About
Paul Joseph
Paul Joseph is the host of Frame to Funnel, the B2B podcast where corporate video meets the revenue system. He has spent nineteen years selling B2B services and hardware to enterprise buyers — professional services, IT, payments, and telecom — and running the campaigns behind those numbers, which made him a buyer too: he evaluated and approved the agencies and production vendors his projects ran on. That scrutiny is the lens the show applies to video, martech, and the funnels they feed.
He is a cinematographer certified by CUMAC — the Cinematographers Union of Malayalam Cinema — under CU ID AC-286, who now produces the video those vendors should have made. That combination is the position: the rare operator who has chosen the vendor, carried the number the work was meant to move, and shot the film. That commercial history is harder to copy than the camera.
The premise
Corporate video fails when it is disconnected from the lead-generation system it is meant to feed. Lead generation is the goal, martech is the plumbing, and video is only the fuel. Most companies fund the fuel and never build the plumbing, so the spend cannot be traced to a qualified conversation — which makes it a cost, not an investment. Every Frame to Funnel episode is a teardown: the symptom, the link that snapped, an anonymised example, and the fix as a repeatable system.
Who it is for
The show speaks to the people who approve and run corporate-video and martech spend — CMOs, CCOs, heads of marketing and demand generation, and founders who control the budget. It is built for the buyer of video, not the maker.
Start with the Dark-Funnel Video Audit to score your own spend, or subscribe to get each teardown as it lands.