When we think of creative branding efforts—especially videos—we often think of B2C brands. It is for this reason that creative B2B branding has such opportunity to stand out and be noticed.Hope Morley of Umault is a master of the happy medium between "stale demo video" and "pure entertainment," making entertaining and informative videos for B2B brands that really sell. We discuss why the B2B market is so ripe for creativity, the relationship between sales and marketing, and why branding still matters in the B2B space.***Follow Christine Gritmon on Twitter: @cgritmon and join her each Tuesday for the #ChatAboutBrand Twitter chatSubscribe to the Let's Talk About Brand Newsletter that goes out every Monday to ensure you don't miss a beat!Listen to Let's Talk About Brand on your favorite podcast platform!You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.And if you have a question or suggestions for the show, send us an email at podcast@adweek.com. Hosted on Acast. See acast.com/privacy for more information.