5 Mistakes To Avoid While Creating your B2B Demo Video

5 Mistakes To Avoid While Creating Your B2B Demo Video

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.

Creating a demo video that converts isn’t a plug-and-play affair. Demo videos simplify your product’s value, making it easy for potential customers to understand and buy.

Demand Sage’s Video Marketing Statistics states that product demos are the most popular form of B2B video marketing for businesses. These videos also create an emotional connection with your audience, increasing your chances of making a sale.

Don’t think you can just throw some clips together, though. A successful demo video needs careful planning, especially if you’re aiming for lead generation.

Demo videos show your product in action, making it easier for people to see its Value Proposition.


Demo videos discuss the functionality, benefits, visualize features, and showcase how your product works. It helps people understand what problems the product solves. This clarity can help convince potential customers to buy.

Some questions to ponder:

  • Are you confident that your demo video is hitting all the right notes, or are you just crossing your fingers and hoping for the best?
  • Is your demo video a lead magnet, or is it a missed opportunity?

So, how can you avoid typical mistakes and get the most out of your demo video?

Let’s find out.

Table of Contents

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

What is a Demo Video?

A product demo video is a short visual presentation that showcases the features, functions, and benefits of a product/service. It serves as a virtual demonstration, aiming to educate potential customers and encourage them to take a specific action, such as making a purchase or signing up for a service.

Marketers give high importance to app demo video production because they offer a solid product experience, thereby increasing the opportunity for customer conversion rate.

Here is a simple way to understand how product demos contribute to customer education, sales enablement, and ultimately, financial metrics:

  • Product Demo → Customer Education: A well-crafted demo educates potential customers about your product, making them more informed and interested. This increases the website visitors to lead conversion rate.
  • Customer Education → Sales Enablement: An educated customer is easier for the sales team to engage with. This helps move leads from the MQL (Marketing Qualified Lead) stage to the SQL (Sales Qualified Lead) stage more efficiently.
  • Sales Enablement → Reduced Churn & Increased Revenue: When sales teams have educated leads, they can better tailor their pitch, reducing the churn rate and increasing the opportunity for customer conversion rate. This, in turn, increases ARR and MRR.

In summary: Product Demo → Better Education → Easier Sales → Less Churn + More Revenue

Demo videos prove you know your stuff, making you more trustworthy in Google’s eyes. This can help you climb higher in search results because of your E-E-A-T (expertise, experience, authoritativeness, and trustworthiness)

5 Mistakes To Avoid While Creating Your Demo Video

Below are 5 common mistakes to avoid while creating a demo video:

1. Not Pinning Down The Strategy

If you’re jumping right into writing your product demo video script after coming up with a product idea, you’re probably starting on the wrong foot.

If your marketing team wants to create a new video for your homepage, the first step is to develop a video strategy. A project-based video strategy should include:

  • Project objectives
  • Target audience
  • Key message

If you plan to use videos in your marketing, add a video category to your existing content calendar. This helps you align each video’s purpose and target audience with your overall strategy.

Planning ensures that your videos fit your budget and effectively guide prospects through your sales funnel. This approach is key for a successful SaaS demonstration video strategy.


2. Not Choosing The Right Video Production Agency

While most marketing teams excel in creating written content like case studies and whitepapers, they often lack the expertise in video production. This is because video content requires specialized skills for effective storytelling and viewer engagement.
Creating a compelling B2B Product Demo video involves more than just a script; it’s a blend of visuals, sound, and messaging. Traditional copywriters may excel in written formats but often fall short in crafting engaging video scripts.

This gap can affect your MQL to SQL Conversion Rate, as a poorly executed video won’t move leads effectively through your marketing funnel.

Investing in a video expert, be it a specialized scriptwriter or a creative director, is not an expense but an investment towards high-quality video production.

A video can be a polished ad, a webinar recorded over Zoom, or anything in between. Working with the right team is critical when creating videos that you want to excel or have a long lifespan.

Choosing the right agency is important for your sales enablement strategy, especially when considering your overall marketing spend and the long-term value of a customer.


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

3. Not Utilizing All Social Media Platforms

One significant advantage of video is that it performs well across multiple platforms, from social media to in-person conferences.

However, one of the most common mistakes we see B2B brands make is distributing animated product demo videos across multiple platforms like Facebook, Twitter, YouTube, and Instagram without optimizing them for each. The short form videos can also serve as a teaser to your full-length demo, offering just enough information to entice the viewer to seek out the complete version.

For example, relatable and funny short videos perform really well on Instagram, and Mailchimp has used it perfectly.

Optimizing your videos for SEO makes them easier to find and increases the likelihood of your video appearing in the Google search engine.

This significantly increases the likelihood that a prospect not already browsing your company’s YouTube channel or website will discover the video. Use a pay-per-lead model and tweak your videos for different social media to turn more viewers into leads.

When sharing the B2B Product Demo on social media, always follow your brand guidelines and include a caption and a CTA with a link. After watching the video, you only need to say, “Learn more” to give prospects the next step. Adding a short line in your caption goes a long way.

For example, take a look at Calendly’s YouTube video.


We know how to sell your story using your product UI

4. Not Having Captions (Yes! It's Important)

In comparison to my other errors, this one may appear minor. But that is not so. Most of the e-commerce product videos on Amazon we see nowadays come without sound. But the majority of them have captions. That is because a video without captions immediately loses over half its potential audience.

Closed captions are also required for online accessibility. Just as you would never invite a client to an office that could only be reached by stairs, don’t invite your prospects to watch a video that requires hearing and has no accessible alternative.


5. Putting Quantity Over Quality

Video marketing takes time. While most social media content has a limited shelf life, videos on YouTube or your website can generate leads for years.

Consider how long you intend to use the animated product demo videos as part of your video marketing strategy. Consider the cost-to-service ratio. Creating high-quality videos may come with a higher initial cost. However, their lasting impact and effectiveness can result in a better return.

A high-quality spot can also lead to shorter advertisements or social media cuts. Look for savings with videos that will be used only on social media or have a shorter lifespan.


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

How do you make a good demo video?

Below are a few steps to prevent common errors.

1. Know Your ICP Inside Out

Before you start scripting, analyze your Ideal Customer Profile (ICP). Understand their pain points and needs. This will help create a demo video that addresses your ICP’s requirements.

2. Hook 'Em Early

You have a few seconds to capture interest. Start with a compelling hook that addresses a common problem or question your ICP might have.

3. Real-World Solutions

Don’t just list features; demonstrate them. Use real-life scenarios to show how your product solves specific problems. It aligns with the lead to MQL conversion rate by providing value upfront.

4. The User Journey

Walk your audience through a typical user journey. Show how easy and intuitive it is to navigate your product, thereby improving the MQL to SQL conversion rate.

5. Action Packed CTA

End with a strong Call-to-Action (CTA) that guides the viewer on what to do next. Whether signing up for a free trial or contacting sales, make the next steps clear and easy.

6. The Feedback Loop

After your demo video is live, track its performance. Look at metrics like stay time, bounce rate, and conversion rates. Use these insights to refine your video and overall marketing strategy.

We know how to sell your story using your product UI

Why Choose Content Beta?

Are you tired of B2B demo videos that don’t resonate with your target audience?

Content Beta understands the unique challenges of creating impactful demo videos that educate and convert. With a dedicated creative team, you can create videos that speak directly to your customer’s pain points and needs.

Fast and Reliable: Time is money, and Content Beta saves you both. With quick turnarounds, your marketing keeps moving, turning more leads into sales. We ensure your time is well-spent by offering a swift 1-2 day turnaround for simple tasks.

Real Results: Content Beta doesn’t just make content; it makes content that works. Expect to see real improvements in your sales and less customer drop-off.

With Content Beta’s Creative as a Service (CaaS) model, you get a dedicated team of skilled designers, motion artists, and video editors for flat pricing, streamlining your creative process without the hassle of hiring or contracts.

From design to animation – For Product Marketing, Customer, and Partner Enablement, we’ve helped more than 150 B2B software companies achieve their goals. And if you’re ready to invest in your company’s future, schedule a call with us today.


Take a moment to review your current demo videos. Are you making any of the mistakes we’ve discussed? Remember, a well-crafted demo video is not just a ‘nice-to-have’; it’s a valuable asset that can significantly impact your bottom line.

Video provides incredible opportunities to raise people’s interest with educational, entertaining, and artistic content. It can make your audience’s first encounter with your product or idea memorable and positive.

However, if the video falls short somehow, it can have the opposite effect. So, to effectively engage your audience, avoid making these common mistakes and start getting more creative with your business videos.

Frequently Asked Questions (FAQs)

The elements of a good video demo include a brief introduction and a clear outline of the product’s unique features and benefits to the user. Remember to add real-life use cases and a strong call-to-action (CTA) to guide viewer engagement.

The best software for creating demo videos can vary based on your needs, but popular options include Adobe Premiere Pro for high-end production and Camtasia or ScreenFlow for more straightforward projects. These tools offer a range of features to create engaging and professional-looking demo videos.

The ideal length for a demo video is between 2 and 5 minutes to maintain viewer interest without overwhelming them.

Depending on the complexity of the product and the target audience, you may need to adjust this time frame. For instance, a technical product for engineers might need a longer, detailed video, while one for busy professionals might be best as a short one.

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

Content Beta