Why Every SaaS Company Should Invest In Customer Training

10 Ways to Use B2B SaaS Product Tutorial Videos To Save Time & Make Money

Customers are the lifeblood of a company. Without them, the company would not exist. As a B2B SaaS business, it is your responsibility to inform them, train them and look after them.

According to a study, 63% of customer service agents find it difficult to balance speed and quality when serving customers.

Many companies feel that training customers might be considered as taking things a bit too far. They are afraid of annoying the customers if they mention customer training.

Others are apprehensive that customers might view their product as too complicated.

But rest assured that customers are always wanting to learn new things about the brand, the products, and the values of the company they are doing business with.

Reason enough for you to oblige them by engaging with them and making sure they feel valued.

Table of Contents

Why should a B2B SaaS business invest in customer training?

A customer training program is an excellent way to get your customers to learn about your company and make them feel confident about doing business with you.

1. What is SaaS customer training?

Companies that offer software-as-a-service products constantly face the challenge of engaging with their customers.

Customer training is the process of helping a customer learn how to use a product or service. It is especially important for start-ups.

SaaS customer training is usually offered to:

  • New customers to help them learn how to use the software.
  • Existing customers who may need help using the product.
  • Current customers who are at a different level of knowledge than their peers.
  • Customer support service reps so that they can solve customers’ queries with confidence.

Takeaway: Customer training can help a company connect and engage with its customers.

2. Should B2B SaaS businesses invest in customer training?

Many B2B SaaS businesses think that they do not need to invest in a customer training program because they have a great product that will sell itself.

To run a successful business, a company should care for its customers. Having a dedicated customer service team is no longer a privilege but a necessity.

However, not every person you hire is born with a natural talent for customer service.

Everybody needs training: Customers need to learn how to use the product and customer service agents need to be able to answer product-related queries or troubleshoot technical issues that the customers might have.

Therefore, a customer training program can come in handy:

  • To train customers on how to use the product to solve a business problem.
  • To train customer support agents to look after the customers.

Takeaway: Customer training programs offer twin advantages: They enable customer service reps to do their job well and also keep the customers happy and returning for more.

What medium is best suited for B2B SaaS customer training?

Customer training is a key component of B2B SaaS companies’ operations, but varying customer needs and preferences require different forms of training. It can be challenging to determine what medium will best suit your training needs.

B2B SaaS customers are the people who will ultimately use your software, but you might find it hard to engage them if they are intimidated by your interface.

That is why it is important to choose an appropriate medium for customer training, and there is one that has proven itself over and over again: video.

Here is an example of a Customer training video created by Content Beta for Apex.


Takeaway: A B2B SaaS company can use product explainer/demo videos, onboarding videos, and video courses for customer training.

Let us look at how product videos and other customer support videos can help with customer training:

1. Product-related videos

Marketers in the B2B sector often struggle to generate a positive ROI because they are often not familiar with how SaaS products work.

As a business owner, it is important to ensure that your customers have a better understanding of how the product should be used.

These videos can be used to give the customers a good understanding of the product and how it works so that they can decide in your favor when they go to buy the product.

Product explainer videos can help customers understand complex software. But there is a caveat; the videos need to be short and precise yet explain the product and its functionality, along with providing enough context for the viewers to grasp the value proposition.

An example of a product demo video created by Content Beta for Later.


Moreover, videos with a customer-centric approach tend to be more successful.

Takeaway: Customers who can use the product well are more likely to do more business and recommend it to others.

2. Customer-related videos

Customer training videos help employees learn how to deal with customers. These videos can save your business money by helping your employees learn to be more efficient.

Customer onboarding videos can be used to help users to familiarize themselves with the product and get the best out of it.

Video courses can help both customers and customer service reps gain proficiency with the product or reinforce their learning.

Takeaway: Customer support videos provide a personal touch and help build trust in your brand.

Here is an example of a customer support video created by Content Beta for ManyChat:


How do customer training videos help B2B SaaS businesses?

Customer training videos come in various flavors. In this section, we will talk in detail about the benefits videos offer to the B2B SaaS companies:

a. They can help B2B SaaS companies retain customers

As a B2B SaaS business, you want to make sure that you do everything you can to retain your customers.

Retaining the existing customers is more important than earning new ones because winning new business comes with a substantial cost toward marketing campaigns.

Therefore, B2B SaaS companies must pay attention to retaining existing customers, which will help reduce customer attrition rates.

Onboarding videos, for example, are an excellent way for companies to ensure customer satisfaction and retention.

A well-produced video can help companies engage with the existing customers and convince them that the company is open and clear about what they offer and what they expect from its customers. In addition, videos can make customers:

  • Better informed, increasing the likelihood of staying loyal to the company.
  • Feel more valued, appreciated, and connected to the business.
  • Have more confidence in the company and its products and services.
  • Feel they are well equipped to solve their business problems.

Here is an example video created by Content Beta for Raken:


b. They can help B2B SaaS companies retain employees

Having a good product won’t amount to much if the customers are clueless about how to use it. So, it makes sense to invest in a customer experience team to take on the responsibility.

Customer support training videos can help customer service agents to:

  • Understand how the company’s products and services work.
  • Learn how to use the products and services efficiently.
  • Use their training and industry knowledge to serve their customers’ needs.
  • Be in the right frame of mind to serve the customers better.
  • Have job satisfaction by being more productive.
  • Feel valued because they are learning new skills.

Takeaway: The cost of looking after existing employees well (and it is the right thing to do too!) is way less than the cost incurred to hire new employees.

Here is an example video created by Content Beta for TapCart:


c. They can help B2B SaaS companies grow their customer base

A large customer base is vital to a B2B software business’ health. Therefore, a company’s survival depends on retaining and expanding its influence.

Product explainers and training videos are an excellent way to help customers know how to use your products and services more effectively, resulting in the customers buying more and making more referrals.

It is possible to further improve customer satisfaction levels by providing training to customer service agents to complement the explainer videos.

A SaaS business can use customer support training videos to make their staff:

  • Knowledgeable about the company’s products and services.
  • Proficient in providing customers with the correct information.
  • Develop a positive attitude in dealing with customers.
  • Show a sense of urgency to serve customers.

Takeaway: The trick to getting your customers to buy more from you lies in letting your customers know more about your business.

Here is an example video created by Content Beta for TapClicks:


d. They can help B2B SaaS companies gather feedback

B2B SaaS companies can create feedback videos to gather valuable feedback from two important sources: Customers and employees.

i. Customer feedback

The days of B2B companies operating behind closed doors are long gone. Today, customers expect that their voices will be heard and that their needs will be met.

All good B2B SaaS companies listen to their customers and take on board how customers feel about their product, which can help them identify areas for improvement.

The company can start a feedback campaign using customer feedback videos. All they need to do is send a video asking for feedback and customers will be happy to oblige.

ii. Employee feedback

When companies went through a period of explosive growth, they focused on developing their product. Now, they are beginning to focus on employee satisfaction.

Building a well-oiled customer support team is a challenging task. Making customer service reps stick with the company can only be achieved if they feel valued.

You can start a feedback campaign using employee feedback videos. Simply circulate a video asking your employees about how you can improve their work environments.

Takeaway: A video can better connect with the viewers and stands a better chance of evoking a candid response.

Here is an example video that talks about what questions to ask the customers:


e. They can help B2B SaaS companies improve profitability

Most businesses believe that they generate revenue only from sales. However, sales alone cannot guarantee profitability.

Customer training may be a big investment for B2B SaaS companies, but providing timely, high-quality training can not only have a positive effect on bottom lines but also on customer retention.

The not-so-obvious benefit of customer training is its ability to improve profitability by better positioning your offering, improving customer service, and making your company a more profitable investment for your customers.

An explainer video can help you better position your offering by educating your customers on your product features and functions.

Customer onboarding videos address an often-neglected aspect of the SaaS sales process. They help your customers get comfortable with your software.

Customer training enables companies to build valuable relationships with their customers—and this is key to driving revenue, loyalty, and ROI.

Takeaway: The secret to increased revenue and profitability is customer training done right.

f. They can help B2B SaaS companies promote business growth

Customer training is a way to help your customers grow their business and find new customers.

Your SaaS customers are going to have questions about your product. You would not want to provide them with a manual because nobody has the time to read them.

B2B SaaS companies can, in fact, convert their brochures and documents into video, thus making them more effective for customer training.

Product explainer videos can help companies to:

  • Showcase their brand in a new light.
  • Market the products or services affordably.
  • Not only talk about the benefits of the products but also share stories about how they made it better for their customers.
  • Demonstrate the product-creation process, types of customers they serve, and what makes them unique.

Takeaway: The best growth hack using videos is to use specific examples of how your products have helped customers or other companies.

How should B2B SaaS companies approach customer training?

When it comes to SaaS customer training, it is important to keep in mind the knowledge level of the customer.

  • If a customer is just starting with your software product, it would be best to have them go through a basic, introductory course.
  • If the customer has been using the software product for a while, it would be better to have them go through an intermediate course. This course would be designed for people who are familiar with the software and want to learn more advanced features.
  • If the customer is an expert, they should go through a higher-level course. This course would be designed for people who have been using the software product for a while but could do with a refresher course on the latest features.

Takeaway: Customers are not a homogeneous entity. So, give the right information in the right amounts, depending on their level of expertise.

An example of a customer training video

This healthcare SaaS video is created by Content Beta for Chirotouch:


What are the benefits of customer training?

Customer training is a way for B2B SaaS businesses to help their customers learn about the products and services they offer.

It can help you create a better customer service experience, and the customer will be more likely to come back to your business in the future.

With a sound customer training strategy, they can:

  • Give customers the best customer service experience by going the extra mile.
  • Improve customer relations and customer service.
  • Help customers understand the services they are buying and what they can expect from a product they are buying.
  • Get feedback from your customers and identify the problems customers are facing.
  • Act on them to improve the customer experience and make them feel valued.
  • Thank customers for their business and show them that you care about them.
  • Retain customers and increase customer loyalty.
  • Help reduce customer churn.
  • Cut down on customer support tickets.

Takeaway: Customer training is a win-win for both the customer and the business.

What are the common misconceptions about customer training?

The B2B SaaS customer training process is often viewed as an unnecessary and costly process. However, this could not be further from the truth. In fact, it is one of the most important aspects of the sales process.

Without good customer training, your sales team is either unprepared, helpless, or is wasting their customers’ time without benefiting them. Many B2B SaaS businesses assume that their customers already know what they need to know, and that training is not necessary.

We list some of the more common misconceptions here:

  • Training is too hard.
  • Training is too expensive.
  • Training is not necessary.
  • Training will not help me generate revenue.
  • Training is no longer needed.
  • Training is not helpful for my B2B SaaS.

But customers often require assistance with the products or services they purchased or want to buy. Inadequate support from the companies could lead to frustration and lost sales.

The combination of a series of customer training videos and a team of well-trained customer service agents means SaaS businesses will be able to provide the best customer service possible.

Takeaway: A B2B company should make sure its employees are aware of the company’s policies and are well-trained to fulfill customer requests.


Before we wrap up, let us recap why videos can help with customer training:

The most important reason B2B SaaS companies should invest in customer training videos is that the days of generic marketing campaigns using bland sales collateral are over.

Today, B2B SaaS customers do not want to just buy the product. They expect the companies to provide quality customer service and training.

Realizing the power of the medium, many B2B SaaS companies are turning to videos for their customer training needs.

Frequently Asked Questions (FAQs)

A customer training video explains how to use a product and get the best out of it. Videos are cost-effective and do not demand the company’s time. This is because it is all about what you want the customer to learn, and not about how you want them to learn it.

Customers will be able to watch the training videos at their convenience, allowing them to have control over their learning process. Also, they will have a better understanding of the product if they watch a video rather than reading instructions on a PDF file.

Software apps can be a little rough to handle at times because they are periodically updated. The customer support agents need to keep pace with the changes to be able to solve customers’ problems. Investing in customer training can help the reps better at their job.

Videos can improve conversion rates by making customers feel more confident about using the product. A well-designed training can make the users more likely to find answers on their own, resulting in reduced customer support costs.

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