A 7-Step Guide To Creating B2B SaaS Brand Videos That Work

5 Simple Tips To Make Your SaaS Company Videos POP

A 7-Step Guide To Creating B2B SaaS Brand Videos That Work

It is important for a B2B SaaS business to have a strong and recognizable brand. Your brand tells your customers who you are and what you do, setting you apart from your competitors.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
– Seth Godin”

A brand video is a great way to introduce your company to potential customers and partners. It is an opportunity to tell your story, show what your company does, and why you are the best at what you do.

Creating a B2B SaaS brand video should be an important part of your overall marketing strategy. It is a great way to build trust and credibility with your target audience.

When done right, a brand video can help you establish thought leadership, generate leads, and close deals.

Table of Contents

What is Brand Identity and why is it Important for a B2B SaaS Company?

Brand identity or image is the perception of a company or product in the marketplace. It is often measured by how consumers feel about the company and how they perceive its products.

A brand image should be consistent with what the company stands for. A B2B SaaS company should have an image of being trustworthy and reliable in order to attract more potential customers.

Why is it important for a B2B SaaS company?

  • It is the first impression that customers get and it can either make or break the sale.
  • It can impact sales, marketing efforts, customer retention and more. A good brand image can attract more customers to your business and make your company look like a leader in your industry.

Brand image can be created by advertising campaigns, word of mouth, or even the company’s logo. It can also be damaged by bad press, social media posts, or even a negative review on Yelp. Here is a handy ingredients list to create a strong brand identity:

Here are five of the biggest B2B SaaS brand, each with its unique identity, and what they offer:

Company Main Product SaaS/ PaaS
Oracle Oracle Database, a popular database management system. Oracle Cloud Platform, Oracle Business Intelligence Cloud Service, and more.
Adobe Creative industry tools like Photoshop, Illustrator, and Lightroom. Adobe Creative Cloud, Adobe Experience Cloud, and more.
Marketo Marketing Automation and Analytics Tools to connect marketing efforts to business goals. Marketing Automation, Marketing Performance Management, and more.
Salesforce Cloud-based Customer Relationship Management (CRM) software. Sales Cloud, Service Cloud, Marketing Cloud, and more.
Microsoft Windows Operating System and Office Suite of applications. Office 365 cloud-based productivity apps and services, and Microsoft Teams, a chat-based collaboration service.

What is a B2B SaaS brand video?

As the popularity of SaaS solutions continues to grow, so does the demand for B2B SaaS brand videos. But what exactly is a B2B SaaS brand video?

Simply put, a B2B SaaS brand video is a video that is created to promote a SaaS product or service to other businesses. These videos are typically used as part of a larger marketing campaign, and they can be very effective in helping to generate leads and sales.

There are a few things to keep in mind when creating a B2B SaaS brand video.

  • First, it is important to make sure that the video is professional and polished. This will help ensure that it makes a good impression on potential customers.
  • Secondly, the video should be informative and concise. It should clearly explain what the product or service is and what it can do for businesses.
  • Finally, the video should be engaging and entertaining.

For example, this B2B SaaS brand video tells you all you need to know about Content Beta:


Why is Creating a B2B SaaS Brand Video Important?

As a business-to-business (B2B) software-as-a-service (SaaS) provider, you know that creating a brand video is important to reach your target market. But why is it so important?

As a B2B SaaS provider, one of the best ways you can build credibility with potential customers is through the use of brand videos. A professionally produced brand video can help you establish your company as a thought leader in your industry, and as a trusted source of information and solutions.

There are several reasons why creating a B2B SaaS brand video is important. A brand video helps you:

  • Tell your story in a relatable and engaging way and connect with your audience on a personal level, which is important when you are trying to build trust.
  • Show potential clients who you are and what your company is all about. It is an opportunity to tell your company’s story in an engaging and compelling way.
  • Show that you are a credible, trustworthy company that is worth doing business with.
  • Stand out from the competition. With so many B2B SaaS providers on the market, it can be difficult to differentiate yourself. A brand video helps show potential customers why you are unique and why you should be their go-to choice.
  • Build credibility. In business, credibility is everything. It is what helps you close deals and build long-term relationships with clients.

How to Design a B2B SaaS Brand Video?

The steps involved in creating a SaaS brand video are as follows:

Step 1: Estimate Audience & Reach

There is no point in creating the video without taking into account the audiences’ sensibilities or understanding what kind of content they like to consume.

Understand who your audience is: Think what type of videos are relevant to that audience. Be consistent with your brand message and work towards creating a sense of community.

Think about what you want to want to communicate: Attracting a large number of viewers to your videos is not as hard as you think, but you should make sure that you have a clear message.

Do your research: Before you create the video, understand what appeals to your target audience. Think of a topic that will be interesting to your customers.

Here is an example product demo video created by Content Beta for AutoLeap, the Auto Repair Shop Management Software, that targets vehicle owners that are looking for easy auto inspections.


Step 2: Allocate Budget & Time

Creating a high-quality B2B SaaS brand video requires both time and budget. These videos need to be well-crafted in order to capture the attention of your target audience.

Without a significant investment of both time and money, it will be difficult to produce a video that meets the needs of your business.

Moreover, budget and time are directly related. You should ensure that you have set your budget limits and timelines for creating the video.

Overshooting the time means overshooting the budget.

Therefore, it is imperative that you have set aside the necessary budget to create a quality product and the time constraints you need to create it.

For example, Content Beta can create a SaaS product demo video like the following example for USD 900 onwards:


Step 3: Provide Human Touch

When creating brand videos, it is important to see that they still maintain a human element. This means incorporating real people, real emotions, and real stories.

The reason why the human touch is so important for B2B SaaS brand videos is because it helps create a connection with the viewer. It allows the audience to see that there are real people behind the brand and that they are passionate about what they do.

When the viewers see that there are real people behind the brand, they are more likely to trust the brand and do business with them. Keep in mind that:

  • A brand is not an emotionless entity. It pays to humanize your brand.
  • Be yourself, be natural, be forthright.
  • Speak from the heart.
  • People will feel more connected to your brand if you are being honest with them.

Furthermore, practice your speech in front of a mirror to make sure that your words are coming out the way you want them to.

A good example would be a remote video testimonial where a satisfied client(s) would be talking about their experiences with your product or services. This one is for metadata.io, created by Content Beta:


Step 4: Use Story-based Script

A visual, story-based script is important for creating B2B SaaS brand videos because it can help create a more consistent look and feel for the brand across all of its video content.

This can help make the brand more recognizable to potential customers. By having a clear and consistent visual style, B2B SaaS brands can create a more professional and polished image that can attract more customers and help grow your business.

  • Make a list of the most important points that you want to hit, the questions that you want to answer, the objections that you want to address, and the most important benefits that you want to demonstrate
  • A script with a beginning, middle, and end often works best. You can use a narrator, influencer, or a celebrity to tell the story, but other methods are possible.
  • You should also try to keep the script short so that the video will be engaging and can keep the audience interested.
  • The video content should be directly related to your business and the services that you have to offer. It should convey who you are and what you do.
  • The video should communicate what it is that makes your product unique and special. It should incorporate your brand colors and logo.

This client video testimonial is for Content Beta, provided by their client Lawcus. Ms. Arianna Gonzales, Growth Marketing Lead, narrates how their initial apprehensions about hiring an external agency like Content Beta and how those videos helped the business.


Step 5: Make it Feel Authentic and Personal

Remember, your audience is made up of real people. So, you need to focus on creating a video that will resonate with them on a personal level.

To make your brand video feel authentic, you should have a clear purpose in the video and show the viewer your personality.

  • Think about what your audience cares about and what they want to see in a video.
  • Focus on telling a story that your audience will relate to.
  • Use natural language and avoid jargon.
  • Make sure your video is concise and visually engaging.

To make a brand video that will resonate with your audience and help you build a strong relationship with them, it is important to make the video feel personal.

One way is to use your own voice to narrate the videos which will:

  • Make the videos feel more like a conversation with the viewer and make it easier to connect with them.
  • Give the viewer a feeling of professionalism and a sense of trust
  • Make it easier to answer any questions that the viewers may have.
  • Make the viewer feel like they are getting a real-life experience with you.
  • Edit the video well and add a call to action that is clear and concise to help the customer understand what they should do after watching your video.

Here is an example of a product demo video created by Content Beta for LyneAI. Notice how the host is able to connect with the viewers, anticipate their questions and answer them.


Step 6: Promote, Measure, Revise

How do you get your B2B SaaS brand videos in front of the right people? Many businesses use:

  • Facebook and Instagram to promote their videos. Their reach is phenomenal.
  • You can also use paid marketing to promote your videos.
  • Another way is to optimize your videos for SEO and rank high on the SERPs.

A brand video is an investment and therefore you should measure its ROI.

While a video may be expensive, it is an investment that you should be willing to make. The ROI of a video is usually very high.

For example, if you spend $1000 on creating a video, you could end up with traffic from the video to your website which could bring in a $10,000 profit.

The ROI in this case is Net income / Cost of investment x 100.

However, it is important that you don’t rest on your laurels. Keep the momentum going by measuring its performance based on the KPI you have set.

If it is not performing well, look for reasons and tweak your approach and message.

Here is a video to understand how a video is performing:


What are the Best Practices for a B2B SaaS Brand Video?

Follow these best practices when you create a B2B SaaS brand video. You should make sure:

  • To think about your audience. What do they like to watch? What do they care about?
  • The video is short and sweet. The video is visually appealing and the narrative flows. If your video is boring and has a bad production value, it is not going to have a chance at success.
  • If you are going to put a lot of time and money into the video, it is best to make it worth it.
  • Make judicious use of graphics, background music, and transitions.
  • Include a call to action.
  • Videos take time to produce. Make sure that you have the necessary resources to create the video.
  • Always test your video. Test multiple things. Test different angles, test timings, and test audio. Test the different mediums in which your video will be published. For example, test if Facebook allows videos to have a sound.

Use brand videos to:

Generate leads As a Lead magnet Increase brand awareness Improve conversion rates
Improve Website dwell time Increase customer longevity Educate customers Introduce and demo products

Don’t use brand videos as clickbait. Never include a video in a marketing piece unless it is directly related to the content or purpose of the marketing piece.


Before we wrap up, let us recap how to make your B2B SaaS brand videos work for you.

When you are creating B2B SaaS brand videos, you want your target audience to feel like they can trust your brand. So how do you make your videos feel authentic and personal?

Here are a few tips:

1. Use real people in your videos

Avoid using actors or models in your videos. Instead, use real employees or customers. This will help your target audience feel like they are getting to know the real people behind the brand.

2. Keep it personal.

Your videos should tell a story that is personal and relatable. This will help your target audience connect with your brand on a personal level.

3. Be genuine.

Avoid coming across as salesy or pushy. Instead, be genuine and authentic. This will help your target audience see that your brand is trustworthy.

Frequently Asked Questions (FAQs)

They can be used in a variety of ways, from promoting a new product or service to providing educational content that helps your target audience solve a problem. No matter what type of B2B SaaS brand video you create, it should be high quality and informative, and it should help build confidence in your company and its products or services.

And when it comes to B2B SaaS brand video, there is no better way to build credibility than with a well-made, professional video.

Creating a brand video is a big undertaking, but it is worth it when done right. Providing the right time and budget allows you to create a high-quality video that accurately reflects your and does justice to the effort you have put in. It also stops the project from getting shelved.

Providing a human element is important because it helps create a connection with the viewers and makes them feel more comfortable. It can convey emotions that words alone cannot. It is easier to create connections, build trust, and convey emotions with a video that uses it.

A B2B SaaS brand video is an important marketing tool to tell your story and explain what your company does in a way that is both visually appealing and engaging. A visual story-based script allows you to craft a narrative that is both informative and entertaining.

A storyboard is essentially a rough draft for your final product. It makes sure that your video is focused and on-brand. Additionally, it can help you to keep your video concise and to the point, which is essential when trying to capture the attention of busy professionals.

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