Why CMOs Need a Full-Funnel Video Strategy

July 21, 2025

The Challenge: Navigating the Marketing Landscape as a CMO

Chief Marketing Officers play a crucial role in shaping the high-level marketing strategy of an organization.

Their responsibility goes beyond just branding and messaging—they must ensure the right people and partners are in place, directing VPs, directors, and marketing teams on where to hire in-house and where to seek external expertise.

For many small to mid-sized companies, building a full-scale, in-house video team is neither practical nor cost-effective. Instead, CMOs must determine how to leverage external partners to execute a strong demand generation strategy.

Why Video Marketing is the Solution

Video is an essential tool for increasing demand generation, but maintaining a high-performing video strategy in-house is challenging. It requires hiring multiple experts, investing in top-tier equipment, and staying up to date with ever-evolving video marketing trends.

Instead, CMOs should focus on partnering with video marketing experts to ensure that their strategies:

Keep audiences engaged longer on websites, increasing demand.
Improve SEO rankings by integrating video into blogs and landing pages.
Communicate complex messages quickly and effectively.
Support the entire customer journey, from initial awareness to long-term brand advocacy.

Platforms like LinkedIn are already prioritizing video content, with dedicated video tabs driving engagement. The question isn’t if video should be part of your strategy—it’s how to integrate it effectively.

What is a Full-Funnel Video Strategy?

A full-funnel video strategy ensures that video content is used at every stage of the marketing funnel to attract, engage, and delight customers:

Attract: Generating Pipeline

Reduce cost per acquisition
Drive more leads and accounts into your pipeline
Go beyond vanity metrics—focus on filling the funnel with real opportunities

Engage: Converting Prospects into Customers

Increase conversion rates
Shorten the sales cycle
Increase deal size
Align video content with key conversion moments

Delight: Turning Customers into Advocates

Reduce customer churn
Accelerate time to value
Minimize support team inquiries by addressing common questions through video
Increase referrals and customer lifetime value

When executed correctly, a full-funnel video strategy doesn’t just improve marketing, it enhances overall business outcomes by driving measurable revenue growth and customer retention.

Matching Video Types to Funnel Stages

Different types of video content serve distinct purposes within the funnel. For example:

Brand Videos create awareness and establish authority.
Product Videos educate prospects and simplify decision-making.
Customer Testimonial Videos build trust and reinforce purchasing decisions.

These are just a few examples—your video strategy should align with your specific business goals. Check out our Video Marketing Solutions to explore more options.

Real Results: How a Full-Funnel Strategy Drives Success

At Consume Media, we don’t just create videos, we align them with business objectives to maximize ROI. Our clients see the greatest success when they focus on a strategic video rollout rather than one-off projects.

For example, dedicating six months to producing content for prospect conversion leads to more impactful results than producing sporadic video creation across the entire customer lifecycle.

Case Study: Popmenu’s Video Strategy

Popmenu is a high-growth B2B SaaS company that gives restaurants the power of digital hospitality through an all-in-one marketing tool for attracting and engaging guests.

We aimed to accomplish multiple goals with Popmenu including simplifying product positioning, highlighting key selling points, building trust and credibility, and re-engaging interested prospects. These videos came in numerous types of videos including Animated Explainer, Feature/Service Summaries, and Customer Testimonials.

This featured Customer Testimonial Video showcases a real restaurant owner sharing his success with Popmenu. By putting an authentic voice at the forefront, this video built credibility and demonstrated the platform’s real-world impact

Read more about our Case Study with Popmenu.

Why CMOs Need the Right Video Partner

A well-executed video strategy should decrease cost per acquisition, increase sales efficiency, and improve customer retention.

At Consume Media, we partner with CMOs to develop a structured, results-driven video marketing approach, ensuring video isn’t just content, but a key driver of business success.

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