Astute marketers know that the current video marketing landscape is fragmenting. Where you used to be able to employ a single video or group of videos for all funnel stages, that’s not going to cut it anymore. Your buyers want curated content, catered for the exact questions and concerns they’re thinking about at the time. That’s a lot of pressure—but it’s also a huge opportunity for marketers on the cutting edge. In this article, we’ll highlight 8 types of B2B video and where to use them in your funnel to ensure that your customers get the best possible buying experience from your brand.

You can also check out the accompanying webinar below.

Fast Forward - Nov 2017 - Jeremy Pryor

Funnel Stage: Attract

The attract funnel stage is all about building brand awareness. You don’t need to worry about sealing the deal with your future customers just yet—you just want to let them know that you’re out there. There are two key types of B2B video you can leverage during this funnel stage to ensure that you reach the greatest possible audience for your product.

Demand Generator

You’ve definitely seen this kind of video before. It’s the brand video with a fun twist. Think Taylor Swift running on a treadmill to advertise Apple Music.

The purpose of a demand generator video is first of all to entertain—and then educate. You want to pique interest in your brand and leave people wanting to find out more.

Tips for creating your own:

  • Create a coordinated digital deployment campaign around your video to help it reach the greatest audience possible
  • Create mini teasers you can post to each platform to get people interested

Social Cyclone

Like the demand generator, the social cyclone’s main purpose is to build brand awareness. However, the social cyclone should be hyper-targeted to the platform you plan on sharing it to in order to get the best results. Your videos should be tailored to the platform both in terms of technical attributes and the platform’s audience—that means making your videos square on Facebook and sharing educational video content on LinkedIn rather than, say, Twitter.

For a great example of content that’s well-suited to its platform and audience, I highly recommend checking out Gary Vaynerchuk’s educational videos on LinkedIn.

Tips for creating your own:

  • Post natively when possible—social platforms give preferential treatment to native content
  • Target your content as narrowly as possible to ensure the best audience for your videos

Funnel Stage: Capture

Now that you’ve piqued your audience’s interest, you want to get them intrigued by your product or solution. Sure you’re able to make them laugh, but is your pitch compelling enough to get them interested in exploring whether your solution is right for them? The videos we’re going to talk about next will help you do just that.

Premium Explainer

In essence, an explainer video is a video that provides an overview of a problem and how your product provides a solution. The video itself can be animated or live action—what makes it “premium” is that it pattern interrupts in some way. Given that explainer videos are so widespread, if customers feel like they’ve seen your video before, they’ll click away. Make sure to make yours distinct, like this “What’s the Epiphany?” video on Ephipheo’s homepage

Tips for creating your own:

  • Make your customer the hero of the story—your product is just the tool that gets them there
  • Include relevant calls-to-action (CTAs) to push your viewer to the next stage in the funnel

Thought Leader Series

Your whitepapers and thought leadership content are awesome, informative resources. But let’s face it, they’re not exactly the most engaging content on the internet. To fix this, why not create an informative video series? Make use of your in-house experts or interview external thought leaders to create digestible clips of key resources, research, or best practices—like we did in our Modern Marketing Point of View series. Check out this episode featuring Matt Heinz!

Alternatively, create teaser videos for your existing PDF guides and resources. These will help increase the perceived value of your content and encourage customers to download—especially if your resources are gated.

Tips for creating your own:

  • Created a dedicated video resource hub on your website so customers can easily access your video content in one place

Funnel Stage: Nurture

At this point your viewers know about you and what you do—now you want to educate them about your solutions. These next video types will allow your viewers to learn about your product in greater depth and prompt them to take action. 

One-Thing Webinar

Imagine you could funnel all of your prospects to a single webinar that they’d be guaranteed to watch. What would it be about?

Whether this webinar already exists or is yet to be created, this is your “one-thing” webinar—the most important webinar in your content arsenal. Ideally, this webinar should provide a framework for understanding the problems faced by people working in your industry. You can provide new insight, advice, or best practices—but save mentioning your own solution to the end. Focus on showing your customers that you understand their perspective and by the end of the webinar they’ll be clamouring to know more about how you solve the problems they deal with every day. For an example of a great one-thing webinar, check out the webinar Jeremy Pryor gave at last year’s Fast Forward.

Tips for creating your own:

  • Update and optimize your one-thing webinar every 6 months – 1 year
  • Build a webinar-specific sales funnel by channelling more resources into the promotion of this one webinar—using social media, ads, etc.

Product Walkthrough

Product walkthrough videos give you the chance to take your viewers on a guided tour of your product or solution. At this stage in the funnel, it’s okay to talk more about your company and solution. Your viewers have made it this far, so clearly you’ve piqued their interest!

Tips for creating your own:

  • Create an interactive experience for your viewers—either on the landing page or in the video itself—so they can choose to find out more about the products or services they’re most interested in
  • You’ll be updating these product walkthroughs relatively frequently (every 6 months – year, or however frequently you deem necessary), so don’t sink your entire budget into a super high-quality production—instead, choose a level of production that’s sustainable for you to update on a regular basis

Funnel Stage: Convert

Your viewers are intrigued, they know what your company and product(s) are about—now all that’s left is to help them make up their minds. These next video types will help prompt your viewers to take the leap and make a buying decision.

Tipping-Point Testimonial

B2B buyers want reassurance: they want to hear from their peers that your solution works as well as you claim it does. While regular video testimonials can also serve this purpose, for greatest impact, combine your top testimonial videos into a single, high impact “tipping-point” testimonial.  

Tips for creating your own:

  • Think carefully about the story you want your tipping-point testimonial to tell; one way of structuring this kind of video is to first introduce the problem faced by each customer and then develop an identity for each persona giving their testimonial

Personalized Email

Did you think that video was only marketing’s domain? Think again! Sales can get in on the video fun by sending 1:1 personal video messages. This kind of personalized outreach can not only help establish a relationship with your viewer but also provide custom-tailored insights based on their company and role. Best of all, they’re introduced to a friendly face they can go to for any questions or next steps.

Tips for creating your own

  • Put the word “video” in the subject line
  • You may not be able to embed a video right into the email itself. If you run into this issue, simply insert the video thumbnail and ensure it’s linked to a sharing page with the video set to “autoplay”

Phew! This is a lot of information, so for now, think about one funnel stage or video type to focus on. Think about the biggest gap currently in your funnel? Where could one of these video types have the most impact?

Alternatively, think about the opportunities you have. Maybe trying something new in an area where you’re already strong would be more impactful than trying to fix a problem or gap. Take a look at your video funnel and decide which strategy works best for you.

Are you already using some of these video types in your funnel? Excited to get started? Let us know in the comments below!

Carina Rampelt