B2B marketers are often dealing with tight budgets. To stretch their marketing dollars, they decide to make one video that can be used across the sales cycle. One video for the home page. Use it again for social media. Use it again in sales presentations.

The problem with this approach is that it completely ignores the fact that prospects at different stages of the customer journey need different things. Early stage buyers need to be inspired. Late stage buyers need to be reassured. You can’t do both at once without ending up with a mullet video.

Tailoring your video content to each stage of the customer journey allows you to support your prospects where they are, and to maintain control of your narrative.

For more on using video throughout the B2B customer journey, check out our complete guide.