the product is to use.
• Salespeople use short personal videos in outreach to humanize themselves instead of sending another cold DM.
• The best companies keep one coherent narrative so every touch feels like the same company.

Why Margie Agin says consistency beats control

Video shows up in a lot of different hands, and Margie is fine with that. The brand or marketing team puts out the showcase video, the same way they own the homepage. Product teams ship scrappy demos in Loom or Camtasia to show how the product works. Salespeople drop a quick video into outreach to feel human instead of sending another email.

Social clips move fast and shouldn't have to wait for brand approval. So the execution naturally gets customized at the team level.

What separates the best companies isn't who controls the camera. It's whether the story holds together.

"They all kind of are beating the same drum... it feels like they're talking to one company. And that happens regardless of tool or regardless of what team is actually doing the execution." — Margie Agin

A buyer might meet you through a sales rep's video, then the website corporate video, then a product video, then a how-to after they buy. When all of those sound like one company, the video works. When they don't, it doesn't, no matter how polished any single piece is.

Frequently Asked Questions

Should all company video go through the brand team?

No. Margie Agin says product and sales teams should make their own scrappy videos. Social clips especially need to move fast without brand approval. What matters is a consistent story, not central control.

How do salespeople use video in outreach?

They record short, personal videos to humanize themselves instead of sending another cold DM or email. It's a more direct way to connect than text-only outreach.

What makes a company's video strategy actually work?

A coherent, consistent narrative across every asset. When the sales video, website video, product video, and how-to all beat the same drum, buyers feel like they're talking to one company.

Watch the full interview

Margie Agin and Dane Frederiksen go deeper on go-to-market and video in the full interview.