4 Ways to Use Video Throughout the Sales Cycle

 In B2B Engagement Marketing, Content Marketing, Demand Generation

LinkedIn’s recent announcement that they will now support video in Sponsored Content is a telltale sign of just how important video has become for B2B marketers.

In fact, many marketing teams are going all in, with 72% of them using video as a content marketing tactic in their organization.

Are you ready to use video as a full-funnel marketing tactic? In this post, you’ll find four creative examples of how marketers are using video throughout — and even after — the sales cycle.

Awareness/Top of Funnel

At this stage in the buyer’s journey, you’re working to generate brand awareness and attract leads to pull them into the funnel. To do that, you’ll need content that’s going to grab their interest and provide educational value.

Your audience, on the other hand, is seeking out content to solve a problem or self-educate to stay up to date on what’s going on in their industry. They’re looking for informational content that will help them in their jobs.

In this example from Integrate, they present a challenge they know their audience has, while then addressing how they can help at a high level — without being overly product focused. The animated format also helps to break down high-level concepts in a fun and engaging way.

Consideration/Middle of Funnel

This is the time where you should begin to highlight your value proposition and position your product as the best choice for solving the challenges they’re facing.

By this point, your potential buyer understands that they have a problem they’re trying to solve and have begun seeking out solutions to fix it.

Check out this example of an animated case study put together by our BrightTALK Studios team. As the creative arm of BrightTALK, they’re fantastic storytellers and were able to take a one-sheeter case study and turn it into a vibrant and engaging video.

Case studies are so effective because buyers need to validate or justify purchase decisions. Especially with a large-scale B2B purchase, buyers need to have complete confidence that they’re investing in a solution that’s been peer-tested.

And because case studies and videos are both powerful content formats on their own, combining them is an extremely compelling way to nurture your prospects and help them understand if your solution is a good fit for them.

Decision/Bottom of Funnel

The bottom of the funnel represents a select group of your most qualified prospects. Your goal is, quite simply, to convert them into customers. Their goal is to make a purchase — and they need information and materials to justify why they should go with your solution.

A great example: Cradlepoint offers a series of two-minute whiteboard videos, in which experts highlight features and benefits of specific products. It’s an easy, low-effort way to infuse a human element into often dry topics.

Retention & Growth/Post-Sale

After the sale, the most critical next step is to make sure your customers feel empowered to use your products. This is a joint effort between many teams, including marketing, support, and customer success.

Technical support most commonly exists in the form of a community forum or support portal. Influitive, however, took this traditional model and added an engaging twist by incorporating video to help answer product-related questions.

In their InfluiTips series, they tackle common issues their customers face. The videos are hosted by Influitive employees, which adds an extra touch of personality.

To learn more about mapping content to the buyer’s journey, watch our on-demand webinar.

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