5 Aspects of Testimonial Videos That B2B SaaS Audiences Respond Most To

B2B Testimonial Videos Can Help Your Marketing and Sales Campaigns Exceed Expectations

5 Aspects of Testimonial Videos That B2B SaaS Audiences Respond Most To

People prefer to see and hear something for themselves, as the old saying goes. This is particularly true when deciding which products or services to purchase. The solution to this problem lies in business testimonial videos.

Testimonial videos provide potential customers with an opportunity to see and hear first-hand accounts of how a product or service has helped solve real-world problems. When done well, customer testimonial videos can be highly effective in persuading viewers to take action.

According to a study by Strategic Factory, regular use of customer testimonials can improve revenue by a healthy 62%.

And with the rise of remote work, B2B SaaS audiences are increasingly interested in seeing customer testimonial videos that feature customers who work remotely.

Our guide explains why B2B SaaS companies should use testimonial videos and why remote video testimonials are growing in popularity.

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What aspects of a testimonial video do B2B audiences most respond to?

What do B2B SaaS audiences really want?

You need to keep a few key points in mind when designing a B2B SaaS customer testimonial video to attract their attention.

  • First, make sure the customer you choose is relatable to your target audience.
  • Second, keep the video short and focused on a single key message.
  • And finally, highlight the specific benefits of your product or service that helped the customer achieve their goals.

However, there are some key aspects that audiences specifically look for in a client video testimonial.

In this section, we are going to look at six such factors that can set client video testimonials apart:

ASPECT 1: Personalization

Why do personalized customer testimonial videos attract a better response from B2B SaaS audiences?

Here is an example of a remote video testimonial from Melissa Perry, Senior Marketing Manager at Cooleaf, talking about how using Leadfeeder helped Cooleaf.

Using statistics and numbers, Ms. Perry explains the benefits of using Leadfeeder that companies looking for similar solutions can relate to:


Personalized customer testimonial videos are more effective at attracting a response from B2B SaaS audiences for a few reasons:

  • The first benefit is they showcase real and trustworthy people who can help to create a more personal connection with the viewer. Such a video testimonial becomes more relatable to B2B buyers because endorsement comes from reliable people.
  • Second, they showcase the benefits of using the product in a way that is specific to the viewer’s needs. This makes it easier for B2B buyers to form an opinion about a product or service before investing time or money in it.
  • Third, they create a sense of urgency by highlighting how the product can help solve a problem that the viewer may be facing.
  • Finally, they tend to be shorter than standard videos, making it easier for viewers to consume them in one sitting. By doing so, companies can present more information to viewers without losing their interest.

The combination of all of these factors will result in a testimonial video that will resonate with viewers and prompt them to take action.

So if you’re looking to produce a testimonial video that will get results, make sure to personalize it for your audience and focus on the key benefits of using your product.

ASPECT 2: A good story

B2B SaaS audiences are more likely to respond to customer testimonial videos that share a story because a story provides context and helps the viewer relate to the person giving the testimonial.

A well-crafted story can also create an emotional connection with the viewer, which can be a powerful motivator.

In addition, stories tend to be more memorable than other types of information. When viewers can remember the story, they are more likely to recall the details of the product or service being promoted. This can lead to higher sales and more satisfied customers.

This example remote video testimonial features James Ashworth, VP- Customer Support & Services, Southwest Airlines. Mr. Ashworth is a visually-impaired person who is driven by the motto, “Don’t let what you can’t do dictate what you can do.”

He explains how partnering with Salesforce has enabled his team to not offer just a service, but an experience that makes the customers feel loved. This client testimonial video makes an instant connection with viewers because they feel inspired by the VP’s determination and grit.


Why do customer video testimonials that share a story attract a better response from B2B SaaS audiences?

Testimonial videos that share a story are more popular with B2B SaaS audiences because:

  • They provide a human touch. When a business shares a story about its product or service, they are tapping into an innate human need to feel recognized and special.
  • When viewers see someone share their own experience with the product or service, it makes them more likely to believe in it.
  • Real-life examples help users relate to the speaker and make a decision based on their findings, rather than just what others have said.
  • They are more interesting to watch than those that simply show product features or technical demonstrations.
  • They can also be more emotionally charged, which can create a sense of connection with the viewer and increase the chances that they will act on the recommendation.

ASPECT 3: Product highlights

Why do customer testimonial videos that explain products or services in detail attract a better response from B2B SaaS audiences?

Video testimonials that showcase your services and products find a ready B2B SaaS audience because:

  • B2B SaaS audiences respond best to those that explain products or services in detail. Videos that simply feature a customer singing the praises of a product or service without providing any real information about how it works are less effective.
  • They are informal and personal; they allow customers to see themselves in the story and feel like they are part of the success of the business.
  • They provide this information in an easy-to-understand fashion and help customers understand why they should choose it over other options.
  • These videos provide concrete evidence of the value of the product or service and help viewers envision how it could improve their own business.
  • They go into detail about how it has helped other customers achieve their goals, making them more persuasive.

Here is a good example of a remote video testimonial that features Cate Smith, Corporate Chef, Meriwether Godsey, explaining how the Galley Restaurant Management app helped them address various challenges commonly faced by restaurants.

In this video, Ms. Smith talks about the features and benefits of her product while using a real restaurant as a backdrop.


ASPECT 4: Humor

When we watch a video, we are often looking for a connection to the person or thing being presented. In addition to making a video more relatable, humor can increase engagement and consideration.

Additionally, humor can also help break up the monotony of long testimonials and make them more interesting to watch.

Why do customer testimonial videos with humor attract a better response from B2B SaaS audiences?

Even though authenticity, engagement, and credibility are important, studies found that humor was what really made the difference in whether or not people enjoyed the video.

Video testimonials that incorporate humor are more relatable and down-to-earth, which makes them easier to connect to. As per the Nielsen Global Survey of Trust in Advertising, humorous ads take the top spot with audiences:

So if you’re thinking about creating a testimonial video for your B2B SaaS company, be sure to inject some humor into it! You’ll be sure to get a better response from your audience.


Why do customer testimonial videos with a good call to action attract a better response from B2B SaaS audiences?

Many prospective customers expect to be guided to do the next step after watching a glowing testimonial. If you’re not attending to them at this crucial step, they might go elsewhere.

That’s why testimonial videos should have a clear CTA so that viewers are incentivized to take action.

You don’t have to do anything fancy; just provide a clear CTA that provides them with more information.

Here is an example of a remote video testimonial from Chorus.ai that urges the viewers to visit the company’s website for more information about the product:


BONUS: Free stuff

Why do testimonial videos that promise a giveaway attract a better response from B2B SaaS audiences?

There are a few reasons for this:

  • First, when people see that they can receive something tangible in exchange for watching the video, they are more likely to stick around until the end. This encourages them to take action and even make a decision.
  • Secondly, it shows that the company is willing to go the extra mile to provide value and that the company is generous and willing to invest in its customers.
  • Finally, a giveaway or coupon creates a sense of urgency and encourages viewers to take action.

So if you’re thinking about creating a testimonial video for your B2B SaaS company, be sure to offer a gift coupon, an ebook, or a whitepaper at the end of the video.

“I don’t care how much money you have, free stuff is always a good thing.” – Queen Latifah, Singer & Actor

You may find that it is exactly what your audience needs to take action and become a paying customer.

Why should software companies use B2B SaaS video testimonials?

Testimonial videos can be an effective marketing tool because they:

  • Provide insight into the company and its services and what customers think about it.
  • Increase customer trust, engagement, and conversion rates.
  • Show potential customers how your product or service can help them.
  • Show how existing customers are satisfied with your product or service.
  • Show off your company culture and values.
  • Help you close more sales, improve customer retention, and create brand advocates who will spread the word about your company.

What are the best practices to follow for B2B SaaS testimonial videos?

B2B SaaS audiences best respond to testimonial videos that are authentic and relatable. They want to see and hear real people talking about their experiences with a product or service in an honest way. Here is a list:

What are the advantages of using video testimonials in B2B SaaS marketing?

Testimonials are a powerful tool for marketing that can be used to:

  • Show the customers that they are not alone in their experience and can boost the credibility of a company’s product or service.
  • Get customers’ authentic opinion about your product. They can share their thoughts with others and make them feel more confident in deciding in favor of your brand.
  • Demonstrate your company’s values and mission statement, as well as its commitment to customer satisfaction.
  • Show off your product’s benefits and why it is better than your competitors’.

What are the challenges of using video testimonials in B2B SaaS marketing?

The disadvantages of using testimonial videos in the business-to-business SaaS marketing process are that they require a competent person to speak about the product to make a real impact on cold audiences.

Moreover, B2B SaaS companies may not have the expertise to produce professional video testimonials. Fortunately, many testimonial video production companies like Content Beta offer video testimonial services via remote video production.

In addition to testimonial video production, they also offer customer support videos like onboarding videos, remote video testimonials, customer education, and sales video examples.


Before we wrap up, let’s recap why customer testimonial videos are a great way for brands to create a personal connection with their audience.

If you are wondering why business testimonial videos are so popular in B2B marketing when they have been used more widely in B2C marketing, the reason is that testimonial videos can be used by any brand, regardless of their size or budget.

Finally, remote testimonial videos allow you to have your satisfied customers connect with your future customers directly and tell their stories. By doing this, you will gain valuable insight into your customers’ behavior and increase trust in your brand.

Frequently Asked Questions (FAQs)

First and foremost, it is important to find a qualified individual or organization to be a part of the video. This person or organization should have first-hand experience with the product or service being discussed and should be able to share that knowledge entertainingly and engagingly.

Make sure that the video itself is well-made, picture and audio quality are top-notch and the overall presentation looks professional. Lastly, testimonial videos must incorporate interactive elements. This means that viewers will be more likely to react positively if they are allowed to ask questions or offer feedback during the video.

Simply put, video testimonials show how an individual overcame challenges and achieved success through using your product. These are great for getting expert opinions and can be used as explainer or tutorial videos. Finally, they are more credible than text testimonials.

The first thing you need to do is to come up with a problem your target audience is trying to solve. Next, you want to be clear and concise in your messaging. Finally, you want to make sure the video is visually appealing and easy to understand.

Testimonial videos can be done in-house or outsourced to an external video production agency. An effective B2B SaaS video testimonial should include an introduction, a problem, a solution, and results. To keep the audience engaged, these videos should not be longer than three minutes.

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