8 Simple steps to a great B2B SaaS explainer video script

8 Simple Steps to a Great B2B Explainer Video Script

Written by Rishabh
Written by Rishabh

Rishabh leads the content strategy at Content Beta, an on-demand creative video and design team 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.

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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.

What are the Basics of Writing a B2B SaaS Explainer Video Script?

If you’re running a B2B business, it is essential to have high-quality explainer videos. These videos help potential customers understand what your product does and why they need it.

A well-written B2B explainer video script should cover all the key points of your product. Here are some tips for writing an effective B2B video script for your SaaS business:

1. The long and short of it is…

The average human attention span is only eight seconds. And your target audience is busy professionals who don’t have time to watch a long, drawn-out video. So, less is definitely more.

  • Get straight to the point and avoid including any superfluous information.
  • Don’t waste time with long introductions – get straight to explaining what your product does and how it can benefit the viewer.
  • Focus on the key points you want to convey and make sure they’re delivered clearly and concisely.
  • Don’t just rely on your words to get your message across. Use visuals to help tell your story and highlight the key points you want to make.
  • Make sure your video is under 2 minutes long.

Watch this 60-second long B2B explainer video example from Salesforce, the customer relationship management software company:

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2. Are you talkin’ to me?

You should always keep your target audience in mind when writing the B2B explainer video script: What problems are they trying to solve? What would they like to see in a video?

  • Keep it conversational: Create a B2B explainer video script that makes the viewer feel like they’re having a conversation with you.
  • Avoid technical jargon: Use language that your target audience will be able to relate to. Avoid using industry jargon or technical terms that might not be familiar to them.
  • Use simple language: Don’t try to impress your target audience with big words and fancy language.
  • Choose the best format: The best explainer videos have scripts that are written with an introduction-body-conclusion format in mind.

Here is an example B2B explainer video created by Content Beta for Intercom, the Engagement OS company:

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Making a video for B2B & SaaS products needs a different mindset.

3. What’s in it for me?

There are a few reasons why explainer videos should focus on B2B products -.

  • Customers within the B2B sector are more likely to be familiar with these types of products.
  • B2B businesses tend to have a higher level of customer service. Explainer videos targeting this audience can explain the product more comprehensively and receive better customer service in return.
  • Explainer video creators can showcase the product’s expertise and help potential customers make informed decisions.

Your B2B explainer video script should take into account that the audience doesn’t care about your features, they care about the benefits.

  • Make sure you highlight the benefits of using your B2B product, and how it can help them in their business.
  • Try to answer questions like,
    • What makes your SaaS offering unique?
    • Why should people use it?

Watch this example B2B explainer video created by Content Beta for Jivochat, the Live Chat Software for Websites:

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Making a video for B2B & SaaS products needs a different mindset.

4. What’s your story?

Stories are an effective way to provide context for B2B SaaS Explainer videos. They connect with your target audience and get your message across.

  • The videos provide viewers with a deeper understanding of the concept.
  • The B2B explainer video script story should resonate with your target audience and help them understand the value of your B2B SaaS product.
  • They are particularly helpful when explaining complex concepts, making these explainer videos more effective and engaging for potential customers.

Watch this example B2B explainer video from Asana, the Task Management Software, that has a view count of 17.25 million on YouTube:

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5. What should I do next?

How can a good call-to-action make a B2B SaaS explainer video more effective?

There is no one-size-fits-all answer to this question, as the call to action will vary depending on the product and target market. However, it is still possible to create effective CTAs by following some general tips.

One of the important factors is the timing of the call to action. If it’s placed at the end of the video, viewers may not watch till the end. If it’s placed early on in the video, viewers may be lost or bored by its length.

In either case, it’s important to ensure that the video CTA is well executed and provides valuable information that will convince viewers to take action.

Another key element of a successful CTA is clarity. And finally, consider making use of emotions and visual aids when creating your CTA. A sense of urgency can help persuade viewers to take action quickly, while visually appealing images and videos can help retain your message.

This B2B explainer video created by Content Beta for Twixor, the Code Automation Platform integrated with conversational messaging, ends with an effective CTA:

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Making a video for B2B & SaaS products needs a different mindset.

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.

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

There are several types of B2B SaaS explainer videos, each with its benefits and drawbacks:

A. Problem/solution Videos

They address a specific pain point that your target customer is likely experiencing. You have to clearly articulate the problem and then show how your product is the solution. These videos can be highly effective in generating leads and getting customers to take action.

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Making a video for B2B & SaaS products needs a different mindset.

B. Features/Benefits Videos

They focus on showcasing what your product can do and how it can benefit potential customers. It’s important to highlight both the features and benefits to give prospects a complete picture of what they would be getting if they decided to use your software.

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Making a video for B2B & SaaS products needs a different mindset.

C. Company Overview Videos

A B2B SaaS company needs a strong online presence to succeed. One of the best ways to achieve this is through company overview explainer videos. These videos are designed to introduce your company to potential customers and partners concisely and engagingly.

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D. Animated Explainer Videos

The best animated explainer videos are typically short, and to the point, and use simple animation to help explain complex concepts. They are a great way to engage potential customers.

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Making a video for B2B & SaaS products needs a different mindset.

E. Live-action Explainer Videos

They are a great way to explain your product or service to potential customers in an engaging and informative way. These videos typically feature a spokesperson who walks the viewer through the key features and benefits of your product or service in a way that is easy to understand.

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F. Screencast Explainer Videos

They are short, to-the-point videos that demonstrate how a product works and can be used to highlight key features and benefits. These videos can give your prospects a taste of what your product can do. They can be used to build excitement and interest, and close deals.

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Making a video for B2B & SaaS products needs a different mindset.

Ultimately, the type of explainer video you choose should be based on your template, potential customers, and what type of video would best suit your needs.

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:

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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:

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Making a video for B2B & SaaS products needs a different mindset.

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.

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.”

What should a Powerful B2B SaaS Explainer Video Script Look Like?

A powerful B2B SaaS explainer video script should have several key elements to be effective.

  • First of all, it should clearly and concisely explain what the product or service is and how it can benefit the viewer.
  • Secondly, it should highlight any unique features or selling points that make the B2B SaaS stand out from its competitors.
  • Finally, the B2B video script should include a call to action that encourages the viewer to take advantage of the product or service.

By including these key elements in the B2B SaaS explainer video script, product explainers can effectively communicate their value proposition and help convert viewers into customers.

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.

Conclusion

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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