By the time this project came to life, I had already created multiple knowledge base videos with a purely instructional purpose — concise and informative. I decided to build on that concept and expand its focus: showcasing real problems that Billtrust products solve. This way, the videos not only highlighted the value of the new features but also gave potential customers a peek into how they work in practice.

Each video follows a clear structure:

• Opening with a b-roll that highlights the pain points of working without the Billtrust feature being introduced,

• A brief overview of the functionality and how it works,

• A final segment showcasing the benefits, making the value of the feature clear and compelling.

To keep the marketing appeal strong, I crafted titles in a promotional style — catchy, benefit-driven phrases that grab attention while reinforcing the feature’s value. 

This approach combined storytelling with practical insight, ensuring the videos were both informative and marketing-driven.