How does video fit with our demand generation strategy?

Why is video becoming essential in modern demand generation?

Demand generation has shifted from pushing leads into funnels to helping buyers self-educate. Gartner reports that 83% of the B2B buying journey now happens digitally before speaking to sales (Source: Gartner Future of Sales). That means demand gen teams must provide clearer, faster, more relevant education long before a form-fill.

Video excels at this. It explains complex ideas simply, builds trust quickly, and communicates value far faster than text.

Modern demand gen isn’t just about traffic—it’s about helping visitors understand your product clearly and move themselves forward. Video accelerates that process.

How does video improve top-of-funnel performance?

At the awareness stage, buyers need context: who you are, what you do, and why it matters. Video gives demand gen teams a high-performing format for ads, social campaigns, and ungated content hubs. Short video explainers outperform static ads by large margins—LinkedIn reports 3x higher CTR and 5x longer dwell time for video ads vs static formats (Source: LinkedIn Marketing Insights).

Examples of TOF video use:

• Short LinkedIn/YouTube ads highlighting problem and solution.
• Brand explainers on your homepage.
• Founder videos building trust and narrative.
• Social proof clips packaged for paid campaigns.

Video makes cold audiences care faster, warming them toward deeper engagement.

How does video accelerate mid-funnel education?

This is where video becomes a superpower. Mid-funnel buyers have questions: How does the product work? Who is it for? What makes it different? Traditional pages overload buyers with text and force them to self-navigate.

Interactive video removes the friction. Instead of scrolling, buyers choose paths based on role, problem, or use case—building relevance instantly. Forrester found that self-directed content choices are 3x more predictive of intent than traditional engagement metrics (Source: Forrester Behavioural Intent Study).

Mid-funnel video examples:

• Role-based explainers (e.g., CMO vs RevOps).
• Product walkthrough clips broken into short segments.
• Pricing explainers reducing anxiety and guesswork.
• Video case studies focusing on outcomes.

These help buyers progress independently—shortening cycles and reducing dependence on sales.

Where does video drive the biggest impact in demand gen?

There are four key areas where video meaningfully shifts performance metrics for demand gen teams:

• Homepage conversion – clearer narrative, lower bounce.
• Paid landing pages – higher engagement and faster comprehension.
• Product and pricing pages – reduced confusion, higher intent.
• ABM and outbound – personalised video boosting response rates.

When video clarifies value early, every campaign becomes more efficient. McKinsey reports companies using human-first, self-serve video journeys see up to 2x improvement in pipeline creation (Source: McKinsey B2B Sales Pulse).

How does video unlock stronger intent signals?

Demand gen success depends on identifying who's ready—not just generating traffic. Interactive video provides behavioural signals that go far beyond pageviews or clicks. You can see which role was selected, which problem resonated, and which CTA was chosen.

Examples of high-signal intent:

• Role selection: revealing persona.
• Problem selection: showing motivation.
• Branch choices: indicating interest areas.
• CTA path: pricing vs demo vs technical docs.

This gives demand gen teams a richer, more predictive intent layer—long before a buyer fills a form.

How does ReelFlow strengthen demand generation?

ReelFlow transforms demand gen by turning passive pages into guided, interactive video journeys. Instead of guessing what visitors need, you let them self-select their path based on role, problem, or goal.

ReelFlow helps teams:

• Increase engagement through short, modular clips.
• Route visitors to the right message instantly.
• Reduce bounce through clearer explanations.
• Uncover intent from every branch and choice.
• Scale content without heavy production resources.

This creates a more human, more personalised, and more effective demand generation engine.

FAQ

Should video replace our written content?

No. Video enhances written content and makes key pages more engaging and higher converting.

Do we need interactive video or just regular video?

Interactive video performs better mid-funnel because it adapts to each role or problem.

Where should we add video first?

Start with your homepage, product page, and key paid landing pages.

Does video improve lead quality?

Yes—buyers who self-educate through video flows convert at higher intent and with fewer objections.