A Quick Guide to the 4 Videos Your B2B SaaS Company Needs

If you're in B2B SaaS and aren’t using video as a marketing tool, I hate to say it, but you’re missing out. Video is essential, and when you look at the data, it's not hard to see why.

According to HubSpot, 91% of businesses use video as a marketing tool and it remains on top as the #1 form of media used within content strategy. Additionally, Wyzowl’s State of Video Marketing Survey found that 92% of marketers say video provided a good return on their investment and that 96% agree that videos have helped increase user understanding of their product or service. Considering these statistics, as we move ahead into 2023, it’s important for B2B SaaS companies to prioritize their video marketing strategy to effectively reach and engage with their target audience.

Here are 4 types of video that will level up your marketing strategy, so you can showcase your product, engage with your audience, and ultimately drive more sales—along with some real-life Motiio examples. 

1. Product Overview

B2B customers make it more than 70% of the way through the decision-making process before ever engaging with a sales rep. That's where Product Overviews come in. Product Overviews (or old-fashioned Explainers) are your chance to give your audience a sneak peek of what they can expect from your product. These are perfect for introducing your product to folks who might not be familiar with your industry. Make sure to keep these videos short and to the point, with a clear call to action to sign up for a free trial or schedule a demo. 

For Workpatterns (now Charma) we wanted a hero–in this case it's Robyn, our manager. We took our 90 seconds to tell the story of how Robyn takes her management game to the next level, with the help of Workpatterns. 

2. Customer Success Stories

When it comes to building trust and credibility with potential customers, there's nothing quite as powerful as real customer experiences. Featuring happy customers highlights the value of your product and gives potential customers a glimpse into how it can help them too. Don't underestimate the power of FOMO. A great place to use these videos is your website, social channels, and in email campaigns.

We always say, we want our viewers to learn something AND feel something. Phone2Action’s (now Quorum) Customer Success Story for The Innocence Project was a prime example of this. By sharing a powerful narrative, on real people and real experiences, we were able to engage viewers and encourage them to take meaningful action.

3. Product Demos

Easily explaining the benefits of your product can be difficult, especially when your product offers a lot of features. Sometimes 30, 60, or even 90 seconds isn't enough to cover everything. A Product Overview Video (See #1) opens the door, while a Product Demo accelerates the funnel. A quality demo gives potential customers a firsthand experience of using your product. Unlike your typical 90-second overview, you’re able to dedicate more time to setting your product apart, thus giving your customers the assurance they need to make a more informed decision on whether or not to purchase. You can think of it as an automated sales rep. send a link to your internal advocate. They can push the content to decision makers and get buy-in across the organization. 

Cresta has a lot of products and services. We knew a 90-second overview wouldn’t cut it. Instead, we decided to create a demo series. With this approach we were able to provide an in-depth look at each feature, without sacrificing important details and overwhelming the viewer.

4. Social Shorts

Your prospects are busy. Bite-sized videos (15 or 30 seconds) are perfect for capturing attention quickly and engaging your audience. They're great for promoting new features; new content in your resource library or product launches; showcasing your company culture; or providing quick tips and tutorials. The best part is, Social Shorts can be used across multiple platforms and are highly shareable, helping to expand your reach and increase brand awareness.

There’s lots of ways to create engaging social shorts. For Ntiva we wanted to highlight all of their actual IT Leaders. We took their already existing case studies and developed a series of mini Customer Success Stories, specifically for LinkedIn.

So, there you have it. By incorporating these 4 types of video into your B2B SaaS marketing strategy, you'll be well on your way to engaging your audience, building trust and credibility, and ultimately driving more leads and sales.