In order for your B2B SaaS business to grow, you need to have innovative marketing strategies to help your viewership visualize how your product will solve their pain points. Videos and demos are extremely beneficial for your sales strategy because they are easily digestible ways to introduce a new concept to potential customers. Videos are also reusable and can be used across multiple platforms.
Source: Hubspot
The overarching goal of all the various sales strategies is to create a positive experience for the potential customer in order to convert them to your product. The consumer should be at the top of your mind, as that’s what will drive your business to grow. The customer experience is so important that 93% of consumers are likely to make repeat purchases with companies that offer excellent customer service. So, it’s absolutely vital to keep them as your top priority.
There are several stages to the sales cycle and you want to ensure that your team has the right sales tools and resources to work efficiently. Videos can be used in your sales strategy and ensure that the process is consistent and scalable. There are a few different sales strategies you can experiment with to find the perfect fit to streamline and maximize your enterprise software sales. Let’s jump into the various forms and the purposes they serve.
Explainer Videos
SaaS explainer videos are short animated or live-action videos that showcase the features and benefits of your SaaS product. These types of videos can be very effective in simplifying complex ideas. By highlighting how your SaaS product works, what problems it solves, and how it can improve the lives of your target audience, you can create engaging content that drives conversions and encourages people to try your software.
Additionally, SaaS explainer videos can be used across a variety of platforms including social media, websites, email campaigns, and online advertising channels to increase visibility and promote brand awareness. These are the type of videos that can be repurposed as marketing videos that bring in top-of-the-funnel leads for your SaaS business.
According to Hubspot, 89% of viewers are swayed to make a purchase after watching an explainer video.
Explainer videos need to be easy to understand. That’s vital to whether or not the content will work with you or against you.
If it makes your software seem complicated, it completely defeats the purpose of what an explainer video is supposed to do for your business. Clarification is key, and this is how you can execute a strong video:
Start with the problem – what is the pain that your audience feels and what drives them to need your product
Next is the fix, typically how your product removes or reduces that pain.
And finally, the outcome is the benefit or “What’s in it for me” statement.
Explainer videos are extremely valuable for top-of-the-funnel awareness. It can also be useful supplemental content that your sales team can pass along to prospects to share with others in their company. This is another reason why your explainer videos need to package your software well and the concept should be clear. If done correctly, your sales team can spend more time selling. They can reuse these videos in their sales strategy, they won’t have to reinvent the wheel.
There are a couple of different ways you can approach explainer videos. You can go the animation route like Mashore Method:
https://youtu.be/SFcubVW2hso?list=TLGGK1BZg1jS9YYyMDEyMjAyMg
Or, you can create a live-action video. Grammarly created a fast-paced, clear video on how their product helps writers:
Whatever style you choose to go with, just make sure that it matches your SaaS brand and aligns with the goals you want to achieve from this initiative. This is a fun opportunity to let your creative juices flow and create content that’s engaging for your target audience!
Product Tours
SaaS product tours can be a powerful tool to showcase your software as a service solution to potential customers. These tours often provide a detailed walkthrough of the key features and benefits of your product, helping users understand how it works and how it can benefit them. By offering this guided experience, you can reduce the learning curve for new users and increase their engagement with your product. SaaS product tours are commonly used by companies to drive conversions and boost customer retention rates.
The product tour experience should be interactive and provide a high-level overview of the core features. Providing an interactive and informative product tour is crucial in order to impress and engage potential customers. This not only helps new users understand the offering’s value quickly, but it also ensures they remember those benefits as they go through the rest of the sales process. By including this interactive element in your product tour, you can increase the likelihood that prospects will convert to paying customers.
On average, there is a 61% completion rate for product tours. This outcome relies heavily on how well it’s executed.
These tours give potential clients an inside look at what they would get out of your service. Instead of rolling the dice and investing in a product they’re unsure about, you’re giving them an opportunity to see how everything works and it gets their gears turning as to how it will be implemented into their business.
Check out this example of a product tour done by Socialive:
Product Demos and Trials
Product demos provide potential customers with a hands-on experience of the software’s features and functionality. This allows them to see how their specific needs can be met by the product, increasing the likelihood of a conversion. Through these demos, SaaS companies can effectively showcase their product to potential customers, making it easier for them to make an informed decision about whether or not to invest in the offering.
Especially since COVID-19, remote selling is popular now more than ever. Offering free trials or demos can be a great way to remotely allow your potential customers to try out features and see for themselves how your software could fit into their business model.
This tactic allows users to experiment with the product and come up with any potential questions that arise when they’re utilizing it. You can then get their questions answered before they invest in the software, therefore ensuring that it’s the right purchase for them. Allowing the user to ask questions through the demo or free trial automatically starts to build trust. Additionally, this is a great opportunity to gather feedback about your product. Once you get honest reviews on your software, you can use the critiques and make necessary improvements to enhance the user experience.
Offering free trials is a popular way for potential customers to test out your software before they commit to any subscription plan. This allows them to decipher whether or not your software will meet their needs. When you have this kind of risk-free offering in place, you’re naturally building trust with your audience. Free trials are known to increase conversion rates as well. In fact, 84% of new SaaS users continue to use the service after their free trial ends.
Utilize Data From These Sales Strategies
From explainer videos to product demos, these are all tools that can provide you with useful data right at your fingertips. This data can include which products are selling the best, what marketing methods are having the greatest impact, and how customer interactions with different pieces of content are influencing their purchasing decisions. By understanding what is working and what isn’t, businesses can more effectively target their efforts and maximize their sales potential. Additionally, using this kind of data to understand customer behavior will help companies develop better strategies for improving customer relationships.
The feedback given by users can also give you great insight into what’s working and what’s not. Don’t turn a blind eye to this information. Take advantage of the opportunity and strategize new ways you can make your customers more satisfied.
Key Takeaways
Overall, these are strategic tactics that can help improve your sales process and increase engagement with your target audience. SaaS video content can be a powerful tool for marketing and connecting with potential customers. You want to tell a story with clear and concise messaging with relatable scenarios or use cases. Creating compelling and informative video content can help showcase the benefits and features of SaaS products, ultimately leading to increased sales and customer loyalty.
All of these techniques should be taking what may seem like a “complex product” and simplifying it so that prospective clients feel excited about how your software will help them solve a problem. You need to implement creative hands-on ways to communicate your company’s value proposition.
You want to get your audience involved in the sales process as much as possible in order to gather feedback and help them understand your product. By giving them an inside look through explainer videos, demos, and tours, you can gain customer loyalty and retention. Another plus to implementing these strategies is cost savings. This gives you an opportunity to increase revenue by simplifying your processes for sales representatives.
Written by: Tony Zayas, Chief Revenue Officer
In my role as Chief Revenue Officer at Insivia, I am at the forefront of driving transformation and results for SaaS and technology companies. I lead strategic marketing and business development initiatives, helping businesses overcome plateaus and achieve significant growth. My journey has led me to collaborate with leading businesses and apply my knowledge to revolutionize industries.