8 Ways to Leverage Video Testimonials for Demand Generation Marketing

Power your SaaS Sales with Remote Testimonial Templates

Customer Video testimonials help B2B SaaS businesses build credibility, increase trust, and improve conversion rates. But do they really help their demand generation efforts?

To generate demand, marketers need to demonstrate credibility, thought leadership, and value. Using business testimonial videos from satisfied customers is a great way to do this.

One more reason for SaaS companies to use video marketing is that Cisco estimates that 80% of all traffic will be video by 2022.

That being the case, how can B2B SaaS companies get customers to record a video testimonial and use it for demand generation?

Well, that is the topic for discussion in this guide.

Table of Contents

What is Demand Generation in B2B SaaS?

Demand generation is a marketing function that involves generating interest in a product or service, and it is often used by companies in the B2B software market.

It can be done through different channels, such as email marketing, social media marketing, advertising, and many more. It can also be done through content creation for blogs and other online platforms.

The main objective of demand generation is to generate interest in the company’s product or service among potential customers by using a variety of channels to communicate with them. These channels may include email marketing, social media marketing, advertising, and content creation for blogs or other online platforms.

What is Demand Generation in B2B SaaS

What is Demand Generation Marketing?

Demand generation marketing is a process of generating demand for a product or service. It is an important part of the marketing funnel.

It has been around for many years, and it is only getting more popular in recent years. This is because it is adaptable to any industry and any budget, which makes it easy to start with this type of strategy and see results right away.

It is a proactive, lead-driven approach to marketing that generates demand for a product or service by targeting prospects and converting them into leads.

Demand generation focuses on attracting potential customers through various channels, including social media, SEO, content marketing, blogs, and email campaigns. The main goal is to generate leads and convert them into customers.

How are Lead Generation and Demand Generation different?

Even though Lead generation and Demand Generation are different, the two processes are often combined to achieve a measurable increase in revenue.

Lead Generation Demand Generation
Lead Generation refers to the process of capturing leads and sending them to a sales team. A marketing technique that involves generating interest in a product or service and converting those leads into sales.

What is a Video Testimonial?

A good video testimonial is a short, personal story that a customer tells about how your product or service has made their life better. This can be done in person, over the phone, or through video recording.

B2B SaaS Video testimonials are a great way to:

  • Show your audience how your product or service has changed someone’s life.
  • Emphasize the benefits of your product and also provide reassurance that it is trustworthy and reliable.
  • Display your company’s message in a memorable and personal way.
  • Promote your brand’s colors, logo, and other visual branding aspects.

If you are doing a testimonial video production, make sure the speaker sounds natural and the interview doesn’t look scripted or staged.

If you can find a speaker who has a sense of humor and can make it appear like they are talking to a friend rather than an interviewer or examiner, you’d have a winner on your hands.

Good client video testimonials can generate more leads and they can also be used to promote your business on social media. In addition, they are a great medium to narrate a story and make a customer’s voice and personality come through in the stories.

Here is an example of a Client video testimonial.


How can video testimonials help Demand generation?

Video testimonials are a powerful way to help promote a product or service and can help attract new customers, increase sales, and build brand awareness. Customer Video testimonials help:

  • Help people understand how the product or service can benefit them.
  • Businesses create a compelling case for their products and services by showing customers and potential customers what others have said about a product or service.
  • Provide an emotional connection that can lead to increased sales.
  • Create an effective marketing strategy that benefits both their customers and their bottom line.

There are many ways to use client testimonial videos in demand generation marketing:

  • For example, businesses can create video landing pages that feature customer testimonials from past purchases.
  • They can also produce videos featuring employees or experts discussing the benefits of using their products or services.
  • Businesses can create social media posts featuring Customer video testimonials from happy customers.

To create customer testimonial videos, businesses need to find happy customers who are willing to share their stories.

  • First, businesses should create a campaign or advertisement that features happy customers.
  • Next, they should ask these customers to record short videos explaining why they like the product or service.
  • Finally, businesses should post these videos on social media platforms (Facebook, Twitter, Instagram) and other online channels.

How to leverage Client Video Testimonials to generate demand?

Client testimonials can help you connect with your leads and prospects, increase conversions, and improve your sales results.

A video testimonial can be a personal story, it can show the benefits of the product or service, or it can show how easy it is to use the product or service.
A lot of B2B companies opt for a video testimonial service to outsource it as remote video production.

The key is to think about what will resonate with your audience. If you are targeting a B2B company, showing how easily your customers can use your product or service might be more compelling than showing personal stories.

1. Choose the right Video testimonial

You should keep three things in mind when creating Customer video testimonials.

  • First, they are genuine and from people who have used the product or service. This will help ensure they are credible and trustworthy.
  • Second, the video is high quality and well executed to make it look professional and convey the message of the video.
  • Third, consider how you will use the testimonial in your marketing efforts. For example, you could use it on your website, in social media ads, or sales presentations.

Here is an example of a testimonial video Content Beta received from their client Lawcus.


2. Use Customer Success stories

The best type of testimonials are those that are highly personal and emotional, not just a list of things your customer has accomplished.

In other words, you can use customer success stories to increase the ROI of your marketing campaigns. If you have customers that are happy with your product, and your onboarding strategy (customer support videos, feedback loop, support team chatbot, etc.) and are willing to share their success stories, you can share them in your video marketing campaigns.

Let us say, for example, that you make videos. You might want to feature someone who has been using your services for a considerable amount of time and has had tremendous results, such as the onboarding video you created for them that reduced customer churn by half.

A business facing the same issues would warm up to the idea of hiring your services because the video testimonial shows a satisfied customer that has had great success with it.

Learn how Kissflow launched a $550 course with Content Beta’s help in 8 weeks. Here is a video from the course.


3. Record the Testimonial

Testimonials can be recorded either in person or remotely. The former has its benefits but it can be a cumbersome process for the uninitiated while the latter is cheaper and more powerful.

Remote video testimonials produced by an external video agency look polished and professional because they have the right expertise and equipment.

A professionally created Remote video testimonial can be used to show off a company’s unique selling proposition (USP), promote products and services, or raise awareness of an event or campaign.

When selecting testimonials for demand generation marketing campaigns, it is important to consider the target audience and the product or service being marketed.

  • Testimonials should be relevant to the target audience and reflect their values.
  • They should look credible and believable.
  • There should be multiple types of testimonial videos (e.g., customer reviews, employee interviews, product demonstrations) to give marketers a chance to create content that resonates with their target audience.

An example of a remote testimonial video created for Galley.


4. Do a professional editing

Leveraging testimonial videos can be a powerful way to connect with your audience and sell your products or services. However, making sure your testimonial videos are professionally edited can make a big difference in the overall impact of the video.

Editing can help you capture the voice and tone of your interviewees, highlight key points, and remove any audio or visual distractions.

If you are looking to create powerful demand generation videos, consider reaching out to a professional video company for help. They can take your video from good to great in no time!

Professional video services can help:

  • Polish your content and make the video testimonial more engaging for viewers.
  • Tighten up your delivery and improve the overall flow.
  • Include quotes that will resonate with viewers and make them want to learn more about your product.
  • Generate demand and improve sales.

An example of a professionally produced testimonial video for Metadata.io


5. Create a Landing page or Website

Since Client video testimonials can be such powerful tools for demand generation, it is important to make sure you have a plan for using them.

If you are creating a landing page or website specifically for testimonial videos, you will want to include some key features. For example, you can make it easy for visitors to sign up for your email list or free trial and for people to share their videos with friends and family.

Overall, making use of Client video testimonials is a great way to show potential customers that you are serious about offering the best possible product or service.

Here is the Content Beta website with embedded videos.

6. Optimize for Search engines

Client Video testimonials can be used to generate demand for your product or service, as well as for improving SEO. When optimizing your video testimonial, it is important to keep a few things in mind.

  • First, make sure the video has high production values. This will help you rank higher in search engine results pages (SERPs).
  • Second, make sure the video is relevant to your target market to help people who are looking for information about your product or service to find it on your website.
  • Third, make sure the video is well designed to help create an engaging experience for viewers and increase click-through rates (CTRs).
  • Fourth, make sure the text accompanying the video testimonial is keyword rich to improve your search engine ranking (SERPs).
  • Fifth, use keywords throughout the text of the accompanying text so that viewers can find it more easily when they are searching for information about your product or service on Google or other search engines.
  • Finally, consider using social media platforms such as Facebook and Twitter to promote your Customer video testimonial.

Here is a short video that talks about how to optimize video content for SEO & Social Media.


7. Promote with Social media

You can use testimonial videos for Demand generation marketing by sharing them on social media platforms like YouTube, Facebook, LinkedIn, and Twitter.

You can also create video overviews or how-to guides that you can post on your website or blog.

Whatever approach you choose, make sure to include video testimonials as part of your overall strategy. They are a powerful tool for building customer loyalty and generating leads.

Here is a customer video testimonial on Twitter for Airtable from West Elm.

8. Measure results

It can be hard to know whether your video testimonials are having the desired impact on demand generation.

One way to measure this is by tracking which leads and sales come from them. Additionally, you can also look at other data points to see if your video testimonials are resulting in better conversions or ROI. You can track the following:

  • Total leads generated from your video testimonials.
  • The conversion rate of leads into paying customers.
  • The average order value for converted leads.

There is no one definitive answer to this question as it depends on a variety of factors, such as the type of leads being generated and how effective the video testimonial content is.

Let us rely on some statistics to say testimonials on sales pages can improve conversion rates. In fact, this study by Impact says it can increase by as much as 34%.

You can use Google Analytics (GA) to track and report website traffic and generate detailed statistics about the website visitors. Here is a Google video that helps you turn insights into ROI.



The advent of new technology has enabled SaaS businesses to think about their marketing strategies in innovative ways.

A strategy that is gaining popularity, especially among small businesses, is demand generation marketing.

At its core, inbound demand generation marketing is a strategic approach to growing sales and reaching new customers. It starts with attracting customers through content creation and outbound marketing like pay-per-click ads and social media.

As we have seen in this guide, when it comes to content, B2B SaaS Video testimonials are a powerful way to create consumer demand for a product or service.

Video testimonials help SaaS companies with Demand generation marketing to create a positive customer experience that results in customers reaching out to the sales team.

Finally, B2B SaaS Video testimonials also help generate leads and sales. So, if your B2B SaaS company is not into video testimonials, start now!

Frequently Asked Questions (FAQs)

It is an important part of a successful digital marketing strategy. Demand generation is the process of creating demand for your products and services using different channels such as social media, SEO, content marketing, and email campaigns.

Video testimonials are a powerful way to connect with potential customers and get them excited about your product or service. You can use them to show your customers how much you care about their needs, and that you are willing to go the extra mile for them. They are a cost-effective way of doing marketing and the ROI is huge.

Video testimonials are short, engaging, and easy to share client review videos used as an effective marketing tool in the B2B industry because they help create trust between the brand and consumer, speak to the customer’s emotion and encourage a purchase, and show what the product can do in real life.

Lead generation is the process of generating leads for selling products or services to those leads whereas Demand Generation is a process of creating demand for a product or service by creating awareness.

It has become a norm to see months after a product or service launch, a similar product on the market. With demand generation, you can stay ahead of the curve. A simple example of generating demand for your product or service would be when you optimize your content or participate in online forums and social media.

Remote video testimonials are created 100% remotely and using the instructions and recording equipment provided by professional video agencies like Content Beta. They make it easy for the companies to create B2B SaaS Video testimonials by taking away the pains of professional video making.

Content Beta