How do you use video analytics to move buyers down the funnel?

Look at which questions got answered and where viewers drop off, then make the content that gets buyers about 80% of the way to a sales call.

Quick Answer

• Performance data sets the priority: which questions are being answered, where people drop off, what to make next.
• Buyers who get their questions answered reach about 80% of the way through the funnel, and then they are typically ready for a sales call.
• Iterate on the data, then repeat: buyer questions, sales transcripts, video, post, analyze, revise.

This fits inside a bigger picture. If you want the full view first, here's the bigger picture.

Let the data pick the next video

Once the videos are posted, we look at how they perform, and that decides what comes next. You probably want to be involved in this part, because the answers shape the whole content plan.

"What questions are being answered? Where are people dropping off in the videos? What's the next content that we need to make? The priority content that's actually going to help move them down the funnel." — Dane Frederiksen

Think of the funnel as a path toward the sale. Buyers enter at the beginning and move in one direction. The analytics show where they drop off, and the job is to get all of their questions answered until they are about 80% of the way through. At that point they are typically ready for a sales call, so the priority content is whatever helps them get there and close a deal.

Then we iterate based on what the data taught us, and we repeat the entire process:

1. Start with the buyer questions.
2. Pull them out of the sales transcripts.
3. Make the video content and post it.
4. Analyze what we learn.
5. Revise.

Because the analytics feed the revisions, this gets better every time. In the full video I show the whole system and who on your team owns each step, starting at about an hour a week from one person.

Doing the thing is the easy part. The hard part is knowing where you're already winning and where you're invisible. That's exactly what our free AI Visibility Snapshot shows you, before you spend a dollar.

Frequently Asked Questions

What should you measure on a B2B sales video?

Which buyer questions the video answered, where viewers dropped off, and whether the content moved buyers further down the funnel. Those three answers decide the next video.

When is a B2B buyer ready for a sales call?

When their questions have been answered about 80% of the way through the funnel. Video content that answers those questions in order gets them there.

How does the video process improve over time?

Every cycle ends in analysis and revision. Buyer questions, sales transcripts, video, post, analyze, revise, repeat. The analytics feed the revisions, so each round is better than the last.

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Want the full breakdown? Watch the full video, or read the full article.

Most teams don't get this right on the first try. Here's how we approached it for a real team. Curious what it'd look like for you? Let's talk it through.

Full Clip Transcript

Once we post these videos, we're going to see how do they perform. And then based on performance, that's going to help us prioritize, which you probably want to be involved in. This is like, what questions are being answered? Where are people dropping off in the videos? What's the next content that we need to make? The priority content that's actually going to help move them down the funnel. So we're going to see where in the funnel, if this is the beginning of the funnel, they're moving towards the sale in this direction. We're going to see where are they dropping off and can we get them all their questions answered until we get to 80% of the way through. And then they're typically ready for a sales call. So we're trying to prioritize the content that's going to help them move down the funnel and close a deal. Then we're going to iterate based on the data that we learned. We just kind of talked about that, based on the priorities that we have. And then we're going to repeat this entire process. We start with the buyer questions. Then we go to the sales transcripts, pull those out, make our video content, post it, then we analyze and see what we learn. And then we revise. And because of the analytics going into our revisions, this is just going to get better and better every time.

Full Transcript

This is how much time it takes from your team to build a video creation system that drives inbound leads. It depends on which of the 10 steps below that your team wants to handle and how often you want to create videos. There's three key steps you and your team are best suited to because of your roles and expertise and we'll get deeper into those 10 steps in a moment. I recommend starting out with one video a week by using about an hour of one team members time. The video's performance data will help us see what to improve next time and where to double down. It's entirely up to you. This can be adjusted at any time and taking on more work internally changes your time commitment.

So it starts with step one. We're gonna get the buyer questions from your sales transcripts. You have access to those better than us. So that's probably a good role for your team.

Next, we're gonna create the scripts and graphics.

Then the next role, because of your expertise internally with the product or service you have, having your people on camera is probably gonna make the most sense. They represent the company, they know this stuff and we're trying to build trust so we can actually close a sale here. So that's why they need to be probably the people.

We can handle the editing. We use Riverside. We just do a little bit of cleanup. It's very lightly edited because by showing the, little bit of flubs and things like that, you're kind of showing your authenticity. You're helping people build trust when they see a real person and you're really just trying to educate them rather than razzle-dazzle them with marketing fluff.

Next step, packaging. We'll handle making the thumbnails and coming up with the descriptions for the YouTube videos that have to be optimized. Things like chapters, links, we'll put all that together for you so you guys can just post. If you are the ones posting, which in many cases that'll be the case. People wanna handle that themselves. So that could be one area where your team needs to spend a little bit of time. Or we can do that for you with guest access.

And then of course, there's the analytics. Once we post these videos, we're gonna see how do they perform? And then based on performance, that's gonna help us prioritize, which you probably wanna be involved in this, is like, what questions are being answered? Where are people dropping off on the videos? What's the next content that we need to make? The priority content that's actually gonna help move them down the funnel. So we're gonna see where in the funnel, if this is the beginning of the funnel, they're moving towards the sale in this direction, we're gonna see where are they dropping off? And can we get them, all their questions answered until we get to 80% of the way through? And then they're typically ready for a sales call. So we're trying to prioritize the content that's gonna help them move down the funnel and close a deal.

Then we're gonna iterate based on the data that we learn. Just kinda talked about that, based on the priorities that we have, and then we're gonna repeat this entire process. We start with the buyer questions, then we go to the sales transcripts, pull those out, make our video content, post it, then we analyze and see what do we learn, and then we revise. And because of the analytics, going into our revisions, this is just gonna get better and better every time. So we're gonna start checking off all the buyer questions that they have until, in a theoretical world, they've run out of questions. So that's what we're headed towards. And if you want some help with this, just reach out. That's what me and my company do.