# Tom Voller

Tom Voller works in B2B video production at Dojo Films, creating video for areas such as marketing, sales enablement, hiring and fundraising. Their posts discuss making complex business messages simpler and building production teams that can deliver across projects and locations.

- Profile: https://b2binfluencer.marketing/creators/tom-voller/
- LinkedIn: https://www.linkedin.com/in/tom-voller
- Topics: sales
- Based on 15 dated posts, latest 2026-09-07

## Summary

Useful for B2B video strategy and production that makes complex business messages clearer and supports sales, hiring and fundraising.

- Best for: B2B SaaS brands whose sales teams need simpler customer stories and videos they can actually send.
- Not for: Consumer or DTC brands seeking paid sponsored posts to their own following at a fixed fee.
- Check first: Ask for client references and actual performance data before scoping any video work.

### Takeaways

- Give people a reason to care before explaining product mechanics or listing features.
- The first five seconds decide whether the rest of the content gets watched.
- Video can support sales, hiring, fundraising and customer stories, not just marketing.

## Main ideas

- **Say less; give people a reason to care before the mechanics**: Tom Voller argues that technical B2B brands default to listing everything — every feature, capability and specification — giving buyers pure information, then wondering why nobody stops. The brands that get watched, in this view, are brave enough to say less: one message rather than seven, one story rather than a feature list, one emotion rather than a corporate manifesto. The same logic applies to supplier relationships: one partner who understands the whole picture is presented as better than one vendor per use case.
- **The first five seconds decide whether the rest gets watched**: Tom Voller treats weak content as a structural problem, not a storytelling one: people scroll past before the point is made, and the culprit is the opening, not the value on offer. The recommended format is a short, specific customer success piece built as problem, outcome, done, because marketing content still warms up slowly while competing with entertainment feeds.
- **Video is a whole-business asset, not a marketing line item**: Most SaaS companies, Tom Voller argues, treat video as a marketing expense — a brand film, a product demo and maybe a testimonial — and either hire a different supplier for each use or skip half of them. The counter-argument is that video can serve seven distinct functions: hiring, fundraising, growth, sales enablement, sales conversion, brand awareness and social proof. The proposition is to choose one partner across all of them rather than assemble vendors per use case.
- **Sales ignores marketing content because of findability and format, not volume**: Tom Voller's recurring complaint from conversations with CMOs is that marketing produces case studies, decks and one-pagers that sales never uses. The diagnosis is structural: content is buried across drives and email threads, so it may as well not exist if a rep cannot find it in five seconds; formats do not match how sales works; and there is no feedback loop, leaving marketing unaware of what closes deals and sales unaware of what exists. The recommendation is fewer assets, organised by buyer challenge and built with sales input from the start.
- **Shoot speed comes from doing everything at once and locking decisions early**: Fast production, in Tom Voller's account, does not mean fewer steps. It means parallel workstreams, enabled by a detailed brief that covers what the client does not want as well as what they do, and a trusted crew used regularly and able to mobilise at short notice. Clarity about commitment is part of the method: sometimes there is one option, and agreeing to it means no backtracking — a condition explained to clients upfront. The real skill, the account argues, is knowing when to push back rather than saying yes to everything, because over-promising and under-delivering kills trust.
- **Speed is not strategy — a shift from convenience selling to craft**: The clearest change in position across the material concerns Tom Voller's own apparel brand. The first version used dropshipping, AI-generated designs and suppliers never met; orders came in, but the assessment afterwards was that it looked like progress on paper while selling rather than building, with no pride or story attached to the product. The project was paused. The revised approach is built on mills and designers seen and touched in person, presented as the version worth putting a name on. The lesson: speed is not strategy — it just feels like it at the time — and the brand is the part that takes longer and the only part that lasts.
- **Interview the operator about difficulty, not the highlight reel**: Tom Voller's interview series WTF Happened is deliberately set against career-reel content: the announcement leads with burnout, quitting and a reset rather than the guest's seniority. The editorial priority is to choose guests with operational seniority, then steer the conversation towards what went wrong and what they learned about protecting their own limits.

## Work to read

- [An old ad I wish I’d made: directions versus a reason to care](https://www.linkedin.com/posts/tom-voller_an-old-ad-i-wish-id-made-came-across-this-activity-7502643361506586625-bzeN)
- [Seven jobs a SaaS video programme can cover](https://www.linkedin.com/posts/tom-voller_most-saas-companies-treat-video-like-a-marketing-activity-7424361197015023617-euWJ)
- [The first five seconds, not the story, decide whether content lands](https://www.linkedin.com/posts/tom-voller_why-is-your-best-content-not-getting-the-activity-7396102378850226178-UDtb)
- [Why sales teams ignore the content marketing produces](https://www.linkedin.com/posts/tom-voller_your-sales-team-is-ignoring-your-content-activity-7480878965541285888-Chk8)
- [Running a project in 72 hours by working everything at once](https://www.linkedin.com/posts/tom-voller_72-hours-one-briefing-call-everything-running-activity-7423998899415101440-4_9z)
- [Four cities in four days, with production run from another country](https://www.linkedin.com/posts/tom-voller_most-of-the-industry-takes-august-off-were-activity-7496115750286462976-L8Xu)
- [Reducing seven video uses to one message, one story, one emotion](https://www.linkedin.com/posts/tom-voller_fresh-off-necker-island-where-he-spent-a-activity-7404810545058467841-X03p)
- [Speed is not strategy: a personal brand built after a dropshipping failure](https://www.linkedin.com/posts/tom-voller_247-pm-in-cape-town-an-unmarked-white-van-activity-7497921983222013952-LBZS)
- [An interview series that leads on burnout rather than the highlight reel](https://www.linkedin.com/posts/tom-voller_the-tech-industry-will-take-from-you-endlessly-activity-7419280000857608192-4NkE)

## Brand relationships

- **Dojo Films** (owned_business)
- **Axel Arty** (owned_business)
- **Duck Duck Goose** (client)
- **Google** (client)
- **Sitecore** (client)
- **SumUp** (client)
- **PTC** (client)
- **WTF Happened** (mention)
- **ActionCOACH UK** (mention)
- **Product Marketing Alliance** (mention)

## Partnerships

Tom Voller's posts don't advertise sponsorships, paid brand posts, affiliate deals or creator partnerships. Their commercial activity runs through Dojo Films, the B2B video production company they post for: brands engage as clients buying video work, not as sponsors of their posts. The service covers the whole business, not just marketing: hiring and recruitment films, fundraising and investor storytelling, sales enablement and conversion content, brand awareness, and customer social proof. The pitch is one relationship with a team that already knows the brand, rather than several separate vendors. They point to short customer success pieces — problem, outcome, done, in about 45 seconds or less — as their most consistently effective format, citing examples across Google, Sitecore, SumUp and PTC. They also describe delivery at volume and across locations: one week with crews in New York, Berlin and Atlanta on unconnected projects, and remote filming used to enter three new territories for one SaaS client. The posts offer a general invitation to talk with SaaS founders and marketing leads. No rate card, media kit, sponsor policy, audience specification or booking route is published; brands considering a paid post should ask directly about those details and sponsorship terms.

## Alternatives

- Travis Oberlander: Consider Travis Oberlander for the same B2B video strategy brief if the main challenge is production budgeting and protecting creative ambition. In a post about an over-budget shoot, Travis breaks down overlooked costs such as transport, facilities and on-site connectivity, then explains how the team cut scope while preserving the concept. The example is useful for a company planning a complex shoot before production begins.
- David Jackson: Consider David Jackson if you need a repeatable operating system for a production business or a focused retail product-page video project. One post lays out quarterly planning, monthly reviews, weekly production rhythms and scheduling rules; another shows how short product-page videos and reordered images were used to address a beverage brand’s weak add-to-cart performance.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/