Deep Dive: Bottom of Funnel Video Content for Scientific Audiences

When your buyer is nearing a decision, they’re balancing logic with risk. They want to be confident they’re choosing the right vendor and that your solution will deliver as promised.

Bottom-funnel video content is about de-risking the decision. This is where science meets strategy.

Case Study Videos:

Think of these as visual white papers. Showcase a successful deployment in a research lab, clinic, or pharma workflow.

Include metrics: time saved, error rate reduced, publications supported.

Don’t shy away from technical detail—that’s what builds credibility.

Visual Ideas: Before/after process diagrams, charts showing ROI, or animated overlays of improved throughput.

Onboarding Walkthroughs:

One of the biggest barriers to buying is fear of complexity. Film a new client’s first 30 days: delivery, setup, training, troubleshooting. Feature your support team and how they assist researchers. Include real timelines, integration examples, and outcomes.

Format Tip: Use a documentary style with timestamps and client quotes. Think of it as a "day in the life" of post-purchase success.

ROI Explainers That Quantify Value:

When procurement is involved, emotion won’t cut it. Show the math.

Highlight the specific ways your product reduces cost, time, or labor.

Use motion graphics to walk through hypothetical or real cost-savings models.

Consider voiceover from a product manager or applications scientist.

At the bottom of the funnel, it’s not about inspiration. It’s about proof. Use data, clarity, and confidence to nudge your buyer from "maybe" to "yes."

And always end with a smart CTA: book a demo, download a spec sheet, or schedule a consult. The clearer the next step, the faster the decision.

Posted: 05/23/2025