How to Use Videos at Every Stage of the B2B Conversion Funnel

In an increasingly digital, dynamic and competitive B2B market, videos have gone from being a differentiator to becoming a key part of the customer acquisition and retention strategy. But it is not enough to simply produce audiovisual content. It is necessary to understand what format use at each stage of the conversion funnel, when distribute it and why it makes a difference in marketing and sales results.

What is a conversion funnel in B2B marketing?

The conversion funnel in B2B marketing describes three macro stages that your potential customers go through:

• ToFu (Top of the Funnel) – awareness and attraction
• MoFu (Middle of the Funnel) – consideration and comparison of solutions
• BoFu (Bottom of the Funnel) – decision and closure

Each step requires videos with clear objectives, appropriate voice and personalized calls to action, aligned with the stage of the purchase journey.

1. Top of the Funnel (ToFu): Visibility and Education

In ToFu, your audience is still discovering that they have a problem or opportunity. The goal here is to generate awareness, spark curiosity and increase the brand’s reach.

Recommended formats

• Light institutional positioning videos: focus on purpose, values and corporate culture.
• Educational or explanatory videos: quick tutorials and definitions of key concepts.
• Snackable content: Reels, Shorts and Stories created from your main video.

Best practices

• Start making an impact in the first 5 seconds to hold attention.
• Use captions, motion graphics and friendly visual language.
• Distribute across high-reach channels: YouTube, LinkedIn, Instagram, and programmatic media.

To dive deeper into your educational content strategy, check out our post on Video Marketing Trends in 2025.

2. Middle of the funnel (MoFu): depth and authority

In MoFu, leads have already identified a challenge and are evaluating solutions. It’s time to reinforce your brand’s credibility and demonstrate what sets you apart.

Recommended formats

• Strategic institutional video: cohesive narrative, market data and clear benefits.
• Case studies and testimonials: real customers sharing problems and results.
• Structure tour or process demonstration: showcase your workflow and technical expertise.

Best practices

• Combine storytelling with real metrics to build trust.
• Personalize by segment whenever possible.
• Include advanced B2B storytelling techniques to further engage.

3. Bottom of the funnel (BoFu): conversion and closing

In the final phase, the lead is ready to make a decision. Your videos should eliminate any last objections, reinforce credibility, and create a sense of urgency.

Recommended formats

• Custom commercial pitches: direct demonstration of value to that potential customer.
• Sales videos by experts: messages recorded by the Business Development team.
• FAQs and onboarding videos: anticipate doubts and demonstrate professionalism in delivery.

Complementary Videos: Nutrition and Re-Engagement

In addition to the traditional funnel, invest in:

• Segmented educational series: video cycle for email marketing and webinars.
• Product Update Videos: releases, new features or recent cases.
• Evergreen content: “myths and truths”, “how it works” and timeless guides.

How to measure and optimize results

Silvertake recommends following:

• Average viewing time by video and by funnel stage;
• CTR (Click Through Rate) in emails and landing pages;
• Post-video conversion rate (leads generated after watching);
• Cross-engagement with CRM, segmenting by sector and company size.

With these indicators you can adjust scripts, formats and channels, ensuring an increasingly effective purchasing journey.

Conclusion and next step

Integrating videos into your B2B conversion funnel turns your communication into a continuous engine of opportunities. With the right plan, from snackable videos in ToFu to personalized pitches in BoFu, your company positions itself as a reference and accelerates the sales cycle.

At Silvertake Vídeo, we have helped brands such as Thoughtworks, QuintoAndar, XP, Bernoulli and ZapSign to scale results with strategic videos. Want to turn your funnel into a qualified lead generator? Request a free diagnosis and find out how we can improve your audiovisual performance.