Mastering the Art of Video Content Through the Marketing Funnel

By Richard Francis

video marketing funnel

In today's digital age, video has evolved beyond being a mere medium—it has become a pivotal tool that shapes how we connect, communicate, and convert our audience. When utilized effectively, video content can guide consumers through various stages of the customer journey, from building awareness to fostering brand loyalty. 

In a recent industry event, I was surrounded by a refreshing wave of change within the video marketing landscape. Here are some pivotal learnings I took back to my team, signaling a significant evolution in how we approach and utilize video content.


The B2B industry is finally ready to embrace video

As Paolo Campagnoli, Video Content Lead at Unmuted, underlined, the B2B video marketing space is transforming, marked by a newfound maturity and readiness to embrace innovative video strategies. 

Concepts such as lean video making, experimentation, and a holistic approach have taken center stage, reflecting a collective recognition that innovation is critical to staying ahead in this evolving landscape.

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Video as a tool for holistic marketing

Video goes beyond being just another medium. It becomes a transformative tool that shapes connections, communication, and audience conversion when used strategically. 

The key lies in adopting a holistic approach, integrating video seamlessly throughout the entire marketing funnel for maximum impact. Let me tell you more about how we leverage video at Foleon for each stage of the funnel to create a seamless and engaging experience.


Stage 1: Awareness

Engaging videos, such as product teasers, storytelling videos, and thought leadership snippets, introduce our brand, tell compelling stories, and leave a lasting impression. We sprinkle humor and storytelling to make videos relatable and don't hesitate to experiment with different styles.

Check out this example from our Digital Design Expert, Wessel van der Berkel, discussing the hottest design trends set to dominate designs in 2024.

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Stage 2: Consideration 

Video content can play a pivotal role in influencing decision-making by showcasing product features and highlighting the unique value your brand offers. We focus on clarity and quality in product demos and customer spotlights. Authenticity is critical, especially with customer videos adding an extra layer of support.


Stage 3: Decision

Address common concerns and objections with customer success stories, in-depth interactive product demos, and personalized videos. Our product demos are distributed per audience segment and incorporate clickable elements for a more interactive experience. 




Stage 4: Onboarding

Investing in onboarding video content is equally important. Keep onboarding videos concise and humanize the process by featuring team members or customer success stories. We tailor onboarding videos based on user personas and segmentation.

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Stage 5: Education

Deepen customers' understanding of your product or service through on-demand training and webinars. We invested in a Foleon Academy program to offer customers tailored video courses and learning paths. Get started in 20 minutes with Foleon 101.


Stage 6: Expansion

In the expansion stage, you want to nurture existing customers, encourage upsells, and foster brand loyalty. We create personalized video content based on customer preferences and leverage data analytics to personalize effectively.


Video is a paradigm shift

Thomas Madsen-Mygdal, TwentyThree CEO and Co-Founder, underscored the transformative role of video in today's changing world. It's not just a passing trend but a paradigm shift in communication

Investing in video is no longer optional but essential for survival in the market. Whether for internal communications, webinars, product videos, or social posts, the time to leverage the power of video is now.

We all have the tools and knowledge needed to create compelling content — we should embrace this shift in our professional lives, just as we do in our daily routines.

Hungry for more? Get my full-funnel video marketing menu here. It's got sugar, spice, and everything (marketing) nice. 



Mastering the art of video content is not just about creating visually appealing videos; it's about crafting a narrative that resonates with your audience and guides them on a meaningful journey with your brand. Plan your video content per the customer journey, ensuring each piece serves a specific purpose and guides the customer to the next stage. 

Richard Francis

Richard is Foleon's VP of Marketing. With nearly 15 years of industry experience, he's committed to bringing marketing and overall business strategy together. Focused on investment right through the funnel, he's convinced that storytelling is the core of commercial success. When he's not working, you'll find him in the garden, growing goods for the kitchen.

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