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|Stage||Primary Goal||Success metric||Video types|
|Awareness||Announcing your presence to the world | No sales talk||No. of views generated | View count||Product marketing, Product demo videos, Repurposed webinar videos|
|Consideration||Establishing yourself as a trusted source of quality information | No sales talk||Time spent by leads consuming the content.||Product demo videos, How-to, Case study videos|
|Conversion||Applying human touch | Making emotional connection||Click on CTA, request for a meeting.||Product-related videos, Customer testimonials|
|Retention||Nurturing long-term relationships||How they behave after signing up.||As applicable to Loyalty + Advocacy|
|Loyalty||Make it about THEM, not you||How they behave after signing up.||Onboarding, how-to videos|
|Advocacy||Continuing to add value.||Number of referrals, for example.||Academy Video courses|