You’ve done the work to attract attention and nurture interest—but now it’s time to close the deal.
At this stage in the buyer’s journey, your prospects aren’t looking for hype. They want confidence. They want clarity. And most of all, they want proof.
That’s where video marketing at the bottom of the funnel shines.
So, what types of video content convert leads best?
Let’s break down the top three.
1. Testimonial Videos: Let Your Customers Do the Talking
Nothing builds trust like hearing directly from a happy customer. Testimonial videos show real people explaining the problems they faced and how your product or service helped solve them.
Why They Work:
- Social proof reinforces buyer confidence
- Relatability helps viewers see themselves in the story
- Authenticity builds credibility in a way no sales script can
Best Used In:
- Proposal follow-ups
- Landing pages
- Retargeting ads
- Sales email campaigns
2. Product Demo Videos: Show, Don’t Just Tell
If you sell a product or platform, chances are your prospect wants to see it in action. A well-made product demo gives them exactly what they need: a clear, concise explanation of how it works and why it’s valuable.
Why They Work:
- Removes uncertainty about functionality
- Reduces the need for live demos or long explanations
- Highlights key features that align with pain points
Best Used In:
- Sales presentations
- Decision-stage emails
- Embedded in pricing or feature comparison pages
- FAQ or help center content
3. Personalized Sales Videos: Make the Pitch Feel Human
When you’re down to the final few decision-makers, a personalized video can cut through the noise. These short, one-on-one videos allow your sales team to directly address a lead’s unique questions, objections, or goals.
Why They Work:
- Adds a human touch to digital outreach
- Speaks directly to the viewer’s context
- Increases email open and response rates
Best Used In:
- Cold or warm outreach
- Proposal or quote delivery
- Post-demo follow-up
- Closing stage re-engagement
Bonus Tip: Combine for Impact
Some of our clients use all three video types together for maximum effect. For example:
Email Sequence:
- Day 1 – Personalized intro video
- Day 2 – Product demo
- Day 4 – Testimonial video from a similar client
It’s a powerful one-two-three punch that warms up leads and moves them toward a confident “yes.”
Final Thoughts
If you want to improve your lead-to-customer conversion rate, it’s time to lean into video—not just as a marketing tool, but as a sales asset.
The best videos for converting leads are:
- Testimonial Videos (trust and credibility)
- Product Demos (clarity and confidence)
- Personalized Sales Videos (connection and responsiveness)
Done right, these videos don’t just close more deals—they shorten the sales cycle and build stronger customer relationships.
Ready to Turn Your Leads Into Loyal Customers?
At JSB Video, we help businesses create conversion-focused content that supports both marketing and sales teams. Whether you need one powerful testimonial or a full bottom-of-funnel video kit—we’ve got you covered.
