What’s the biggest headache in your creative department? Let me guess—it’s video. Every team wants to produce high-quality, engaging video content, but the reality? It’s time-consuming, resource-heavy, and often creates a bottleneck that derails even the best-laid plans. Video has evolved into a cornerstone of modern marketing strategies, but as the demand for video grows, so does the pressure to deliver—fast.
The good news? Video doesn’t have to be a headache. With the right processes and workflows in place, video can become as seamless to produce as any other asset in your marketing arsenal. That’s where our approach comes in: efficient, scalable, and always tailored to meet the demands of today’s SaaS landscape.
For B2B SaaS companies, the stakes are even higher. Whether it’s for explaining complex solutions, capturing leads, or retaining customers, video isn’t just important—it’s now essential. The numbers back it up:
- 84% of people say they’ve been convinced to buy a product or service after watching a video. (Wyzowl)
- Video marketers get 66% more qualified leads per year. (OptinMonster)
- Landing pages with video increase conversion rates by up to 80%. (Unbounce)
- Marketers using video grow revenue 49% faster than those who don’t. (HubSpot)
From driving awareness to nurturing leads and retaining customers, video content is transforming the way SaaS brands engage with their audiences. Whether through traditional use cases or innovative applications like embedding videos in whitepapers and presentations, video is unmatched in its ability to captivate and convert. Here’s a comprehensive look at how B2B SaaS companies are leveraging video across every stage of the customer journey. Here’s a comprehensive look at how B2B SaaS companies are leveraging video across every stage of the customer journey.
1. Lead Generation and Awareness
To capture attention and generate leads, B2B SaaS companies rely on:
- Explainer Videos: Short, engaging videos that simplify complex solutions, often featured on landing pages or in social media ads.
- Thought Leadership Content: Industry insights shared through webinars, interviews, or educational content that position the brand as an authority.
- Product Demos: High-level overviews that introduce key features and benefits, shared with prospects early in the sales cycle.
- Video Ads: Distributed via LinkedIn, YouTube, and Google Ads to expand reach and attract new leads.
2. Sales Enablement
Video is a powerful sales tool, helping to personalize and enhance the sales process:
- Personalized Video Messages: Tailored videos sent by sales reps to build relationships and address specific pain points.
- Video Pitches: Engaging video summaries that replace or complement traditional pitch decks.
- Case Study Videos: Real-world success stories featuring client testimonials and visualized metrics.
3. Onboarding and Training
To ensure new customers adopt and use the product effectively, SaaS companies use:
- Onboarding Tutorials: Step-by-step guides that walk users through the platform.
- Feature Walkthroughs: In-depth videos highlighting advanced features.
- Support Videos: Troubleshooting and FAQ content embedded in help centers or knowledge bases.
4. Customer Engagement and Retention
Building long-term relationships and ensuring customer satisfaction involves:
- Customer Success Stories: Highlighting how clients are achieving results with the product.
- Quarterly Business Reviews (QBRs): Video summaries showcasing ROI and usage metrics for enterprise clients.
- Email Nurturing Sequences: Videos embedded in email campaigns to re-engage customers or promote new features.
5. Embedded Videos in Collateral
One of the more innovative uses of video involves embedding them in traditional marketing assets:
- Whitepapers and Ebooks: Videos that add dynamic elements to static documents.
- Presentations and Proposals: Videos integrated into decks to make pitches more engaging.
- Case Study PDFs: Embedded videos that showcase customer journeys in downloadable formats.
- Interactive Brochures: Videos incorporated into online brochures for a richer experience.
“Video content enables marketers to deliver personalized, impactful messages that resonate more deeply with their audience compared to static content.” – Jon Miller, CEO of Engagio (and co-founder of Marketo)
6. Marketing Campaigns
Creative campaigns drive awareness and conversions:
- Event Promotions: Teasers or highlights for upcoming webinars, conferences, or product launches.
- Launch Announcements: Videos announcing new features or updates.
- Social Media Content: Short clips tailored for platforms like LinkedIn and Instagram.
- Behind-the-Scenes Videos: Showcasing company culture or processes to humanize the brand.
7. Internal Communications
Video also plays a key role internally:
- Company Updates: Leadership sharing strategic updates via video.
- Employee Training: Videos for onboarding or educating internal teams on workflows.
- All-Hands Meetings: Video recaps or live recordings for remote teams.
8. Event Content
Events provide a great platform for leveraging video:
- Webinars: Live or pre-recorded sessions on product deep dives or industry topics.
- Virtual Conferences: Keynotes and breakout sessions shared as recordings post-event.
- Panel Discussions and Q&A Sessions: Interactive formats that engage audiences and provide valuable insights.
9. ABM (Account-Based Marketing) Campaigns
Video personalization shines in ABM campaigns:
- Personalized ABM Videos: Tailored to specific accounts to address their unique needs.
- Industry-Specific Videos: Content showcasing solutions for particular verticals.
10. SEO and Website Optimization
Video boosts search rankings and on-site engagement:
- Homepage Videos: Engaging introductions that increase dwell time and conversions.
- Feature Pages: Videos explaining individual product features in detail.
- Blog Content: Embedded videos that complement written articles, improving SEO and user engagement.
“Adding video to your landing pages can increase conversion rates by up to 80%. It’s a proven way to drive engagement and keep visitors on your site longer.” – HubSpot’s Video Marketing Benchmark Report
11. Partner and Channel Marketing
Strengthen partnerships and drive co-branded initiatives:
- Co-Branded Content: Videos created with partners to highlight joint offerings.
- Affiliate Training: Videos educating channel partners on selling the product effectively.
12. Recruitment and Employer Branding
Attract top talent and build your employer brand:
- Culture Videos: Showcasing company values and team dynamics.
- Day-in-the-Life Videos: Highlighting specific roles within the company.
- Job Postings: Video ads promoting open roles on LinkedIn and job boards.
13. Product Development Feedback
Video can also enhance product development:
- Beta Feature Walkthroughs: Videos explaining new features to beta users.
- Feedback Collection: Encouraging video testimonials or recordings from users.
14. Advanced Edge Cases
Innovative applications of video include:
- In-App Video Tutorials: Embedded videos within the platform for real-time guidance.
- Dynamic Reports: Videos summarizing analytics or insights delivered as part of a report.
- Gamification: Videos in gamified onboarding experiences to keep users engaged.
- Interactive Video Experiences: Clickable elements within videos to explore features or solutions.
15. Sustainability and ESG Messaging
Highlighting social and environmental impact through:
- Impact Stories: Videos showcasing sustainability initiatives.
- Supplier Partnerships: Highlighting ethical practices and partnerships.
“Video is no longer a nice-to-have for marketers—it’s a cornerstone of how businesses communicate. It humanizes the brand and simplifies complex ideas, especially in B2B SaaS.” – Michael Litt, CEO of Vidyard
Why Video Matters More Than Ever
“Content isn’t king—great content is king. And video is the ultimate way to deliver great content in an engaging, impactful way.” – Ann Handley, Chief Content Officer at MarketingProfs
Video has proven to be one of the most effective ways for SaaS companies to engage their audiences, drive conversions, and build lasting relationships. Whether it’s simplifying complex solutions, nurturing leads, or enhancing collateral, video is a versatile tool that can be tailored to any stage of the customer journey. If your marketing team isn’t fully embracing video yet, it’s time to get on the train—or risk being left behind. Video is no longer optional; it’s a must-have for staying competitive in today’s fast-moving SaaS landscape.
At Perpetual, we believe video doesn’t have to be a headache. Our unique, process-driven approach allows us to treat video just like any other asset. By focusing on strong workflows and clear processes, we deliver high-quality video content quickly and efficiently. This means you get impactful, scalable video solutions without the usual bottlenecks, keeping your campaigns on track and your creative teams free to focus on what matters most.
Video doesn’t just have the potential to elevate your marketing—it can transform it. Whether you’re looking to launch a product, personalize customer outreach, or enhance your brand storytelling, Perpetual’s approach ensures that you stay ahead of the competition. We make video simple, fast, and effective.
Ready to transform your video strategy? Schedule a consultation with Perpetual today to see how our process-driven approach can help your team deliver impactful video content at scale.
