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Casted turns B2B podcasts into a full content engine with analytics that identify which listeners are actually potential customers.
ENTRY ANGLES
Video content creation, processing, and distribution platforms for B2B · Video repurposing for B2B sales (converting long-form content like sales calls into short clips) · Video analytics and insights layer for business sales processes
VERTICALS
CAPABILITIES
Video processing and editing technology, B2B sales process integration and workflow design, Analytics and insights dashboard creation
Casted is a platform built for B2B podcasts – the kind companies create to market themselves and their products to business audiences.
Using the platform's AI tools, companies can produce content more efficiently. The built-in analytics layer goes a step further: it identifies which listeners and viewers are actually potential customers.
The platform covers three functional areas.
Content storage and cataloging:
- Content can be manually organized by topic and tagged.
- Search works not just on titles and tags but on transcribed content.
- Access controls let administrators set permissions for who can view what.
Distribution:
- Content can be pushed with a single click to Apple Podcasts, Spotify, and YouTube.
- An embedded video player widget lets teams place content on their own site or partner sites.
- AI tools generate short clips from long-form content for social media and paid campaigns. An editor can select phrases from a transcript, and the platform builds a clip around those lines.
Analytics:
- Full viewing statistics are collected across all channels, individually and in aggregate.
- Listener and viewer data is enriched with external sources to identify which specific individuals – and which companies – consumed the content.
- That data syncs with CRM to track how content consumption moves prospects through the sales funnel.
Pricing starts at $2,000/month. Casted's client list includes Salesforce, IBM, and CAT.
The company recently closed a $1M round, bringing total investment to $10.5M.
There's nothing groundbreaking about Casted's feature set or AI tools. But that's not really the point. The value of platforms like this isn't in their uniqueness – it's in the underlying growth of video marketing, particularly in B2B.
A few data points on video marketing overall: 91% of companies now use video in their marketing mix. Of those that weren't yet doing so, 68% planned to start in 2024. And 85% of companies planned to spend at least as much – or more – on video marketing in 2024 as they did in 2023.
The B2B numbers are even more compelling: 70% of B2B buyers watch video during the product evaluation process. Companies that already use video in their B2B marketing generate 49% more revenue than those that don't. And 50% of B2B buyers admit that video directly influenced their purchase decisions.
That performance gap is prompting a wave of pivots. Some startups that began building video tools for consumers have shifted their focus toward business clients.
Storimake, which raised €1.4M for a marketplace connecting freelancers with mobile video creators – originally targeting individuals – has since repositioned squarely on business clients, helping them create video content to strengthen brand positioning.
Meanwhile, purpose-built B2B video tools are attracting fresh investment. StoryBox ([related review](/review/zachem-mechtat-esli-mozhno-zarabatyvat)) raised $7.5M for a video recording and editing app designed specifically for company employees – enabling in-house video production without freelancers or agencies.
The broad opportunity is video content creation, processing, and distribution platforms built for businesses. The tailwind is clear, and the playbook is simpler than it might seem: assemble fairly standard tools, but package them as purpose-built business platforms with the right integrations and analytics layer.
The more interesting niche within this space is video for B2B sales.
It's less obvious, but that's where the upside is. Mica ([related review](/review/chto-obshhego-mezhdu-tiktokom-i-b2b-prodazhami)), a recent Y Combinator graduate, built exactly this kind of unexpected solution. Mica's platform takes long sales call recordings and cuts them into short clips that can circulate internally at a prospect's company – giving decision-makers a digestible summary rather than forcing them to read a document or sit through a full replay.
The insight is simple and a little uncomfortable: even senior people tackling important decisions now prefer watching short videos over reading serious documents.
So what other unexpected use cases exist for video inside the B2B sales process? Find a genuinely useful one in a space this rich, and there's real money to be made.