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7 Ways Sales And Marketing Videos Can Benefit B2B SaaS Companies

16 Types of Videos Every B2B SaaS Company Should Create

In this guide, we will examine how SaaS sales videos and B2B marketing videos can help your B2B SaaS business.

  • In the first part of the article, we will discuss the challenges faced by B2B SaaS sales and marketing teams.
  • The second part talks about how video can help find solutions to those challenges.

Before we learn how SaaS sales videos and B2B marketing videos can help marketing and sales teams, let us understand:

Table of Contents

What is the Difference Between Marketing and Sales?

Marketing teams build awareness and create interest in your SaaS brand and services among potential customers Sales teams build on those leads and convert them into paying customers

As you can see, they largely complement each other’s efforts. Therefore, it is in the larger interest of the organization to get these two to work together and help each other.

For example, a marketing team can benefit greatly from customer data compiled by a sales team, who in turn can benefit from the information about various campaigns initiated by marketing teams.

Here is an article along with a neat infographic that explains the difference between sales and marketing.

Suffice to say, the main responsibility of a marketing team is to win and nurture the relationship with customers for the long term. Sales, on the other hand, is transaction-based.

In this article, we will address the challenges the two departments face collectively as they are closely related.

Part I: What are the challenges faced by B2B SaaS marketing and sales teams?

In the olden days, software companies relied largely on traditional models like a storefront, a business model that is still very much in existence today and works well for some companies.

That changed with Software-as-a-Service or SaaS, which is cloud-based and largely follows a subscription model.

1. Why do B2B SaaS sales and marketing teams need to change strategy?

SaaS sales differ from traditional sales as customers are located around the world. So, sales teams need to be global in their approach to engage and communicate with people of different cultures and backgrounds.

As the SaaS concept became mainstream, the competition became intense too with a resulting loss of customers for many companies. This development has put sales and marketing teams under a great deal of pressure.

In the second part of the article, we will look at:

“How SaaS sales videos and B2B marketing videos can help businesses win new customers and retain existing ones.”

2. How did the shift toward video come about in SaaS?

The move towards SaaS sales videos and product marketing videos became necessary because the brochures, newspaper and TV ads, and PDFs were not cutting much ice with prospects or customers.

The first real change began with digital marketing, which started using blogs, newsletters, infographics, and such to market their content.

As technology improved, tech and development teams made rapid strides in the areas of innovation, development, and cost reduction. Sales and marketing teams, however, were unable to keep pace with the changes, resulting in many products failing despite their good quality.

Learning from their mistakes, software companies realized that they needed to abandon the old approach because B2B SaaS marketing and sales processes had undergone a paradigm shift in their approach.

“Marketing is no longer about the stuff that you make but about the stories you tell.”

–Seth Godin

They needed a fresh approach and SaaS sales videos and product marketing videos seemed to be the answer because they are excellent storytellers.

Let us look at some statistics to understand how far video marketing has come:

1 The top three consumer favorites: YouTube, Instagram, and Facebook
2 94% of respondents say that they have made a purchase at least once after watching a video, while product demo/product marketing videos accounted for 72% of them
3 98% of marketers say that video’s role in marketing will rise in the coming years
4 81% of marketers will use product marketing video as a part of their marketing strategy in the coming years
5 99% of respondents enjoy watching brand/product marketing videos

3. Example of a SaaS sales video

This is an example of a B2B eCommerce video from Salesforce. The product marketing video explains how their integrated CRM platform gives your marketing, sales, commerce, and service departments a single, shared view of every customer.

This is just a glimpse of how SaaS sales videos and B2B marketing videos can explain complex topics simply and clearly, which can make the job of sales and marketing departments a lot easier.


Part II: How can B2B marketing videos and SaaS sales videos help Software-as-a-Service companies?

The companies may have all the data on the markets, competitors, and buyer personas, but the real test is presenting them to the customers and prospects convincingly.

1. Why are B2B marketing videos and SaaS sales videos important?

As the competition gets stiffer and the survival tougher, optimizing sales and marketing revenue is a key concern for the management of B2B SaaS companies. To succeed, they need to innovate.

In this scenario, B2B SaaS sales and product marketing videos can help businesses put their sales and marketing on autopilot.

SaaS marketing videos can increase traffic, generate views and clicks, and improve engagement. Moreover, they provide the best ROI for their sales and marketing campaigns by far.

As SaaS sales videos and product marketing videos gain more acceptance and become popular as marketing tools, a new set of challenges is emerging: SaaS companies are finding that using B2B marketing videos to generate leads and sell higher tier services is becoming more challenging than it used to be.

Therefore, to stand out in a crowded B2B SaaS market, it is necessary to:

“Invest in a marketing strategy that not only uses videos but uses them the RIGHT way.”

2. What do successful B2B SaaS businesses think of SaaS marketing videos?

The companies who have found success with the product marketing videos and B2B marketing videos cite the following reasons why more businesses should embrace SaaS sales videos and SaaS marketing videos wholeheartedly.

  • Sales and marketing people find that SaaS marketing videos are the most effective way to cut through everyday noise and capture users’ attention.
  • Video, they have found, is no one-trick pony: In addition to marketing and sales, they can also use it for publicity, testimonials, training, and a whole lot more.
  • Furthermore, they discovered that there isn’t a better way to demonstrate products to potential customers.
  • Last but not least, they see SaaS sales and SaaS marketing videos as a reliable extra hand that can take on a whole lot of responsibilities.

3. How do B2B SaaS companies lose business and how product marketing videos and SaaS sales videos can help?

SaaS sales videos and B2B marketing videos can also be used for onboarding, training, and customer success purposes. They can help a SaaS company explain a process or feature far more convincingly than words can.

Before we explore what B2B SaaS marketing videos and sales videos can do, let us understand the reasons why SaaS companies lose customers.

For SaaS businesses, it is a constant struggle to retain clients. This battle is not just based on price, but also on engagement and trust.

We list the 5 main reasons below:

1. Poor lead generation techniques

Whether you’re a young SaaS startup or a big enterprise, generating leads is important.

Challenge: Often, it is the most neglected part of selling SaaS because the focus is always on how to close the deal and not enough on engagement. Text-based content is no longer working as there is intense competition for SERP rankings.

Solution: Video marketing is a powerful tool for lead generation.

  • It provides prospects with a more personal experience and helps them get to know your company better.
    For example, you can use SaaS marketing and sales videos to introduce your company and its products, explain how they work, or show how they make people’s lives easier.
  • When you upload a video to the internet, Google will begin to look at the quality of your video as one of the factors that will decide whether to rank your website higher.
  • B2B SaaS marketing and sales videos are a great way to improve on SEO because they help boost your visibility and drive more traffic to your website.

Example: This product explainer video created by Content Beta for Xactly, the cloud-based enterprise services company, gives a glimpse of their product in action.


2. Poor conversion strategy

Video marketing is not just an effective way of increasing lead generation; it also makes it easier for prospects to decide whether they want to buy your product.

Challenge: Sales is the most challenging part of the funnel. Prospects need to be convinced that the product is worth their money and that they will get what they are promised.

Solution: To help improve conversions, B2B SaaS companies can use SaaS marketing videos and sales videos to show their prospects how easy it is to use their product using a customer onboarding video. A carefully crafted SaaS marketing video on a company’s website can help improve conversion rates.

In short, video can help you turn visitors into customers. But don’t forget to include a call-to-action (CTA) somewhere in the video, either at the start or end, to help drive conversions.

Example: This customer onboarding video created by Content Beta for XOXO Plum, the rewards and incentives platform, demonstrates how to use their product.


3. Features and benefits are not explained well

The main benefit of using B2B SaaS sales and SaaS marketing videos is that they are inexpensive, customizable, and easy to use.

Challenge: However, failure to provide the correct information in an engaging way can make prospects either defer purchasing decisions or make them go to your competitors.

Solution: The best way to communicate a product or idea is with a video. Product demo and product marketing videos can help SaaS companies stand out with compelling video content.

B2B SaaS marketing videos and sales videos help pre-sell your customers, introduce your product, explain how it works, and use it to make your audience feel excited about working with you.

Example: This product demo video created by Content Beta for Lever, the Recruitment Software company, shows how easy it is to use their Chrome extension.


4. No or poor customer engagement

Customers are not considered a priority because they don’t have a direct relationship with SaaS companies.

Challenge: The biggest reason for this apathy is because companies don’t realize the impact these customers can have on the company’s fortunes. As a result, existing customers feel neglected as there is no real attempt to nurture customer relationships.

Solution: The company should make every effort to keep in contact with their customers. A video can be used to make your customers feel valued and that you care about them.

It also allows customers to see how the product works in real life, which makes them more likely to stay loyal to your brand.

There are several ways to do this. You can:

  • Provide customers with regular updates and information about your product or service.
  • Send out personalized emails with a ‘Thank you’ note.
  • Engage with them on social media as well as other channels like chatbots.

Example: An example of a customer service video on engaging with customers.


5. Poor customer support and service

Poor customer support and service can affect a company’s reputation, and in turn, its ability to generate revenue. In a worst-case scenario, it can even permanently damage its reputation.

Challenge: In the age of social media and technology, customers have more options than ever before when it comes to where they spend their money.

Most consumers will stop doing business with a company that does not provide good customer service.

Solution: Good customer service is the only way SaaS companies can keep their customer loyalty strong. The easiest way to retain customers is by offering high-quality, compelling, and easy-to-understand customer service videos to complement the regular service.

  • Videos are more engaging than text-based conversations, and they help customers feel heard.
  • They can show customers exactly what it is like to use your product.
  • They have a much higher chance of going viral than other types of content, which means the video has the potential to reach more people, who might then become potential customers for your company.

Example: This customer support video created by Content Beta for ManyChat, the Facebook Messenger Chatbot company, shows how to connect the tool to the Facebook page.


6. Lack of customer testimonials

Customer testimonials can help establish trust with potential customers and gain an edge over the competition.

Challenge: A company without adequate endorsements from respected names and customers can suffer and even lose out to competition despite having a superior product.

Solution: Create a video featuring testimonials from happy customers, which offers the following benefits:

  • They can engage customers better and help them see how the product or service can improve their lives.
  • They can help SaaS companies get more leads and increase conversion rates because customers tend to look for endorsement from satisfied customers.

Example: This customer testimonial video is from Compstak, Nationwide Commercial Real Estate Data Platform. Content Beta is proud that we were able to satisfy our clients with our work.


7. Other factors

Challenge: Last but not least, failure to deliver promised product features on time or roll out upgrades can play an important role in a B2B SaaS business steadily losing customers.

Solution: A company can reassure its customers about new features using clear video communication. This can even be sent as an email attachment.

You can use a product roadmap video to gain customers trust and reassure them about the long-term future of the product they have invested in.

Example: Here is a video that describes how to create a product roadmap:


What are the hallmarks of an ideal B2B SaaS marketing videos and SaaS sales videos?

Video is a trendy yet cost-effective digital medium. There is no doubt that video in SaaS marketing has higher key performance indicators compared to other mediums.

To make effective use of the medium, your videos should have the following features:

  • High-quality: Your video should be of high enough quality that can explain the features and benefits of your SaaS to convince even a busy CEO in less than 60 seconds.
  • Interesting: Your visuals should stick in viewers’ minds to help improve the brand image and reputation of the company.
  • Versatile: Your video should do the job of charts, infographics, and brochures combined to describe the product features, leading to a better understanding of your products.
  • Informative: Your product demo video should help customers to see the product in action and make them more desirable.
  • Illustrative: Your onboarding video should be able to illustrate the technology and training with concrete examples.
  • Self-explanatory: Your product demo videos should explain the company’s products, services, or policies so well that customers should be able to solve problems on their own.
  • Advocate: Your customer onboarding video should encourage customers to return to your business in the future and also be able to attract new customers.
  • Showcase: Your product marketing video should show them the benefits of your product and the reasons why your product is better than the competitors’.
  • Convincing: Your video should build trust with potential customers. It should let them know what you are talking about and convince them that you are not just there to take their money.
  • Urgent: Your product marketing videos should create a sense of urgency in a customer watching the video should immediately see the benefits of your product and buy it.
  • Engaging: Your customer should want to watch the full video, share it, and tell peers and friends about it.


Before we wrap up, let us recap why Software-as-a-service companies should not ignore SaaS sales videos and B2B marketing videos.

SaaS sales and marketing videos played an important role in making Digital Marketing popular, mainly because it offers an excellent way of communicating with the audiences.

B2B SaaS companies may have taken a while to discover the potential of the medium, but now they are adopting video as a preferred tool for marketing.

However, to be successful with video marketing, B2B SaaS companies need to focus on clients and communicate well with them. Therefore, a customer-centric sales and marketing video marketing strategy is not only necessary but desirable.

Frequently Asked Questions (FAQs)

SaaS businesses need to pay attention to customer satisfaction to stay in the business. Videos can help sales and marketing teams to communicate better about the brand, product, and customer service to prospects and customers.

The power of videos to engage and communicate is only limited by how companies can leverage this powerful medium. Videos can be used to tell your brand story, send appreciation to loyal customers, explain your service, and so on.

Marketing is about nurturing customer relationships, while sales is about creating a large pool of paying customers by utilizing the efforts of the marketing team. They are both important parts of a SaaS organization: The former nurtures customers while the latter brings in the revenue.

Offering a trial period is important for B2B SaaS companies because it draws more people to try their products. Typically, a 7-day, 14-day, or 30-day trial period is offered. The trial period depends on the product and how complex or easy it is to use.

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