Why do video answers create more qualified B2B leads?

Because buyers who watched your videos did their homework before the sales call. They arrive about 80% of the way down the pipeline with a couple of small questions, having already decided you are the right solution.

Quick Answer

• Turn buyer questions into video content, then track what happens. Longer watch time is the signal you are onto something.
• More completions get you promoted by the algorithm.
• Inbound leads arrive more qualified because they evaluated you through your videos before the call.

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

The flywheel: questions, content, tracking

The loop is simple. Take your buyer questions, turn them into video content, then track what is happening and what kind of results you get. You know you are onto something when people start watching longer.

As completions go up, meaning people watch more fully through the video, the algorithm rewards you and promotes the video. Dane's rough read is that the lift is around three times, and he says to check the data on the exact multiple.

Why the leads that come in are better

The bigger payoff is on the sales side. When inbound leads reach you, they are more qualified, because they went through their buyer journey watching your video content.

"By the time they take the sales call, which is like 80% of the way down the pipeline, by the time they're ready to take that call, they just have a couple of small questions. They've already evaluated that this is the right solution." — Dane Frederiksen

That is the whole difference. A lead who has not seen your content shows up needing a full evaluation. A lead who has seen it shows up nearly decided. Dane's estimate is roughly three times the qualified leads, or leads that convert at about three times the rate, with the same caveat to check the data.

Either way, the reason is the same. They did their homework, and you helped them do it. You gave them the cheat sheets: the video content that answered their buyer questions through the content flywheel.

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

How do you know the video content is working?

People watch longer. More completions mean the algorithm promotes you, and it is the first signal that the answer is landing.

Why are video-educated leads more qualified?

They evaluated you during their buyer journey by watching your videos. By the sales call they have already decided you are the right solution and only have small questions left.

What is the content flywheel?

Buyer questions become video content, the content gets tracked, and the results improve the next round of content. It compounds.

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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

You take your buyer questions, turn them into video content, then we track what's happening, what kind of results we're getting, and then we know we're on to something when we start seeing people watch longer. As you get more completions, people watch more fully through your video. You'll get rewarded by the algorithm and it'll promote you. I think the amount of like three times as much. Also your inbound leads, when they come to you, they're going to be more qualified because they've gone through their buyer journey and seen your video content. By the time they take the sales call, which is like 80% of the way down the pipeline, by the time they're ready to take that call, they just have a couple of small questions. They've already evaluated that this is the right solution. You're going to get like three X amount of qualified leads or they're going to be like three, they convert it three times as much. You know, you check the data on that, but basically they're higher quality leads because they've done their homework and you help them do their homework. You gave them the cheat sheets, the video content that they valued and was effectively answering their buyer questions through this content flywheel.

Full Transcript

Here's how to identify what questions buyers have that aren't getting answered well enough in your marketing. So we're gonna start with our transcripts right over here from your sales interviews, your sales calls. So when you have the transcripts, you can then comb through them like I have and pull out any questions that aren't being answered well enough in your content right now. So I did some analysis on my YouTube page and on my blog and I found out that there's certain questions that we're not getting answered.

Right here you can see right around here things started to go up which means I'm doing a better job now of answering the direct questions my buyers have in AI search. So they're asking the questions and I'm answering them. So they're watching my content and I'm getting new subscribers and I'm getting more watch time and more views. So that means we're doing a good job but there's still some holes and I've identified those here.

So now these are the questions I can go make video content about and that's exactly what I'm doing right now. So one question is what does a pilot cost and can I start small? So nine prospects have asked some version of that question. So I've got a few different offers.

My website offers are $300 for an hour of consulting. I've got a $500 offer, a $2,500 offer and an $8,000 video strategy offer. But my new long form YouTube video one question pilot for $4,500 is not on my site yet. So that's why I'm calling it out here in this video.

So another thing they ask is can I be the guinea pig and pay less basically has no answer yet. So I can answer that one. Yeah, I can do a guinea pig test and we can start for free. I can give you a prototype of one question and from the data we'll see what's working and then we can iterate from there for a paid engagement.

Okay, so next question. Can one recording be used across the website in sales emails and YouTube and what does that whole system look like? So seven people asked, my site says six to eight clips but it never really shows the full map of how one recording turns into clips, transcripts, pages, sales follow up and AI readable proof. So let's talk about that real quick.

So if you have one video recording, let's say it's a 10 minute video recording and answering 10 questions. So that's 10 one minute questions. So from that one long form, you can then make individual videos which are all one minute long answering those questions. So let's just say this is 10 down here.

So from one long video clip, you get the full length 10 minute version and you get 10 one minute answers just as an example. So, and then you can embed those videos into blog posts on your website. Those can go as shorts on YouTube that can use use those as intro videos to LinkedIn and drive traffic to your website where you have an offer. You can put those out in emails and repurpose or as I like to call it pre-purposing which is when you plan from the beginning to do something like this, you're gonna do a repurposing plan from the get go rather than an afterthought.

So I call that pre-purposing. So let's clean this up a little bit and let's look at some other stuff here. So another question that they are asking, what happens after the video posts? What do we watch?

What do we analyze? How does iteration work? So this is really about this stage in the process here, analyze. So we've already made our video down here.

We've already distributed it here. So now we're gonna go back and analyze how is the performance and then how are we gonna revise as we make new content? So this is, you're looking at that process in exact action right now. So I did analyze what's working and what's not.

And so by asking AI and looking at my site, I've identified parts that were missing. And so now I'm revising by answering these questions right now. So that's an answer right there to part of that question. How do we know the pilot earned a bigger budget?

That's a good question. So let's say we make a one video for you and we answer, let's say, the biggest buyer question you have, right? And then we put that out there on YouTube and on your site. And then we track in analytics and say, hey, is this performing?

We can go look at by content on YouTube. You can use Google Search Console and look into your Google Analytics and see are people watching that? Are you getting views? What's the watch time and the engagement look like?

If people are watching the videos and they're the right people and they're watching through and getting the questions answered, you should probably hear that question come up less eventually. And then also the gold standard would be once you post the video content and you get inbound leads, you can ask them, hey, did you see our video content? How did you find us, right? So after 60 days, we'll have a much better understanding of what's been working and what's not.

So you can really kind of unlock that spend at any point. For me, I think if you get one inbound client from a buyer question that you made a video into, that tells you something. And that tells you what's gonna make more sense to invest in depending on what your acquisition costs are and what it's worth to you to have one client, you can start to figure out the math on that. Okay, so next question, how do reps get a short explainer to send right after a demo?

Well, easy, you record it. So the same demo that you're doing over and over again to live people, just record it, put it on YouTube, put it on your website, give it the transcript, give it schema, frequently asked questions summary right next to it. Just basically do that once and it'll compound for you over time. So the phrase after a demo is not on my website, on my blog.

So I'm gonna do a blog post with this very video that's gonna talk about here's how you can make video to send right after a demo. So now that question is handled. Who owns the budget for video? Can partner and co-market marketing funds apply?

How do brand and legal approvals work across partners? So I'm not covering any of that on my website about co-marketing and brand approval. So how are we gonna handle that? So who owns the budget?

Let's answer that question. Well, that's gonna depend. A lot of time it's gonna come from the marketing department. It could come from sales, sales enablement.

But I think at some point you're gonna need high level approval from like the execs that they wanna spend money on this. I think partner and co-marketing funds could also apply. It's just gonna be case by case. How do you like to work?

Walk me through the first one or two and then let me run it. So people ask about what's the lift on their team and what does a handoff look like? So I'm not answering that very well. Not to teach them the handoff part.

It's not really covered that well. So I'm gonna have to go through and cover that as well. So the way that I'm wanting to work right now and handoff to people is help you build this system. Basically build this with you, this entire system.

And then once we have two customers that come in from the content that we're creating here, that to me says that that's a repeatable system. And once we do two videos, we will understand the process well enough for you to do that on your own potentially. But I can get you started with the first one. Okay, so last question, will ChatGPT or Perplexity and actually recommend us in our category.

This is a probabilistic, not deterministic thing. So we can't really say with certainty that it's gonna come up in search. But here's how we improve our chances. Answering all the buyer questions, right?

As your buyers have questions tied to the funnel, we just make videos to answer all of these. And we make sure that as they move down the buyer journey, that there's nothing, there's no leaks in our bucket, right? We wanna make sure the funnel answers all the questions that we can. And by doing that and then taking those videos and embedding those on your website with schema, with the transcripts, with good thumbnails, you're giving ChatGPT and Perplexity, the surface area to actually pull that text transcript material and cite that.

And so the rule of thumb is if you're the best answer out there, you're gonna probably have the best chance of showing up in their buyer journey. So we're always trying to go deeper or trying to answer those buyer questions as thoroughly and as deeply as we can and in the buyer language by using the sales transcripts. They're telling you in their words what the problems and solutions are. And so by creating that content, when they actually ask a question in search, like a ChatGPT or Perplexity or any other LLM, if you're using their words and doing the best answer, you have the best chance to actually show up.

Getting recommended is gonna come further in the funnel generally. I think that by doing comparisons of your product or service versus their other alternatives, your buyer's choices, by helping them get educated about all the options and moving them down the funnel, you have a much better chance of getting recommended, not just cited, because ultimately that's what we want, is we want people to recommend us. And so even if that's other people on Quora or on Reddit or something like that, by giving the material to the audience, other people can recommend you. That's happening to me right now.

So I'm posting content on LinkedIn and on YouTube. And as I write about these issues of getting found in AI search, AEO, GEO, whatever we wanna call that, as I'm covering my bases with that content down here, it's getting a little messy here, sir. As I start covering my bases, people that aren't my buyers necessarily are recommending me. So they're seeing my content and then they send that either directly or they'll mention it.

I like on LinkedIn and they'll say, oh, hey, check this out. Dan's got a good solution here for making video answers or buyer questions. You should talk to him. So I'm getting recommended because of my content, but it's not necessarily that the buyers are finding that in every case.

So that is one way that you can get recommended is by making the video content that people value and answer their questions and then other people can do the promoting and referral for you. So that's basically how this all works. You take your buyer questions, you turn them into video content, then we track what's happening, what kind of results we're getting, and then we know we're onto something when we start seeing people watch longer, as you get more completions, people watch more fully through your video, you'll get rewarded by the algorithm and it'll promote you. I think the amount of like three times as much.

Also your inbound leads, when they come to you, they're gonna be more qualified because they've gone through their buyer journey and seen your video content. And so by the time they take the sales call, which is like 80% of the way down the pipeline, by the time they're ready to take that call, they just have a couple of small questions. They've already evaluated that this is the right solution. So you're gonna get like three X, the amount of qualified leads, or they're gonna be like three, they convert it three times as much.

Yeah, I checked the data on that, but basically their higher quality leads because they've done their homework and you helped them do their homework. You gave them the cheat sheets, the video content that they valued and was effectively answering their buyer questions through this content flywheel. You take the questions, turns into content, turns into information, which drives the improvement of that content. And you can see this, the results of this in my YouTube channel, you can see, as I started doing that more effectively, things are getting better.

I had 70 subscribers last week, now I've got 140, I get like 30 subscribers a day now because the content that I'm making is valuable. And we'll keep checking on this and keep doing the flywheel and this is just gonna get better and better. I've only been doing this for a little while now effectively. Look, just since late August, is when the really things started popping.

So this is how quick you could see results. If you put in the time to make the content that's valuable, you'll see the results. And if you're the best content, you'll probably be the one that gets found and surfaced in AI search results. Hope that helps.

If you want help with this, just reach out. This is what I do and I'd love to show you how this could work for you. Okay, good luck.