Signal+ by Able House & Partners
Signal+ combines target-account intelligence, creative ideation led by business expertise, narrative strategy and AI-assisted video production. We help B2B companies explain complex offers to the right decision-makers, then measure engagement within a campaign designed together.
Let’s discuss your audience and messageA polished film cannot compensate for unclear targeting or an unclear value proposition. We start with the decision-makers you need to reach, their questions and the evidence behind your offer. Video then becomes an activation asset aligned with your sales and marketing strategy.
The Signal+ production process
Human expertise defines the idea and creative direction. Narrative engineering and specialist generative AI platforms bring that intention to life, with a deliverable and an approval checkpoint at every stage.
Define the objective, audience, offer and campaign scope.
The role of AI
AI-assisted synthesis of the brief and existing content, followed by source review and strategic judgement.
Approved brief, priority questions and success criteria.
Map the buying committee, pain points, use cases and evidence of differentiation.
The role of AI
Generative AI supports research synthesis and messaging hypotheses; every claim is checked against its sources.
An ICP matrix, prioritised pain points and an evidence-based value proposition.
Human expertise · Business insight · Creative judgement
Turn a business challenge into a distinctive creative idea. Drawing on sector knowledge and decision-makers’ real situations, the practice identifies the tension, insight, angle and metaphor that can make the offer resonate.
Creative ownership
The concept and creative choices are led by human business and marketing expertise. Generative AI can help explore variations around a defined intention; the practice retains authorship of the direction, relevance assessment and selection.
Creative territories, a selected concept and a concept note connecting the audience’s business insight, the offer’s value and the intended response. Client approval before scripting.
Develop the angle, hooks, script and scene-by-scene narrative.
The role of AI
Language models help explore and refine script variations aligned with the positioning and brand voice.
Selected concept, script and editorial approval before production.
Define framing, characters, settings and visual continuity.
The role of AI
Storyboarding defines the visual sequence. Visual references and precise prompts guide the selected generative AI tools.
Approved storyboard and scene references: the film’s production plan.
Build the film shot by shot, refining motion, framing and visual consistency.
The role of AI
Specialist generative AI video platforms produce shot variations. Shot selection and refinement remain under human creative direction.
Selected sequences, checked continuity and footage ready for editing.
Edit, pace, score, subtitle and adapt the film to the selected channels.
The role of AI
AI supports the agreed voice, synchronisation and adaptation tasks; final quality is reviewed by people.
Approved masters and channel adaptations. Distribution, CRM integration and measurement are scoped together.
Human direction at every stage. Platform selection follows the creative brief and project constraints. Source validation, brand consistency and final approval remain editorial responsibilities.
Clarify priority segments, accounts, roles and buying situations. Define the ideal customer profile before producing a film.
Explore the deliverablesTurn a complex offer into an angle, messaging architecture, script and storyboard tailored to each audience.
Explore the deliverablesCreate a pilot and agreed variations using AI tools with human editorial oversight. Prepare formats for the channels selected together.
Explore the deliverablesOffer and audience assessment, messaging matrix, script, storyboard, pilot film, agreed adaptations, subtitles and measurement checkpoints. The number of videos, languages, formats, distribution arrangements and timelines are defined in the engagement scope.
The work runs from defining objectives and audiences through production and approval to a coordinated launch and review. Media buying and CRM integration are scoped with your marketing team or agency.
A campaign film can make a specialist platform easier to explain to executives. This anonymised example illustrates the creative format. Results depend on the audience, media investment and measurement; the film alone does not demonstrate commercial performance.
B2B campaign film — anonymised version. English subtitles included.
One narrative, built scene by scene: visual intention, staging and final output. Explore the creative work behind this anonymised B2B campaign.
A B2B campaign approach combining audience definition, messaging and AI-assisted video production with human editorial oversight.
Executives, marketing teams and sales leaders who need to present a complex B2B offer to decision-makers or strategic accounts.
Distribution and media buying depend on the agreed scope. We can coordinate with your marketing team or agency.
Languages, voices, subtitles and variations are specified in the brief and proposal.
Define the audience and objectives first, then review reach, impressions, clicks and interactions. Where data allows, also track attributable meetings and opportunities, interpreting every measure in context.
Download the presentation: audience intelligence, narrative engineering, cinematic creation and activation. Three short fields help us understand your context.
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Tell us which decision-makers you want to reach, the value of your offer and the evidence that matters to them.
Discuss Signal+An offer developed by Jean-Marc Abelous, founder of Able House & Partners. Explore our strategic B2B marketing expertise.
