Mapping the Customer Journey: Which Videos to Use at Each Stage
Video is one of the most effective tools in any B2B SaaS marketer’s toolkit – and the data backs it up. B2B marketers are using video in their strategy. On the buyer side, 70% are watching video at some point in their purchase journey, and more than half say it’s their top-performing content type when it comes to ROI.
But here’s the thing – too many SaaS companies, especially those scaling up or already operating at enterprise level in Melbourne and beyond, are creating videos in isolation. They’re not tying them back to the broader customer journey. The result? Disconnected funnels, lost leads, and missed chances to convert.
In this guide, we’ll walk through how to build a video marketing funnel that actually works. You’ll learn which types of videos suit each stage of the customer journey, so you can move from one-off videos to a strategic, full-funnel approach. Whether you’re leading growth or heading up marketing, this will help you build a video plan that drives real results.
Understanding the B2B SaaS Customer Journey
The journey for B2B SaaS buyers is usually longer and more layered than in B2C. It typically includes:
- Awareness – recognising a problem and starting to research
- Consideration – comparing potential solutions
- Decision – choosing a vendor
- Retention & Advocacy – ongoing use, upselling, and referrals
What sets video apart is its ability to make complex topics easier to understand, while also creating an emotional connection. It’s especially helpful when your product is technical or when multiple stakeholders are involved.
But to work well, your videos need to match each stage of the journey – and the intent of your audience.
Top-of-Funnel: Awareness Stage Videos
At this stage, people aren’t ready to buy. They’re just starting to explore a problem or trend. Your focus here should be on visibility, not selling.
Great video formats for this stage:
- Educational / Thought Leadership
Think “5 Mistakes SaaS Teams Make When Scaling” or a breakdown of recent changes in your industry. - Brand Story & Vision
Share who you are, what you stand for, and why you exist. Keep it short and authentic. - Expert Interviews
Bring in local tech leaders or niche voices. These help build authority and also boost your SEO.
Key metrics to track:
- Views
- Reach and impressions
- Brand recall (via surveys or retargeting)
Melbourne example:
One SaaS company filmed a documentary-style video featuring their team and customers in Melbourne’s startup ecosystem. It pulled in 75,000 LinkedIn impressions and tripled homepage traffic in just three weeks.
Middle-of-Funnel: Consideration Stage Videos
Now your audience is weighing up different options. They’re asking: “Can this actually solve my problem?” and “Why should I trust this team?”
Video formats that work well here:
- Product Demos & Use Cases
Show your tool in action, solving a real issue. - Comparison Videos
Help prospects understand how you stack up against other options. - Webinars & Deep Dives
These can be live or recorded. They’re great for lead capture and educating decision-makers. - Customer Success Stories
Keep these short and problem-focused. Make sure they’re relatable for your audience.
Metrics to watch:
- Engagement rate
- Time on page
- Leads captured (especially from gated content)
Bottom-of-Funnel: Decision Stage Videos
This is where deals are made – or lost. Your videos should address last-minute concerns and help buyers feel confident.
Recommended video types:
- Free Trial or Onboarding Walkthroughs
Help reduce uncertainty by showing what comes after signing up. - ROI-Driven Case Studies
For example: “How Customer X Cut Costs by 30% in 3 Months.” - Sales Enablement Videos
These are bite-sized assets for your sales team to answer FAQs, demo features, or show integrations.
Performance indicators:
- Demo or trial signups
- Conversion rate
- Sales-qualified leads
Post-Sale: Retention & Advocacy Videos
Most teams stop producing video once the deal is closed – but this is where you can really multiply the value of your content.
Use video here to:
- Onboard New Customers
Create welcome videos, intro guides, and team intros. - Support with Tutorials & Best Practices
Keep them short and easy to search. Upload to your knowledge base or YouTube. - Build Community
Spotlight power users, collect user-generated videos, or co-create content with your customers.
What to measure:
- Net retention rate
- Upsell and cross-sell revenue
- NPS and referral activity
Making It Happen: Tips for Execution
A solid plan is great – but execution is where most teams get stuck. Here’s how to keep things lean and effective:
1. Plan Around Your Customer Journey
Start by mapping out where buyers get stuck. What questions come up often? Build your video content to answer those.
2. Sync Your Video Calendar With Campaigns
Don’t produce in isolation. Align your video topics with your upcoming campaigns or nurture sequences. Add them to your CRM workflows.
3. Batch Shoot for Efficiency
Film several videos in one go using modular scripts. This cuts costs and makes your content more consistent.
4. Measure More Than Views
Track impact across the funnel – especially metrics tied to leads, conversions, and revenue.
Wrapping Up
A strong video strategy for Melbourne-based B2B SaaS companies isn’t about creating more content – it’s about creating the right content. When your videos support each stage of the customer journey, you build trust faster, convert more leads, and retain customers longer.
Where to start:
- Map your current funnel and spot the video gaps
- Choose one high-impact video per stage to begin
- Work with a video production agency or partner who understands smart video storytelling
If you’re based in Victoria, partnering with a trusted video production Melbourne team ensures your strategy aligns with local audiences and market behaviour.