Glossary
The Frame to Funnel glossary
By Paul Joseph · Updated
This is a B2B video marketing glossary, and Frame to Funnel keeps its language consistent so the ideas compound. These are the canonical terms the show uses to connect corporate video, martech, and pipeline — each defined so it stands on its own.
- 01 · The dark funnel
- The untracked buyer activity between a viewed asset and a known contact. Real influence that click-tracking never sees, where most corporate video spend disappears. The dark funnel, in full →
- 02 · The causal chain
- The show’s spine: lead generation (the goal) → martech (the plumbing) → corporate video (the fuel). The three links that should operate as one system and rarely do. The Method →
- 03 · The 95-5 rule
- From Professor John Dawes of the Ehrenberg-Bass Institute for the LinkedIn B2B Institute (2021): roughly 95% of business buyers are out-of-market at any one time, so video built only to convert today wastes most of its reach. The 95-5 rule and your budget →
- 04 · Pipeline (the goal)
- The first axis of the Audit. Whether the funnel stage a video serves is defined before the camera rolls, and whether the spend can be defended to finance as pipeline. Measuring the return →
- 05 · Stack (the plumbing)
- The second axis. The martech stack where intent is captured or lost — whether a view resolves to a known contact, a tracked next step, and an automation. Video attribution →
- 06 · Craft (the fuel)
- The third axis. Production quality, which matters only once the asset has a job in the funnel. Craft serves the brief; the brief serves pipeline. What craft costs →
- 07 · The Pipeline Video Framework
- Maps each video type to a buyer-journey stage and the martech trigger it should fire, so every asset has a defined place in the funnel. The Method →
- 08 · The 60-Second Brief
- What a commissionable video brief must contain before any money is spent, so a film is tied to a pipeline outcome before it is shot. How to write the brief →
- 09 · The CAC-to-Frame Ratio
- The customer-acquisition-cost contribution each video asset must justify — the number that ends vanity video by making every frame earn its cost back. Run the calculator →
- 10 · The Dark-Funnel Video Audit
- The teardown rubric for where attribution breaks between a viewed asset and a tracked contact, offered as a free two-minute diagnostic. Take the Audit →
- 11 · The teardown spine
- The five-beat structure of every episode: cold-open hook, the diagnosis of which link snapped, an anonymised teardown, the fix as a named framework, and a soft call to action. Every episode →
- 12 · The Frame to Funnel Method
- The productised system of the four named frameworks — the Pipeline Video Framework, the 60-Second Brief, the CAC-to-Frame Ratio, and the Dark-Funnel Video Audit. The four frameworks →
- 13 · CUMAC AC-286
- Host Paul Joseph’s cinematography credential: membership of CUMAC — the Cinematographers Union of Malayalam Cinema — under CU ID AC-286 (Associate Cinematographer). The proof he has shot the films he now teaches buyers to commission. About Paul Joseph →
Start with the dark-funnel field guide, or score your own spend with the Dark-Funnel Video Audit.
Turn the frame into pipeline
Put the terms to work on your own spend
The Dark-Funnel Video Audit scores whether your video is traceable to pipeline in two minutes and names the weakest link.