January 2022 Roubler brand video

The brief

Software marketing can be anything but sexy – particularly in the B2B space. We needed to find a way to articulate Roubler’s offering in a way that would create an emotional connection with our audience, in able to drive action across our digital channels.

The approach

We engaged a video agency to manage the project end-to-end. Despite their best efforts, and ours, the initial storyboards felt lacklustre. They were not emotive, did not reflect the true value we offer our customers, and generally lacked the “spark” we needed to drive that vital engagement.

We decided to hit pause on this project for six weeks and take the time to fully articulate and document our value proposition, which had changed significantly over the preceding twelve months. From that point, everything simply flowed. I wrote the script in five minutes flat, and we re-engaged the agency, leveraging their expertise to  bring the project to life.

The moral of the story? Always do the groundwork. If you can’t clearly articulate your value, you can bet not a single one of your prospective customers will be able to clearly understand it.

The results

This video now forms a core part of our approach across our website, nurture marketing, LinkedIn, Facebook and Google Ads. It is a powerful brand awareness tool and also helps reinforce our offering to those who have already engaged with our brand.