Video isn’t just for brand awareness anymore. Today, it drives impact at every stage of the funnel, from sparking interest to sealing the deal. If you're not using it strategically, you're leaving engagement (and revenue) on the table.
Here’s how to put video to work where it matters most throughout your funnel.
Top of Funnel: Grab Attention and Build Brand Recognition. At the awareness stage, your job is to make a memorable first impression. You want buyers to know who you are and why they should care.
Best video formats for TOFU:
- Brand explainer videos
- Social media teasers
- Animated "problem/solution" overviews
Tips:
- Keep it short (30-90 seconds).
- Focus on pain points and big-picture outcomes.
- Don’t sell—educate and inspire.
Example: A 60-second animated video titled “3 Workplace Safety Risks You Didn’t Know You Had” to drive webinar registrations.
Middle of Funnel: Educate, Nurture and Build Trust.
In the consideration stage, buyers are researching solutions. This is where your video content should provide depth, clarity and social proof.
Best video formats for MOFU:
- Product walkthroughs or demos
- Case study videos
- Expert interviews or webinars
Tips:
- Address specific objections or questions.
- Show real people and real outcomes.
- Use storytelling to make technical concepts accessible.
Bottom of Funnel: Reinforce Confidence and Drive Action. Now your buyer is nearly there but they need assurance. Video at this stage can help remove doubt and accelerate decision-making.
Best video formats for BOFU:
- Personalized sales videos
- ROI-focused demo recaps
- Behind-the-scenes or "meet your team" clips
Tips:
- Personalize when possible, especially for high-value deals.
- Reinforce differentiation and ease of adoption.
- Include clear calls to action.
Example: A personalized video from the sales rep walking the buyer through the next steps and introducing the onboarding specialist.
Post-Sale: Onboard, Retain and Upsell.
The funnel doesn’t stop at conversion. Use video to delight customers and turn them into long-term advocates.
Best video formats for retention:
- Onboarding tutorials
- Customer training videos
- Product update explainers
Example: A monthly “What’s New” video featuring quick tips, new features and ways to get more value from your platform.
Final Thought
Video is no longer optional in B2B—it’s essential. When used strategically across the funnel, it doesn’t just tell your story—it brings it to life.
It helps your audience understand faster, trust deeper and convert sooner.
Posted on 06/06/20250 comments
B2B marketers are drowning in dashboards. From website clicks to email opens to engagement scores, we’re flooded with data. The truth is, not every metric deserves your attention. Chasing vanity numbers can distract from what really moves the needle.
How do you cut through the noise? Here are five metrics that reveal what’s really working in your marketing.
- Lead Velocity Rate (LVR)
What it is: The month-over-month growth rate of qualified leads entering your pipeline.
Why it matters: LVR doesn’t just tell you how many leads you have—it tells you if your growth is sustainable. A rising LVR means your funnel is healthy and scaling.
How to use it: Track LVR alongside your sales cycle length. If LVR is increasing but revenue isn’t, there may be a quality gap. If both are rising together, you’re on the right path.
- Sales Cycle Time
What it is: The average time it takes for a lead to move from first touch to closed deal.
Why it matters: Speed = momentum. Long sales cycles can signal friction in the buyer journey, or a mismatch between marketing and sales messaging.
How to use it: Segment by persona or campaign type to pinpoint slowdowns. A new nurture stream or updated content may be all it takes to accelerate progress.
- Content Engagement Rate
What it is: The percentage of users who actively engage with your content
Why it matters: Traffic means nothing if no one’s engaging. This metric tells you if your content is actually resonating—or if it needs a rethink.
How to use it: Double down on topics and formats with high engagement. Kill (or repurpose) content that’s flatlining.
- Marketing-Sourced Pipeline
What it is: The total dollar value of opportunities that originated from marketing efforts.
Why it matters: This is your tie to revenue. It moves the conversation from “look at our open rates” to “look at our impact.”
How to use it: Collaborate closely with sales to track attribution accurately. Align campaigns to pipeline goals—not just leads.
- Customer Expansion Metrics
What they are: Metrics tied to retention, upsell and cross-sell opportunities.
Why they matter: New leads are great. But growth often comes from the customers you already have. These metrics reveal how marketing supports post-sale value.
How to use them: Create content that supports customer success and identifies expansion triggers. Measure renewal rates, upsell revenue and NPS alongside campaign data.
Final Thought
In 2025, success in B2B marketing isn’t about reporting more metrics—it’s about reporting the right ones.
When you shift focus from surface-level stats to meaningful indicators of engagement, velocity and impact, your strategy gets sharper. Your campaigns get stronger and your team becomes a true driver of business growth.
Posted on 05/23/20250 comments
In the rush to automate, scale and optimize, too many B2B marketers forget one fundamental truth: buyers are people first and foremost.
Yes, they’re decision-makers, budget owners or influencers. Beneath the job titles are real humans who crave relevance, recognition and respect. The brands that win in today’s crowded B2B landscape are the ones that treat buyers like individuals—not line items in a CRM.
So how do you stop selling at people and start connecting with them? Let’s break it down.
B2B Has a Personal Side. Don’t Ignore It
The myth that B2B buyers are purely rational is outdated. Emotions, trust and relationships play a massive role in their decisions, especially when stakes are high and investments are long-term.
Here’s what it looks like to make buyers feel seen:
- You speak their language (not yours).
- You solve their problems (not just promote your product).
- You understand their context (role, industry or goals).
When buyers feel like your marketing was made for them, not everyone, that’s when the magic happens.
Personalization Is More Than a First Name
Today’s personalization isn’t about dropping {{FirstName}} into a subject line. It’s about deep, meaningful relevance. Think:
- Segmented messaging that speaks to the buyer’s industry, pain points and priorities.
- Tailored content experiences that align with their stage in the journey.
- Sales follow-up that references their actual behavior, not just a form fill.
If you’re not sure where to start, ask yourself: “Does this message help this person solve a real problem, or does it just serve my funnel?”
Empathy Can Set You Apart
Want to stand out in a sea of generic whitepapers and sales-y emails? Show empathy.
- Highlight customer success stories that mirror the buyer’s challenges.
- Use language that validates their pressures—tight budgets, long timelines, competing priorities.
- Offer value upfront with no strings attached. (Sometimes the best CTA is “Here’s a free resource that might help.”)
When buyers feel understood, they lean in. When they feel pressured, they back out.
Show, Don’t Tell: Practical Ways to Make Buyers Feel Seen
Here are a few quick wins that can transform your outreach:
- Revamp your personas with real voice-of-customer insights, not just assumptions.
- Audit your nurture sequences for relevance. Are they helping buyers or just nudging them?
- Design content with empathy—titles like “Your Guide to…” or “How Companies Like Yours…” go further than “Our Product Sheet.”
- Train your team to lead with curiosity. Whether it's sales or support, conversations that start with “What are you working on?” build more trust than “Are you ready to buy?”
Final Thought
In a world full of noise, the most human message wins. When you make your buyers feel seen, you don’t just generate leads. You build relationships.
And relationships are what drive long-term revenue.
Posted on 05/09/20250 comments
B2B marketing was once all about the numbers. ROI. MQLs. SQLs. Acronyms and analytics ruled the day. While numbers are very much still essential, we’re in the middle of a creative shift, and if you’re paying attention, you’ve already felt it: Design is no longer a nice-to-have. It’s a demand-generation driver.
Design Isn’t Just Decoration—It’s Strategy
In a digital-first world, your visual identity is your first impression. From a landing page to a promotional email or a social post, design is what shapes perception in seconds. It influences whether a prospect will click, scroll, convert or bounce. Great design isn’t just about looking good. It’s about:
- Clarity. Design helps simplify complexity, especially when you're explaining technical or abstract solutions.
- Emotion. Visual storytelling creates resonance, driving action.
- Differentiation. Exceptional design sets you apart instantly.
The Rise of the Design-Led Funnel
B2B buyers expect the same seamless, engaging experiences they get in B2C. Here’s how design directly impacts each stage of the funnel:
- Top of Funnel (Awareness): Clean, eye-catching social graphics and branded visuals boost CTRs and brand recall.
- Mid-Funnel (Consideration): Professionally designed case studies, whitepapers and comparison sheets elevate credibility.
- Bottom of Funnel (Decision): Well-designed demo pages, proposal decks and portals build confidence in your professionalism and product experience.
Design doesn’t just support marketing. It amplifies it.
Creative Consistency = Trust
Inconsistency erodes confidence. If your content has one visual style, your emails another and your landing pages yet another, it signals a lack of cohesion. A strong visual identity, carried through every channel, builds familiarity, and in B2B, familiarity breeds trust, which leads to conversions.
Final Thought
The future of B2B belongs to brands that are bold, clear and creative. Design isn’t a finishing touch—it’s a foundation.
Posted on 04/25/20250 comments
As we move through 2025, the ability to adapt quickly has become even more critical for B2B companies. Agile marketing remains a key strategy for staying competitive and responsive to evolving market conditions. Here are a few best practices to integrate agile marketing into your approach this year.
- Embrace Flexibility. Create a marketing strategy that can shift quickly based on performance data and market shifts. Being able to pivot helps keep campaigns relevant and aligned with current goals.
- Use Data-Driven Decisions. Make analytics a core part of your process. Monitor campaign metrics regularly and use those insights to fine-tune your strategy in real-time.
- Foster Cross-Functional Collaboration. Bring together teams across departments to enhance communication and execution. Collaboration drives creativity, faster decision-making and stronger results.
- Implement Iterative Processes. Break larger initiatives into smaller phases and test as you go. Iteration allows for more flexibility and improves outcomes over time.
- Prioritize Customer Feedback. Keep a pulse on your customers by gathering and acting on their input. This ensures your messaging resonates and stays aligned with their needs.
Conclusion
In 2025, agility in marketing is more than a trend—it’s a necessity. By staying flexible, data-informed, collaborative, iterative and customer-focused, B2B marketers can adapt to change and drive stronger results in a shifting landscape.
Posted on 04/11/20250 comments