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20 Essential Video Marketing Q&A for B2B SaaS Businesses

16 Types of Videos Every B2B SaaS Company Should Create

20 Essential Video Marketing Q&A for B2B SaaS Businesses

Video marketing has gained a lot of traction in recent times. But does your B2B SaaS business need it? If you are still undecided about video marketing, but keen on testing the waters, this guide might be able to help you do it safely.

If you are an early adopter, however, you might want to know if you are doing it right.

So, let us start with the most obvious question, shall we?

Table of Contents

Q1. Is video marketing the best way to market B2B SaaS?

Video marketing is effective because it is engaging, personal, and interactive. It is different from other forms of advertising because it requires you to have a clear understanding of your product. It could be the best way if you treat video marketing as a means to:

  • Communicate with people directly and visually.
  • Make a sustained effort that takes a lot of your time and resources.
  • Understand what is on people’s minds by engaging with them.
  • Build trust by showing people why your brand is credible.
  • Showcase your product, show how it works, and answer any questions that potential customers may have.
  • Provide a large amount of credible information in a short time.

Takeaway: It is a fast and cost-effective way to market your B2B SaaS business, communicate with your ideal customers, and drive action.

Example: Watch this Content Beta video featuring Andrea Zoellner. VP of Marketing at Kinsta, to learn how to use video marketing to improve brand awareness. You can also catch the podcast on Content Beta’s ‘The Product Marketing Show’ on Spotify:


Q2. Should video marketing be the default marketing strategy for B2B SaaS?

Video marketing is a cost-effective way to reach customers and build trust.

  • The average cost of a video marketing campaign is less than or comparable to print, digital, and outbound marketing.
  • Building credibility with your customers is easier to relate to what you can see and hear as opposed to reading about it.
  • Language is no barrier with videos and companies can use different languages to communicate, depending on the geographic locations.

Takeaway: You can use on-screen text, annotations, voice-over, and closed captions (CC) to complement the visuals.

Example: Strictly going by the analysis of available statistics, the answer would seem to be a resounding ‘Yes’.

Q3. What benefits can B2B SaaS businesses derive using video marketing?

Video can be an effective way to not only share content with your audience but also drive more traffic.

Video marketing can be an excellent means to:

  • Engage with your audience and get them interested in your business.
  • Reach out to potential clients that you might not otherwise be able to reach.
  • Create content ranging from product reviews and how-to videos to FAQ videos.
  • Share information with your audience using social media and distribution channels.
  • Create context to make your message more engaging and memorable for the audience.

Takeaway: If you can figure out how to use video as a marketing tool, you will have mastered the most impactful type of content to drive traffic and build your business.

Sl. No. Statistics
1 88% of people say watching a brand’s video convinced them to buy their product or service
2 95% of a video message is retained by viewers
3 As much as 93% of brands won a new customer using video on social media
4 A website video can make an average visitor spend 88% more time on the site
5 Video is likely to account for 82% of all internet traffic in 2022.

Q4. How expensive is B2B SaaS video marketing?

Using video marketing can seem like it is too expensive, but it does not need to be. You can do a lot with video marketing without spending a fortune. Just keep the following things in mind:

  • Decide on a budget and plan your video campaign duration accordingly. A good rule of thumb to follow is to run your campaign for a period of 3 to 6 months.
  • Even though the initial cost of investment tends to be slightly on the higher side, a well-executed plan should start yielding tangible results in a couple of months.
  • Your video production cost can vary depending on how you want to produce your videos. You can hire a video production agency, engage freelancers, or create videos in-house.

Takeaway: A definite advantage of videos is “Create once, use multiple times.” This means you can use the same video on multiple platforms to reach your target audience.

Example: The pricing varies based on the topic, complexity, and reputation of the video production agency.

Q5. How easy is it to do B2B SaaS video marketing?

B2B SaaS companies face a unique challenge when it comes to video marketing. Unlike B2C companies which can create a few promotional videos highlighting a bunch of different products, B2B companies typically sell one product.

Statistics show that a majority of consumers want to see more video content from businesses before they make a purchase. And companies realize that they need to produce more and more content to service the demand.

However, producing and posting videos can be expensive, and it can be difficult to stand out among other B2B offerings. Luckily, video marketing does not have to be costly or difficult. There are free tools you can use to produce high-quality marketing videos.

Takeaway: The actual difficulty with video marketing lies in coming up with a clear idea of what you want to promote and then creating the right videos to implement it.

Example: If you can get your thoughts together and execute them well, it is a pretty easy job as this well-made, two-and-half-minute video by HubSpot demonstrates.


Q6. What is the most frequently asked question about video marketing?

B2B SaaS businesses used to regard video marketing as either a waste of time and money or too complicated.

The usual rhetoric was that they were tech and business people first and last, who wanted to run a successful enterprise and cannot be bothered about running ad campaigns.

That line of thinking has changed and video marketing for SaaS services is rapidly growing in popularity today.

But there is a minor snag: many companies are not able to make full use of the medium. The most commonly asked questions by them are:

  • What types of videos should they be making?
  • What should they be showing?
  • What should they be saying?
  • How should they be promoting it?

Takeaway: Video marketing for B2B SaaS companies can be very effective. But the devil is in the details.

Example: Before you hire a video production agency, you should ask questions such as those given below:

Q7. What are the disadvantages of using B2B SaaS video marketing?

SaaS Video marketing can run the gamut of benefits to disadvantages, depending on how you use it. But it would help B2B SaaS businesses to understand the drawbacks before they start creating videos. SaaS video marketing:

  • Requires your time and resources to be worth your while.
  • Process can be complicated and confusing.
  • Needs time to show results.

Takeaway: Companies should make sure it is worth the investment before creating their next video.

Example: A video can be annoying if it is technically poor or a distraction if too long as this Content Beta YouTube analysis involving top 30 SaaS companies will tell you:

Q8. Can B2B SaaS video marketing be used to build email lists?

Email is an integral part of most B2B SaaS video marketing. But for some reason, not many businesses take the time to build their email list.

Email lists are probably the single most valuable marketing asset a B2B SaaS business can have.

  • It solves a basic problem marketers face: How to communicate with their target audience and maintain relationships with them.
  • It is the easiest way to keep in contact with current customers and leads and reach out to generate new prospects.

Takeaway: An email list is more valuable than even social media channels because it will help companies get the undivided attention of the mail recipients.

Example: Email marketing using videos fetches excellent ROI on your video marketing investments.

Q9. How effective is B2B SaaS video marketing in communicating ideas?

Video is an excellent method of communication because:

  • It is fast, cheap, and engaging.
  • It allows B2B SaaS companies to connect with a large number of people quickly.
  • It is a dynamic and engaging medium that brings brands to life.
  • It is mobile-friendly.

Takeaway: Video marketing has opened the doors to new and more effective ways of engaging with consumers.

Example: Product explainer videos are great at communicating with prospects and customers about product features, as this video created by Content Beta for Atlassian demonstrates.


Q10. How can B2B SaaS companies embed videos on their website?

If you are looking to drive more traffic to your website, videos are the way to go.

Most people prefer video over text because videos allow them to see and hear what companies are talking about. Text content cannot do that.

Remember, visitors to your website are always in a hurry. And if you greet them with walls of finest prose, they won’t be impressed.

If you have a video on your website instead that tells them what you do, how you do it, and why it is important for them, then they are more likely to engage with your content.

Takeaway: You get but one chance to impress your visitors. As most people prefer video over text, video is what you should give them.

Example: Explainer Video Hero website featuring their portfolio:

Q11. What basic idea should SaaS videos convey?

When you create videos, make sure that:

  • You target your content towards a carefully selected user group.
  • You are not wasting money by providing a length of video that does not convey the message or paint the correct picture about your brand.
  • You use compelling yet conversational, everyday language.
  • Your videos have a clear message. The message you want to send should be clear and in tune with your brand.

Takeaway: Showing customers your company’s value proposition should be the essence of every video you create.

Example: A SaaS product will sell only if customers get what they want and at the prices they want.

Q12. Why should a B2B SaaS website use videos?

More B2B SaaS businesses than ever before are embedding videos on their homepage because videos:

  • Take up less physical space on your site than text content.
  • Present the most important information ‘above the fold’
  • Make it easy to find the information.
  • Make people stay longer on your site and engage better with your content.
  • Tell a story better and hold people’s interest longer.
  • Help people remember your message better.

Takeaway: Your website has about 15 seconds in which to convey the most important information to the visitors.

Example: Content Beta homepage with embedded video.

Q13. How do B2B SaaS videos improve website visibility?

SaaS Video marketing needs to be a part of your B2B marketing strategy to help your business stand out. Videos are great for your site visibility because:

  • With YouTube’s search engine ranking algorithm favoring videos, B2B companies should leverage video marketing to help boost their SEO strategy.
  • They increase a website’s perceived knowledge, legitimacy, and authority, which improves sales conversion rates.
  • They can capture viewers’ attention faster with an attractive thumbnail and catchy caption.

Takeaway: Your website has a better chance of getting found organically by search engines. It also means your ad expenditure goes down.

Example: Watch this Ahref video on how to improve website authority.


Q14. Should you study competitors' SaaS video marketing strategies?

B2B SaaS video marketing is a highly competitive field, with millions of dollars at stake.

Your first step should, therefore, be to conduct a competitive analysis of your rivals.

Is copying your successful competitor’s strategy justified?

It is an acceptable practice and there are many competition analysis tools which let you snoop on your rivals. Using them, you can find out:

  • What types of video marketing strategies competitors are using and what is working for them.
  • What the target audience of the competitors is and what their demographics are.
  • What call to action they are using in their videos.

Takeaway: Once you have all this information, you can craft your videos and marketing strategy accordingly.

Example: Watch this Neil Patel video on competitor analysis:


Q15. How to create personalized and relevant content for your audience?

If you want to attract your audience and keep them interested in your brand, you need to create compelling and engaging content as part of your SaaS video marketing strategy. You can do this by:

  • Using keywords that your customers are using to find you.
  • Asking questions on social media platforms and discussion forums to find out what your audience is interested in.
  • Asking your customers what products they want to see in the future.

Takeaway: Surveys, emails, and competitions can also be used to understand what customers want.

Example: Watch this Content Beta video featuring Carly Kroll, Marketing Director Americas at OverIT. You can read the blog on how to create content to educate your customers:


Q16. What kind of content should you create for a successful B2B SaaS video marketing campaign?

To make your B2B SaaS video marketing successful, you should be clear about your business objectives before you start making videos.

Additionally, you should ensure your video content is:

  • Engaging and enjoyable for the audience.
  • Informative, educational, and easy to understand.
  • Targeted towards your audience and not just anyone.
  • Well-planned and well-executed.

Takeaway: In addition, invest in the right people and tools to bring it all together.

Example: Here is an example product marketing video created by Content Beta for Lawcus.


Q17. What type of content works well for B2B SaaS video marketing?

Videos can be used in many different ways to increase your sales:

It can be used to show potential customers how your software works, it can be used to advertise your software, and it can also be used to increase your brand awareness.

What type of videos work for SaaS? You can create videos to:

  • Show what your software looks like.
  • Show your software in action.
  • Advertise and market your software.
  • Explain how friendly your customer support is.
  • Demonstrate how helpful your onboarding process is.

Takeaway: The most important thing is to convince how your software can help customers solve their problems.

Example: This is a product demo video created by Content Beta for Leadfeeder.


Q18. What is the best platform for hosting videos?

Video marketing is a huge part of the digital marketing space. It allows businesses to connect with their customers in a way that is personalized and engaging.

  • The best video marketing platform is YouTube because it is the most popular platform. In addition, publishing videos on YouTube is easy.
  • Facebook, the second most popular video platform, has made videos a top priority.
  • Instagram, the third most popular video platform, is fast becoming popular, especially with young people.

Takeaway: Then there is Vimeo and your own website where you can host your videos.

Example: Content Beta YouTube Page

Q19. Why is customer support content invaluable in B2B SaaS video marketing?

A customer support video is a short video that lasts for 1-3 minutes that answers common customer questions such as how to use a SaaS product, troubleshoot, or use its features. You can use them as a part of your video marketing campaign because they can:

  • Help customers understand how your product works.
  • Demonstrate the product or service in action.
  • Explain how the product will benefit the customers.
  • Convince customers why they should choose your business and not any other.
  • Showcase your business’s credentials.

Takeaway: Customer support videos are a great way to demonstrate that your company is committed to providing a rich experience every time a customer interacts with you.

Example: The following is a customer support video created by Content Beta for servicenow.


Q20. How to overcome the challenges of B2B SaaS video marketing?

To overcome the challenges, SaaS companies need to:

  • Get the marketing pitch right so as not to sound too salesy.
  • Invest a lot of time and money to get the right equipment, such as cameras, editing software, and lighting.
  • Find a way to convince not-so-tech-savvy people in the top management who may not be able to understand the information you are trying to convey.
  • Find a way to make your videos more digestible in order to capture their attention.
  • Hire a team of graphic designers and digital marketing people to keep the show running.

Takeaway: It helps to bear in mind that the average person is not going to sit through an hour-long video. Be short, simple, and engaging.

Example: More than anything else, SaaS companies need to find a reliable video production agency with a large client base and varied expertise to produce their content.


B2B SaaS video marketing is a vast topic. In this edition, we discussed some of the more important topics.

In the future, we will cover more video marketing topics.

Customer support videos are a great way to tell your customers that your business is keen to give them a rich experience every time they interact with you.

Content Beta