The Corporate Video Buyer’s Guide

Most corporate video is bought on a showreel. This guide has you buy it on pipeline.

The Corporate Video Buyer’s Guide is a field guide from Frame to Funnel for marketing and revenue leaders at tech companies who commission video. It shows how to tie each film to a funnel stage before the camera rolls, how to read a production vendor’s quote for the leak it hides, and how to wire a view through to a known buyer — so the spend answers to pipeline, not to impressions.

What’s inside

• A one-page brief that ties every video you commission to a named funnel stage and the metric that proves it moved.
• The seven questions to put to a production vendor before a budget is signed, and the answers that flag a vanity-spend risk.
• A cost-and-leak benchmark for corporate video — what a tech company should expect to pay, and where that spend leaks out of pipeline.
• The dark-funnel checklist — the tracking, contact-matching, and automation that turn a view into a known buyer.
• A before-and-after teardown of a six-figure brand film, rebuilt to carry pipeline instead of impressions.

Written by Paul Joseph — nineteen-plus years buying B2B services from the client side and the CUMAC AC-286 cinematography credential, and the host of Frame to Funnel.

Prefer to see where your own system leaks first? Take the Dark-Funnel Video Audit.