How to Stop Wasting Video Budget and Start Building Buyer Trust: Expert Insights by Tim Bradley
On a recent episode of The Sticky Note Marketing Show, host Mary Czarnecki sat down with Tim Bradley, co-founder of Pennant Video, to dive into one of the most talked-about challenges in modern marketing: how to use video effectively throughout the customer journey.
Bradley, a seasoned creative with over a decade of experience across agencies and industries, now leads Pennant Video, a B2B-focused agency specializing in what they call the “Video Marketing Trifecta.” The trifecta—consisting of Anthem, Explainer, and Endorsement videos—offers a structured yet flexible approach to ensuring brands are not just seen, but truly understood and trusted.
“Video helps you communicate consistently and with style—even when you're not in the room.”
The Hidden Gap in Video Strategy
As many businesses focus heavily on top-of-funnel awareness and bottom-of-funnel conversions, Bradley pointed out that the middle of the funnel is where most brands are falling short.
“There’s often this divided attention,” he explained. “Marketing puts a lot into selling the click, getting people to the landing page. Internal teams handle the brand building and customer nurture at the bottom. But the middle? It’s where attention is hardest to maintain, and that’s where video can have the biggest impact.”
This mid-funnel gap is especially crucial for B2B companies, where sales cycles can span nine months to over a year, with multiple stakeholders involved. Bradley emphasized the importance of delivering value and building trust during this phase—not just through words, but through visuals and emotion.
Introducing the Video Marketing Trifecta
To bridge this gap, Pennant Video developed the “Video Marketing Trifecta”—a three-part framework that helps brands strategically approach their video content.
Anthem Videos – These are emotionally driven brand narratives that express a company’s mission and values. “They’re not about you,” said Bradley, “but about how your audience sees themselves in what you do.”
Explainer Videos – Designed to creatively clarify what a company does and how it does it. These are where technical details meet entertainment, helping audiences better understand a product or service in an engaging way.
Endorsement Videos – Also known as testimonials or case studies, these are proof points that build credibility by showcasing real success stories from real clients.
Bradley stressed that no single video can do everything, which is where many businesses go wrong. “Trying to fit all your messaging into one video just waters it down. Instead, break it into clear, audience-focused pieces that meet viewers where they are in their journey.”
From Internal Bottlenecks to 24/7 Sales Tools
Czarnecki and Bradley also discussed a common pain point: communication bottlenecks. “If you're saying the same thing in every meeting or sales call, that's a sign,” said Bradley. “Video helps you communicate consistently and with style—even when you're not in the room.”
Bradley described video as the only salesperson working for you 24/7. Whether embedded on a website or shared during a pitch, video ensures messaging is always aligned, professional, and persuasive.
He also noted that video isn’t just an external asset. Anthem videos, in particular, can be powerful for internal communications and employee engagement. “They help rally the team, especially during rebrands or major organizational changes,” he explained.
The Right Time to Invest in Video? Look for Bottlenecks.
When is the right time for a business to invest in video content? According to Bradley, it’s whenever a brand notices communication breakdowns or sees prospects stalling in the funnel.
He encouraged marketers and business owners to look at two key areas:
Internal bottlenecks: Where are teams struggling to explain things clearly or consistently?
Buyer bottlenecks: Where do prospects drop off or lose interest in the journey?
“Those moments are prime opportunities to leverage video to simplify, humanize, and scale your message,” he said.
Final Takeaway
As the conversation wrapped, Czarnecki pointed out the value of Bradley’s framework as a practical roadmap for marketers. “Grab your sticky notes,” she urged listeners, “and write down these three: Anthem, Explainer, Endorsement. That’s your new video checklist.”
Whether for brand building, lead nurturing, or sales enablement, the trifecta offers a focused yet flexible approach to a medium that continues to dominate marketing—and consumer—preferences.
With insight, empathy, and structure, Tim Bradley and Pennant Video are helping brands stop leaving prospects hanging in the middle and start turning attention into action.
