Do you ever look at all of the video content online and wonder who uses video in their sales funnel? With the technology available today, it is easier than ever to create professional, engaging video content without tearing your hair out or breaking the bank. While video is a great option for any company with a sales funnel design, it is a particularly popular choice for Business-to-Business (B2B) and Software as a Service (SaaS) companies. If you are interested in content marketing or are in need of video marketing services, you may want to familiarize yourself with the strategies that both of these types of companies use with videos in their sales funnels.

Business-to-Business (B2B)

When you consider who uses video in their sales funnel, B2B companies definitely lead the pack. During the past few years, the online video content use has exploded among B2B companies, particularly for video marketing. It is not a secret that video is a great asset for reaching new customers, building brand awareness, and developing new leads. This is a great start, but B2B companies can incorporate video even further into their sales funnel.

There are different types of video content that are appropriate for different aspects of a sales funnel. The content that is great for pulling new customers in may not be the same content that closes a sale. For example, basic thought leadership insight is perfect for garnering new interest while customer success case studies are more beneficial later on in the sales cycle.

Software as a Service (SaaS)

The frequency of SaaS billing cycles means that SaaS companies don’t have a lot of time to waste on their sales funnel conversion rates. They must be able to sort through and assess the information quickly so they can use it to make important decisions about prioritization and resourcing in a timely manner.

It’s important to keep in mind that there are a number of different strategies available online for sales funnel automation. Thanks to the Internet, there seems to be no limit to the different things that a SaaS company can track about their business. An effective SaaS sales funnel flow chart or infographic does not necessarily have to include every possible measure. Instead, look for a flow chart that accurately reflects the type of work that employees complete at each stage of the sales funnel for your particular SaaS business. This will allow your company to create appropriate video content for each stage.

With the right sales funnel model for your SaaS company, you’ll be equipped with an operational model that drives tactical execution. Video plays a critical role in this execution.