How to use B2B SaaS Videos For Customer Success Teams

5 Types of Videos Proven To Reduce SaaS Customer Support Tickets

How to use B2B SaaS Videos For Customer Success Teams

If you are a B2B SaaS company, you know that your success is closely linked to customer success. If you are wondering what should you do to ensure customer success, here is what Jerry Bruckner, Personal Development Coach & Author, has to say:

”Go beyond merely communicating to ‘connecting with people”

And what can the customer success teams (CS teams) do to communicate AND connect with customers?

One of the proven ways to achieve customer success is through the use of videos. Customer success videos can be used to educate customers on how to use your product, show them new features, or simply keep them up-to-date on what is going on with your company.

Customer success videos serve two purposes: They help create successful CS teams and keep customers up-to-date on product changes and new features by providing them with engaging and informative content. An engaged customer is a valuable customer.

Additionally, CS teams can use B2B SaaS videos to show off their company culture and get potential customers excited about working with them.

In this article, we will show you how to use B2B SaaS customer success videos effectively. We will also explore how you can use different types of videos to support your customers. You will also receive tips on creating effective customer success videos.

Table of Contents

What is Customer Success (CS)?

In a nutshell, customer success is about ensuring your customers are successful in using your product or service. This involves working proactively to help them get the most out of what you have to offer, and troubleshooting any issues that they may have along the way.

It is important to note that customer success is not the same as customer support. Support is reactive, whereas success is proactive.

CS teams work to prevent problems before they happen, and they are always looking for ways to help their customers get the most out of your product.

There are many different strategies that can be used to achieve customer success. One popular tactic is using B2B SaaS customer success videos.

Watch this short training video, to learn more about what is Customer Success:


How can B2B SaaS videos help CS teams?

B2B SaaS Customer Support videos are an engaging and personal way to connect with customers, which is why they are so useful for CS teams. They allow teams to build trust with their customers and show them that they are invested in their success.

A. Why do CS teams need B2B SaaS videos?

CS teams need training videos to connect with their customers on a deeper level and build trust.

Customer success videos can be used to show customers how to use the product, answer frequently asked questions, or give them a behind-the-scenes look at the company.

CS Managers and their teams can use many types of customer support videos to increase customer satisfaction, improve product usage, and build customer relationships.

Additionally CS teams can use them to:

  • Guide customers when they first start using a product. They can reduce the difficulties the customers might experience by showing them how to use the product.
  • Show customers how to get the most out of their B2B SaaS products. Customers are more likely to buy a product if they feel it is useful for them
  • Educate customers about new products or features, and even give them a preview of what is coming next.

B. How can CS teams use B2B SaaS videos ?

B2B SaaS customer success videos can be a great way to engage and support customers. Here are a few tips on how to use them effectively:

1. Supplement other customer success activities: CS Managers should use customer success videos as part of a holistic approach that also includes 1-on-1 check-ins, regular touchpoints, and proactive outreach.

2. Produce high-quality video: Technically-sound and engaging customer support videos are often shared by viewers which helps expand the company’s reach.

3. Address common pain points: CS Managers can use these training videos to address common questions or problems faced by customers instead of addressing them individually.

4. Use video throughout the customer lifecycle: CS Managers should use customer onboarding videos at the beginning of a customer lifecycle to get them to start using the product. They can use other B2B SaaS customer support videos if they are struggling with a particular problem or trying out new features.

Watch this video to learn how B2B SaaS businesses can use customer support videos:


What type of B2B SaaS videos do CS teams need?

A successful customer success team is one that is able to provide their customers with the resources they need to be successful. This includes different types of customer success videos that can be used to train and educate customers on how to use your product.

The power of B2B SaaS customer support videos is such that CS teams can use them for every purpose:

  • Solve a specific problem faced by customers.
  • Address common objections that come up during the sales process.
  • Troubleshoot users’ technical issues or get them up to speed.
  • Engage with customers and talk about your company and its values.
  • Help close deals, reduce churn, and increase customer lifetime value.

We will now look at how to use customer success videos to achieve the objectives of a CS team as outlined above:

A. Product videos

If you are a SaaS company, chances are you are always looking for new ways to reduce churn and increase customer lifetime value. And one of the best ways to do that is by using customer success videos.

B2B SaaS customer support videos are an incredibly powerful tool for showing customers how to use your product. As per a WordStream survey, using videos on landing pages can increase conversion rates by as much as 80%.

Let us now look at the different types of product videos you can use:

a. Product training video

How can B2B SaaS CS teams use video tutorials to their benefit?

A product tutorial video is a type of B2B SaaS customer support video that shows customers how to do specific tasks with your product.

It includes step-by-step instructions and explains how to use your product in detail. After watching the video tutorials, customers should face no issues when using your product.

The CS team can use training videos to:

  • Walk customers through the various features and functions of your product.
  • Onboard new users and get them up to speed quickly.
  • Provide customer support by answering frequently asked questions.
  • Improve customer satisfaction and retention rates by providing step-by-step instructions on how to use a product or service.

Learn how Content Beta helped Kissflow, the Low-code, No-code work platform, to launch a $550 tutorial in 8 weeks. Watch a product tutorial video from the course.


b. Product explainer video

How can B2B SaaS CS teams use explainer videos to their benefit?

While some CS teams may be hesitant to use explainer videos because they fear it may make them appear sales-y, the opposite is actually true.

Instead, by providing helpful and informative customer success videos, teams can come across as experts who are there to genuinely help their customers succeed.

When done right, using explainer videos as part of a customer success strategy can be a major asset for CS teams who can use the B2B SaaS videos to:

  • Provide the customer with the key points of using the product so that customers can see what they need to get the most out of their purchase.
  • In addition, having a product explainer video on hand will allow CS teams to more easily answer any questions that come up.

Learn how Content Beta helped Lawcus, the Legal Practice Management Software company, achieve higher product signups with their product explainer videos.


c. Product demo video

How can B2B SaaS CS teams use product demo videos to their benefit?

These customer success videos provide an overview of what your product can do and how it can benefit users. Even if you have detailed text- or image-based content on your website, nothing beats a video for showing the full potential of your product.

By having product demo videos readily available, it will be easier for CS teams to:

  • Show your customers how to use your product and demonstrate the product in action.
  • Help customers use the product to their full potential and get the most value out of it.
  • Provide a resource for customers who want to learn more about how to use the product.
  • Help CS team members keep track of new features and updates.
  • Provide customer support and ensure customer retention.

Look at this example of a product demo video, created by Content Beta for Xactly, the Intelligent Revenue Platform:


d. Product marketing video

How can CS teams use product marketing videos to their benefit?

These B2B SaaS customer support videos are useful for introducing your product and showing off its capabilities. You should only include the most important features in your marketing video.

Product marketing videos can help B2B SaaS CS teams to:

  • Support customers during onboarding and throughout their journey with the product.
  • Show customers how to use features, best practices, and answer common questions.
  • Help CS managers to use them as a valuable resource when they are working with customers one-on-one.
  • Show off a product in all its features and benefits. This can be helpful when on-boarding new customers or giving them a refresher on how to best use the software.
  • Introduce new features and updates in an engaging way that gets customers excited about using the product.
  • Finally, they can serve as valuable training tools for CS team members who need to learn more about the software they are supporting.

Check out this product marketing video, created by Content Beta for Service Provider Pro, the Client Portal Software For Productized Agencies.


B. Corporate video

How can B2B SaaS CS teams use brand videos to their benefit?

There is no one-size-fits-all answer to the question of how B2B SaaS CS teams can use brand videos to their benefit. However, there are some general tips that can be followed to make the most out of using brand videos.

  • Firstly, make sure that the video content is high quality and informative. The video should be able to clearly communicate the company’s message and value proposition.
  • Secondly, the video should be entertaining to keep viewers engaged from start to finish.
  • Thirdly, make use of social media platforms to promote the brand video to help increase its reach and ensure that more people have the opportunity to view it.
  • Lastly, embed the video on the company website so that visitors can easily watch it.

This corporate video for Shopify is longish at 6 odd minutes but a great watch that takes you on an inspiring journey of mobilizing entrepreneurship.


C. Client testimonial video

How can B2B SaaS CS teams use client testimonial videos to their benefit?

A testimonial video is a video where a customer talks about their experience with your product. These customer success videos can be very powerful in helping to convince other customers to use your product.

B2B SaaS companies can leverage customer testimonial videos in the sales process and use them to drive product adoption. These customer success videos can be used for the following purposes:

  • Drive product adoption: You can use them on websites and social media channels to show current and potential customers what others think of the product.
  • Support sales process: Sales teams can use them to overcome objections, showcase social proof, and increase close rates during the sales process.
  • Showcase product value: These videos can be used to demonstrate how your product helped satisfied customers to solve their business problems.
  • Improve customer experience: Showing current customers that they are being heard can increase retention and improve the overall customer experience.

This remote video testimonial example features the Founder & CEO of talking about how videos created by Content Beta helped them close deals quickly.


D. Customer onboarding video

How can B2B SaaS CS teams use Customer onboarding videos to their benefit?

By providing new customers with an overview of the product or service, how-to guides, and even testimonials from other customers, these onboarding videos can help set expectations and ensure a smooth transition to using the software.

Additionally, CS teams can use onboarding videos as an opportunity to introduce customers to key team members who will be helping them throughout the onboarding process. This personal touch can go a long way in building relationships and establishing trust.

Finally, by having new customers watch an onboarding video prior to using the software, CS teams can proactively address any questions or concerns they may have.

This approach can help head off any potential issues down the road and ensure a positive experience for all involved.

Watch this SaaS onboarding video created by Content Beta for Taskworld, the Project Management Software.


E. Client success stories

A customer success story video is a short video of customers using your product that are telling their story about how they have achieved success using your product.

For B2B SaaS companies, it is important to be able to help customers overcome any challenges they may face while using the product, and ensure that they are able to successfully complete their projects.

These customer success videos are a great way for CS teams to show potential and current customers what is possible with the product.

These videos highlight how real-world customers have used the product to achieve their goals. SaaS Companies should use customer success stories to show how their CS team was able to share how customers used the product to increase their leads and sales.

They can also be used to give a behind-the-scenes look into the product and the company, which makes them valuable sources of information for customers.

Learn Lawcus’s client success story about how Content Beta helped them attract higher product sign ups:


F. How-to video

A how-to video is a type of B2B SaaS customer support video that shows customers how to accomplish specific tasks with your product.

CS teams can use how-to videos to their benefit in a number of ways. When used effectively, how-to videos can help improve the overall customer experience.

  • They can help new customers on-board more quickly and easily.
  • They can also be used as a reference tool for existing customers who may have questions about using the product.
  • They can help CS teams identify areas where customers are struggling so that they can provide additional support or resources.
  • They can help answer common customer questions, and identify areas of improvement.

This how-to video example is created for TapClicks by Content Beta:


G. Brand story video

In a rapidly developing SaaS landscape, it’s more important than ever for CS teams to be able to differentiate their offerings.

B2B SaaS Brand videos provide a way to connect with potential customers on an emotional level and tell your brand’s story in a way that is both engaging and memorable.

B2B SaaS CS teams can use brand videos to their benefit in several ways.

  • By featuring customer testimonials in their videos, teams can show how other businesses have succeeded with their product, increasing potential customers’ confidence who may be on the fence about whether or not to purchase the product.
  • Brand videos can also be used to stay in touch with current customers.

This brand story video is from Square and talks about the usefulness of the product with the help of a use case.


H. Other B2B SaaS customer support videos

These customer success videos are variations of other product-related videos we discussed earlier. They focus on showcasing product features:

a. Overview video

An overview video is a type of customer success video that gives a high-level overview of what your product does and how it can benefit the customer. It should be concise and engaging.

b. Live-demo video

A live-demo video is a type of customer success video that shows a CS team member using your product to accomplish a task. This type of training video is especially useful for new customers who may be unfamiliar with how to use your product effectively.

c. Key feature overview video

A key feature overview video is a type of customer success video that explains your product’s most important features to new customers.

This B2B SaaS customer support video for Taskworld, created by Content Beta in Thai:


What are the best practices for B2B SaaS customer success videos?

As the demand for SaaS solutions continues to grow, so does the need for CS teams to create engaging and informative videos. Below are some best practices to keep in mind when creating B2B SaaS customer success videos:

1. Keep it short and sweet: The average attention span of an internet user is only 8 seconds, so it is important to make your videos concise and to the point. Get straight to the point and avoid lengthy introductions or tangents.

2. Use visuals: People are visual learners, so incorporating visuals into your videos will help to keep viewers engaged. Use screenshots, diagrams, or even live footage to illustrate your points.

3. Keep it informative, not promotional: Don’t use your videos to promote your product. Instead, focus on providing useful information to users.

4. Make it relatable: Customers want to see themselves in the video and relate to the content. They want to feel like they are part of a group and not just another number in the statistics.

5. Be engaging: Your video needs to grab the attention of your audience. Try showing your personality and being more interesting by adding sound effects or music to the video.


Before we wrap up, let us recap how CS teams can benefit from using B2B SaaS videos.

CS teams can use B2B SaaS videos to:

  • Improve customer engagement and satisfaction. Additionally, they can be used to:
  • Provide information about product updates, new features, how-to guides, and more.
  • Show customers how other companies are using the product or service.
  • Engage customers and keep them informed about your product or service.
  • Build trust with potential customers by showing them how your product or service is being used by others.

Frequently Asked Questions (FAQs)

Customer success is the proactive effort to make sure customers are achieving their desired outcomes with a product. This means providing guidance and support so they get the most value out of what they have purchased.

B2B SaaS companies can use videos to communicate with their customers and prospects, provide customer support, hold product demonstrations, create how-to guides, and more. A video is made for communicating complex technical information to average SaaS users.

It is no secret that video is one of the most powerful tools for marketing your products and services. This can be a great way to educate your customers. In addition, they can be used to showcase the benefits of your product or service and its functionality.

A rule of thumb to follow is, be short and sweet. You only have a few seconds to capture your audiences’ attention; make sure they count. Keep your video interesting, but also keep it brief. Remember, people don’t want to sit there and watch a 10 minute long video.

CS teams can use videos to educate customers on how to provide product demonstrations, create how-to guides, troubleshoot technical problems, get the best out of the software product, and showcase company culture and values.

Success can be measured by customer retention, engagement, and growth rates. The more engaged and happy customers are with the product, the better chance they have of staying with the company and closer to realizing customer lifetime value (LTV).

Including them in your marketing strategy is a smart move that can pay off in many ways. By taking advantage of this powerful tool, teams can provide their customers with valuable information and support, leading to increased satisfaction and success.

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