B2B Video Marketing: Strategies that Drive Demand in 2025

For example, if your social media is sending tons of traffic to your website, but no one is buying anything on your ecommerce store, you should invest time into creating better educational blog content and better product landing pages to improve your mid funnel and bottom funnel. With your ideal customer journey mapped, you can now create content for each funnel stage that aligns with that journey. In the B2C Instagram store example above, the customer journey for that brand involved a few steps that led potential customers from their brand’s Instagram content, to their Instagram store, and into a purchase conversion. Product sales decks, brochures and landing pages that include key benefits, features and customer testimonials present the value of your products close to your point of sale. Provide video, image, and written content that answers common questions about your products, how-to content and guides, and data about your products and industry. Creating a resources and FAQs page on your website will provide mid funnel leads with content that takes them another level deeper in their knowledge of your products.

• In 1898, advertising pioneer Elias St. Elmo Lewis created the AIDA model, laying the foundation for the funnel we marketers use every day.
• They refine targeting, messaging, and follow-up timing rather than chasing random traffic spikes.
• Cohort tracking takes this further by monitoring behavior over time.
• To do this, first choose the key performance indicators (KPIs) you want to improve at each stage.

Focus on intent signals, role-specific proof, and measurement that ties marketing to sourced and influenced pipeline. Learn how organizations operate, enable sales leaders to unify workflows, automate decisions and generate real-time insights about productivity and revenue growth. Explore insights from global CEOs on how AI, leadership, workforce transformation and operational resilience are reshaping business strategy and driving growth in an increasingly complex environment. They must invest in AI training for their teams and cultivate strong partnerships with technology providers, consultants and industry peers. The force that is AI is already tangible, with half of the C-suite executives reporting positive performance outcomes due to AI-powered workflows, according to the IBM Institute for Business Value.

Different channels play distinct roles at different stages of the buyer journey, and an omni-channel strategy lets you orchestrate them intentionally rather than hoping isolated campaigns accidentally overlap. Running campaigns across multiple channels through a single programmatic platform isn't just convenient — the performance data backs it up. A shopper might start on Google, watch a CTV ad that night, scroll past your social ad the next morning, and land on your VDP page from a retargeting display ad that afternoon. Consumers move fluidly across devices and media, and advertising strategies have to do the same. If your advertising treats each of those channels as a separate, siloed effort, you're no longer competing effectively. Keep on experimenting, and you’ll find ways to improve your results.

How Does HubSpot's Sales Pipeline Management Support Bottom of the Funnel Activities?

At this stage, your content should remove doubts, reinforce the value of your product or service, and guide people toward a clear next step. The best lower-funnel marketing tactics help marketers turn interested prospects into customers. Lower-funnel marketing is when bottom of funnel leads marketers use specific tactics to turn ready-to-buy people into customers. The difference between average and exceptional performance rarely comes from one dramatic change.

LEARN ABOUT HUBSPOT'S SALES HUB

A well-defined sales funnel allows businesses to visualize and optimize their sales pipeline, identifying bottlenecks and areas for improvement. The sales funnel provides a structured approach to nurturing leads through various contact points, fostering relationships and building trust. Businesses can use this information and refine marketing campaigns, optimize their sales strategies and continuously improve their offerings to better meet the needs of their target audience.

At the bottom of the funnel, you can capitalize on that trust by linking it to your product or service. Once your lead has narrowed the selection down to a few options they will begin sharing what they’ve found with the other decision-makers. You’ll want to clearly connect the dots between their problem and your solution. The bottom of the funnel is where content should be most direct about the benefits of your product or service. Leads at the bottom are also beginning to imagine what things will be like once they implement a solution. They are tying up the loose ends and clearing up any lingering questions they may have.

Now your ICP knows that they have a problem and they're exploring solutions. Your sales, customer support and product teams know the technical details and the questions asked in late-stage deals. So you're tracking the right accounts and measuring influence.

The information provided in this document is for general informational purposes only and is not guaranteed to be complete. The marketing funnel is a model that represents the customer journey from awareness to conversion, illustrating stages such as awareness, interest, consideration, intent, evaluation, and purchase. Data analytics and customer feedback play a crucial role in identifying pain points and optimizing retention efforts. Advanced segmentation techniques leverage data analytics and machine learning to identify nuanced patterns and predict consumer behavior. Data-driven strategies leverage tools like Google Analytics and heatmaps to identify friction points and optimize the customer journey. Techniques include A/B testing, user behavior analysis, and improved call-to-action design, aiming to reduce bounce rates and boost engagement.

HubSpot Marketing Hub smart content features enable teams to deliver customized case studies, implementation timelines, and pricing information based on prospect behavior and company characteristics. Bottom of the funnel conversion rates improve significantly when content addresses specific prospect concerns and decision criteria through targeted personalization. HubSpot Sales Hub pipeline management tools enable sales teams to monitor deal progression, track stakeholder interactions, and identify conversion bottlenecks that prevent ready-to-buy prospects from completing their purchases.

If every engager gets dumped into one retargeting pool, the account starts serving mismatched ads and frequency rises without improving lead quality. In practice, strong segmentation often starts with source-based audiences and then gets refined by behavior. Housing campaigns scale better when ad sets are built around intent, stage, and the next action you want the prospect to take. It also prevents reporting cleanup later, which is where a lot of scale gets lost. One campaign should not discover, validate, and scale at the same time.

Financial services teams, for example, track consultations through application completion and contract signing, prioritizing high-value prospects through negotiation stages. They cover top-of-funnel tactics like content downloads or social follows, building audiences before revenue focus kicks in. Lifecycle orchestration turns one-time buyers into advocates, fueling sustainable scale.

Why Third-Party Reviews Matter More in the Age of AI Search

Budget wisely, start broad, then refine based on performance data. Social selling tools like Cognism can support LinkedIn lead generation by supplying accurate contact information and insights, enabling more effective outreach.​ Also, provide your team with practical tools like message templates, company hashtags, and a content repository of approved stats, case studies, and industry insights they can personalise and share. I noticed your company just expanded into the EMEA market – our clients often find this is when they need stronger data solutions.