By: Ryan Baker

“Thinking that this single video can solve all the problems, answer all the questions for all audiences—that’s the first mistake.”

That quote from Tim Bradley, Co-Founder of Pennant Video, landed early on the DMC Marketing Nugget podcast with Devin Herz. And for B2B marketers struggling to turn clicks into clients, it might be the wake-up call they need.

Bradley has nearly two decades of experience leading video strategy for major brands like Cisco and Hitachi. His focus now? Helping B2B companies overcome mid-funnel friction with targeted, story-driven video content.

The Problem with the One-Size-Fits-All Video

Many companies invest heavily in traffic—paid ads, social media, and SEO- only to lose momentum once prospects arrive. According to Bradley, the big issue is using one piece of content to do too much.

“You need to be rooted in strategy first,” he said. “Talk to one audience type with one pain point and solution set.”

This approach counters what Bradley calls the “silver bullet” mindset, where a business hopes a single flashy video will cover every use case and persona. Instead, he encourages marketers to tailor content to specific buyer needs, mainly focusing on the mid-funnel stage, where leads stall.

What is the Video Marketing Trifecta™?

To solve this challenge, Bradley created the Video Marketing Trifecta™, a three-part framework designed to move leads from interest to action.

“The trifecta is based around these principles: differentiate, demonstrate, and validate,” he explained.

Here’s how it breaks down:

• Anthem Videos: These are also called mission or brand overview videos. “They should express your brand’s why, why you exist, why you’re here, why your audience should care.”

• Explainer Videos: Short, clear, and focused. “They express the what and how in an elegant, engaging, non-complex way.”

• Endorsement Videos: Customer stories that build credibility. “We all know how powerful those are at instilling and furthering trust.”

This strategy helps with video, which isn’t just eye-catching—it’s functional. Each piece plays a distinct role in moving the buyer forward.

Mid-Funnel Marketing That Converts

Bradley said his clients come to him at “some semblance of an inflection point”—launching a new product, entering a new market, or rebranding. That’s when the right video content may become a critical asset.

One recent example? A cybersecurity client expanding from Tel Aviv to the U.S. market.

“They needed to make the of this audience here in the States,” Bradley said. “They had new designs, new messaging, new positioning… so we came in with the two sides of the same coin: the anthem and explainer video combo.”

These videos premiered at the RSA Conference, one of the significant events in cybersecurity. Beyond the booth, they became tools for sales teams, assets for social, and content for the website. According to Bradley, that’s precisely the point.

“All of that is sales enablement at the end of the day.”

Storytelling That Builds Trust—and Sales

When asked how brands can make content more relatable, Bradley emphasized production value and audience focus.

“Video is the preferred medium… but you have to do it right,” he said. “People expect a degree of production value to show that you care about your audience.”

He also stressed the importance of keeping videos short and specific.

“There’s an attention span challenge. You need one key takeaway, talking to one key audience, and making it short, concise, and engaging.”

And the ideal source of compelling content? Your customers.

“You show proof, build trust, and validate through your customers,” he said. “You’re championing them as heroes.”

Bradley often advises companies to build video into their client journey early, especially if they already have written case studies. “Transform that into the medium,” he said. “That’s low-hanging fruit.”

Disclaimer: The insights shared in this article reflect the opinions and experiences of Tim Bradley and are intended for informational purposes only. Results from video marketing strategies may vary based on individual business contexts and execution. Readers should tailor their video content approach to their specific audience and goals.

Published by Joseph T.