Rishabh Bhandari is the founder and CEO of Content Beta, a media production company for B2B SaaS. In this episode, we dig into how SaaS companies should be thinking about video across the full marketing funnel - from awareness through to customer success - and where most are leaving conversions on the table.
Timestamps:
- [00:01] Video marketing funnel framework - top, mid, and post-conversion
- [02:04] The mid-funnel gap - use cases, demos, and social proof video
- [04:25] Production quality vs. attention span by funnel stage
- [07:21] How many features to show in a product demo video
- [09:41] Why cartoon animation is dead (and what to do instead)
- [11:27] Using mid-funnel video in email follow-ups
- [13:05] Video length rules - under 1 min, 2 min, 3 min by stage
- [19:04] How to prioritize post-conversion video topics using help center data
- [20:13] Customer education vs. craft education (the 20% rule)
- [21:43] The 3-stage video production process: scope, script, storyboard
Benjamin Boman
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