A good video production plan builds your videos in an order where each year sets up the next. In Year 1, you make case studies and start an ongoing content engine, because they're tied directly to sales and prove video works. In Year 2, you build your brand film, website video, and client testimonials on messaging you've already tested. In Year 3, you scale into service and product videos, plus recruitment and culture content. Each year reuses the footage, messaging, and results from the year before, so by the end you've built a video library that feeds every future project.
We first built this plan for a B2B brand that kept it and never hired us. It's the kind of plan we normally charge clients thousands of dollars for, but it seemed a shame to leave it sitting in a Google Drive, so here's the whole thing, free.
The core videos every B2B brand needs
Most B2B brands need video for three stages of the buying journey: awareness, consideration, and conversion. Buyers rarely move through those stages in a straight line anymore, but the funnel is still the most useful way to sort what you need when you start planning video content.
Stage | What the videos do | Core videos |
|---|---|---|
Awareness | Show buyers who you are | Company brand video, social content, website video and photography |
Consideration | Help buyers weigh you up | Service showcase videos, recruitment videos |
Conversion | Give buyers proof | Case studies, client testimonials |
That's a long list. With an unlimited budget, you could make all of it in one year. For everyone else, trying to do it all at once is the quickest way to run out of money with nothing to show for it, which is why this plan runs over three years. (If you're still working out why video belongs in your marketing at all, start with our guide to B2B video strategy. This post covers what to make, and when.)
How the 3-year video production plan works
The plan sequences your videos so each year uses the raw footage, tested messaging, and results from the year before. Every year still covers more than one funnel stage. What shifts is the focus, and the order is set by budget and reuse.
Year | Focus | What you make | What you walk away with |
|---|---|---|---|
Year 1 | Prove video works | Case studies, plus an ongoing content engine of FAQs and industry insights | A b-roll library and proof that video helps close deals |
Year 2 | Build trust and your brand | Brand film, website hero videos, client testimonials | A brand presence that matches the calibre of your company |
Year 3 | Scale across the business | Service and product videos, recruitment and culture videos | A media library every future project can draw from |
Most teams want to start at the top with the brand film, because it's the exciting one. We get it (we like making them too). But starting there means spending your biggest budget before you've proven video works or tested what your message should be. Making the videos is the easy part. The order is where most teams go wrong.
Year 1: prove video works
Year 1 focuses on videos tied directly to sales: case studies your sales team can use, and an ongoing content engine that keeps your channels active and positions your subject-matter experts (SMEs) as go-to voices in your space. Proving video works this year is what earns the budget for Year 2.
The two feed each other. Say you film one major case study per quarter. That's four case studies, plus four shoots' worth of client and SME interviews and b-roll that you'll keep using for years (here's what happens to all that extra footage). And while your clients and SMEs are already on camera, you can film answers to common questions and industry insights for social. That's how one production day can turn into about 90 days of content.
Equitable's “Moments Matter” campaign worked this way. It started as an interview-led docuseries and grew into an evergreen content engine, passing 11.5M+ impressions and 1M+ views.
Year 1 also lets you test your messaging cheaply. Finding out a value prop isn't landing through a few short social videos costs far less than finding out after a big brand production. If your videos go through legal, it's a lower-stakes way to learn what your compliance team is comfortable approving before the big project, too.
By the end of Year 1, you have a custom b-roll library and proof that video helps close deals. That makes the Year 2 budget a much easier yes.
Year 2: build trust and your brand
Year 2 is when a brand film finally makes sense. Your audience knows what you do, so now you show them who you are, built on messaging you tested in Year 1 and footage you've already shot. (If you're tempted to start here instead, our post on the $100K brand video mistake is worth a read first.)
Your Year 1 library does a lot of the heavy lifting:
Brand film. Year 1 b-roll fills out the edit, so you're not starting from a blank timeline.
Website hero videos. The same footage becomes video banners for your homepage and key pages.
Photography. You can pull 4K stills from the footage for your website and sales decks.
Social cut-downs. Shorter edits of the brand film feed right back into your content engine.
When a brand film lands, it often becomes the video everyone points to. Linamar's “A New Look” brand and investor video became their most-watched video, organically outperforming their other uploads by 500% to 3,000%.
While the brand pieces run, add client testimonials, from past clients as well as current ones. They're high-trust stories you can use on social, on landing pages, and in sales materials. The content engine keeps going too, but now it can run on batch recording days or events instead of case study shoots.
The goal in Year 2 is twofold: show up in front of your audience consistently, and make sure your online presence matches the calibre of your company. Around this point, teams often start to notice:
Their SMEs becoming recognized voices in the industry
Prospects arriving further along in the conversation before they reach out
Real internal buy-in for video, because the results are visible across the company
Year 3: scale video across the business
Year 3 takes video beyond marketing. You add service or product videos for sales and internal teams, plus recruitment and culture videos for HR, all built on the footage and systems from the first two years. This is where the plan gets surgical.
Service and product videos. These help every department explain what you do the same way, and they're useful tools for your sales team.
Recruitment and culture videos. Good people are hard to find in B2B, and video is the clearest way to show candidates the experts they'd work with and the place they'd show up every day. Our recruitment videos for the Accelerator Centre brought in twice the applicants.
The content engine. Thought leadership, market updates, keynote clips, behind-the-scenes content, whatever fits your brand and goals. (We know we sound like a broken record about the content engine. It's that important.)
By the end of Year 3, you've got a deep library to pull from, from finished videos and social content down to raw b-roll and stills. Every future project gets faster and cheaper, because you're never starting from scratch.
Keeping your video marketing plan running after year three
After Year 3, the work shifts to maintenance: updating your messaging as the market moves, finding new corners of the business to use your library, and pointing video at customer loyalty and advocacy. You have the content engine, the library, and the proof, so now you're mostly turning the dials.
Running a plan like this takes two things: capacity for bigger one-off productions, and a way to keep the content engine turning without managing every shoot and edit yourself. That second part is why we built Acorn + Rumble, our 12-month video partnership. Here's how one client described the shift after working with us through it:
“Whereas before it looked kind of rushed and might be kind of last minute… they were able to really help us streamline that process and turn it into more of a planned approach and strategy, rather than just one offs that we're able to generate as we go.”
Tessa Uez, Marketing Manager, Accelerator Centre
This plan is deliberately simplified. A team of five supporting a global brand and a department with its own targets will start from different places, with different approvals to clear. Use it to decide what comes next, then adjust it to your reality. When you're ready to map out the months, our guide to filling a 12-month video content calendar picks up where this one leaves off.
Frequently asked questions
Can we fit this plan into less than three years?
Yes, if your budget allows. Keep the same order, though: case studies and a content engine first, then brand pieces, then videos for the wider business. A shorter video content plan works best when each phase still builds on the footage and messaging from the one before.
What if we already have a brand video?
Keep using it, and start with Year 1 anyway. Case studies and a steady content engine give you proof and tested messaging, so when the brand video is due for a refresh, you'll have a footage library to build the new one from.
Do we need an in-house video team to run a plan like this?
No. Many B2B marketing teams run it with an outside partner, using one-off projects for the big productions and ongoing support for the content engine. Oak + Rumble's Acorn + Rumble partnership is built for that ongoing part, with production days through the year and editing hours every month, for less than the cost of hiring a junior marketer.
How much should we budget for a three-year plan?
Your budget depends on which videos you plan to produce each year. As of October 2026, Oak + Rumble's one-off projects start at $15,000, most land between $40,000 and $70,000, and Acorn + Rumble plans start at $3,600 CAD a month on a 12-month term. For a full breakdown, see what B2B video actually costs.
Not sure which year your team is in right now? Our benchmark assessment scores your current video program in about three minutes and shows you where the gaps are.
Take The 3-Minute Video Benchmark Assessment (free)
Still here? You’ve earned the full video transcript
A while back, we spent a bunch of time building this massive three-year video marketing blueprint for a multi-million dollar B2B brand. It included everything they needed to build their video marketing plan from scratch, ramp up their production, and basically outperform all other competition.
And then... well, they ghosted us. There were some internal shifts happening on their marketing team, and I guess it really wasn't the right time for them. But look, I know what you're probably thinking. If the plan was actually that good, why didn't they hire you? Honestly, we just really wanted to work with them. We were hungry to show them what we were made of, so we went against our better judgment and presented them our full strategy before we had a signed contract. Huge mistake.
But the most annoying part is that they actually kept that plan and started executing it. So look, if they're going to steal it, I might as well give it to you for free too. Better that you have it than it's just sitting in my Google Drive. This plan is built from over a decade of B2B video strategy and production experience, and it's something we normally charge clients thousands of dollars for. Except for that one time...
Whether you're building from scratch or you're wondering why your current video marketing strategy isn't converting, the solution is the same: follow a plan that builds video assets in the right order. This blueprint flips the way most marketing teams think about their video strategy. Here's our three-year video production plan for B2B brands.
Before we look at the roadmap, we have to look at the core video assets every B2B brand should have. In a perfect world, you should have videos you can leverage for every stage of the marketing funnel: awareness, consideration, and conversion. Now, I know talking about the funnel feels a bit dated, because no buyer actually follows a straight line anymore, but it's still the best way to categorize the content you need to meet them wherever they are in their journey.
Here's a list of core video assets every B2B brand needs. There's a lot on here, but you'll see awareness assets like company brand videos, social assets, and video and photography for the website. Then you have consideration assets like service showcase videos and recruitment videos, and conversion assets like case studies and client testimonials.
If you're a brand with unlimited budget, sure, you could build this entire video ecosystem in one year. But for the other 99% of us, trying to do everything at once is the fastest way to run out of money with nothing to show for it. That's why we made this a three-year plan. And honestly, making these assets is the straightforward part. It's the order you make them in where most teams get it wrong.
The temptation is to start at the top with awareness assets because, let's be honest, they are the most exciting. But that is the first big mistake. Our plan doesn't tie each year or stage to one part of the funnel. Every year you're creating content for different parts of the funnel, but we've sequenced the projects to optimize your budget and save you time. The secret is that each stage of the plan actually leverages the raw assets that were created in the year before. You're essentially building a library that feeds itself.
Year one is about laying the foundation. Instead of swinging for the fences with a high-budget brand film, stay focused on content that is tied directly to ROI and sales. Why? Because you need to prove video works before you ask for more budget in year two. Early wins are huge here.
The core of this year is creating case studies that your sales team can leverage, and building an ongoing content engine that feeds your channels and positions your SMEs as experts. For example, if you film one major case study project per quarter, you aren't just getting four case studies. Typical case study videos include shooting b-roll and interviews of your clients and SMEs. You can use those shoots to build a massive library of b-roll you can use later on. And while you have your clients and SMEs on camera, you're leveraging that interview time to not only film content for your case studies, but also film FAQs and industry insights for your ongoing content engine on the social side.
The goal with the content engine is to position your brand as leaders in your space and keep your channels top of mind for potential clients. These two things are the foundational layer to your entire video marketing strategy in year one.
As a bonus, taking this approach lets you test your messaging. It's much smarter to find out a specific value prop isn't landing through smaller social assets than it is to find out after launching a massive brand production. By the end of this year, you'll have a library of custom b-roll assets and proof that video closes deals, which makes the year two budget a much easier "yes."
Once you've proven the ROI and you've got the sales team on your side, the pressure changes. Your audience knows what you do. Now you have to show them who you are. Year two is about building trust and elevating your brand identity.
If you aren't sure where your current video strategy stands compared to other leaders in your industry, we actually have a tool to help you figure that out. We built a B2B Video Benchmark Assessment that takes three minutes to complete. You answer a series of questions, and it gives you a clear benchmark score on your current strategy and shows you exactly where the gaps are. You can find that link in the description below. It's a great way to see if you're actually ready to move into this next phase of brand elevation.
Even from a creative asset perspective, you aren't starting from scratch. You can now leverage that massive library of b-roll you shot in year one to include in your brand film and create high-end video hero banners on your website. You can even pull 4K screenshots from that footage to use as photography assets for the site or your sales decks. Plus, that brand film should include social cut-downs that feed right back into your content engine.
And while the brand pieces are running, the focus shifts towards client testimonials from past clients, not just current ones. These testimonials are high-trust stories that you can push on your social channels, landing pages, and sales materials. And the content engine doesn't stop either. But instead of production days from your case studies to power your content engine, you can leverage batch recording days or even events to capture the thought leadership or industry insight content you need.
The goal in year two is twofold. First, it's about consistency: making sure you're showing up in front of your audience as often as you should. And second, it's about elevation. By adding those high-end assets like the brand film and video hero banners, you're making sure your digital presence matches the sophistication of your brand.
At this point, you start to notice your SMEs becoming recognized voices in the industry. You're noticing that prospects are further along in the conversation before they reach out to you. And there's internal buy-in for video because the results are visible across the whole company.
Now that you've got proof and a brand that's consistently top of mind, the focus shifts again. You move from running a marketing initiative to building a system that supports the entire organization. That's what's up next.
But to pull off a plan like this, you need two things: the capacity to create bespoke video campaigns, and a way to keep your video content engine turning without managing the day-to-day production yourself. That second part is exactly why we created Acorn + Rumble. It's built to own that entire process for you. We plug right into your workflow and create the steady stream of video content you need for less than the cost of hiring a junior marketer. This is especially helpful if you don't have an internal video team to lean on. If you want to see how this works, the link to that is in the description below.
Regardless of how you execute, the objective for year three is scaling and supporting the broader business. In year three, you get surgical. This is where you build out service or product-specific videos. These can be used internally to get all the departments speaking the same language, and they're also valuable tools for your sales team.
But you're also looking beyond the sales cycle. You start leveraging your infrastructure to build recruitment and culture video assets. In B2B, talent is at a premium, and video is the most effective way to show the actual culture of a company and the calibre of the team they'll be joining. It lets a potential hire see the experts they'll be working with in the environment they'll be stepping into every day.
All while your content engine continues to run. I feel like a broken record here. The thought leadership, market updates, keynote presentation clips, behind-the-scenes content, whatever makes sense for your brand and your goals.
The best part is that you're doing this with massive efficiency. Over these three years, you'll have accumulated a huge library of video assets you can pull from whenever you need to, from bespoke videos and social content down to the raw ingredients like b-roll and photography. You've essentially built a media vault that makes every future project faster and cheaper, because you're never starting from scratch again.
At this stage, your video strategy is officially robust. Congratulations! You aren't just keeping up anymore. You're operating at a level that most of your competition won't reach for years.
So what's next? From here, it's about maintenance and evolution. You have the engine, you have the library, and you have the proof. Now you're just turning the dials, updating the messaging as the market shifts, and finding new ways to plug this infrastructure into different corners of the business to keep that competitive gap wide. This is the perfect time to start pointing that video engine at the loyalty and advocacy parts of the funnel.
Now, I want to recognize that if you're at a mid-size or enterprise B2B brand, your reality is a lot more complex than a ten-minute video can account for. Whether you're a small team of five serving an entire global brand, or you're in a siloed department with your own specific targets, we know there's a lot going on. This three-year plan is intentionally simplified. Every company we encounter has its own nuance, different starting points, and different internal hurdles to clear.
But the goal of this roadmap is to give you a high-level view of what's actually possible. It's a framework to help you prioritize the right video assets in the right order, so you can build the video marketing engine that optimizes your budget and saves you time in the long run.
Now, once you have a roadmap like this, you're probably wondering, how do I choose a video production company to help me execute this? To help you with your search, I've put together a guide that breaks down the different categories of video production partners you'll encounter, the key criteria you need to evaluate them, and the red flags you should look out for. It's designed to help you find a partner that feels like an extension of your team, and make sure you don't waste $50,000 on the wrong fit. You can click right here to watch that next.
