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Rishabh leads the content strategy at Content Beta, a creative video and design agency for Tech & SaaS companies.
Almost every B2B SaaS company uses some form of B2B Product Demo video to promote its product. The most common types of videos are Product Demo videos, explainer videos, testimonial videos, and How-to videos. Out of all these video types, demo videos have the highest conversion rate.
According to Blue Corona, More than 80% of consumers consider demonstration videos helpful when making purchases.
This blog post covers 7 ways to use demo videos for demand-generation marketing.
Demo videos are video assets that demonstrate how to use a specific product, feature, or service. Product demo videos explain how a product works, the benefits it brings, and any unique features it has.
These demonstration videos are very helpful because they show a product’s interface rather than describe it, enabling users to be easily convinced to use the product.
Demo videos are an incredibly powerful tool for demand generation marketing. Seeing a product or service in action can help potential customers understand what they’re buying and feel more confident in their purchase decisions.
To maximize the impact of demo videos, here are seven ways you can use them to create more effective demand-generation campaigns.
The best way to demonstrate a product or service is through a product demo video. The purpose of a B2B SaaS Product Demo video is to help customers understand the product they are about to purchase.
Watching product demo videos is certainly more fun than reading boring product descriptions in blog posts or manual books.
Everyone can benefit from video, whether you are a marketer seeking to build links or drive inbound traffic or a B2B salesperson sending out cold emails.
Video prospecting involves creating engaging videos that engage customers and provide valuable information about products or services.
Video Prospecting is useful for the following reasons:
a. Prospecting one too many – You can use one video in many ways, seeking to build links or drive inbound traffic, or send out cold emails.
b. Introducing yourself to a potential customer or prospect and following up with them.
c. Describe your company, products, or features.
d. Providing personalized B2B product demos to prospective buyers.
e. Getting in touch with an account that hasn’t been purchased yet.
f. Reconnecting with the old target user when they join a new account.
You can also use demo videos to increase conversions on your landing pages. Landing pages are typically used to capture leads and convert them into customers. So by including a Product demo video on your landing page, you can provide further information about the product and help customers better understand how your product or service works.
To maximize conversions, make sure to include a clear call-to-action in the video. For example, you can include a “schedule a demo” or “contact for more information” link that encourages users to take action.
Landing page videos are commonly used for the following purposes:
a. Company intro and overview – A company intro and overview video is a great way to showcase what the company does and how it can help its customers.
b. B2B SaaS product demo video – Using the demo video for a product demonstration can save time and effort in creating your content. It also allows you to show off the best features of the product without having to explain each one yourself.
c. Customer success and testimonials – The use of customer success and testimonials videos can be an effective way to improve your business’s credibility and reach new customers.
d. Deals and discounts – With the use of a demo video, you can easily showcase different deals and discounts that your store has to offer.
e. Explainer videos – An explainer video is a short video that quickly explains what the product does and how it works.
Social media is dominated by images. The reason for this is that they grab the audience’s attention right away and are more appealing than text content. However, videos can also be effective in engaging your audience.
Video posts on Instagram receive 49% more interactions than image posts, according to a Quintly study.
Social media is an incredibly powerful tool for generating leads, so using B2B SaaS product demo videos can be an effective way to capture users’ attention and encourage them to take action. For maximum reach, you should post the video on all of your main social media accounts, such as Facebook, Instagram, Twitter, and LinkedIn.
So, what type of videos should you post?
Listed below are the best types of social media videos you should include in your strategy:
a. Tutorials and How-to Videos – They provide viewers with step-by-step demonstrations of a process that can be paused, rewound, and replayed at any time.
b. Product Demo Videos – The purpose of the product Demo video demonstration is to help customers understand the product they are about to purchase.
c. User-Generated Videos – User-generated demo videos allow businesses to showcase their products through the lens of real customers, giving potential buyers access to authentic and relatable insights.
d. Announcements/Reveals – Announcement videos are an effective way to quickly share exciting news with customers and potential buyers.
e. Interview and Q&A Videos – They showcase how a company’s product works, why customers should invest in them, and how it can benefit them.
f. Behind-the-scenes Videos – These types of videos provide an inside look at what goes on behind the scenes in the production process, giving viewers an even more comprehensive view of what they’re investing in.
Trade shows provide a great opportunity for businesses to reach new prospects and generate leads. And by including B2B product demo videos in your trade show booth, you can give potential customers a more complete picture of your product or service and increase the likelihood of generating leads.
Listed below are the types of videos you can use in your trade show booths:
a. Product videos – Product video is a great way to showcase your product and demonstrate its features in an engaging, visual format.
b. Explainer videos – An explainer video is usually short, typically between 60-90 seconds long, and uses animation or live-action footage to communicate a message.
c. Testimonials – Testimonial videos are a great way to give potential customers the confidence to purchase your product or service. With a demo video, you can effectively showcase how your product works and provide real user feedback in an engaging, short format.
d. Company culture videos – Company culture videos are an effective way for organizations to demonstrate their values, mission, and vision to potential employees. When used in a recruitment process, the videos can help prospective candidates gain insight into what it is like to work for your organization.
e. Live streams – Live streaming demo videos are a great way to showcase products and services. Seeing a product or service in action allows customers to get a better understanding of what’s being offered, helping them make more informed decisions.
According to bombomb, adding videos to your marketing emails can increase open rates by 19%, click rates by 65%, and reduce unsubscribes by 26%. 77% of marketers reported an increase in email engagement when using video.
You can also use demo videos to nurture leads and increase conversions. By including the video in your email lead nurturing campaigns, you can reach potential leads that are already interested in your product or service.
The following are the five best strategies you can implement to see results:
a. Send out success story videos – Instead of just telling customers about what your product can do. You could include success story videos from existing customers who have used your product or service successfully to further encourage readers into taking action.
b. Use Product launch videos – Introducing new products or services to viewers get an immediate sense of what it looks like and how it works without having to read long explanations or manuals.
c. Create personalized sales videos – When a customer receives a personalized video email, they are much more likely to watch it and be engaged with the content. You can add surveys or polls to the video is also a great way to get insight from your audience on what they want from their purchasing experience.
d. Show demonstrations or tutorials – Adding a demo video within the body of an email is simple and effective as it allows readers to quickly learn about a product or service without having to leave their inboxes.
e. Offer a personal discount or thank you for the message – Offering a personal discount or thank you for the message through demo videos in emails is one way to boost customer engagement and loyalty.
You can use demo videos to create brand awareness and generate buzz through press and media outlets. Demo videos can be used to explain a product or service in a way that traditional press releases cannot.
Furthermore, they can be used to reach online audiences and get them excited about the newest product or service. To maximize the reach of your demo video, you should consider submitting it to an online press release service.
Additionally, you can also share the video on your company’s social media accounts and use targeted ads to increase impressions. You can also reach out to industry influencers or bloggers to further increase the reach of the video.
B2B SaaS companies use demo videos in a variety of ways to engage with their target audience and increase conversions. Companies use demo videos to introduce new products or services, showing potential buyers what they can expect from them.
The video may contain visuals that highlight key features, as well as feedback from existing customers who have used the product or service before. These types of demo videos help create trust by demonstrating that the company’s offering has been tried and tested by other users.
Here are some demo video examples that top B2B SaaS companies used for Demand Generation Marketing:
Using Workflow, you can automate your daily tasks by configuring your apps and services in one place.
Using both real and animated user interfaces of the Workflow software, the video uses UI-based animation. While it involves animation and motion graphics, it does not involve live-action or storytelling. The video ends with a CTA, narrated by the voiceover artist, leading you to the trial page.
Run time – 4 minutes 41 seconds.
Key Takeaway – By using real UI and animated versions of it, you can make your product demo videos more appealing.
Slack is a real-time business communication app that allows you to communicate with your teammates. It enables people to work together as one unified team, transforming the way organizations communicate.
The Slack product demo is an outstanding creation that keeps users’ attention till the end. A live-action video with storytelling, designed to showcase videos of B2B SaaS products. In the video, there are no animated UIs or character animations. The video ends without a call to action, however.
Run time – 2 minutes 21 seconds
Key Takeaway – Video demos that combine live action and storytelling are the best way to demonstrate a B2B product demo video.
With Hootsuite, brands can launch social campaigns and manage all their customer conversations through a single dashboard.
Live-action footage, storytelling, and character animation are used throughout the video for an overview of the Hootsuite Dashboard. The video features both real and animated Hootsuite platform UI screens and ends with a link to the platform’s demo page.
Run time – 3 minutes 36 seconds
Key takeaway – To create the best B2B product demo, including live action, storytelling, character animations, animated UI, and call-to-actions
Grammarly is a grammar-checking software. It detects plagiarism and suggests alternatives for spelling, grammar, punctuation, clarity, engagement, and delivery errors in English texts.
Grammarly’s Product demo combines live action with storytelling in a beautiful way. The video clearly illustrates how Grammarly solves the problems of different users. This video also includes a Call-to-Action leading to a free Grammarly trial, a feature that will drive users to sign up.
Run time – 1 minute 50 seconds
Key takeaway – Your product should have a story behind it.
Using Calendly, you can schedule appointments for free for business purposes. This tool helps you schedule meetings professionally and efficiently, reducing the hassle of back-and-forth emails.
Users are presented with animated screens that illustrate the software’s features and functionality, along with a CTA that takes them to the trial version. It also excludes other elements from the checklist, such as character animation, storytelling, and live-action.
Run time – 1 minute 36 seconds
Key takeaway – Your B2B SaaS product demo video should end with a call to action.
Demo videos are incredibly effective demand-generating marketing tools that should be used by any B2B marketer looking to increase leads, generate demand, and build brand awareness. They can be used to explain products and services, reach new prospects, and nurture leads.
The benefits of using demo videos outweigh the costs and risks. If you’re looking to increase leads, generate demand, and boost brand awareness, then you should consider using demo videos as part of your demand-generation marketing strategy.
Demo videos are an important tool for product demonstration and marketing. They provide viewers with a visual demonstration of the product in action, helping to engage potential customers and answer questions that may arise about how a product works or why it is beneficial.
B2b product demo videos are an engaging way to show potential customers what your product can do, as well as how it works and why it might be the best choice for them. With a demo video, businesses can create excitement about their products and services and create demand before they even launch.
First, start with an engaging and informative introduction that explains what the product or service does in a few sentences. This should be followed by a demonstration of how the product works including visuals and audio to explain any features or benefits in detail.
Finally, conclude your video with a call to action that encourages viewers to take action such as visiting your website, contacting you for more information, or purchasing directly from you.
