Capturing the attention of B2B buyers has never been harder, especially in an environment where traditional corporate ads are routinely ignored. But as consumer attention shifts toward short-form, vertical video, B2B marketers are discovering a powerful new way to engage decision-makers where they already spend their time.

In this episode of Straight to Voicemail, Adam Sockel hears from Richard Ormsby, Founder and CEO of Lavendr. Richard breaks down how the explosive growth of B2C microdramas offers a blueprint for B2B video marketing. He shares why corporate buyers don’t stop being human when they clock in, the power of hooking an audience in the first three seconds through storytelling, and how vertical video formats can directly drive pipeline and revenue.

You’ll learn:

• Why the explosive growth of B2C microdramas offers a new blueprint for B2B video strategy
• Why B2B buyers don’t stop being human consumers when they clock in at work
• How combining storytelling with vertical formatting hooks decision-makers in the first three seconds
• How short-form video can move past traditional ad resistance to drive millions in revenue

Jump into the conversation:

(00:01) Why we wanted to hear from Richard Ormsby

(01:10) The downstream impact of B2C microdramas on B2B video

(01:38) The rise of short-form video and proving its economic model

(02:31) Storytelling plus format: Adapting to modern attention spans

(03:15) Hooking corporate buyers in the first three seconds

(04:03) Turning short-form video into millions in B2B revenue

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

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