Pennant Video

Pennant makes videos – that seems relatively clear. But what does “mid-funnel focused video marketing” mean? It’s on our business cards, after all… We’re glad you asked! Seriously, people ask us that all the time, and we’re always happy to explain. But today, we’re stepping back and letting our very own (and very first) Explainer video do the hard work for us. It explains what we do, sure. But more importantly, it’s a demonstration of the power of the mid-funnel and a living example of what we do for our clients with every video we make. From discovery and creative direction to execution, animation and sonic identity, Pennant will galvanize your mid-funnel so you can outplay your rivals. Plus it looks pretty amazing, right? Still got questions? Drop them in the comments ?? Special thanks to these creative champs: Tyler Littwin - Art Direction Brianna White - Brand Direction Sean Brodeur - Animation Ben Drake - Animation Chris Plante - Composition, Sound Design + Mix Shaw Flick - Writing Alli Axelsen - Project Management Mariah Bergeron - Voiceover Sam Kelly - Logo Identity Tim Bradley - EP/Director Dustin Devlin, Winston Macdonald - Assistant Coaches

Ever wondered what separates good from great in video? Our founder and Executive Producer, Tim Bradley, is currently doing just that, as a judge for this year’s Telly Awards. For as much as we debate it, hardware matters in this industry. Not because trophies make your work better, but because they ???????????? that what you do cuts through the n??o??i??s??e??. A Telly on the shelf is recognition that your work moves the needle – whether that’s emotionally for the audience, or that it drives business outcomes for your clients. For Tim, judging this competition comes down to three key ideas: ????????????????, ????????????, and ????????????????????: “?????????? ?????????? ?????????? ???????? ?????????? ?????????????? ?????????? ???? ?????? ???????? ??????????????????. ???????? ???????????????????? ????????????, ???? ??????????????????. ???? ???????????? ???????? ????????????, ?????????? ???????? ???????? ??????????????????, ?????? ???????????? ?????? ???????? ?????? ?????? ??????????.” If you’ve poured your craft into something remarkable, now’s the time to put it in front of industry leaders who recognize outstanding storytelling. The ?????????? ???????????????? ???? ???????????? ???? ?????????? ???? – don’t miss your chance! ????????????????? ???????? ???????? ????????: https://lnkd.in/gbpr87dY

?????? ???????????? ?????? ?? ????????????. “I knew when I started in July that I wanted to bring a video-first mindset to this team. I was challenged to introduce a ‘big idea’ to generate excitement with leadership as early on as possible—except we didn’t have any video vendors that I knew could achieve what I wanted. Not just in terms of quality and creative vision, but in terms of collaboration and speed.” ?????? ???????? ?? ???????????? ???? ?????????????? ?????????? ????. “I was ecstatic when I got you guys in under [the vendor] contract in November. Then EXEC#1 handed over the second challenge: Finish these first two videos by [the sales] Kickoff [in February].” ?????? ????????, ?????????? ?????? ?????????? ???????????????????? ?????? ???? ??????????????, ?????? ???????? ??????????. “SME#1 and SME#2 apparently lit up leadership message boards today with chatter and excitement about this project. BTS pics are generating a lot of interest. It’s a good thing.” ?????????????? ???? ???????? ?????? ?????????? ?? ?????????? ???? ?????????????????? ??????. “Things are typically pretty boring around here. [You’re] infusing a bit of B2C vibes into our regulated B2B world.” ????, ???????? ?????? ?????????? ?????????????? ???????? ????????... “This past week in Vegas was a tremendous success. We delivered our presentation four times to almost 500 people. We were voted the best presentation of the week.” ???? ?????? ?????? ?? ??????-???????? ????????????. “In a poll asking sales reps what products and solutions they are most excited about for 2025? They voted overwhelmingly (67%) in favor of ‘video.’” ??????, ????????'?? ????????? “So… I’m considering [video] to be my mandate. Let’s get started on the next wave!” _____ Have you ever started working on a case study only to realize that direct quotes from the client tell the story better than you ever could? We took a page from our storymining playbook for this one – where our only intervention was selecting and arranging the quotes, while giving them a bit of context with bolded headers. Putting this post together got us thinking… shouldn’t all customer success stories write themselves?

Scaling your marketing efforts shouldn’t mean losing the personal touch that got you here. In fact, we’ve found that video makes personalization scalable – and effective. You know that decision makers want you to speak directly to their unique challenges. But without making bespoke demos or DMing them with references to something they recently posted on LinkedIn, how are you supposed to make them feel like you understand what they need? First, think about where they are in their journey. Chances are, they’ve already used some combination of AI and search to fine tune their top-of-funnel (TOFU) understanding of their need and discover a long list of possible solutions. That puts them smack dab in the middle of your marketing funnel – yahtzee! Because guess what? ??????-???????????? ???????????? like ??????????????-???????????????? ???????? ?????????????? or ????????-?????????????? ?????????????? can squarely hit the target of what your audience needs in that moment. Without being fully custom, they feel tailored because they demonstrate situational applications for your product and service. But – and this is why they’re so powerful – they’re versatile enough to use across similar prospects. (Because let’s be honest, if you’re doing it right, your prospects have a lot in common.) ?? Nearly half of SaaS marketers rank customer stories as the #1 tactic for driving sales (Uplift Content Inc.). ?? Video boosts brand awareness for 87% of marketers (HubSpot). ?? With video, you’re better equipped to grab someone’s attention while you build trust at scale. Plus, assuming you’ve made some friends along the way, you probably already have a pile of case studies and plenty of enthusiastic customers ready to tell their stories. It’s just a matter of framing those stories to target specific pain-point/solution sets that speak directly to certain decision-making roles. So, the question for 2025 shouldn’t be ?????? ??????????. It should be ?????? ?????? ?????? ???????? ?????????? ???????? ???????????? ?????? ???????? ?????????? ???????? ????????? Which means our hottest tip for the upcoming year (and beyond) is… Don’t waste effort overhauling your entire approach. Instead, start personalizing with focused mid-funnel video. #MarketingAtScale #VideoMarketing #PMM #TechGrowth

The marketing funnel is ridiculous. It’s a ridiculous idea. It just is. Because there’s no such thing as a linear customer journey. Humans don’t behave in straight lines, and hopefully we never will. So, the way people actually engage with brands is messy, emotional, and often irrational. It’s more of a swirling continuum, where curiosity, need, and impulse collide in unpredictable ways. But the funnel is also real, and it works. Not because it perfectly reflects how customers think, but because it helps brands structure how they communicate. And when it comes to video marketing, structure is everything. ????’?? ?? ???????????????????????????? ???? ?? ??????????’?? ???????????????????????? ???? ?????? ???????????????? ??????????????. Think about that for a second. Whereas a customer journey doesn’t function like a funnel, a brand’s relationship to it does. ?? Top-funnel videos spark curiosity ???Mid-funnel builds trust and drives action ???Bottom-funnel nurtures existing customer relationships The key is making videos that don’t just fit into those stages but actually respect how people feel at each moment. That’s what we do. Sure, we make videos, but more than that we create video strategies that align with how people actually make decisions. Because when you blend storytelling with strategy, the funnel stops being ridiculous—it starts being ridiculously effective. #VideoMarketing #BrandStorytelling #MarketingStrategy

Reminder for 2025: You’re not just selling clicks or trying to close deals. You’re building relationships at scale. But the reality is that your audience is being bombarded with content every day. So, if you want to make a real impact, forget flashy ads or surface-level social posts—real relationships are forged in the middle of the funnel (MOFU). That’s where informative and trust-building videos step up as your secret weapon. Why? Because video is demonstrably engaging. But more than that, it’s ????????????????????????????????. ?? ????% ???? ???????????????????? already use video as a marketing tool, and ????% ?????? it’s a critical part of their strategy (Wyzowl). ?? Educational and informational videos ???????????????????????? ?????? ?????? ???????????? ?????? ????????????????????, with audiences seeking expertise and actionable insights (Wistia). ?? Video drives conversions: Embedding CTAs or email capture forms in videos ???????????????? ?????????? ?????? ???????????? ?????? effortlessly (Wistia). See, middle-of-funnel content is about ???????????????? ??????????, not chasing numbers. Videos that inform, demonstrate empathy for the audience, and showcase values are the bridge between awareness and decision-making (Hubspot). Think high-level product demos, targeted customer stories, and anthemic reasons to believe in your brand. Videos like these are the virtual stand-in for strong eye contact and a firm handshake. In other words, ?????????????? ?????? ???????? ???? ???????????????????? ?????????? ?????????? ?????? ???????? ???????? ???? ???????? ???? ????????????. So, while others are lost in the Top-of-Funnel race to grab attention, you’re forging relationships and guiding your audience toward meaningful action. (Plus, you can let your competition do the TOFU work while you close deals with MOFU, since most awareness work can be cross-leveraged with timely, targeted videos.) We all have hopes and dreams for this new year… But if you want to stand out? Start with the mid-funnel. Start with video. #VideoMarketing #PMM #TrustInAction

Budgets will always be tight. Resources will always be stretched. And even if you had unlimited time, staff, and money to throw at marketing, you’d still need high-quality leads to make it all worthwhile. That’s because most B2B product marketing happens in the mid-funnel, where your audience needs content that cuts through complexity and helps them consider your specific solution (versus your rivals’). Enter the Explainer video. Great Explainers are precision tools, crafted to do one job exceptionally well—turn existing curiosity into purchase intent. And here’s how Explainers can help you generate better leads for your sales team: 1?? ?????????????????? ?????????? ?????????? ?????????? ?????? ???????????????? Explainer videos help leads self-qualify by presenting your value clearly. They also adapt seamlessly across channels. ?- ?????? ???? ??????????: 88% of marketers in 2024 said Explainers improve understanding of their product (Wyzowl). ?- ???? ?????? ????????????????: Use Explainers on landing pages (boosting conversions by up to 86%), emails (300% CTR boost), and social ads (HubSpot, Dripify). 2?? ????????????????, ??????????????, ?????????????? Great Explainers turn complexity into clarity, helping prospects see why your solution is the right fit. ?- ?????? ???????????????????? ????????: Clear, concise storytelling eliminates confusion and builds trust quickly. ?- ?????? ??????: Focus on solving one problem. Overloading viewers dilutes impact—less is more. 3?? ?????? ???? ??????????, ???????????????????? ??????’?? ???????? ???? ???? ???? ?????? Explainers don’t need to answer every question—they just need to move prospects closer to a decision. ?- ?????????? ???????? ??????: Short Explainers (approx. 30 sec) highlight key features or benefits, perfect for ads or emails. ?- ?????? ???????? ??????????????: Longer videos (60–90 sec) offer a broader overview for your site or sales decks. ?- ?????? ??????: Strategize micro versions that ladder up to a longer one. 4?? ???????? ???????? ???????? ?????? ?????? CTAs drive action. The right timing and wording make all the difference. ?- ???????????? ???? ??????: A mid-roll CTA could double your conversion rate (Wistia). ?- ???????????????? ??????????????: Use action words like “you,” “free,” “now,” “click,” and “try.” ?- ?????? ??????: Test CTA placement and wording to match video length and viewer behavior. ?????? ???????????? ???????? Explainer videos don’t just generate leads—they generate *the right leads.* Whether you’re clarifying your solution, engaging across channels, or driving conversions with strong CTAs, a well-crafted Explainer primes your pipeline for success. Make your mid-funnel marketing count. Start with Explainers that qualify curiosity and feed you better leads. #ExplainerVideos #LeadGeneration #VideoMarketing

Cannabis is the definition of a growth industry (literally). But between regulatory scrutiny and intense competition, standing out in the space requires more than just numbers. To succeed, you need stories that connect. But don’t take our word for it. FundCanna is no stranger to creating connections; their entire business model rests on the idea of connecting motivated entrepreneurs with the capitol necessary to succeed. But to fuel their own success, historically they’d avoided storytelling in favor of hyper targeted ad campaigns. The results tell a story all their own: the static, image-based ads didn’t resonate ‘beyond the click,’ as it were. So, knowing they needed to pivot, the marketing folks at FundCanna decided to invest in creative storytelling through video. ?? To kick off this strategy, FundCanna partnered with Team Pennant to produce the client story of Tradecraft Farms—a California-based cannabis company that went from nearly $1 million in debt to over $15 million in revenue with FundCanna’s help. This video wasn’t just about highlighting financial success. It was about making a connection: ???Showing how debt financing allowed Tradecraft to grow while maintaining operational control. ???Highlighting the role of FundCanna as a partner empowering growth in a challenging market. ???Providing other cannabis businesses with a relatable, inspiring roadmap for success. For FundCanna, this project is just the start. With bold marketing goals for 2025, they’re building a library of stories like Tradecraft’s, tailored to different audiences and challenges across the cannabis industry. It’s a smart shift—leveraging video to create authentic, impactful marketing that helps them validate their offering and close more deals. And we’re here for it. Literally. _______ Credits: DP: James Buchmann Gaffer: Ken Appel EP: Tim Bradley Writer: Shaw Flick Editor: Michael Palumbo Motion Graphics: Ben Drake Special thanks to JP Lagos at Team FundCanna.

What happens when you combine exciting new features and a dedicated mid-funnel production crew with the beauty of San Francisco in October? Check it out: ? You build and reinforce the connection between your audience and your brand. ? You create a direct pathway between their experience and what your product does to enable it. ? And (in this case) you get a delicious, slightly romantic take on how food connects us to our most precious memories. We hope you enjoy this spot we made for a recent product release by Revolution Cooking as much as we did making it. From ideation and storyboarding to long shoot days, custom scoring sessions with Chris Plante and meticulous post-production work, this video really represents the full breadth of what we do for brands. If you were dreaming big (but within budget), what kind of video could we make for you? _______ Credits: DP (SF): Kyle Decker DP (BOS): Colby Todisco Creative Director: Shaw Flick Director & Editor: Tim Bradley Motion Design & VFX: Ben Drake Photography & Grip: Eric Saltzman Colorist: Scott Mapes, VAGRANTS Food Styling: Lauren Lear + Laura Sui Boston Location: Divine Design Center Music Composition & SFX: Chris Plante Talent: Ben Decastro + Senna Cascante Motion Control: Matt Dorris + RYFT Motion Control Thank you Matthew Caputo and Team RevCook.

Video is a powerful way to get mid-funnel results. In fact, 91% of businesses use it as a marketing tool. But you probably don’t need survey data from Wyzowl to know that marketing videos are all around us. From advent calendar unboxings and mid-rolls pushing direct competitors to AI-generated soda spots, UGC social content and everything in between, it’s pretty easy to see that video is… well… everywhere. And while each of these video types serve vastly different business goals, they all have one thing in common: They work hard – Or at least they’re supposed to. But how hard a video ???????????????? works vs how hard it’s ???????????????? ???? work can be difficult to quantify. Unless it isn’t. Which is why, on this #GivingTuesday, we want to highlight a recent, hardworking video whose value was immediately quantifiable. See, when our client partner Developmental FX first came to us with the goals of this video, we recognized that it wasn’t necessarily a marketing video, but that our expertise would really benefit it. That’s because we knew… ? It had to connect quickly and deeply with its audience. ? It had to explain the important work DFX does globally by demonstrating the impact it has locally. ? And it had to tell a story through the eyes of its leadership, clinic staff, and clients. In fact, it was exactly the kind of video we would ordinarily be making for B2B tech to achieve their mid-funnel marketing goals. A sort of combination Explainer-Endorsement story, aka part of our mid-funnel marketing sweet spot. But this video’s goal was to help DFX raise money at their annual Soiree to Build Engaged Belonging, not to move B2B decision makers through the mid-funnel. And it did! Without going into too much detail, the story we were able to tell helped them raise some much needed funds – north of six figures – to support their programs. At the end of the day, this video doesn’t serve a marketing purpose. But it does the same connective work – with more immediately quantifiable results, of course. Plus, we appreciated the opportunity to support the important work they’re doing. Because for as hard as this video works on their behalf, DFX is working way harder to support kids with learning differences around the world. And hey, if you’re feeling generous, please consider giving a tax-free donation to this worthy cause. We’ll put the link in the comments. ______ Writer: Shaw Flick Editer: Deejuliano Scott Director of Photography: Josh Berman Motion Designer: Ben Drake Producer: Erica Call EP: Tim Bradley Thank you Susan Kramer and Tracy Stackhouse