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.
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.
Key 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.
Check first: Ask for client references and actual performance data before scoping any video work.
Main ideas
Say less; give people a reason to care before the mechanics · The first five seconds decide whether the rest gets watched · Video is a whole-business asset, not a marketing line item
Tom Voller works in B2B video at Dojo Films and hosts the interview show WTF Happened.
Their posts make the case that business video should give people a reason to care, not just deliver information.
They apply that idea to complex software, customer stories and sales content, and write about how production teams handle fast, multi-location work.
A personal project, the apparel brand Axel Arty, offers a different view of their interests: one post traces its move from dropshipping to clothing made with a Cape Town mill and designer.
Follow their work for practical arguments about clearer video messages and examples of the people and decisions behind production.
Voller connects creative choices to business goals.
In one post, they contrast a road sign that gives directions with one that explains the human reason for the trip, then apply the distinction to technical B2B marketing: explain why a product matters before listing its features.
Elsewhere, they argue that a video programme can support sales, hiring and fundraising, and that short customer stories should get to the problem and outcome quickly.
Their production posts add a useful counterpoint: speed depends on clear client decisions, communication and trusted crews, not simply moving faster.
Video is not the only focus: their Axel Arty account explores craft and provenance, while WTF Happened foregrounds a guest's experience of burnout rather than a career highlight reel.
Treat performance figures and client results they cite as claims in their posts, not independently established facts.
Tom Voller's posts return to one argument in several forms: complexity is the enemy of execution, so a B2B message should carry one idea and a reason to care before explaining anything.
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Other recurring themes are where video fits in a business, why sales teams ignore marketing content, how to speed up production, and a personal shift from convenience-driven selling to slower craft.
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.
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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.
On James Vincent's ActionCOACH UK podcast, the discussion distilled seven commercial uses of video into one principle.
Vincent, described as Tom Voller's coach, repeatedly pressed the question: what is the one thing that matters?
A separate post revisits an old Crispin & Porter roadside-sign ad, where the same man holds two cardboard signs: one gives directions, the other the human reason behind the trip.
That becomes a test for client films: logistics tell people where you are going; human context tells them why it matters.
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.
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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.
Sub-45-second customer success videos are said to outperform everything else Tom Voller's company produces.
Across hundreds of pieces and clients including Google, Sitecore, SumUp and PTC, the pattern is described as boringly consistent.
The diagnosis is blunt: if content is not landing, the story may be fine, but the structure probably is not.
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.
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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.
A SaaS client is described as opening three new territories using only remotely filmed customer stories, with no physical presence and more than £10M of pipeline in three months.
Other reported examples include a sales director cutting demo calls by 40 percent with a single 90-second explainer, and investors researching founders' personal brands before they even start raising.
These figures are relayed in the posts rather than independently verified.
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.
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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.
The post cites research that 65 to 70 percent of B2B marketing content goes unused, that reps spend two to five hours a week searching for materials, and that 65 percent cannot find relevant content.
The format mismatch is illustrated by usage rates of 89 percent for email templates against 11 percent for whitepapers.
The suggested first move is to ask a CMO: when did you last sit in on a sales call?
Shoot speed comes from doing everything at once and locking decisions early
Fast production, in Tom Voller's account, does not mean fewer steps.
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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.
A 72-hour project run by production lead Sophie began with one deep-dive call, then ran studio sourcing, props, lighting references and talent identification concurrently.
A DOP was contacted for lighting references, an art director built a props board, and studio locations were reviewed at the same time.
The standout lesson was communication, not the timeline or logistics.
A second post covers shooting in New York, Berlin and Atlanta, then returning to New York for a separate client in one week.
Production was directed from Spain in August while the person running it managed full-time childcare; everything landed on time with no drama.
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.
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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.
A batch of heavy sustainable cotton tees is followed from a mill on Bree Street in Cape Town to a print shop across town, with the process watched from London.
Designer Jade Clara hand-draws every piece with no templates and no AI.
A later post marks the review of the first style board and the decision to use the slogan "Born in London, made in Cape Town".
This work sits outside B2B video and shows how Tom Voller explains a build, not a client offer.
Earlier posts describe dropshipping and AI-generated designs as a chapter that taught margins, logistics and shipping. Later posts treat that phase as the mistake and put provenance and hand-drawn design at the centre of the brand.
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.
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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.
The guest is Alicia Carney, head of marketing at Ravio, who helped scale Deliveroo through hyper-growth to IPO.
The posts lead with her burning out at 24, quitting, giving her cat to her dad and flying to France to pick grapes at a winery.
The line quoted in the posts is Carney's, not Tom Voller's: a manager cannot set the boundaries you need to protect your focus; you are responsible for your own boundaries.
The episode ran across Spotify, YouTube and Apple Podcasts.
Ask for the episode itself: the posts do not describe its content beyond these promotional details.
This is the clearest statement of what Tom Voller thinks B2B video is for, an idea their other posts return to.
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Newcomers should start here to understand why technical buyers stop or keep walking.
Tom Voller describes an old Crispin & Porter ad from Miami: the same man stands by the road with the same cardboard sign, shown twice.
One sign gives directions; the other gives the human reason behind the trip.
The post applies that idea to B2B: companies building complex technical software often lead with every feature, workflow diagram and specification, give buyers pure information, then wonder why nobody stops.
The takeaway: logistics tell people where you’re going; human context tells them why it matters.
For brands planning a campaign
A brief built around this post starts with motivation, not mechanism: what gives viewers a reason to care in the film’s first beat, before the product explanation. It’s a practical test for a script or first cut.
This explains what Tom Voller’s company sells and to whom.
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For anyone assessing them as a supplier or speaker, it’s the clearest list of the commercial applications they offer.
Tom Voller argues that most SaaS companies treat video as a marketing expense: one brand film, a product demo, maybe a testimonial.
The post lists seven jobs instead — hiring, fundraising, growth, sales enablement, sales conversion, brand awareness and social proof — and says most companies use a different vendor for each or skip half entirely.
The pitch: one relationship covering all of it, rather than a supplier for each use case.
For brands planning a campaign
Useful when choosing between a project supplier and an ongoing partner. A production company scoping work should ask which of the seven jobs the client wants measured: the post presents breadth as the offer and a single deliverable as the weaker alternative.
This answers what format Tom Voller says performs, with a specific structural recommendation rather than general advice about storytelling.
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Start here to see how they diagnose weak content.
The post says people scroll past before the point is made: the problem is neither the story nor its value, but the first five seconds.
Tom Voller argues that marketing content still warms up slowly despite competing with TikTok-style feeds, and that short, specific customer success snippets under 45 seconds are outperforming everything else they produce.
The format follows a problem, outcome, done structure.
They cite work across Google, Sitecore, SumUp and PTC, and offer examples in the comments.
For brands planning a campaign
If short customer proof is the plan, the measurable bet is the opening five seconds, not total length. Test a campaign by varying the first seconds of the same customer story and comparing retention.
This explains how Tom Voller diagnoses a common B2B failure: content that exists but isn’t used.
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Their view is that the problem usually isn’t production.
Tom Voller says CMOs raise the same complaint in almost every conversation: marketing makes case studies, decks and one-pagers, but sales doesn’t use them.
The post cites research showing that 65 to 70 percent of B2B marketing content goes unused, reps spend two to five hours a week searching for materials, and 65 percent say they can’t find relevant content, so they make their own or send nothing.
It gives three causes: content is buried across drives and email threads; formats don’t match what sales wants, with email templates at an 89 percent usage rate against 11 percent for whitepapers; and there’s no feedback loop.
The recommendation: produce fewer assets, organise them by buyer challenge and involve sales from the start.
For brands planning a campaign
If the problem is internal adoption, the answer may be less video that’s easier to find and co-designed with sales. Test that before commissioning another library of assets just to hit the content-produced metric.
This explains how Tom Voller approaches decisions under a tight deadline and what they credit for speed.
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It’s one of their most concrete posts on process, with a named production lead and a sequence to follow.
Tom Voller recounts a project Sophie ran over 72 hours.
The first call was a deep dive into the situation: what worked, what didn’t, what success looked like, plus style and image references and a clear picture of what the client wanted — and, just as importantly, didn’t want.
Studio sourcing, props, lighting references and talent identification then ran concurrently, which the post says requires trust and decisive action.
Crew were contacted for lighting references, an AI studio team built visual references, an art director assembled a props board, and studio locations were reviewed at the same time.
The post credits the speed to a vetted network that can mobilise fast, clarity about commitment — sometimes there’s one option, and agreeing once locks it — and knowing when to push back.
The standout lesson: communication, not timeline or logistics.
For brands planning a campaign
Parallel workstreams only work when the creative is locked first and excluded options are written down. A brief template that captures what the client doesn’t want, plus a commitment rule for single-option decisions, limits expensive rework.
This explains how Tom Voller runs production at scale without being on every shoot, and what they think holds a week like that together.
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Useful for judging whether claimed multi-market capacity is real.
Tom Voller describes a week shooting in New York, Berlin and Atlanta, then returning to New York for a separate client; none of the projects were connected beyond landing in the same week.
A crew photo prompts the observation that early team members Karl and Tiago were still in the room alongside faces they’d never met in person.
Sophie is running production from Spain through August, when the country largely shuts down, while managing full-time childcare for a seven-year-old and directing crews, call sheets and logistics across time zones.
The post describes it as no drama, with everything landing on time.
The conclusion: the week reflects years of building relationships with people, not a process deck.
For brands planning a campaign
Multi-city scheduling depends on local crews who can be dispatched at short notice.
The post points to repeat relationships, rather than systems, as evidence of capacity.
Ask for references on short-notice crews in the specific cities a campaign needs.
It shows what Tom Voller says when asked to explain video commercially to a marketing audience, and which claims they are willing to repeat publicly.
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It also shows how they handle an interview setting.
Tom Voller describes appearing on James Vincent's ActionCOACH UK podcast, where Vincent had spent a week on Necker Island with Richard Branson and Daniel Priestley.
Their conversation focused on the commercial reality of video for B2B brands.
The post lists seven components: entering new markets without a local presence, illustrated by one SaaS client entering three territories with remotely filmed customer stories and £10M+ pipeline in three months; hiring, with the wrong person said to cost three times salary; sales enablement, where one sales director cut demo calls by 40 percent with a 90-second explainer; investors researching founders' personal brands before pitch decks; brand awareness; and market education.
It brings them together under one idea: one message, one story, one emotion.
Brands winning with video, the post says, are brave enough to say less.
James Vincent is described as Tom Voller's coach.
For brands planning a campaign
The pipeline and demo-call figures are client claims relayed in a post, not independently verified.
Treat them as questions for a prospective supplier, not results to quote.
The transferable point is the simplification standard a brief can enforce.
It shows how Tom Voller talks about their own projects and failure, and where their interest in physical product, craft and supply chain comes from.
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They explain a lesson drawn from experience.
Tom Voller describes watching from London as a van carries the first production batch of a clothing brand started the week their son Axel was born.
The earlier version ran on dropshipping, AI-generated designs and suppliers they had never met; they had no knowledge of where anything was made.
Orders came in and, in their words, on paper it looked like progress.
They concluded that speed is not strategy and they were selling rather than building.
They paused the project, and a winter trip to Cape Town led them to a mill on Bree Street and a designer, Jade, who hand-drew every design with no templates and no AI.
The post contrasts a chapter with the book and says the first production run is dropping mid September.
A separate post covers a later milestone: reviewing Jade's first style board and the slogan born in London, made in Cape Town.
For brands planning a campaign
This is personal brand storytelling rather than B2B video work, so it supports a speaker or founder-story angle more than a production brief. Its argument about craft, provenance and taking longer can transfer to product and supply-chain films.
It shows what kind of interview content Tom Voller makes and the tone they choose, useful if they are being considered as a host, speaker or thought-leadership partner rather than a crew.
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Tom Voller announces an episode of their show WTF Happened with Alicia Carney, head of marketing at Ravio, who helped scale Deliveroo through hyper-growth to IPO and speaks at the Product Marketing Alliance's PMM Summit in London, in front of 300-plus product marketers.
The post leads not with that record but with her burning out at 24, quitting, giving her cat to her dad and flying to France to pick grapes at a winery.
It also highlights her line that a manager cannot set the boundaries you need to protect your focus and you are responsible for your own boundaries.
The framing is explicit: the episode is not about the highlight reel.
A second, earlier post teases the same episode with the same framing.
For brands planning a campaign
It shows a format and editorial stance: named guests, career difficulty rather than product promotion, released across podcast and video platforms. A company seeking thought-leadership content with real guests is buying the ability to hold a conversation, not just a shoot.
Video as a whole-business asset, not a marketing line item2
Scaling shoots across cities and running production remotely2
Owned interview media: the WTF Happened podcast2
Axel Arty: building a clothing brand in public2
Closing the gap between marketing content and sales use1
Short, structured customer success videos1
Reducing complex B2B messages to one idea
Tom Voller argues that complexity kills execution and B2B video should carry one message, one story and one emotion.
Read more
On the ActionCOACH UK podcast, they set out seven commercial uses of video before closing on that single point: "One message.
Not seven."
In a separate post, they read an old Crispin & Porter roadside-sign ad as proof that technical buyers need a human reason to care before they get the specifications.
A third post applies the same logic to format, arguing that the first five seconds decide whether viewers watch anything after them.
Close reading of an existing ad, then applying its principle to client films and content-format choices.
For brands planning a campaign
A brand with a technical product or a long feature list can ask Tom Voller to run a messaging session or give a talk that distils the value proposition into one story before production starts. It’s a strong fit when the internal team produces more content than the market engages with.
Video as a whole-business asset, not a marketing line item
One post lists seven functions video can serve—hiring, fundraising, growth, sales enablement, sales conversion, brand awareness and social proof—and argues that most SaaS companies either use a different supplier for each or skip half of them.
Read more
The podcast post repeats the list and cites reported examples: a SaaS client opening three new territories with remotely filmed customer stories and £10M+ pipeline in three months; a sales director cutting demo calls by 40% with one 90-second explainer; and investors researching founders' personal brands before pitch decks.
Auditing where video can be used across a business, then matching formats to each function.
For brands planning a campaign
Suitable for a SaaS or B2B brand that wants a strategist to map video across several departments, not just one campaign. The audit can work as a paid workshop or ongoing advisory ahead of production.
Closing the gap between marketing content and sales use
One post argues that 65–70% of B2B marketing content goes unused, sales reps spend two to five hours a week hunting for material, and 65% cannot find relevant content to send.
Read more
Tom Voller identifies three causes: content buried in shared drives and email threads; formats that do not match how sales works (email templates at 89% usage against whitepapers at 11%); and no feedback loop between the two teams. They recommend fewer assets, organised by buyer challenge and built with sales input.
Diagnosing content libraries against usage data, not volume produced.
For brands planning a campaign
A brand whose sales team ignores its content library can commission a diagnostic or sales-enablement video plan. The pitch frames this as an operational problem with numbers attached, which suits buyers who need to justify the spend internally.
A post says short, specific, sub-45-second customer success videos outperform everything else produced, using a problem, outcome, done structure.
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It names Google, Sitecore, SumUp and PTC among clients, claims hundreds of pieces created, and calls the pattern "boringly consistent". The case for brevity rests on competition with entertainment feeds and the risk of warming up too slowly.
A repeatable short-form template applied across client portfolios.
For brands planning a campaign
A brand that needs a repeatable, low-friction video format for social or sales conversations can ask for this snippet system. The posts describe the work by client name and volume; ask for results from the named pieces.
Scaling shoots across cities and running production remotely
Two posts cover production leadership.
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One follows a producer managing a project in crisis over 72 hours from a single briefing call: studio sourcing, props, lighting references and talent all handled in parallel, with explicit commitment points agreed with the client and a vetted crew that mobilises quickly.
The other describes four cities across the Atlantic in four days—New York, Berlin, Atlanta, then New York again for a different client—with production directed from Spain.
Two early crew members are still working on projects alongside people the writer has not met in person.
Parallel workstreams, one clear commitment point per decision, and a trusted network of regular crew.
For brands planning a campaign
Relevant for a brand planning a multi-market or short-timeline shoot, or one that needs a partner comfortable managing crews remotely. Ask how delivery claims have been measured.
Two posts promote Season 2 episode 2 of WTF Happened, an interview series featuring Alicia Carney, Head of Marketing at Ravio, who helped scale Deliveroo through hyper-growth to IPO.
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The episode covers burning out at 24, quitting a job and what she learned about protecting your edge.
One post teases the upcoming episode; the other announces it live on Spotify, YouTube and Apple Podcasts.
The framing deliberately avoids the highlight-reel career story.
Long-form operator interviews, released as a series and promoted through sequential LinkedIn posts.
The posts are promotional summaries, not reviews of the episodes. Ask to review an episode before booking.
For brands planning a campaign
A brand considering a podcast or interview format, or seeking a speaker who can host candid conversations with senior marketing operators, can evaluate this show. Its senior B2B marketing guests align with marketers considering Tom Voller as a speaker.
Two posts document a personal apparel project, Axel Arty.
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The first describes starting with dropshipping and AI-generated designs, feeling nothing for the product, pausing, then finding a sustainable cotton mill on Bree Street in Cape Town and a designer, Jade Clara, who hand-draws each piece.
The second describes reviewing the first style board, settling on the slogan "Born in London, made in Cape Town" and planning a spring launch.
The stated lesson from the first phase: "speed is not strategy".
A documented build-in-public narrative covering supply chain, e-commerce and physical product decisions.
This work sits outside B2B video. It shows how Tom Voller explains a build and thinks about brand quality, not a commercial offer to produce apparel campaigns.
For brands planning a campaign
Useful for a brand seeking an origin-story or founder-journey angle, or a speaker who can discuss pausing and rebuilding. It also shows a habit of narrating decisions in public that transfers directly to client storytelling.
Tom Voller describes building two businesses: Dojo Films, a B2B video production company, and Axel Arty, a clothing label named for their son and made in Cape Town.
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Their posts name Google, Sitecore, SumUp and PTC among the brands covered by their short customer-success video work, identify Duck Duck Goose as the Cape Town mill producing Axel Arty tees, and show them appearing on an ActionCOACH UK podcast, promoting WTF Happened and thanking Product Marketing Alliance for an episode.
Dojo Films
Owned business
B2B video production company.
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Tom Voller writes about what the team has built at Dojo Films, pitching video as a business-wide asset for hiring, fundraising, growth, sales enablement, sales conversion, brand awareness and social proof.
They say Dojo spends much of its time talking to B2B brands about giving buyers a reason to care.
They also describe fitting a side project around Dojo Films, family and life.
Apparel brand Tom Voller started as a side hustle while working at Dojo Films, named after their son Axel.
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It sells sustainable cotton tees cut and labelled at a mill on Bree Street in Cape Town, with the slogan "Born in London, made in Cape Town." Posts describe the first dropshipping attempt, the decision to pause and rebuild, and the first proper production batch being driven across Cape Town.
Podcast whose episodes Tom Voller's posts announce and promote, including a Season 2 episode with Alicia Carney, head of marketing at Ravio, about burnout and protecting your edge.
Tom Voller writes short LinkedIn posts that take a complicated B2B video decision and reduce it to a point readers can act on.
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Readers who want to follow the thinking rather than hire anyone should start with the posts about saying less: a reading of an old roadside-sign ad and the argument that the first five seconds decide whether anything else gets watched.
Nearly every other post extends that idea.
From there, the material splits into four routes.
One is commercial: where video can work inside a business beyond marketing, and why sales teams ignore content libraries.
One is production: what makes a 72-hour turnaround or four cities in four days possible.
One is media: the WTF Happened interview series, where senior marketing operators discuss burnout and limits rather than career highlights.
The last is personal and openly experimental: Axel Arty, an apparel brand built in public, where they document pausing a dropshipping version and rebuilding around a Cape Town mill and a hand-drawing designer.
Read that last thread alongside the others; it shows how they explain a decision, not a service they sell.
The posts are undated, and the performance figures are self-reported; ask for dated performance data before relying on them.
B2B video strategyMessage simplificationSales enablement contentVideo production operationsB2B video productionShort-form videoRemote and multi-city shootsLinkedIn postsInterview podcastBuild-in-public brand storytellingB2B marketing leadersSaaS marketing teamsProduct marketers
Travis Oberlander
Both write from the production side, using a concrete job to show where money and time go.
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Travis Oberlander's post on an in-house team's western-themed shoot walks through base-camp costs and the moment the budget was exposed, then identifies the real problem: who owns the number.
Tom Voller's 72-hour project makes the case from the other direction, showing how a detailed briefing call and a trusted crew kept the schedule on track.
Both treat production as an operational argument, not a showreel.
Travis Oberlander focuses on in-house studio budgets and the allocation between a hero video and always-on assets: the 80/20 split and the case for a production manager.
Tom Voller writes about the message and spreading video across hiring, fundraising and sales.
Readers looking for spend allocation will get more from Travis Oberlander; those deciding what a video should say will get more from Tom Voller.
Both explain production reliability as a result of preparation, not speed or effort.
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David Jackson lays out quarterly planning, shoot dates locked a quarter ahead, buffer days and batch scheduling, and says the system removed missed deadlines.
Tom Voller makes the same case in narrative form: everything runs in parallel because the briefing covered what the client did not want and the crew already trusts the plan.
Readers drawn to one approach will recognise the other.
David Jackson lays out a repeatable internal operating system for running a production company without burnout, complete with named tools and a daily rhythm.
Tom Voller writes from the client-facing commercial side, connecting process to the message and the buying decision.
Their material is more useful to a brand commissioning work; David Jackson's is better suited to a studio organising its own calendar.
Tom Voller’s posts target B2B video, SaaS and marketing buyers, with examples addressing CMOs, SaaS founders, sales enablement, product marketing and production teams.
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Before considering a placement, request recent audience results for the buyer’s target market. To assess professional roles or seniority, ask for documented audience survey results or another source that measures those attributes.
Tom Voller's posts don't advertise sponsorships, paid brand posts, affiliate deals or creator partnerships.
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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.
A B2B SaaS company whose sales team has stopped using the case studies, decks and one-pagers marketing produces wants someone to simplify the message and build a video system reps actually send.
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Tom Voller is a strong fit for three reasons.
First, the diagnosis matches the problem.
Their post cites research that 65–70% of B2B marketing content goes unused, reps spend two to five hours a week hunting for material, and 65% cannot find relevant content and either write their own or send nothing.
The stated causes are buried assets, formats that do not match how sales works (email templates at 89% usage against 11% for whitepapers), and no feedback loop between the teams.
The recommendation is fewer assets, organised by buyer challenge and built with sales input from the start.
That is a strategist’s deliverable, not a production line item.
Second, the output format is specific enough to brief against.
They argue that short, specific customer success pieces under about 45 seconds outperform everything else produced, structured as problem, outcome, done, and cite work across Google, Sitecore, SumUp and PTC.
Third, there is a clear standard for simplification: one message, one story, one emotion, not a feature list.
The roadside-sign test makes it practical: give the buyer a reason to care before explaining the mechanics.
Before scoping, ask for client references and actual performance data: the usage, pipeline and demo-call numbers are claims repeated in their posts, not independently verified here.
Their posts do not mention sponsorship, paid posts or a rate card, so the commercial route described is engaging them as a client of the video business, not as a sponsor.
When to choose a specialist
A consumer or DTC brand wants a creator to publish paid sponsored posts to their own following, against a guaranteed reach target broken down by age, gender and geography, at a fixed fee per post.
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This is a poor fit for that campaign need.
None of the 11 posts offers sponsorship, paid brand posts, affiliate marketing or creator partnerships.
The posts market a video production service; the invitation is to talk with SaaS founders and marketing leads about client work, not to book an open sponsorship slot.
Voller’s profile lists 12,969 followers as of 8 October 2026, but the posts provide no dated demographic breakdown by geography, role, employer or seniority, and no engagement figures.
They address CMOs, SaaS founders, product marketers and production leads; that describes the intended audience, not the measured following.
Before considering a placement, ask for a dated audience breakdown, engagement figures, and confirmation of sponsorship availability and pricing.
Two secondary mismatches point the same way.
A phone-first, always-on entertainment format is the opposite of what the production posts describe: crews on the ground in New York, Berlin and Atlanta in one week, with a producer directing call sheets and logistics from Spain across time zones.
And a fashion or apparel campaign should not be built on the Axel Arty posts.
Axel Arty is described as a personal build, outside the B2B video offer—a way to see how Tom Voller explains a brand decision, not a commercial service to buy.
A worked campaign example
Working angle: a B2B SaaS company entering two new markets, where sales ignores the existing content library and marketing has been asked to produce more.
Move 1 — lock one message before filming.
Run a session that cuts the value proposition to a single idea.
Use the roadside-sign principle: a direction sign tells buyers where you are going; a human reason tells them why the trip matters.
Technical software usually leads with specifications, then wonders why nobody stops.
Produce nothing until the team agrees on the one thing the video is saying.
Move 2 — audit before producing.
Inventory what sales actually sends, where it lives and which formats get used.
The expected finding is a library that is buried, mismatched and unmeasured.
Recommend fewer assets, organised by buyer challenge and co-designed with sales from the start, plus a metric tied to deals closed rather than content produced.
Move 3 — make one anchor explainer of about 90 seconds.
The post cites a sales director cutting demo calls by 40% with a single 90-second explainer, so the anchor asset can replace repeated verbal explanations.
Treat that number as a claim to test against the client’s own baseline.
Move 4 — make a series of sub-45-second customer success snippets, structured as problem, outcome, done, one per buyer challenge.
Film with customers in each new market without flying a crew.
A SaaS client is described entering three territories with remotely filmed customer stories.
Test the opening five seconds against retention rather than total length: the argument is that those first five seconds decide whether anything else is watched.
Settle three decisions with the client up front: what “done” means for adoption, such as the share of reps sending a snippet in the first month; which of the seven video uses—hiring, fundraising, growth, sales enablement, sales conversion, brand awareness, social proof—are actually being measured, since the offer is framed as breadth and a single deliverable is the weaker version; and a commitment rule so that, where there is one option, agreeing once locks it and there is no backtracking. Review the first cut against the one-message test, not the volume delivered.
Test: could a sales rep find and send the right piece in five seconds? If not, the work has not landed, whatever the production quality.
Consider Travis Oberlander for the same B2B video strategy brief if the main challenge is production budgeting and protecting creative ambition.
Read more
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.
The posts focus on shoot budgets and production operations, not on aligning sales content with buyer challenges or making reusable video assets easy for reps to find and send.
Tom Voller’s posts address those content and sales-use questions more directly.
Consider David Jackson if you need a repeatable operating system for a production business or a focused retail product-page video project.
Read more
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.
These examples offer more concrete detail on production scheduling and retail-page execution, but place less emphasis than Tom Voller’s posts on sales enablement, customer stories and organizing content around buyer challenges. The reviewed examples are limited to two posts.
This profile covers 11 LinkedIn posts by Tom Voller.
They cover B2B video messaging, sales enablement, short customer-success video, production process and remote delivery, the WTF Happened interview series, and the personal Axel Arty apparel project.
The posts carry no publication dates, so no reliable ordering is given; Tom Voller had 12,969 followers on 8 October 2026.
Performance and usage figures quoted in the posts — unused-content percentages, pipeline totals, demo-call reductions — are Tom Voller's own reported numbers and were not independently verified.
No podcast audio, episode transcripts, video or image assets are available here, and no rate card, media kit, audience-demographic breakdown or sponsorship policy is available; those details are not provided.
This page is an edited selection of the posts, not full-lifetime coverage.
