Vertical Video for B2B Marketing: Lessons from Holywater’s $22M Raise

Hook: You're drowning in tools and need content that moves the needle — fast

Business buyers and operations leaders I work with tell the same story: marketing teams spend on more channels, production, and ad tests, but lead quality and adoption lag. You need content that reduces friction — quickly attracts the right accounts, educates decision-makers, and integrates with your sales stack. That’s why Holywater’s recent $22M raise and its bet on AI-powered vertical, episodic short-form video matters for B2B in 2026.

Why Holywater’s $22M and vertical streaming matter for B2B

On January 16, 2026, Forbes reported Holywater — backed by Fox Entertainment — raised an additional $22 million to scale a mobile-first platform for short episodic vertical video (Forbes, Jan 16, 2026). The company’s thesis is simple: audiences are phone-first and respond to serialized formats. For consumer media that’s obvious; the question for B2B is different: Can vertical episodic formats generate qualified leads and influence complex buying decisions?

The investment signals three industry shifts relevant to B2B marketers:

• Attention economics favor short, serialized formats. Micro-episodes and cliffhangers increase habitual return to a channel — valuable for account-based nurturing.
• AI lowers production cost and enables personalization at scale. Generative video, automated editing, and synthetic presenters make episodic production affordable for SMBs.
• Platform dynamics are changing fast. New features and network effects (see platform responses to deepfake controversies in late 2025 and early 2026) affect distribution and trust — so content governance matters.

What Holywater actually signals for B2B teams

Holywater is not a plug-and-play model for enterprise buying cycles, but it is a proof point for a few things B2B buyers should consider:

• Serialized storytelling can convert attention into sustained account interest.
• AI-driven discovery and personalization will make vertical formats measurable and scalable.
• Mobile-first content execution is now a viable channel for decision-makers who consume business content on phones between meetings.

Reality check: What makes B2B different from consumer vertical video

Short-form vertical content succeeds in consumer markets because emotional hooks and social behaviors drive virality. In B2B, buying cycles are longer, stakeholders are more numerous, and goals are rational: reduce cost, increase revenue, and lower risk. That means your episodic strategy must be optimized for utility, trust, and measurable outcomes.

Key constraints to plan for:

• Complex conversion path: A LinkedIn short may inspire interest, but the funnel should guide accounts to demos, POCs, or ROI calculators.
• Gate vs. no-gate friction: Requiring form fills too early kills momentum; gating at the right point is an art.
• Compliance and trust risks: In 2026, deepfake controversies accelerated platform scrutiny (early 2026 reporting). For B2B, mislabeled synthetic presenters undermines credibility.

Actionable playbook: How to use vertical episodic content for B2B lead generation

Below is a tactical, step-by-step playbook you can apply within 60–90 days. It assumes modest budgets (SMB) and uses AI tools to reduce production time.

1) Set a business-first hypothesis

Define the top-line metric you want to move and the target account profile (TAP). Example hypothesis:

A series of 12 micro-episodes (30–45s) targeted at product managers at fintech SMBs will increase demo requests from our North American TAP by 25% within 90 days, at a CPL under $500.

Map episodes to funnel stages: awareness (episodes 1–4), consideration (5–9), decision (10–12).

2) Choose formats that work for B2B

Not all short-form creative suits B2B. Prioritize formats that add value quickly:

• Micro case studies: 30s client outcome vignettes focusing on one metric (e.g., "Cut dev cycle by 40% in 6 weeks").
• Micro-dramas: Fictionalized scenarios that dramatize a pain point and end with a product-led solution — build empathy without being salesy.
• Quick technical demos: 45s tool walkthroughs showcasing a single feature and a measurable benefit.
• Executive POVs: CEO or head of ops concise takes on strategy that position your brand as a category leader.

3) Production system: Use AI to lower cost, not to replace strategy

Toolstack suggestions (2026-ready):

• Script and ideation: Use large-model copilots to generate episode outlines and A/B subject hooks. Prompt for TAP-specific language.
• Video generation: For synthetic presenters or background generation, use trusted vendors that require consent and label synthetic media (e.g., Synthesia, HeyGen; evaluate alternatives launched in 2025–26).
• Editing & automation: Runway, Descript, or native AI editors for quick cuts, captions, and attention-driven trims.
• Localization & personalization: Use automated voice/localization for account-specific intros (merge fields tied to CRM signals).

Production cadence: Batch record or generate 4–6 episodes in one session to control costs. Use a 30/70 rule: 30% time on creative ideation, 70% on distribution and conversion mechanics.

4) Distribution matrix: where to publish and why

Choose channels by where your decision-makers spend time:

• LinkedIn Reels and Stories — best for executive POVs, micro case studies, and direct B2B audience targeting.
• YouTube Shorts — reach and discoverability, use for longer-tail search value and repurposed episodes.
• TikTok — for product marketing to younger decision-makers and developer communities; be platform-savvy about tone.
• Industry newsletters and niche apps — syndicate episodes to gain high-intent views.
• Owned channels — embed short episodes in email nurture flows and on landing pages for gated content.

Pro tip: Sequence distribution. Release the first two episodes publicly, then gate episode three behind a short form in a targeted campaign to convert warm viewers into leads. Cross-posting and a thoughtful sequencing playbook borrow a lot from cross-platform livestream strategy — see the cross-platform livestream playbook for inspiration.

5) Gating and nurture: convert viewers into pipeline

Design a low-friction conversion path:

1. Episode 1–2: Public, strong CTA to view a focused landing page.
2. Landing page: Short form (name, company, role) in exchange for episode 3 and a one-page ROI brief.
3. Automated email sequence: 3-touch nurture with episodic recap, case study PDF, and demo CTA. Integrate with CRM to trigger SDR outreach when engagement thresholds met.

Integrate with account-based tools (e.g., 6sense, Demandbase) to prioritize leads from target accounts based on sequence engagement and intent signals.

Measurement framework: what to track and benchmarks

Short-form has new metrics beyond views. Build a measurement model focused on business outcomes:

• View-to-engagement: Percentage of viewers who watch >50% of an episode (watch-depth).
• View-to-landing: CTR from content to landing page or asset.
• Landing-to-lead: Conversion rate for the gated episode/asset.
• Lead-to-MQL: Percentage of leads meeting scoring thresholds.
• MQL-to-opportunity and pipeline influenced: Revenue impact and deals influenced by episodic campaigns.
• Cost metrics: CPL and CAC relative to other channels.

Benchmarks (SMB-targeted B2B, 2026):

• Watch-depth (>50%): 18–30% good; >30% excellent.
• View-to-landing CTR: 2–6% typical; >6% indicates strong relevance.
• Landing-to-lead conversion: 8–18% with a short form and asset.
• View-influenced pipeline: Track assisted revenue — aim for 10–20% of the new pipeline in your pilot quarter.

Compliance and trust: the ethical playbook for synthetic and vertical video

2025–26 saw high-profile deepfake controversies that shifted platform policies and user trust.

Mandatory best practices:

• Label synthetic content clearly. If you use AI-generated voices or faces, disclose it in the video and on the landing page.
• Obtain written consent. For real employees or customers appearing on camera, keep signed releases.
• Retain source files and logs. Maintain an audit trail for content provenance in case of disputes.
• Follow platform policies. Platforms tightened rules in late 2025—keep legal in the loop and update terms of use accordingly. For practical creator- and platform-facing advice see platform policy shifts & creators.

A/B tests and optimization playbook

Run iterative tests focused on one variable at a time:

• Hook A/B: Different first 3 seconds to maximize watch-depth.
• CTA A/B: Demo CTA vs. ROI PDF vs. webinar signup.
• Gating A/B: No gate vs. soft gate (email only) vs. full gate (company + role).
• Personalization A/B: Generic vs. account-personalized intros.

Measure lift on business KPIs and iterate weekly on creative and targeting. Use small tools and micro‑apps to speed A/B setups and landing variants.

Case study (compact, repeatable): Episodic microdramas for an SMB SaaS

Scenario: A mid-market SaaS (revenue ops tool) wants to increase demo requests from e-commerce SMBs.

• Strategy: 10-episode microdrama where each 30–40s episode dramatizes a pain (inventory misalignment, slow reconciliation) solved by a specific product workflow.
• Production: 6 in-house shoot days + AI-assisted gradients for captions; total production cost $25K for the season.
• Distribution: LinkedIn Reels + YouTube Shorts + email embed. Episode 4 gated for lead capture.
• Results (90 days): View-to-landing CTR 5.2%; landing conversion 13%; CPL $320; pipeline influenced equal to 18% of new pipeline that quarter.

This replicable model shows episodic formats can create predictable, measurable demand when aligned with funnel mechanics.

Team and budget: who does what

Recommended small team structure for an SMB pilot:

• Campaign lead (0.4–0.6 FTE) — strategy, measurement, vendor selection.
• Creative producer (0.6 FTE) — scripts, direction, asset management.
• Editor/AI operator (0.6 FTE) — runs AI tools, captions, variant cuts.
• Growth marketer/paid specialist (0.6 FTE) — distribution, targeting, budget management.
• SDR (on-call) — handles qualified contacts from gated episodes.

Budget estimate for a 90-day pilot: $20K–$60K, depending on whether you use external production or rely on in-house plus AI tools.

Advanced strategies: personalization at scale and account episodic sequencing

Once you have a working season, scale via personalization:

• Account-intros: Short 8–12s tailored clips referencing a prospect’s company name or pain — insert in episode emails or SDR outreach.
• Role-based tracks: Create slightly different episode edits for CFOs (ROI-heavy) vs. PMs (feature workflows).
• Cross-channel episodic journeys: Sequence vertical episodes with longer-form webinars and POCs to guide accounts along increasingly committed touchpoints.

Common pitfalls and how to avoid them

• Pitfall: Chasing views not pipeline. Avoid vanity metrics — tie every episode to a conversion step.
• Pitfall: Overusing synthetic talent. Use AI to scale, not to replace authenticity. Balance with real customer testimonials.
• Pitfall: No CRM integration. Map episode engagement events into your CRM from day one.

Key takeaways

• Vertical episodic short form can work for B2B if you design for utility, measurement, and funnel conversion — not just attention.
• Holywater’s funding and AI focus (Jan 2026) shows market confidence in serialized vertical formats and the tools to scale them.
• Use AI to reduce production cost, but keep governance and authenticity front-and-center to avoid trust risks magnified by platform controversies in 2025–26.
• Start small, measure tightly, and iterate: a 90-day pilot with gated episodes and CRM integration will prove whether episodic moves pipeline for your TAP.

Quick templates you can copy this week

Episode brief (30–45s)

• Title: one-line hook
• Objective: awareness / consideration / decision
• Target persona & pain
• Key metric to highlight
• CTA (link to landing / gated episode)

Landing page checklist

• 30–60s embed of gated episode
• One-line value prop + metric
• Short form (name, company, role)
• Downloadable 1-pager ROI brief
• CRM integration & lead scoring rule

Next steps — pilot checklist (first 30 days)

1. Define TAP and pilot hypothesis.
2. Create 6 episode briefs and batch-produce 3 episodes.
3. Build landing page and CRM integration.
4. Launch paid LinkedIn + organic republishing cadence.
5. Measure weekly and optimize hooks and gating.

Final thoughts

Holywater’s $22M raise is a clear industry signal: vertical, AI-augmented episodic content is becoming a dominant format for attention. For B2B, the opportunity is real — but only when episodes are built around measurable business outcomes, integrated with sales systems, and governed for trust. If you treat vertical episodes as a strategic channel (not a creative experiment), you can build predictable, account-driven pipelines with short-form storytelling.

Ready to pilot? Get our ready-to-run Episodic Vertical Video Playbook including episode briefs, landing page templates, CRM mapping diagrams and an A/B testing calendar tailored for SMBs. Contact nex365 to request the playbook and a 30-minute strategy review.

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