In many B2B organisations, video is seen as a top-of-funnel tool. It helps build awareness, support campaigns, and drive engagement, all of which are essential. But once an opportunity reaches the sales team, video and marketing support can fade into the background.

And that can be a costly mistake.

Because it's at the sharp end of the deal, when buyers are comparing vendors and weighing risks, that great content makes its biggest impact. This is where marginal gains matter. And where video, used strategically, becomes a powerful enabler.

Content that earns its place in the deal cycle

Buyers don't just need to be convinced. They need to make the case internally. They need to overcome doubts, reassure stakeholders, and build consensus. The right video content can do all of that, if it's built with sales in mind.

"In high-stakes sales, the most useful content isn't the flashiest. It's the clearest, most credible, and easiest to share."

Practical ways to support sales with video

Below are five ways organisations are using video to help sellers open doors, handle objections, and close deals.

1. Tackle objections head-on

Every sales team has a list of recurring blockers, from pricing concerns to integration worries. Short, direct videos that address these issues can help disarm objections early.

2. Put experts in the room

Video allows senior leaders and subject matter experts to show up in the conversation, even when diaries don't align. Pre-recorded messages, demo explainers, or vision videos add weight to a proposal and build trust across the buying committee.

3. Create tailored assets for high-value deals

In large, complex sales, a deal-specific video can bring your solution to life in the customer's world. Whether it's a day-in-the-life story, a bespoke walkthrough, or a visual ROI narrative, it's a powerful way to make your pitch feel personal.

4. Craft a crisp "Why Us" video

Sometimes, the simplest things are the most effective. A 90-second video that clearly explains who you are, what you offer, and why you're different can be a game-changer, especially when shared as a follow-up or included in a pitch pack.

5. Share sharp, persona-led product explainers

Short, focused product videos built around a specific issue and audience are powerful tools for sales teams. They're easy to drop into a conversation when a topic comes up—more relevant and digestible than a full demo, especially when buyers only care about one part of the solution. These assets are also perfect for embedding on product pages, helping prospects self-serve the answers they're looking for.

Build a sales-ready content library

Equipping sellers with a searchable video library, covering customer stories, expert interviews, partner endorsements, and cultural proof points, gives them content that's ready to go, whenever they need it. Make it easy to find and share.

"The best sales videos don't replace the salesperson. They reinforce them."

Beyond the pitch: strengthening your sales culture

Video doesn't just help close deals, it can help build stronger sales teams too. From recruitment and onboarding to internal knowledge sharing, smart use of video accelerates learning and celebrates success.

Final thought: Don't let video stop at awareness

Video's value doesn't end with brand campaigns. In fact, it may matter even more once prospects are engaged. At this stage, trust, clarity, and credibility are everything, and video delivers all three.

If the goal is to help sellers sell, give them the content that works as hard as they do.