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Lights, Camera, Conversion: Using Video at Every Stage of the B2B Funnel

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 06/06/2025