B2B SaaS Customer Video Testimonials: How to Do It The Right Way

Top 5 examples of how your SaaS can benefit from customer testimonial videos

B2B SaaS Customer Video Testimonials How to Do It The Right Way

Managing their brand reputation well is important for B2B SaaS companies because it might ultimately be an important factor for buyers to decide if a company is worth doing business with.

Consider the following statistics:

According to this study, as many as 97% of B2B customers said they view testimonials and peer recommendations as the most trustworthy type of content.

Social media marketing offers many different platforms to market and engage with an audience, but the uninitiated folks might find it a little tricky.

Then there is content to contend with.

SaaS success is all about conveying the right message through the right medium to create a better user experience and help a business stand out.

Speaking of wooing the customers, there is a small hitch—they would not take business owners’ word about their products or services at face value.

That being the case, what should B2B SaaS companies do?

Use videos, of course. A brand-building exercise involves creating and sharing high-impact video content that appeals to both existing and potential customers.

Customer Video Testimonials have quickly risen to the challenge and become the go-to source for fence-sitting customers that are unable to decide one way or the other.

Video testimonials are proving to be a big hit with potential buyers. The B2B SaaS companies are cashing in on the trend and using them to:

  • Showcase company’s personality and culture.
  • Provide an insight into how the prospects will be treated if they become their customers.
  • Give the prospects a sense that they know the company and they can trust it and do business with it.

Table of Contents

Why are Customer Testimonial videos essential for B2B SaaS companies?

The best way to convince potential customers to do business with you is to show them an endorsement from a happy customer.

Get that satisfied customer to promote your product or service using a short video or audio clip in which they talk about how your product has helped them solve a business problem.

Good testimonials are a great marketing tool for B2B and SaaS companies because they are:

  • More reliable than other forms of advertising to demonstrate the benefits of a product.
  • Invaluable in advertising campaigns to show prospects how your product will make their life better.

Here is an example of a customer video testimonial received by Content Beta’s client Leadfeeder from Melissa Perry, Senior Marketing Manager, Cooleaf.

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How to create an Effective B2B SaaS Customer Video Testimonial?

A video testimonial highlights a customer’s experience with your product to potential customers.

Many B2B SaaS companies are turning to videos as a way of helping customers remember their experiences. Studies show that customers are often quick to post videos on social media if their experience with a company was great.

So, what makes a great Customer Video Testimonial?

Content Beta has worked with distinction for some of the top B2B SaaS companies in the world and gained valuable insights into what makes a great customer video testimonial, which we are going to share with you.

A customer video testimonial should help companies to:

1. Capture customer voice and personality

Customer Testimonials are not about you; it is about them.

Nor is it about your product. It is about the problems businesses are dealing with and want a solution for. Satisfied customers have already used the products and are therefore in a position to advise others.

Remember, your customers, your clients, and your prospects are the show’s heroes.

2. Connect emotionally

An important aspect of B2B SaaS customer testimonial videos is the right emotion, which will make the video more engaging and more likely to be shared by the customer.

In order to do this, make sure your story has:

  • An attractive introduction, engaging middle parts, and a decisive ending.
  • A concise message the customers can easily understand.
  • A message both the company and the customers can relate to.

A Customer Video Testimonial narrated in present tense creates a greater impact.

3. Induce FOMO

A Customer Video Testimonial should induce the fear of missing out in potential buyers by highlighting how the product could be the answer to solving their business problems.

This behavior is common on sites offering LifeTime deals (LTDs) on software products. SaaS companies use it effectively to create a sense of urgency in potential customers.

FOMO is not limited to business—many of us have felt FOMO when we saw a colleague sharing pictures from their latest vacation.

4. Good production values

Good production values make for great video content. The right production values enhance your story and create a video testimonial that is fun, engaging, and informative.

Good production values
  • Edit the video to minimize all the clutter and distractions to turn your script into an understandable sequence of events
  • Use graphics and annotations to explain things.
  • Inspect audio quality, lighting, and music as they impact the quality of the video.

According to these findings, 23% who have had a poor-quality video experience with a brand will think twice before doing with the brand and 57% won’t share the video.

5. Use a professional agency

A video production agency is a creative business that focuses on storytelling through video.

The benefit of hiring a video production agency to create a Customer Video testimonial are many:

  • They already have all the equipment required to produce videos, so you don’t have to order, install, and maintain expensive equipment.
  • They are knowledgeable in capturing good shots, editing, distributing, and tracking video campaign performance.

Many agencies create professional videos at a lower cost than in-house video production.

Content Beta caters to B2B SaaS companies. It helps SaaS companies around the world to produce video content that increases lead-to-conversion ratio and improves product adoption.

6. Create curiosity

Your customer video testimonial script should gently lead the viewers from one stage to the next.

One way to do it is to create mini suspense points throughout the video and let the interviewee answer them for the viewers.

Therefore, you might want to conduct the interview (or send the script if it is going to be a remote customer testimonial) in a manner that allows ample scope to adopt this approach.

A good Customer Video Testimonial should help viewers get to that part where it says, ‘Sign Up’ or ‘Book a demo’.

7. Be innovative

A good video testimonial is concise and presents the customer in a natural and honest light.

There are a million customer video testimonials out there that follow more or less a similar approach.

Instead of conducting boring interviews, get the testimonial givers to answer the questions that potential buyers want answered in an entertaining way.

Don’t be afraid to be different if it offers a chance to grab those crucial eyeballs.

8. Be customer-centric

A good B2B SaaS Customer Video Testimonial is one that is created from the customers’ perspective, which would make it more personal and insightful.

It should help potential customers reduce their risk of making a purchase decision by showing them what other customers have experienced with your product and services.

Moreover, your request to be a part of a video testimonial would make the customers feel valued and make them feel that the company holds their opinion in high regard. They will also feel a sense of responsibility to do the best job they can to help prospective buyers.

A Customer Video Testimonial, above all, should not only be authentic but also sound genuine.

This is another example of customer appreciation that Content Beta received from their clients Lawcus.

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9. Be engaging

A customer video testimonial is twice as effective compared to its text-based counterparts.

However, testimonials need to feel like an authentic conversation. The content should be engaging to hold the viewers’ attention and convince them how it can solve their problems.

One way to increase engagement is to tell your viewers to watch your videos till the end for a chance to win a discount or a gift voucher in return for their time.

A Customer Video Testimonial, above all, should not only be authentic but also sound genuine.

10. Showcase the company’s personality

A customer video testimonial should show the audience how the company operates and what it is like to do business with them.

It should also talk about the people involved and the core business values.

This can create a stronger bond of trust with your audience, which will help them feel more comfortable doing business with you.

According to this study, 53% of consumers who are unhappy with a brand complain about it.

11. Feature right customers

Many customers are willing to be advocates and tell your story, but not everybody is comfortable facing a camera much less wax eloquent on the virtues of your products and services.

Make sure that the interviewee can speak on the topic convincingly.

If you can get the top people to put in a good word, that would be like the icing on the cake.

Here is an example of such a Client testimonial for Content Beta from ScaleX.

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12. Be short, sweet, and shareable

Website visitors may not spend a lot of time on your website if they have already done their product research and are there looking for an endorsement from satisfied customers.

Even a 60-second video may not be seen in its entirety. Hence, it is important to carefully consider the length of a Customer Video Testimonial.

If your videos are too long, viewers might lose patience. On the other hand, if it is too short, viewers might feel that the evidence presented is inconclusive for them to make a purchase decision.

People are more likely to share a video they like. The more likes and shares your video has, the more exposure you will get. A short video is easier to share too.

A good rule of thumb to follow is to keep the length of the video testimonial just under a minute.

13. Gather customer feedback

A Customer Video Testimonial should also help you to collect feedback from customers to better understand their needs and build a relationship with them.

Encourage testimonial-givers to share their honest feedback that can help you improve your product and services.

Most customers appreciate a company revealing information about the limitations of a product rather than finding out for themselves at a most inopportune moment.

Don’t forget to mention your roadmap for rolling out the fixes and enhancements.

14. Integrate with your marketing strategy

Do not view Customer Video Testimonials in isolation. They will be far more effective if you weave them into your company’s marketing strategy and align them with your business goals. To do this:

  • Have a clear goal in mind.
  • Use original content.
  • Provide examples of how your product or service has helped your customers.
  • Highlight how happy your customers are with your business.

Use Customer Video Testimonials to convince customers why they should choose your business over the competition.

15. Build trust with search engines

Customer Video Testimonials can help with SEO. The key is to use the testimonials to build trust and credibility with your potential customers but also with search engines like Google.

Using SEO content will give the search engines a reason to put your website in the top-ranking positions for your targeted keywords.

Make sure to include your keywords in the web page title tags, meta descriptions, and body text.

Use of search-optimized videos stands a better chance of being found by search engines.

16. Highlight customer service

As your business grows, you will need more and more customer video testimonials which should highlight how your company is different from your competitors.

Bad customer experience is more common than you think with many SaaS companies.

A good testimonial highlighting your customer support can endear you to your audience and help you stand out from the competition.

Good customer service is long remembered and even shared with others.

17. Show value proposition

A value proposition is the value your business creates for your customers. In other words, what value does your company provide to your customers and why should they pay for it?

For example, this product explainer video created by Content Beta for Prosimo.io shows the usefulness of their product:

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For your customers, the value proposition is the benefit they receive from buying your product or service.

A good Customer Video Testimonial should have happy customers telling their stories about the joy of doing business to prospective customers so that they can see and understand how they can benefit their business.

A value proposition is what differentiates your brand from the others.

18. Include customer success stories

You can inspire your existing and potential customers with Customer Success Stories by showing how your products and services have helped other businesses succeed. They are a perfect way to showcase why your product or service is ideal for your clients.

A good Customer Video Testimonial should feature such stories that convince potential customers to understand how they can benefit too.

Customer success stories demonstrate how your product and/or services helped a client achieve a specific goal, solve a problem, or remedy a situation.

Here is an example of a Customer Success story created by Content Beta which explains how they helped Kissflow to launch a course in 8 weeks.

19. Include supporting statistics

Many people use statistics rather than spoken words or visuals to evaluate a product.

Statistics help to make an argument, so providing the context will help the viewer understand the significance of the numbers.

However, it can put off some viewers, so limit how long your statistics are displayed. Animation sequences can do a good job of displaying numbers without breaking the flow of the video.

A good title for a customer video testimonial will help attract viewers, but effectively using statistics will grab their attention even more.

20. Include a CTA

Some people say a great Customer Video Testimonial needs no real call to action. The thinking behind it is that the testimonial should be powerful enough to induce potential buyers to learn more about a product.

This means you will need to be committed enough to be willing to invest your time and resources so that your video has high production values and is engaging.

We recommend that you include a CTA to trigger immediate action because if you don’t, you are leaving too much to chance. It might even annoy potential buyers that you have not bothered to spell out the next step they should be following.

If you are looking for expert advice on the subject, we say, Carpe Diem!

What type of Customer Video Testimonial works better—Live or recorded?

A video testimonial helps to showcase your services and products while also demonstrating your commitment to customer service.

It helps create a more personal connection with the viewer because prospective buyers feel like they are talking to a real customer who is not just reading off a script while talking about their experiences with a company.

So, what works better? There are pros and cons to both approaches.

1. Recorded customer video testimonials

They are created in a controlled environment which means that there is less chance of the person being distracted or interrupted during the process.

That being said, if you have a strong brand, some people might prefer to watch a recorded video of your interview because they find it more engaging.

If that is the case, make sure you have an interesting and compelling story.

2. Live customer video testimonials

  • They tend to be more engaging than recorded ones as they are more believable as the person is not being coached on what to say and they cannot be swayed by other opinions.
  • They come out as more genuine as they are not being read from a script and are not swayed by outside opinions.

Here is an example from Compstak:

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Conclusion

Before we wrap up, let us recap why companies are increasingly investing in creating customer testimonial videos for their B2B and SaaS products.

A customer testimonial video is an excellent way to engage with your audience, increase website traffic and create the perfect brand experience.

From the customer’s perspective, they will be able to hear your company’s message, and it is an opportunity for them to feel connected with the company.

Great B2B SaaS testimonial videos are:

  • Clear, concise, and compelling.
  • Well-edited, professional, and authentic.
  • Inspiring, empowering, and impactful.

Frequently Asked Questions (FAQs)

The simple answer is that they want to create social proof. Purchasing decisions are directly influenced by testimonials and customer reviews. Reaching out to a client can be a daunting task but the benefits your company can reap using them is too high to ignore.

A testimonial video should be short and sweet. It should show a product in action and demonstrate its benefits to potential customers with the help of clear, concise, and compelling content. It should also be well-edited, professional, and authentic.

They should ensure that the testimonial video is:

  • Relevant to the product or service.
  • Not too long to ensure the viewer is not bored.
  • Produced and edited well.

Success depends on the KPI you have set. Use analytics to help with the ROI. In general, you can also ask your customers if they are happy with the video or look at the number of likes and shares and the number of comments the video has received on social media.

Firstly, they should have a clear idea of what their audience wants. Secondly, they should make sure that they have the necessary equipment to create the video or know a video production agency that can do it for them. Finally, put the video to good use in their marketing campaigns.

Every happy customer is a hero and deserves a full slot to express her/his opinion, articulate thoughts, and provide feedback. The budget earmarked for customer testimonials is a factor too. Finally, considering how valuable they are you might want to be judicious while using them.

Content Beta
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