Where does video fit in the buyer's journey?

Everywhere. Video isn't just a top-of-funnel brand play. Margie Agin says it earns its place across the entire buyer's journey, and even after the sale.

Quick Answer

• Top of funnel: video builds awareness and is favored by the systems that decide what to surface first.
• Mid funnel: in a product world, video shows what the product really looks like. In a services world, it lets buyers meet the people they'll work with.
• Post-sale: video helps customers feel comfortable using the product, renewing, and expanding.

Why Margie Agin says video runs the whole journey

Most teams treat video as a brand-awareness tool and stop there. Margie pushes back on that. Awareness is real, and she notes that video is valued highly by the systems that decide what to serve up at the top of the list. But that's only the first slice.

As buyers move toward more complex decisions, video keeps working. In a product world, it lets people actually see what the product does. In a services world, it lets them meet the team before they ever sign.

"Video plays a role all throughout the entire buyer's journey, and even after they become a customer so that they feel more comfortable using the product and renewing and expanding." — Margie Agin

That last part matters. The journey doesn't end at the sale. Onboarding videos, how-to content, and product walkthroughs keep customers confident, which drives the renewals and expansions that actually compound revenue.

Frequently Asked Questions

Is video only useful for brand awareness?

No. Margie Agin says awareness is just the top of the funnel. Video also helps buyers evaluate products, meet service teams, and stay confident as customers, which supports renewals and expansion.

How does video help after someone becomes a customer?

It keeps them comfortable using the product. How-to videos and walkthroughs reduce friction, which makes customers more likely to renew and expand their accounts.

Why does video work well at the top of the funnel?

Because the systems that decide what to surface first tend to value video highly. That visibility makes it a strong format for awareness and brand building.

Watch the full interview

Margie Agin and Dane Frederiksen go deeper on go-to-market and video in the full interview.