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8 Simple steps to a great B2B SaaS explainer video script

8 Simple Steps to a Great B2B Explainer Video Script

Written by Rishabh Pugalia
Written by Rishabh Pugalia

Rishabh leads the content strategy at Content Beta, a creative video and design agency for Tech & SaaS companies.

Recently, B2B marketers have favored explainer videos. According to Yans media, 85% of users say they’re more inclined to purchase a product after watching its explainer video. It proves that video effectively communicates about a company and its products and services.

Anyone these days can use AI and other tools available online to create an explainer video script in just a few minutes. However, to create a truly effective video production script, you need to have more than just technical knowledge and a bunch of software tools.

You need to understand the target audience of the video and create content that speaks to that audience. A well-crafted script serves as an actionable roadmap for video creation.

A video script template is the foundation of a video, and crafting an excellent script comes with its own challenges. It can be a time-consuming, difficult process.

Table of Contents

We know how to sell your story using your product UI

How can writing a script elevate the quality of your B2B explainer video?

Explainer videos are a great marketing tool, but even the very best of them can only get you so far. Learning about explainer video styles and explainer video templates to write a sound script can take you an extra mile.

To make your video production script achieve its goals, it needs to be crisp and clear. But how does a script help your video?

A good script:

  • Educates viewers on the subject better, giving your brand more credibility.
  • Conveys the story in a way that the audience will understand and relate to.
  • Helps you craft easily understandable messages, leading to fewer questions from customers.
  • Helps your video stand out from a million other explainer videos out there.
  • Drives conversions and increases the chances of getting leads.

How to write an explainer video script?

Explainer video scripts are easy to write if you know the right steps.

Step 1: Identify the Audience for your B2B Explainer Videos

In an explainer video process, knowing your customers is key to a compelling video. The software can be intricate and tough to explain. The goal is to simplify complex topics like apps or systems. Viewing the issue from various angles helps in forming a content strategy.

When crafting a B2B explainer video script, it’s essential to consider the broader context of how videos impact product understanding and usage.

For instance, a well-structured B2B product usage video can significantly improve user engagement and comprehension. Such videos not only explain the product but also build trust and loyalty among users.

  • Users: Businesses use software applications every day. But with so many software products on the market, how do businesses know which products they need? The users would want to know why they should trust you or choose your company.
  • Companies: In the face of stiff competition from both start-ups and established companies constantly improving their offerings, selling a product has become challenging. B2B product videos have emerged as a vital tool in this competitive B2B landscape.
  • Others: We often have to describe complex software products to non-technical colleagues, customers, or potential investors.

Many companies think products do not need to answer the “why” behind what they do. That’s a big mistake—it is vital for any product, especially ones that are targeting enterprise customers.

We know how to sell your story using your product UI

Step 2: Think of questions that your product-story script should answer

A product story is a cue for viewers to act. It is a sales pitch that convinces people to buy your software.

This is what happens at most demos: The company pitches its product and waits for the audience to ask questions. Unfortunately, most people are bored by the dry explanations.
In the end, potential customers leave without understanding what the software does.

Remember, the questions you answer in your product story should ultimately satisfy customers, demonstrate value to them, and persuade them to take action.

Start by understanding your customer’s pain points, pitch your product as a solution in your explainer video script, and try to address the following questions:

  • What technological innovation does the product deliver?
  • What problem does the product solve?
  • How will the product reinforce the client’s company’s strength and provide value?
  • What is your unique selling proposition?
  • How is your product better than your competitors?

Step 3: Determine the type of B2B explainer video to create

A. Demo videos

The most common type of B2B video is a demo video, which helps customers get a better understanding of a product.

Your video script example should highlight:

  • Product features: Showcase the important features. For example, if you are selling accounting software, you might want to highlight its ability to generate reports quickly.
  • Benefits: Highlight how much time it saves. For example, how much easier it is to share customized reports, based on to whom it is being sent.
  • Ease-of-use: Show how easy it is to use the product. For example, how users can access the software from their mobile devices.

An example of a product demo video created by Content Beta for


B. Explainer videos

An explainer video provides a detailed explanation of a product. Make the video production script template short enough to be interesting and engaging but long enough to provide essential information.

Generally, an explainer video is longer than a demo video and is paired with text, graphics, and a voiceover. It’s designed with an educational or instructional emphasis. Such videos can help elevate your business and attract more customers.

For those aiming to create compelling content, examining a video script example is beneficial. It provides insights into effective structuring and presentation in an explainer video script.

Here is an explainer video example created by Content Beta for Careflo:


C. Infomercial-style videos

These videos are similar to explainer videos. They are generally longer than a demo video and provide a detailed explanation of your product.

Infomercial-style videos also use text, graphics, and a voiceover. They are often effective at selling the product due to the information they provide. The emotions evoked make viewers feel the need to purchase the product.

However, infomercial-style videos may seem manipulative sometimes, as they are just lengthy product advertisements.

An example of an infomercial:


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Step 4: Get your facts right

B2B product marketing is challenging. If your pitch misses product updates or customer support details or fails to persuade potential buyers, your strategy might be flawed. Utilizing a video production script template can help you streamline the process and ensure consistency.

“Presenting facts translates into building trust.”

Writing a fact-based script for your B2B products helps you overcome the following challenges:

  • Customers buy when they trust a product’s promise – a B2B explainer video provides that trust with facts. Marketing claims can be hard to believe, but facts are undeniable.
  • Customers seek answers to “How?” and “What’s the outcome?”. They prefer a factual demo video over brochure-like pitches. They want to know why your product stands out. It’s up to you to explain.

Including these truths in your explainer video script ensures that your message is both credible and compelling.

Step 5: Tell a story

When writing about a product, your video script template needs to address basic questions related to the brand, products, pricing, and customer service.

Using a story to describe your product is the most important part of creating a marketing video script template that will resonate with your audience.

That is why we are devoting a major part of the guide to the importance of storytelling.
“Tell me the facts and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in (my) heart forever.” – Native American Proverb

A. What are the benefits of a story-based script?

A product story-based explainer video script helps:

  • Users understand the value of a product –
    • what makes a product unique,
    • what makes it worth buying,
    • what gives software its value.
  • Illustrate how your product or feature solves a problem for users.
  • Explain what your software does and how it works by identifying pain points.
  • Describe the features and benefits that users will get from using the product or service.

Here is an example of a 3D animated explainer video:


These videos use engaging animations to break down intricate topics, making them easily understandable for the audience. Check out our Animated Explainer Video blog to learn more about the agencies.

B. Why does a story-based script work well for B2B explainer video scripts?

Product descriptions often don’t convey the full message. While many companies focus on features, they overlook the power of customer stories. Storytelling in sales pitches can set a business apart. A compelling product story can become the key to winning business.

Basically, you ‘dumb down’ complex topics into simple stories, known as narratives to appeal to even the lowest common denominator.

An example of an explainer video created by Content Beta for HotelIQ:


C. How to incorporate a story into a B2B explainer video script?

Stories are compelling and easier to understand than lists of features, but stories that describe software are often written by product developers or marketing people, not by users. That is something we need to address.

Just like every great story, your product story needs a hero, an obstacle, and an ending. How do you find your story? Find answers to the 5 W’s: What, When, Where, Why, and Who, as well as How.

“There are two ways to share knowledge. You can push information out. You can pull them in with a story.” – Unknown

  • Too often, product marketers and salespeople fall into the trap of telling customers how the product is going to solve their problems. But, in doing so, they often leave out the most important part of the customer story: Why should the customer care?
  • Businesses are only as interesting as the stories you tell about them, and that is especially true for B2B companies since they may be selling a product that has rival products competing with it. Tell them what is different.
  • Your product has a specific set of features, but how does it work? When and how does it benefit the customer? Where do they help companies to score over rival products?
  • What is unique about products is that customers are already using them, so there’s less need to explain how or why the product works. Instead, the challenge is to build a story that’s as entertaining as possible with the ‘hows and ‘whys.

“Why” and “How” questions are the most important to answer in your product story. The “Why” is about how you solve a problem, while the “How” answers how your product does this.

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Step 6: Identify script elements

If you are trying to reach a B2B audience, you will have to take into account the following factors in your video script:

  • Language: Not too complicated but at the same time not too simplified. Make sure to use short and simple sentences.
  • Duration: Although there are long videos, shorter ones work better. Popular times include 60 and 90 seconds.
  • Visual assets: The script should indicate how your video will use UI elements.
  • Voice-over: It lends character to videos. You can find some good artists on Fiverr or Upwork.
  • Background music: It is recommended to make use of non-intrusive, royalty-free music.
  • Text-to-speech: Use an online T-2-T tool like NaturalReader to get a feel of how your script sounds.

Step 7: Create an outline and start developing the script

Now that you have figured out the audience, type of video, questions to address, and the story, it is time to form the explainer video templates and start the script.

Most viewers prefer the explanations to follow a linear path. Adopt this approach, which is safe but can be predictable.

To have an effective B2B explainer video, you can also include different motion graphics styles in your script. A completed explainer video script should be divided into a beginning, middle, and end.

  • The first part should introduce the product or service,
  • The middle could focus on the benefits,
  • The end could show the audience how the product or service will make their life easier.

For example, if you are making a video about accounting software, you could:

  • Start with a short introduction to the company and the product.
  • Follow it with a description of the product or service and a benefits list.
  • Show the product in action, ideally by a satisfied customer.
  • Tell people how the products will make their lives easier.
  • End the video with a strong call to action.

Build on the outline. Write simply, precisely, and engagingly.

Not everyone has the time or expertise to write their own video scripts. This is where video script templates and video script writing services come into play. These specialized script writing services offer tailored scripts that align with your brand’s voice and objectives. Such services can be a game-changer for businesses looking to elevate their video content strategy and help you save time.

Step 8: Use an effective call-to-action

What are CTAs? Simply put, a call-to-action is an action you’d like your audience to take after watching your video.

Without a good CTA, your video isn’t likely to get the kind of engagement you’re looking for.
Be sure to include a simple CTA in your script. Example: “click here”, “watch video” or “book a demo.”

We know how to sell your story using your product UI

Why Content Beta?

Now that we have discussed explainer video scripts, let us help you in making one. We specialize in content for the B2B, Tech, and Software sectors. Our Creative as a Service (CaaS) plan provides video and design teams for a monthly rate with the best team.

But why us?

  • Our customers are our priority.
  • Our pricing for video and design is clear.
  • We handle large projects and tight schedules.
  • We respond quickly and deliver promptly.
  • Our dashboard shows real-time project updates.

Come and check us out and decide for yourself. Contact us to discuss further.


Before we wrap up, one thing to note is to create a storyboard to go with your marketing video script template.

Crafting a compelling B2B explainer video script is not just about conveying information, but doing so in a manner that resonates with your target audience. By following the simple steps outlined in this guide, you can ensure that your message is clear, engaging, and drives the desired action.

Remember, the strength of your video lies in its script. Take the time to refine it, gather feedback, and iterate. With the right approach, your explainer video can become a powerful tool in your B2B marketing approach.

Frequently Asked Questions (FAQs)

An explainer video script defines the purpose of your video and answers the “What?” and “Why?” questions your audience will ask. Explainer videos are effective at highlighting the value of your product and explaining its features.

The script should simplify complex concepts for the consumers. In addition, they should show off the benefits of your software as well as quantifiable results.

The script should ensure that the videos are short, concise, jargon-free, and straight to the point.

A B2B explainer video script should end with a good call-to-action (CTA). It helps viewers take the action you want them to take.

CTAs are important for all videos, whether they’re about social videos, explainer videos, or customer support videos. Use something simple like, ‘Call for a Demo’ or ‘Upgrade’.

In B2B marketing, videos under two minutes are effective as they limit companies to include only vital information. Viewers typically find shorter videos more captivating. For a well-paced 1-minute video, the script should range from 130-140 words.

To write a script for a video, start by understanding your audience and defining your message. Outline the main points, ensuring clarity and simplicity. Use engaging language, incorporate facts for credibility, and end with a strong call to action.

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Need a mixed team of video, design, and creative experts to scale up your marketing?

Creative Team on-demand = Marketing done right.

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