In this dynamic March edition of the B2B Growth Show, Paul Slack and Ryan Miller are joined by video marketing expert Chris Kraft to explore the strategic impact of video across the B2B buyer's funnel. Together, they share actionable insights on why video is a must-have in your marketing arsenal, how to effectively implement it at every stage of the buyer's journey, and when to invest in high-production versus lo-fi content.
This session expertly blends marketing strategy with practical examples, offering valuable advice for B2B marketers looking to improve lead generation, engagement, and conversions through video.
Key Takeaways
- The Growing Need for Video in B2B Marketing
Video continues to outperform other content types, driving better engagement, higher conversion rates (up to 80% higher), and increased brand recall throughout the funnel. - Top-of-the-Funnel Awareness Strategies
Learn how high-production brand storytelling and thought leadership videos (e.g., CTV ads, YouTube campaigns) can help cast a wide net and establish your brand with precision targeting on platforms like LinkedIn and Mountain. - Middle-of-the-Funnel Education and Connection
Leverage explainer videos, customer testimonials, and serialized content (like this show) to educate and nurture prospects while reinforcing your authority in the industry. - Bottom-of-the-Funnel Tactics for Conversions
Discover how video demos, case studies, and personalized approaches like video DMs or Loom walkthroughs can help close deals, stay top of mind, and foster connection within a buying committee. - The Blend of High and Low-Production Video
Align high-production efforts with top-of-funnel initiatives like brand storytelling, while utilizing lo-fi, cost-effective options for deep-funnel engagement and social interactions. - How to Get Started
Begin with a clear strategy that aligns with your content pillars, define your audience, and plan for reusable video assets that can stretch across your content calendar. Integrate video into key stages of the funnel to maximize ROI on your efforts.
Notable Insights
- A robust video strategy involves both paid and organic approaches, with tools like LinkedIn Thought Leadership Ads and YouTube providing cost-effective yet impactful targeting.
- B2B companies are increasingly using AI-powered video tools and content libraries to scale video production and maximize engagement across platforms.
- Video fosters real human connection, making your brand more relatable while addressing modern buyer preferences of consuming rather than reading content.
This session delivers a roadmap for B2B marketers seeking to harness the power of video in their strategies, from driving awareness to closing deals.
Actionable Takeaways:
- Use video to address specific funnel challenges based on your business strategy.
- Build lasting video assets during on-location shoots that can fuel your content strategy for years to come.
- Incorporate data-backed approaches to track results and optimize efforts.
Whether you're new to video marketing or ready to refine your approach, this session offers actionable steps to elevate your campaigns and meet modern buyer needs.