Tomorrow.io, the world’s leading Resilience Platform™, enables public and private sector organisations to reduce the impact of weather on their operations. With its growing satellite constellation, it integrates advanced data into proprietary models to deliver unmatched predictive insights through its Resilience Platform™. This helps organisations anticipate and manage weather-related disruptions, ensuring resilience and continuity in all conditions. For example, a motor insurance company can alert policyholders to move their cars if hail is expected.
Because Tomorrow.io supports a wide range of industries and use cases, the company faced challenges in scaling personalised and impactful video content to support its diverse audiences, enhance efficiency, amplify executive presence, and drive content strategy.
Relying on an AI stack to scale marketing efforts
Tomorrow.io’s marketing team operates with a broad scope and a lean structure, consisting of only five members. To compete with larger organisations that have extensive marketing resources, Kelly Peters, Director of Marketing, leverages AI-driven strategies and technology stacks.
“We support many different business units. We need to stand out, just like any other marketing team. But given our size, we also have to be especially resourceful,” said Peters. “That’s why we actively leaned into and adopted AI, instead of just reacting to it.”
The marketing team at Tomorrow.io relies heavily on video. It is a critical part of their marketing strategy, both from an SEO and engagement perspective. However, traditional video production is time-intensive, requiring coordination with senior leaders, videographers, and extensive post-production.
“We know that video is going to engage people more effectively and make a greater impact from a brand perspective,” said Peters. “We see it as essential for the future of marketing.”
To take a more ABM-style approach, the team needed a way to scale personalised content at the account and individual level and maintain consistency across a growing range of outputs. That’s what led them to HeyGen.
Choosing the right platform for its content engine
After using Synthesia, the team realised it was not meeting their needs from an avatar quality standpoint. Tomorrow.io chose HeyGen for its lifelike AI avatars and the ability to create and send personalised videos of executives.
“One of the challenges we faced before using HeyGen was definitely time. It takes weeks to create a really good, professional-looking ad or video. And we were looking to reduce that turnaround time,” said Madison Sofield, AI Content Strategy and Video Creation at Tomorrow.io.
Now, HeyGen powers Tomorrow.io’s everyday content engine and integrates smoothly into its content workflows. The team uses the platform to create video content that can be reused in multiple formats, from product explainers and leadership videos to social media posts and email campaigns.
“Most marketing teams plan their written content first and then create videos from it. In contrast, we plan for video content and then turn that into written pieces,” said Ruth Favela, AI Marketing Manager. “We realised, why not simply start with a video that can be turned into multiple pieces of content?”
For instance, Tomorrow.io uses HeyGen to create AI avatars of senior leaders, including its CMO, and to produce personalised video content for high-value prospects. All the team needs to do is meet a stakeholder to define the objectives, use ChatGPT or Claude to write a script, put it into HeyGen to generate an avatar video, and export it for post-production—entirely with AI. The final videos are then integrated into the relevant distribution channels.
“When I watched my first HeyGen video, it felt really exciting but also quite strange, because I had basically created a video of my boss. It felt like I was handling so much power, but also very exciting because I could immediately create something for our ads,” said Madison.
Beyond marketing, the HeyGen AI avatars found applications across departments, with potential use cases such as training modules or customer support videos. “Our marketing team has now become a beacon of leadership in the AI marketing space, both within the organisation and in the wider industry,” said Peters.
Transforming AI video into high-impact marketing
HeyGen has become an essential part of Tomorrow.io’s content strategy, enabling the team to scale their output and improve engagement without compromising on quality. By streamlining video production and supporting personalised outreach, HeyGen has helped Tomorrow.io reimagine the potential of video in their marketing initiatives.
The adoption of HeyGen drastically reduced video production timelines, with team members creating polished videos in hours instead of weeks. With HeyGen, the team now creates videos in just two days instead of an entire week, accelerating campaign velocity and enabling them to keep up with rising content demands. The scalability and personalisation achieved with HeyGen has transformed Tomorrow.io’s ability to engage its audiences and enhance the buyer’s journey without overburdening internal resources.
“I can't even imagine doing it with a traditional video setup,” said Madison. “We would have to bring in a videographer, have the executive read a one-minute script, and then wait for the footage.”
Tomorrow.io demonstrates how advanced AI tools can empower small teams to compete with industry giants, fostering innovation and operational excellence while reshaping how organisations connect with their audiences.
With a team of just 3–5 marketers producing an enterprise-level volume of content, Tomorrow.io demonstrates how AI unlocks outsized impact for lean, high-performing teams. In total, the team saves an estimated 2–3 months every year on video production by eliminating traditional shoot logistics, back-and-forth edits, and contractor time.
“It’s not just the time saved. It’s the fact that by not having to spend that time on the ad, I can think more about larger projects like documentaries or campaigns I would not even have conceptualised before having this tool,” said Peters.
