Are you struggling to stand out in today’s saturated B2B market? As a sales professional, we  know that capturing and retaining attention is harder than ever. At a sales conference in Colorado last week, I recently shared my insights with a group of women sales experts on how to repurpose video content to enhance lead generation. This approach, even if you're a team of one, can transform a single video into a powerful tool that drives measurable results.

1. Define Your Video Lead Generation StrategyWhen it comes to video, clarity is key. Think about what you want to achieve—do you want downloads, meetings booked, more views? I often see sales teams skip this step, which can lead to unfocused efforts. Setting a clear goal ensures each video serves a purpose and directly supports your lead generation strategy.2. Choose a Long-Form Video to RepurposeLook for valuable long-form content you already have—whether it's a webinar, a recorded meeting, or a training session. For example, many teams have treasure troves of video content they’re not fully leveraging. By choosing one of these to work from, you’re starting with substance, which makes repurposing more effective.

3. Edit and Extract Key Parts with AI Tool
Using tools like Descript, you can easily break down a long video into shorter, more engaging clips. Choose highlights that capture your message, offer value, and create curiosity. Short clips are ideal for keeping your audience’s attention while providing bite-sized insights that lead them to the next step in the sales funnel.

4. Enhance Your Clips with Visual Layers
A polished video is much more likely to resonate. Add subtitles, images, and music to create a memorable experience. As I shared in my workshop, even small enhancements can make a difference in engagement, especially when viewers are watching without sound.

5. Publish Across Multiple Platforms and Optimize for Reach
With your clips ready, schedule them across platforms like LinkedIn, Instagram, YouTube, or TikTok. Each channel has its nuances, so take time to optimize—use the right keywords, choose optimal posting times, and make sure each post aligns with the platform’s style. Effective scheduling maximizes your reach and keeps your audience engaged.

6. Measure and Track Your Progress
Metrics matter. Track how each video performs against your initial goals to see what resonates and adjust accordingly. Did it drive website clicks? Result in shares? Generate new meetings? Regular tracking not only proves the value of your efforts but also helps refine future videos.

A Personal Invitation to Start Repurposing Video‍

Repurposing video content doesn’t require a big budget or a full production team—just a bit of planning and creativity. Start with a piece of content you already have, like a recent presentation, call or demo recording and see where you can take it with these steps. If you need help starting, I’d love to help you brainstorm or guide your team on creating videos that fuel your lead generation strategy.