If you run a SaaS company, it’s hard to put yourself in your customer’s shoes. But imagine this: you’re a SaaS buyer. You’re researching solutions like yours and you’re lost as to which option is the best. Lots of long articles and boring whitepapers—but you aren’t seeing any marketing material that engages you on a visceral level.

Suddenly, another SaaS offering makes a simple ask: “Click play.”

An engaging video plays. You see all the solutions you were hoping for—and you see them organized, edited, and arranged in elegant, darn-near-inspiring ways.

That’s the power of video. In fact, that’s why 95% of buyers prefer interactive content like video demos.

But return to the point of view of the SaaS company doing the selling. What are some specific use cases where you can make situations like the above happen for your sales team? Here are some creative ways to use video:

‍#1: Personalized Video Outreach

There’s nothing like a smile meant for you.

With personalized video outreach, you can use short, pithy videos in cold outreach emails or LinkedIn messages to grab more attention. Bonus points if you mention the prospect’s name or specific pain point—because once you do, you’ll undeniably have their attention.

Some people also use this same principle to create introductory videos in their “about us” page, making their service feel more human.

‍#2: Product Teasers

Ever go see a movie because you liked the teaser trailer? Or bought an item at the grocery store because it came with a free sample on a toothpick? 

This is the same principle. Product teasers that highlight your SaaS’s best features—and put them in the best light—have a “show, don’t tell” quality that make your sales pitch all the more compelling.

‍#3: Customer Testimonials

Speaking of the principle “show, don’t tell”? Social proof is one of the most important pillars of persuasion. It’s why we see customer reviews on every product we shop for online—we figure that if other people like it, we’ll have to like it, too.

We all know the value of customer testimonials. But personalizing and humanizing those testimonials through video takes the “show, don’t tell” principle to another level. When we see real people and hear the enthusiasm in their voices as they report how much your SaaS did for them, it makes your offering that much more compelling.

‍#4: Use Case Videos

Sometimes your SaaS makes big promises without really getting specific about the details. But if you can use a video to highlight a specific use case, it creates an instant sense of value within your audience.

Why? Because people need to know about your features, sure. But they also need to see how those features play out in real life, translating to benefits—convenience or saved time, for example. If you’re offering an email AI SaaS that makes it easier to check work email, show a customer going through 10 work emails in 30 seconds—and how your SaaS helped. That’s as compelling any sales pitch you could have come up with.

‍#5: Using Videos to Handle Objections

A high-quality FAQ video—laden with handling objections—can be a great way to get many of your most hesitant customers to rethink their positions. In the points above, we pointed out how video has a personalizing quality, a feeling of “the proof being in the pudding.” Ditto here. When you use videos to handle objections and maybe even show your customers that your SaaS can actually help them, you’ll have a more compelling case for your SaaS.

This is particularly true if you’re working with a customer who’s in your sales funnel and is offering you those objections. Simply send them a video of you explaining why the SaaS overcomes that exact objection and suddenly there’s more confidence that your SaaS is exactly what they need.

‍#6: Videos on Landing Pages

What if you’re early in the customer funnel and still capturing customer information? You don’t have to be physically present to explain your product or introduce your SaaS. You can keep a video on your landing page, such as a demo request page or a pricing page, to add to the credibility of your service.

‍#7: Demo Follow-Ups

What if a customer hasn’t gotten back to you? What if you need to reach out again—but you’re not sure you’re going to engage them? Just as a video makes for a more personalizing approach to your cold outreach, a demo follow-up via video can be a great way to make it harder to say no to your offer of a free demonstration.

‍#8: Build a Video Library

Let your sales team tap into a library of videos like the ones we described above. They can drop these into email threads as they prospect more potential clients, using:

• Onboarding previews
• Overcoming common objections
• Videos about software integrations
• ROI walkthroughs

This won’t only make your pitches more effective, but will help your sales team feel more confident about handling objections. Rather than counting on each sales team member to come up with a creative solution for every customer response, you can simply tell them to tap into the video library and see if there are helpful resources there.

And when they do, your videos can do much of the work itself—which makes your sales process more scaleable, more repeatable, and easier to grow.

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