B2B YouTube @decimalabs Performance Creatives, YouTube Videos, VSLs, Product Demos ↓
New York, NY
Joined May 2023
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I’ve spent the last few years running B2B YouTube channels for founders.
Here are 20 things I wish more business owners knew before starting:
man this is real.
the only real thing that changed is how you interact with tools that you are using.
before you used to do a lot of clicking, now you are managing it 'agentically' in a chat box via MCP connections.
you still need to know what you're doing, be able to articulate it, direct it, make decisions, and generate a valuable output.
Alex | Video Marketing retweeted
Before you blame the algorithm, check these 4 things first:
1. Strategy
Decide exactly what your channel should be known for.
Your videos should repeatedly serve the same type of viewer around the same core problem.
That gives YouTube clearer audience signals and gives viewers a reason to watch more than one video.
2. Packaging
Your title and thumbnail decide whether the video gets a chance.
The job of packaging is to make three things obvious:
→ What the video is about
→ Why it matters
→ Why someone should click now
A strong video with weak packaging usually stays invisible.
3. Production
Production should make your expertise easier to consume.
Prioritize:
→ Clear audio
→ Tight pacing
→ Real examples
→ Useful screen shares
→ Visuals that clarify what you’re saying
The goal is comprehension and retention
4. Distribution
Once the first 3 are solid, focus on publishing consistently.
For most B2B channels, one strong long-form video per week is a good baseline.
Consistency gives YouTube more data, gives you more chances to find winning topics, and builds a library prospects can discover over time.
Alex | Video Marketing retweeted
L take. if you see demand outweighing the supply, you should absolutely double down. it doesn’t matter who made a video about it previously.
media markets are much much bigger than 3-5 videos/channels you see at the top of the search results.
almost all of these videos are 1 of 10s in their respective rankings
do not leave views on the table. if you don’t make that video, others definitely will
Alex | Video Marketing retweeted
AI is making your brand mediocre.
That’s why I’m launching @TheStartersHQ: the human layer behind your business.
We give you direct access to the people who have built category-defining brands so you can:
➔ Learn from their expertise
➔ Consult 1:1 with them
➔ Hire them to execute for you
Because as AI makes execution cheaper...
Human brilliance becomes priceless.
Before you blame the algorithm, check these 4 things first:
1. Strategy
Decide exactly what your channel should be known for.
Your videos should repeatedly serve the same type of viewer around the same core problem.
That gives YouTube clearer audience signals and gives viewers a reason to watch more than one video.
2. Packaging
Your title and thumbnail decide whether the video gets a chance.
The job of packaging is to make three things obvious:
→ What the video is about
→ Why it matters
→ Why someone should click now
A strong video with weak packaging usually stays invisible.
3. Production
Production should make your expertise easier to consume.
Prioritize:
→ Clear audio
→ Tight pacing
→ Real examples
→ Useful screen shares
→ Visuals that clarify what you’re saying
The goal is comprehension and retention
4. Distribution
Once the first 3 are solid, focus on publishing consistently.
For most B2B channels, one strong long-form video per week is a good baseline.
Consistency gives YouTube more data, gives you more chances to find winning topics, and builds a library prospects can discover over time.
There’s always bigger TAM’s you can target without falling into zombie channel status.
Markets are much bigger than you think, we have an internal TAM Finder(TM) technology built in for every industry we work in at our agency.
I was submitting a strategy doc for a retirement channel the other day, i was stunned by the data. there’s 11,000 americans turning 65 every day, that’s 4M+ growing TAM every single year!
a very profitable audience too since they have made their money and are anxious about the economy.
all that is to say, do your research properly. when done right, you can almost estimate how many views you will get on each video.
Worst case scenario is building a large but low value audience.
Where almost all of your fans are passive lurkers that will never buy.
This happens when you chase large TAM topics and high views in a broad category.
Once you've done this (beyond ~10K followers), there is no way to unwind it.
Slowly, the channel becomes a zombie asset that can really only be used for brand deals, commodity product sales, or low value email capture.
In order to build the high value audience you wanted, you'll need to start over on a fresh account.
This happens to many of the people I work with because their ego (in viewmaxxing) outruns their strategy (in trustmaxxing).
The easiest way to avoid this is to intentionally pick high value topics that are narrowly positioned at your ICP from the beginning and stay extremely disciplined despite slower initial growth.
Alex | Video Marketing retweeted
8 years ago this confused, lost, uncertain, and broke 20 something made a decision…
a decision to own a business someday.
that day has come in 2023.
i was laid off and heartbroken, decided to give myself a shot at this online business thing on christmas 2022. (when i was writing on my notebook as my new year resolution)
if i could sign 3 freelancing clients by march, i would continue to pursue it. if i couldn’t, i was gonna apply to video editor jobs.
january: crickets
february: 1 client
march: 3rd client signed (still working together to this date)
my daily routine:
- 4 hours of practice
- 1 hour of outreach
- 1 hour of content
- the rest of my time would go to client deliverables (which is editing videos until i lose my mind)
months later i hit $10k/m
1 year later i hit $20k/m
1 year later i hit $50k/m
and the revenue passed a certain point where i no longer share online because i feel so insecure
because the people around me are making so much more and seeing so much success that makes me feel so small…
anyway…
i saw this photo of me while scrolling through my photos app, i paused my tv show that was running in the background, stopped and thought about it for a second.
that version of me would be so proud to have created a business this size. so a word from your future self:
“it all worked out, i’m glad you didn’t give up on yourself.”
if you are on the come up and seeing this, i am rooting for you. i am proof that you can achieve what you put your mind to.
do not get confused by the hard season of life you are going through. keep learning, keep building, keep making connections, keep sharing your work.
i promise you it will work out
A roofing company turned YouTube into $1.3M+ in trackable closed revenue.
Literally, what the f*ck?
Tracy Bookman’s Homestead Roofing treated YouTube like an educational sales pipeline.
And the strategy was actually really simple:
Make videos around the exact questions homeowners were already asking before spending thousands on a roof.
So he made content about things like:
→ How to spot roofing scams
→ How to choose the right roofer
→ How storm insurance claims actually work
→ What to know before buying specialty roofing
→ Whether home inspectors properly inspect roofs
He was basically talking directly to his ICP before they ever called him.
And the videos themselves were simple too.
A lot of them were just Tracy talking to a camera with a basic setup, sometimes even from his truck.
But the people watching were highly relevant.
And that translated into:
→ $1.3M+ in trackable closed revenue
→ Higher conversion rates than other lead sources
→ Prospects educating themselves before reaching out
→ Shorter sales conversations
→ Videos being used directly throughout the sales process
This is exactly why I keep telling founders to take YouTube seriously.
If you have:
→ A clear ICP
→ A proven offer
→ Real expertise
→ Questions your prospects constantly ask
→ Something valuable you can teach every week
You already have most of what you need to build a serious YouTube channel.
Follow me for breakdowns on what’s working (and d*ing) on YouTube right now.
hard agree.
i would go one step further to say if it can be done with AI faster and better, then clients / customers prefer it.
no one cares or has time to care about how much you have suffered or what you’re going through. we have family and friends for that.
do you care how much Elon suffers when running X? or Zuck running Meta? or Bezos running Amazon? no, you just want to go viral and want your products reach home faster
8 years ago this confused, lost, uncertain, and broke 20 something made a decision…
a decision to own a business someday.
that day has come in 2023.
i was laid off and heartbroken, decided to give myself a shot at this online business thing on christmas 2022. (when i was writing on my notebook as my new year resolution)
if i could sign 3 freelancing clients by march, i would continue to pursue it. if i couldn’t, i was gonna apply to video editor jobs.
january: crickets
february: 1 client
march: 3rd client signed (still working together to this date)
my daily routine:
- 4 hours of practice
- 1 hour of outreach
- 1 hour of content
- the rest of my time would go to client deliverables (which is editing videos until i lose my mind)
months later i hit $10k/m
1 year later i hit $20k/m
1 year later i hit $50k/m
and the revenue passed a certain point where i no longer share online because i feel so insecure
because the people around me are making so much more and seeing so much success that makes me feel so small…
anyway…
i saw this photo of me while scrolling through my photos app, i paused my tv show that was running in the background, stopped and thought about it for a second.
that version of me would be so proud to have created a business this size. so a word from your future self:
“it all worked out, i’m glad you didn’t give up on yourself.”
if you are on the come up and seeing this, i am rooting for you. i am proof that you can achieve what you put your mind to.
do not get confused by the hard season of life you are going through. keep learning, keep building, keep making connections, keep sharing your work.
i promise you it will work out
knowing exactly what you want and articulating it to a 5th grader level in details is the ONLY moat
AI agents will take it from there
I rebranded our agency and launched our new website using Claude over the weekend
decimalabs.com/youtube
