We’re not professional video editors. We’re B2B marketers who believe in staying scrappy, working smart, and moving fast. And in the last few months, we’ve discovered something big:
AI is changing the video game — and making it possible for non-experts like us to punch above our weight.
Let’s face it: video is no longer optional in B2B marketing. It drives engagement, simplifies complex messages, and makes your brand feel human. But until recently, it was also intimidating and resource-heavy.
When we set out to upgrade our video process, we didn’t aim to become production pros overnight. Our goal was simple: create more videos, keep them on-brand, and do it without blowing our timeline or budget.
Here’s how AI is helping us get there.
1. AI tools = speed and quality
We rebuilt our workflow around the tools that could deliver both. Our current stack looks like this:
Video Editors:
- Premiere Pro – for high-quality production. We still rely on traditional editors when we need tight control over branding, motion graphics, or multi-layer storytelling. Think: hero videos or polished product explainers.
- Canva – for branded overlays and simple animations. When you need something quick but still visually consistent, Canva templates come in the clutch. It’s our go-to for adding callouts, logo watermarks, or social media frames. As the landscape of content creation evolves, platforms like Canva are significantly enhancing their video editing capabilities. Video editors should keep up with these developments to leverage new efficiencies and creative options.
Created using Canva.
AI-Powered Tools:
- Descript – Our go-to for transcript-based editing. You can literally edit your video like a Google Doc. It’s perfect for interviews, webinars, and social snippets. You can even train it to use your voice.
- ElevenLabs – We use it for realistic AI voiceovers when we need narration fast, or when original audio doesn’t hit the mark. It’s not perfect, but it’s shockingly good.
- Synthesia.io – This one’s been a recent favorite for turning scripts into videos without recording anything. It lets us create avatars that read our script with lifelike movements and voiceovers. Super useful for training content, internal explainers, or quick product intros when we’re short on time or on-camera talent.
Voice over using ElevenLabs.
Stock Assets:
A crucial consideration: For B2B video content, strictly use licensed or copyright-free stock assets (images, videos, audio). This is mandatory for legal compliance.
- Pexels / Freepik / YouTube – for stock assets and quick B-roll sourcing. Whether we need a quick background video, a UI pattern, or iconography, these libraries speed up our assembly process without licensing headaches.
These tools aren’t just about speed,they’re about unlocking flexibility. They let us go from raw ideas to published assets in a matter of hours instead of days. More importantly, they help us support multiple channels with the same creative base.
And we’re constantly evolving the stack,experimenting with tools like Runway for video cleanup, Pictory for short-form repurposing, and Lumen5 for blog-to-video automation.
Each tool serves a specific purpose, and together, they’ve transformed how fast we can go, without compromising on brand.
2. The video brief: the unsung hero
Before we record anything, we start with a clear video brief.
It includes:
- Target audience
- Use case (social, sales, website, webinar follow-up, etc.)
- Format and ideal length
- Key soundbites or value props
This brief informs the script, the filming setup, and even the AI tools we use. It ensures our output is consistent, strategic, and scalable.
3. Collaboration and versioning at scale
Because most AI platforms live in the cloud, we’ve streamlined review and feedback loops. Now, everyone from marketing leads to sales to leadership can review and leave feedback in real time. No more 2GB exports or buried email threads.
Most tools we use now have built-in features like:
- Auto-subtitles
- Background music suggestions
- AI-powered highlights
They reduce the back-and-forth and speed up production. Even for a small team, this makes a massive difference.
Introducing Magic Mic by Guidde
Created using Synthesia.io
The bottom line
We’re not trying to win a film festival. We’re trying to drive pipeline, build trust, and move fast.
AI isn’t replacing creativity, it’s making it more accessible. For B2B marketers, that’s a game changer.
So no, we’re not experts. But thanks to AI, we’re making better videos than we thought possible and doing it at a pace that actually matches our business.
Curious about our setup? Want to compare notes? Drop us a line. We’re always happy to share what’s working (and what’s not).
