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  • Writer's pictureThinkCap Advisors

B2B SaaS Marketing: The Power of Explainer Videos and Product Demos

Updated: Jul 11


Two crucial assets in your SaaS marketing strategy that help you connect with your target audience and complete the information loop—from communicating the value proposition to customer onboarding are explainer videos and product demos. Both types of videos serve unique purposes and can significantly enhance your marketing efforts when used appropriately.


The Role of Video Content in SaaS Marketing


According to Synthesia, an AI video communications platform, 96% of people have watched an explainer video to learn more about a product or service. For SaaS companies, where products often involve intricate functionalities and features, videos can simplify user education and create customer engagement.

Explainer Videos


Explainer videos are a vital asset in SaaS marketing, particularly effective at the top of the marketing funnel. These short, engaging videos are designed to introduce your SaaS product to the target audience. Ideally created with animations and screen captures, an explainer video answers the questions of why, how, and what your SaaS product offers through storytelling, typically within a duration of 60 to 90 seconds. Explainer videos excel at clarifying your value proposition, thereby engaging potential customers and drawing them into your marketing funnel. Additionally, explainer videos can be used to introduce your company and brand.

Product Demos


While explainer videos are great for introducing your brand and its offerings, product demos are essential for showcasing the functionality of your product. Product demos are particularly effective in the mid-to-bottom stages of the marketing funnel, where potential customers are considering their options and would like to see features and modules of your software product.


  • Demonstrating Functionality Product demos focus on showing how your product works. They provide detailed screenshots or screen recordings of the product, explaining the user journey across the platform.

  • Module-Specific Demos For SaaS products with multiple modules or features, it is beneficial to create separate demos for each. This approach is especially important if different modules target distinct audiences.

  • Adding a Human Touch Incorporating a human voice in product demos adds a personal touch, making the content more relatable and easier to follow. A voice-over can guide viewers through the product's features, explaining key functionalities and use cases.

  • Supporting Customer Onboarding Smaller versions of demo videos can be used as part of your customer onboarding process. These bite-sized demos help new users get started with your product, providing step-by-step instructions on how to use specific features. Onboarding videos can enhance user experience, reduce churn rates, and encourage long-term product adoption.

Leveraging Marketing Consulting Services for Effective Video Content


Creating high-quality explainer videos and product demos requires expertise and resources. For SaaS companies looking to enhance their video marketing efforts, partnering with SaaS marketing consulting firm can be a good idea. Here is how they can help:


  • Strategy Development:  SaaS marketing consultants can help you develop a comprehensive SaaS marketing strategy that incorporates explainer videos and product demos effectively.

  • Content Creation: The consulting team can assist with storyboarding to ensure the key message including, the value proposition, the problem statement, and the solution is effectively captured. They also ensure proper information flow throughout the video and conduct the final audit of production quality and output.

  • Distribution and Promotion: Marketing consultants can devise and implement strategies to distribute and promote your videos across various channels, maximizing their reach and impact.

  • Performance Analysis: By analyzing the performance of your video content, a marketing consulting services firm can provide actionable insights to optimize future campaigns and improve results.

Read More: SAAS Marketing Strategy - Is Sales Kit still a part of your Marketing Asset Portfolio


Incorporating explainer videos and product demos into your B2B SaaS marketing strategy is essential for driving engagement, educating potential customers, and converting leads into loyal customers & users. By following best practices and leveraging the expertise of a marketing consulting services firm, you can create compelling video content that resonates with your audience and enhances your SaaS marketing efforts.




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