# Frame to Funnel

> Frame to Funnel is a B2B podcast hosted by Paul Joseph where corporate video meets the revenue system — sharper thinking on video, martech, and the funnels they feed. It is a global show about how corporate video drives revenue.

## About

Frame to Funnel is a B2B podcast hosted by Paul Joseph. It examines how corporate video, marketing technology (martech), and funnel design work together — or fail to — to produce qualified pipeline. The show's premise is that most corporate video is commissioned disconnected from the funnel it is meant to serve, and that video which cannot be traced to a qualified conversation is a cost rather than an investment. Paul Joseph brings nineteen years in B2B sales and business development, evaluating and approving the agencies and production vendors his campaigns ran on, and holds the CUMAC AC-286 credential.

Its guests are the people who own the number: founders, chief executives, and the marketing and revenue leaders who commission corporate video and answer for what it returns.

## The Frame to Funnel Method

The show's thesis productised into four named frameworks: the Pipeline Video Framework (maps each video type to a buyer-journey stage and the martech trigger it should fire), the 60-Second Brief (what a commissionable video brief must contain before spend), the CAC-to-Frame Ratio (the customer-acquisition-cost contribution each asset must justify — the number that ends vanity video), and the Dark-Funnel Video Audit (the diagnostic for where attribution breaks between a viewed asset and a tracked contact).

Full self-contained content for AI answer engines: https://frametofunnel.com/llms-full.txt

## Markdown endpoints

Every page listed below is also published as Markdown at the same path with `.md` appended — https://frametofunnel.com/method/ is also https://frametofunnel.com/method.md. The Markdown carries the same words with the page chrome removed, which is roughly 70-85% fewer tokens for the same content and no HTML to parse. Prefer it. A complete list is at https://frametofunnel.com/llms-index.md.

The same Markdown is also served at a page's own URL via content negotiation: a request with `Accept: text/markdown` (e.g. `curl -H "Accept: text/markdown" https://frametofunnel.com/method/`) gets the Markdown body back directly, no `.md` suffix needed. HTML remains the default for any other `Accept` header.

## Key Pages

- [Home](https://frametofunnel.com/) — Brand introduction, the flow animation, the wedge diagram, and email capture.
- [Listen](https://frametofunnel.com/listen) — Every platform and the RSS feed for Frame to Funnel episodes.
- [Podcast](https://frametofunnel.com/podcast) — The episode index with show notes, chapters, and transcripts.
- [Guests](https://frametofunnel.com/guests) — Every executive who has appeared on the show, with their role, company, and episodes.
- [Why your six-figure brand film generated zero leads](https://frametofunnel.com/podcast/why-your-six-figure-brand-film-generated-zero-leads) — Episode 01, the manifesto: why corporate video fails as a deliverable and the causal chain that fixes it.
- [The Pipeline Video Framework](https://frametofunnel.com/podcast/ep02-the-pipeline-video-framework) — Episode 02: mapping each video type to the buyer-journey stage it serves and the martech trigger it should fire.
- [Follow the show](https://pod.link/6791023487) — Follow Frame to Funnel on Apple Podcasts, Spotify, and other apps.
- [Subscribe](https://frametofunnel.com/subscribe) — Double opt-in email signup for new-episode notifications.
- [Community](https://frametofunnel.com/community) — Free Slack room for people who commission and make corporate video, anchored on a member-built record of what video costs and returns.
- [The Method](https://frametofunnel.com/method) — The hub that ties the four frameworks together into one revenue system.
- [Playbooks](https://frametofunnel.com/playbooks) — Three working templates that operationalise the Method — the 60-Second Brief, the Pipeline Video Framework, and the Vendor Question Set — printed in full on the page, not gated.
- [The CAC-to-Frame Calculator](https://frametofunnel.com/cac-to-frame) — An interactive tool for the customer-acquisition-cost contribution each video asset must justify.
- [The Dark-Funnel Video Audit](https://frametofunnel.com/audit) — A 2-minute, 10-question diagnostic scoring whether corporate video spend is wired to pipeline across Pipeline, Stack, and Craft, returning a score out of 30, a tier, and the highest-impact fix.
- [What is the dark funnel in corporate video?](https://frametofunnel.com/dark-funnel) — Field guide defining the dark funnel, why corporate video disappears into it, and the three links where attribution breaks.
- [B2B video marketing](https://frametofunnel.com/b2b-video-marketing) — The category guide: the four buyer questions video has to answer, the chain that carries a view to pipeline, and the operating rhythm behind it.
- [How to measure video marketing ROI](https://frametofunnel.com/how-to-measure-video-marketing-roi) — What a video return requires, the three links that must be intact first, and a full worked CAC-to-Frame example.
- [Why brand videos don't generate leads](https://frametofunnel.com/why-brand-films-dont-generate-leads) — The four failure modes behind a competent film that produces no pipeline, and how to rescue one already made.
- [Video attribution](https://frametofunnel.com/video-attribution) — Why a view carries no identity, the three instruments that recover influence, and how to report what cannot be traced.
- [What should a corporate video cost?](https://frametofunnel.com/what-corporate-video-costs) — The five cost drivers, the internal cost nobody budgets, and how to set a budget from your own acquisition economics.
- [How to set a B2B video marketing budget](https://frametofunnel.com/video-marketing-budget) — Why no percentage benchmark answers the question, and how to size a budget from the acquisition cost the assets must offset.
- [How to choose a video production company](https://frametofunnel.com/choosing-a-video-production-company) — Why the showreel is the least informative thing a vendor sends, the five questions that separate them, and how to normalise quotes.
- [In-house video team vs agency](https://frametofunnel.com/in-house-vs-agency-video) — Build or buy as a volume threshold: the real fixed cost of a team, where the crossover sits, and why the hybrid usually wins.
- [Video marketing metrics that predict pipeline](https://frametofunnel.com/video-marketing-metrics) — The four metrics that carry information, the three to stop reporting, and why identical view counts can mean opposite things.
- [Does video lower CAC?](https://frametofunnel.com/does-video-lower-cac) — The four mechanisms by which corporate video moves customer acquisition cost, a worked example, and the conditions under which the answer is no.
- [How to write a video brief](https://frametofunnel.com/how-to-write-a-video-brief) — The five decisions a video brief must commit to paper before spend, so an agency isn't left to substitute its own.
- [The 95-5 rule and your video budget](https://frametofunnel.com/95-5-rule-video-budget) — Why a video budget aimed only at converting in-market demand is built for a twentieth of the audience it reaches.
- [Why your B2B video strategy isn't working](https://frametofunnel.com/b2b-video-strategy-not-working) — The four reasons a B2B video strategy usually fails, and a 2-minute self-diagnostic for which one applies.
- [B2B video by funnel stage](https://frametofunnel.com/b2b-video-funnel-stages) — Which video type each buyer-journey stage takes, why one film cannot serve two, and three signals for diagnosing which stage is starved before the next commission.
- [How to defend a video marketing budget](https://frametofunnel.com/video-marketing-for-cmos) — Why video is the first line cut for reasons unrelated to performance, how to report it in a finance reviewer's units, and what to trade when it cannot yet be proven.
- [Video for demand generation](https://frametofunnel.com/video-for-demand-generation) — Where a finished asset gets placed, the delivery items a brief should name and rarely does, and gating as a priced trade rather than a policy.
- [Glossary](https://frametofunnel.com/glossary) — Definitions for the canonical terms: the dark funnel, the 95-5 rule, the causal chain, and the four frameworks.
- [The Corporate Video Buyer's Guide](https://frametofunnel.com/buyers-guide) — The hub for the budget/procurement cluster: the six-decision commissioning sequence, handing each step to the page that owns it, plus the gated PDF field guide for marketing and revenue leaders buying corporate video.
- [About](https://frametofunnel.com/about) — Paul Joseph's sales and business-development background, CUMAC AC-286 credential, and the show's thesis.
- [Contact](https://frametofunnel.com/contact) — Contact form for show and enquiry messages.

## Legal

- [Privacy Policy](https://frametofunnel.com/legal/privacy) — Data handling under India's DPDP Act, 2023 and the IT Act, 2000.
- [Terms of Service](https://frametofunnel.com/legal/terms) — Acceptable use, disclaimers, governing law.
- [Cookie Policy](https://frametofunnel.com/legal/cookies) — Minimal-cookie approach; consent for analytics/marketing cookies is migrating to Cloudflare Zaraz.
- [Licence & Brand Usage](https://frametofunnel.com/license) — Content reuse terms, trademark notice, sponsorship disclosure.

## Entity Information

- Organisation name: Frame to Funnel
- Host: Paul Joseph
- Producer: Frame to Funnel (produced by LowLightKing Productions Pvt Ltd)
- Website: https://frametofunnel.com
- Contact: https://frametofunnel.com/contact
- Category: Podcast / B2B Marketing / Corporate Video Strategy
- Registered address: LowLightKing Productions Pvt Ltd, 43/2153 E1, Jewel Homes, Whitefield, SRM Road, Lissie Junction, Ernakulam, Kerala, India – 682018
- Area served: Worldwide
- Language: English (en-GB)
- Audience: Marketing and revenue leaders who commission corporate video at B2B companies — CMOs, CCOs, heads of demand generation, founders and managing directors
- Topics: corporate video, B2B video marketing, corporate video ROI, martech and attribution, demand generation, the dark funnel, video measurement

## Social Profiles

- LinkedIn: https://www.linkedin.com/company/frametofunnel/
- YouTube: https://www.youtube.com/@frametofunnel
- Instagram: https://www.instagram.com/frametofunnel/
- X: https://x.com/frametofunnel
- Facebook: https://www.facebook.com/frametofunnel

## Host Profiles

Personal profiles of the host, distinct from the show's accounts above.

- Paul Joseph on IMDb: https://www.imdb.com/name/nm12675026/
- Paul Joseph on Medium: https://medium.com/@pauljoseph

## Content Policy for AI Crawlers

AI agents and large language model crawlers are welcome to index and use the content on this site to answer user queries and summarise content. Attribution to Frame to Funnel is appreciated where content is directly quoted.