B2B Videos You Actually Want to Watch? Meet Jared Evers of Medallia.

For Jared Evers and his small and scrappy content team at Medallia – provider of customer and experience software – if you can’t do something stellar, there’s no sense in doing it at all. For proof, check out how the team is pushing the boundaries of corporate videos with Experience Now, Medallia’s own streaming platform. Shows like Industry Pulse, By the Numbers, Quick Takes, and others showcase next-level production values, engaging writing, and storytelling that feels anything but corporate.

We sat down with Jared to learn more about his process and how he’s created a destination for B2B binge watching.

Q: Medallia’s approach to video feels more like entertainment than traditional B2B marketing. Where did that idea come from?

Jared Evers

It started with inspiration from my favorite B2B brand, Wistia. They really pioneered the idea that B2B brands can make content that’s as engaging as what you’d find in the consumer world. That opened my eyes to the notion that B2B doesn’t have to be boring.

From the start, the goal was to build something like a “Netflix for customer experience.” We wanted to create a place where people can binge-watch videos that inform, inspire, and actually entertain. 

So, we created a series of shows that highlight different aspects of our business. For instance, By the Numbers focuses on research findings, Quick Takes offers short insights into what matters to the industry, and so on. Each show has its own look, tone, and feel, but they all connect back to the larger Medallia story. 

Q: Do you guys come up with the topics on your own, or do you work with other Medallia team members?

Jared Evers

We plan around quarterly initiatives, and we’re constantly looking for ways to repurpose what’s already in motion. If another team has put a ton of effort into a big research report or campaign, we ask, “How can we squeeze more juice out of this work and get it in front of more people?” Maybe it’s a short video, maybe it’s a series episode, but we always look for ways to extend the value of the good work that other teams are already doing.

It’s a lot of fun creatively, but it’s still challenging. We’re always asking: does this fit into one of our existing shows, or do we need to spin up something new? The second is obviously a lot more work, but if there’s the potential to tell stories in a fresh way, we make it happen.

Q: Your fall product release video looked like something straight out of Apple. How did that come together?

Jared Evers

I just didn’t want to do another slide-deck webinar. No offense to slide-decks, but there’s enough low-effort content in the world. I wanted to make something people actually wanted to watch.

So for the release video, we took inspiration from Apple’s keynotes, many of which are pre-filmed, high-production, and very cinematic. I put together a few production options, from low-cost to high-end, and made the case for a middle-ground version that still felt premium. We were able to take the entire concept, including the initial conception, writing, production, design, and editing, and publish it in about four months with a limited budget and team. 

Q: How do you manage all this with a team of only ten people?

Jared Evers

We’ve built strong partnerships with vendors who share our mindset, which is hugely important. Our vendors are efficient, creative, and don’t waste time or budget. We’ve found the right partners, who have really helped us and significantly improved our ability to produce at a high level.

Q: What projects are you most proud of right now?

Jared Evers

I wrote a couple of animated spots to promote our new AI features, and that was a blast. Animation is tougher than directing a human because you can’t just tell someone to smile or change their tone. Every movement has to be designed and timed. But it pushed us creatively, and I love how they turned out.

It’s just another example of how you don’t need a huge team to produce something special. You need talent, strategy, creativity, and a commitment to doing something unique that your audience will really appreciate.

Want to learn about how REQ can help you develop creative marketing campaigns that capture attention? Contact us today to see how we can help you tell your stories in ways that reach and resonate with your audience.