How Woden Brings a Brand Story to Life with a Product Hype Video

Narratives are fundamental to making sense of the world and communicating with one another. Woden helps B2B companies discover and activate their foundational story for their messaging hierarchy. We’ve worked with more than 300 brands to define what makes them essential in a crowded market, align their teams, and drive growth.

Even though our expertise is building client narratives, it wasn’t as easy to step back and tell our own story.

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Setting the stage for buyers

The buying journey has changed dramatically over the past decade. It’s less linear, buying committees are larger, and prospects are more informed. AI-generated content has only added to the information overload.

Woden walks customers through the modern go-to-market journey and ensures every touchpoint is consistent with their strategic narrative.

Woden’s offerings are complex and innovative. Video was the ideal way to capture what makes us different, help prospects understand the problem they’re facing in the market, and create an urgency around the idea that the old way of doing business is now a disadvantage. We just needed the right partner to create such an asset.

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A top-of-funnel asset that looks and feels like us

We’d been thinking about creating this type of video for a long time, but didn’t have the resources to develop a clear and concise video narrative around our story. We’re longtime fans of Testimonial Hero, after working with the company to capture some client video testimonials. We use them pretty frequently and are really happy with how they came out, so when they added the ability to create brand videos through Product Hype, it seemed like a no-brainer to try it.

We’ve spent a decade cultivating our unique voice, and the most impressive thing was how the Product Hype team maintained that voice and combined with a particular visual language. The end result is every bit as “us” as we wanted, while serving as a compelling story to put in front of prospects.

Different types of brand videos serve different purposes. Testimonial videos cement credibility later in the journey, while product explainers educate prospects after they understand the problem. Our strategic narrative video sits at the very top of the funnel, framing the stakes from the start.

Throughout it all, we enjoyed constant collaboration with the Product Hype team. We use Slack, which became a seamless way to communicate about the project. The team was great about sharing early edits and feedback, which meant the process moved very quickly between the time we finalized the script and the time we got the final product out the door.

For us as a company, it’s been a real shot in the arm to have this type of asset that we haven’t had before. I think everyone here is proud of it.

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A strategic narrative that captures our authentic voice

Those conversations are key because we often think of ROI in dollars and cents. The truth is, you have to compare the ROI of a strategic narrative video to the cost of inaction. Standing still kills deals, and brands risk being ignored without a clear, compelling way to educate prospects and stay top of mind.

Product Hype gives us that. We now use our strategic brand video on LinkedIn, our website, and retargeting for every prospect in our CRM. It’s become a powerful foundation for our go-to-market efforts, whether that’s through our sales team, demand-generated ads, or newsletter content.

More importantly, it primes prospects for meaningful conversations. It’s harder than ever to reach buyers, and the video frames the need for action in a way that allows us to add value, educate them, and engage.