By: Samuel Cooper

“People buy from people,” said Tim Bradley. “That is truly what’s going to happen at the end of the road here at conversion.”

Tim Bradley, co-founder of Pennant Video, recently joined Lee Levitt on The Thoughts on Selling™ Podcast to discuss video marketing, storytelling, and sales enablement. With nearly 20 years of experience, Bradley has helped lead B2B brands create video strategies that engage buyers and drive results. He explained why mid-funnel marketing is essential and how businesses can use video to build trust and support informed decision-making.

How a Family Business Inspired a Video Marketing Vision

Bradley’s entrepreneurial mindset started early. “Both of my parents were solopreneurs before that term even existed,” he said. His father ran a mobile hearing business, while his mother operated a bed and breakfast. Watching them create their opportunities inspired him to launch Pennant Video.

Before starting his company, Bradley led a 25-person creative team at a communications agency for 12 years. He saw the need for high-impact video strategies focused on tangible business outcomes. 

“I just want to make sure that the work I’m putting out, and that my team is producing, has the greatest impact possible,” he explained. 

That motivation led to developing the Video Marketing Trifecta™, a framework designed to improve conversion rates by filling critical gaps in the buyer’s journey.

Why Businesses Miss the Mid-Funnel—and How Video Fixes It

Many B2B companies sometimes find it challenging to convert leads into customers. They tend to concentrate on top-of-funnel awareness, and the mid-funnel stage, where buyers start to evaluate their options, might not always get as much attention.

“You can double the amount of money you spend on leads at the top of the funnel, and that’s horribly expensive, and it doesn’t give you 2X the return,” Bradley noted.

The Video Marketing Trifecta™ helps businesses address this challenge with three key video types:

• Anthem Videos: Establish an emotional connection with the audience.
• Explainer Videos: Show how a solution fits into a buyer’s business and solves key pain points.
• Endorsement Videos: Use customer stories to provide social proof and reinforce credibility.

“That’s what Pennant is all about—empowering decision-making,” Bradley emphasized. “That is really the goal of the work we’re producing on behalf of our brands.”

Sales Teams That Use Video Close More Deals—Here’s Why

Beyond traditional marketing, Bradley urges sales teams to incorporate video into their outreach. “I strongly encourage it,” he stated. “That’s exactly it. Adopting the medium and getting comfortable with its mechanics adds huge value for potential buyers while also strengthening a salesperson’s repertoire and skill set.”

Many sales professionals hesitate, worrying about production quality. But according to Bradley, authenticity matters more than polish. “Your buyers aren’t expecting Hollywood production from a rep’s video. They just want to know you care about their challenges and have a solution that makes sense,” he explained.

Storytelling That Sells: A Video Marketing Success Story

One of the discussion’s takeaways was storytelling’s role in helping with effective video marketing. Bradley shared a recent success story from a major global company. His team produced an anthem and explainer video to support a critical internal initiative.

“Our client was stepping into a new leadership role and needed to make a strong first impression,” he said. The videos became the highlight of the organization’s annual kickoff event.

“They conducted a poll among attendees, asking what the impactful moment of the event was, and her presentation ranked the highest. When asked what excited them about the year ahead, the team pointed to video—having assets like these to support their initiatives,” Bradley shared.

The reason? The videos focused on real-life challenges of decision-makers, helping the audience see themselves in those situations. “Show the pain upfront so it’s relatable,” Bradley noted. “That’s how you build trust and drive action.”

The Future of Video Marketing: What Pennant Video is Focused On

Pennant Video is expanding its work with brands in industries that create real impact. “For us, it’s really about working with brands that embody this—safety, security, and sustainability—building products, tools, and solutions that create a better world,” he said.

The company is also shifting toward outbound marketing, using its video-first strategies to reach the right clients.

For businesses looking to improve their marketing with video, Bradley’s advice is clear: Invest in storytelling, focus on the mid-funnel, and build trust with content that resonates.

Published by Joseph T.