How to Promote and Sell your SaaS Business Using SaaS Video Marketing: An Essential Guide

Learn how to Use Video Content to grow your SaaS email list?


SaaS (Software as a Service) is slowly becoming the standard for business software. With the cost of development, hosting, and maintenance becoming seriously competitive, businesses are turning to SaaS. Statistics show that: 62% of businesses are planning to switch to SaaS in the next two years.

The rosy picture of SaaS is that a company gets to sell software once and can sit back and watch the cash roll in.

This has not been the case, however, for most start-ups or SMEs. People selling SaaS products have been facing numerous challenges.

The solution?

“You need to pay attention to the 3 P’s: Process, Product, and People.”

On the positive side, the rise of video messaging, social media, and real-time communication has helped. Live streaming and 3-step sales messaging are making it easier to create some excitement and have more clients paying you for your product.

But SaaS companies need to understand the visual medium before they adopt SaaS video in their marketing efforts.

Having worked with some of the top SaaS companies in the world, we thought we would discuss:

Table of Contents

Why you should use Video in your SaaS Marketing & Sales Process?

Video can be incorporated into the sales process to better attract customers, save time, increase conversion rates, and build customer loyalty.

The importance of video cannot be understated. Whether your business is B2B, B2C, or a mix of both, businesses need to invest in video to increase their marketing, improve customer engagement, and increase sales.

As human attention spans get shorter, an increasing number of businesses are relying on video to communicate.

As a SaaS provider, you need to make full disclosure to your customers about how your software works, how much it costs, and how it solves their problems preferably by SaaS video marketing.

  • You need to tell them how much it costs for a basic subscription and how they can upgrade to a higher-tier service.
  • If you are selling a complex product, the buyer will need to be trained. Using video, you can train your sales teams in a short time.
  • You need to address customers’ pain points and resolve them as fast as you can.

If that looks like a lot of work and money, it is. Consider your options:

Imagine having to hire new employees, train them, and maintain the quality of service your customers have come to expect from you.

Here is an example of how we helped Chirotouch to upgrade their 1:1 training from Zoom calls to effective How-to videos.


And you are not even sure all your investments are going to pay off.

But using video in your sales process can solve most of your problems and create a memorable experience for your customers, and at a fraction of the cost of other methods.

Video Marketing for SaaS is a great way to reach out to your customers and give them a feel for how your product works.

A video is:

  • Quick and easy to make.
  • More personal than other types of marketing material.
  • Shareable on most social media sites.
  • An affordable way to market your product on the web.
  • Easy for your customers and prospects to consume easily and comfortably.
  • Easily accessible. All you need is decent bandwidth.

SaaS video marketing has revolutionized the way we market products and services. Whether you sell physical products or digital products, videos increase conversions, brand awareness, and customer retention.

However, it’s important to know the right ways to use SaaS video marketing to get the most out of them.

Let’s get a little more specific and see why SaaS video marketing:

1. Increase conversions:

SaaS video marketing yields 3 times as many conversions as any other type of marketing. When people are spoken to in a language they understand, it is far easier to sell to them. The concept of 48-hour sales cycles is fast disappearing. With video sales, you have all the information, ready to sell.

Read More: How do you Improve Trial Conversion using Training Videos

2. Improve customer retention:

SaaS video marketing has been shown to increase customer retention by 80%. When a customer sees a product in action, this increases customer satisfaction.

3. Increase inbound calls:

Instead of sending out cold emails, you can send your prospects video sales messages instead to review and revert back. Why? Because prospects who make sales calls are eleven times more likely to close the deal.

4. Make your SaaS brand more relatable:

Humans respond better to visual content. Online marketers use video to connect more strongly with their audience. Customers then feel more connected to the SaaS brand, resulting in higher conversion rates.

5. Increase SaaS brand awareness:

Every video you produce is another piece of ‘content’ for search engines to find and index. This means you appear higher in search engines, which increases your SaaS brand’s awareness and overall sales.

10 Biggest SaaS companies by Market Cap –

Best Tips for Making the Best SaaS Marketing Videos

A. What Message to Send Out:

Videos are a great way to engage with your audience and show them the benefits of your product or service. The question now is, how can you make an impressive video for your SaaS sales?

  • Regardless of what you are trying to sell, make your videos highly engaging.
  • It is very important to be very clear on what the purpose of your video is. Are you trying to sell a product or are you trying to reach a wider audience? Be clear on what you want to achieve.
  • Think of the message you want your audience to take away from your video and remember.
  • Regardless of how you present your SaaS sales, you need to make sure that the information is easy to follow. If it is not, you may turn people off.

Here’s an example of a Product Demo Video for booking page builders, BookLikeABoss.


B. How to Design your Video

  • Length: Keep it under 3 minutes and get straight to the point. The more information you can give people, the more likely they will convert.
  • Animation: Use animation or other visuals to make your video interesting and unique like graphics, music, text, quotes relevant to the message you’re trying to send. But don’t go overboard.
  • Logo: Add your company logo to the video and add a link to your website.
  • Subtitles: Include an introduction and conclusion as well as subtitles for those who do not speak English.
  • CTA: Don’t forget your video’s call to action-tell viewers what you want them to do next. Even the best videos can fail to produce the desired effect if you don’t tell your audience what steps to take next. If you need guidance, refer to our guide: How to end your SaaS video with a strong CTA?
  • Voice over: Every video needs to have a voice-over. Having a professional voice artist narrating how your product works or addressing customers’ pain points creates a greater impact.
  • Production: The question of choosing an in-house, freelancer, or external Video Production Agency needs to be settled as it can decide the success of your campaigns. Here is a handy guide that tells you all you need to know about the subject. What’s Right for My SaaS Business—In-House Video Production, Freelancers, or a Video Production Agency?

C. What Content to Produce

1. Training-related

Many businesses use sales demos to train employees. Sales demos are useful because employees can review informational videos during lunch breaks, between office work, or while traveling. Businesses can easily personalize training because the videos can be created and accessed from any location.

Watch how DirectIQ reduced their customer support tickets and increased user adoption with a series of customer education videos.


2. Customer-related

When it comes to running a successful business online, nothing is as important as customer retention. When a customer contacts you, one of your top priorities should be to attend to them at once.

Many customers prefer watching videos to reading documents. Using video to greet customers is convenient for both customers and sales representatives because the customer can see a representative clearly, eliminating any confusion or potential error.

It is much less daunting for leads and they are more likely to listen to you. Video sales have enabled SaaS companies to sell across time zones.

Read More: Customers Success Stories

3. Product-related

Businesses can use video demonstrations for new products or services to demonstrate the features, value, and safety of the product.

Read More: Directory of SaaS Product Demo Videos

4. Success stories and customer testimonials

Show your prospects a taste of how rewarding it is to do business with you by having your customers who have already used the product and are happy with it. A great confidence multiplier for prospects who are sitting on the fence.

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

D. How to Distribute your Content

YouTube has an audience of over 1 billion users. Each minute, over 300 hours of video are uploaded to YouTube!

  • Upload the video to YouTube or Vimeo. Refer to our guide YouTube vs Vimeo: The Best Hosting Platform for SaaS Video Tutorials.
  • Post a link on your website, social media page, or email signature.
  • Share your video with other organizations in the field to cross-promote and get your message out there.
  • With customers in different time zones and video delivery platforms, sales can reduce the time wasted traveling for business. Check out these sales video platforms to host your shows, including Vimeo, Wistia, Camtasia, and Kaltura.
  • Generally, people check Facebook, Twitter, or their favorite social media platforms during the day.
  • Remember, in the majority of cases it is better for the content to be shorter than too long.
  • A video that is short (around 30 seconds long) can be watched in quite a few different ways. It can be watched on the front screen of an Android phone or iPhone, on an iPad, iPod, or laptop.

E. How to create a Basic Video

There are many ways to create great videos. You can even use a webcam or phone. Recording yourself talking directly to buyers on Facebook, with a call to action at the end.

Even a simple recording directly on SlideShare or YouTube, with a call to action at the beginning and end, also works.

If you are using YouTube, then you would not want yours to look like every other video out there. Obviously, you would want a simple, elegant, and remarkable video.

With a sales video, you are not looking for a large number of views. You want your video to be remembered and persuade prospects to sign up.

If you don’t have the resources to hire good, professional marketing staff, consider creating your own videos. If you don’t have the time to sit down for a 30 or 60-second video, consider taking a 15-second to 1-minute video of the process.

To make it easier for you to understand, we give you the following links to check out: Content Beta Guides

F. What tools do you need?

With these tools, you can start taking advantage of the power of SaaS video marketing to grow your brand’s revenue and increase your customer acquisition rates.


An easy-to-use video editing tool. Recording a screencast is cheap. Editing it into a video is easy.
Use Camtasia to add music or voiceovers to your Camtasia videos. Another option to record videos on your screen and cam is Loom.


Powtoon is an online tool that allows you to record your own videos and create animated presentations, SaaS explainer videos, and even video advertisements. Other options are Visme, Animaker, and Vyond.


With this tool, you can:

  • Create screencasts of your screen using your computer’s webcam. You can record up to 1 hour at a time.
  • Automatically save the video to your screen recorder’s account.
  • Narrate the screencast using your computer’s microphone.
  • Use the automatic screen recording from other websites.

Read More: Which tools do you need to create SaaS video tutorials?

Best examples of effective SaaS Videos Ads


B2B sales are complex but fascinating at the same time. If you are involved in sales, you are involved with people—talking to them, understanding them, and persuading them.

So, sales and marketing are all about PEOPLE.

We will let Brian Tracy, the motivational public speaker, and self-development author, have the final word:

“Approach each customer with the idea of helping him or her to solve a problem or achieve a goal, not of selling a product or service.”

That’s sound advice, isn’t it?

Frequently Asked Questions (FAQs)

Work on creating focused strategies that recognize the right target audience, choose platforms for videos that would work best for your brand and get professional help to jot down a clear SaaS video marketing plan that focuses on showcasing the SaaS product.

A few concrete steps can be to focus on content marketing on social media, work on boosting site traffic by understanding the SEO needs, creating product awareness using SaaS video marketing, circulating testimonials and case studies through newsletters and investing time in community outreach.

SAS content marketing is a method of promoting your brand and SaaS product in an indirect way to potential customers using a problem-solving and less sales-y approach to establish credibility and position the brand’s authority in the industry, generally by using infographics, videos, case studies, podcasts etc.

SaaS video marketing is one of the best ways to promote your SaaS brand online.

The use of videos like a product demo, onboarding, training, customer and testimonial videos to tease, launch, promote, market, educate and sell your SaaS on various digital and social channels is called video marketing.

Marketing your business can be particularly challenging, especially when the budget is a major constraint. As a business owner, you’re probably looking for ways to market your business without breaking the bank. Video marketing is an affordable way for your business to get noticed.

The rise of online video content makes the concept of video marketing appealing because you can use videos to connect with customers or to explain your product usage or about the service. But making a video can cost a lot of money. Plus, you need to hire a content team and marketing team to get the most out of video marketing.

Your video advertisement should not only entertain but also inform your audience. Provide the best UX by including subtitles, on-screen text, and VO if it is a complex concept. Check audio and video quality before uploading the video because a badly produced video can make you lose your customers.

The importance of including a CTA in your video ad cannot be overemphasized. Your work does not end with the creation of the video. You should guide your views to take the next step, be it signing up for a free trial or availing of the limited-time offers.

Content Beta