The average length of a SaaS sale’s cycle is 84 days; however, the shorter the competitors’ time frames to close the sale, the more likely that they will win the business. SaaS videos can also enhance the customer experience by enabling customers to visualize value effectively.
This guide will demonstrate how to effectively use SaaS corporate videos to nurture leads, accelerate demos, and facilitate team alignment. In addition to practical uses, this guide will provide data to support your video marketing efforts with examples such as reduced sales cycles of 40% and increased demo requests of 42% through the use of videos.
Furthermore, this guide will identify shortcomings in some of the most common types of SaaS marketing content, such as the absence of playbooks for integration-related campaigns and benchmarks for enterprise SaaS solutions.
The Sales Cycle Challenge in SaaS
The median sales cycle for B2B SaaS is 84 days, broken down as follows: SMB 14-30 days, mid-market 30-90 days, enterprise 90-180+ days. There can be friction during an elongated sales process due to complex demos with multiple stakeholders (averaging 6.8), which creates doubt.
Videos will tackle these problems head-on, as potential buyers have an overwhelming amount of information to sift through before making a decision. According to studies, having videos on your landing page increases conversions by 86%, thereby decreasing the time it takes to close a sale.
Additional Read:
Corporate Video vs. Brand Videos: Which One Does Your Business Really Need?
Video Types That Accelerate Deals
Using corporate video to show potential buyers demos or testimonials will provide them with quick proof, thus reducing the amount of time they spend hesitating on making a decision; the value will be evident and defined in just a couple of minutes instead of reading 10 hours of text.
1. Product Demo Videos: Fast Value Proof
Walkthroughs take 2-3 minutes, demonstrating a full process and reducing the amount of time it takes a customer to evaluate a service. These videos are easily inserted into emails and produce a 3:1 response rate.
For example, one SaaS company that produced account-based video content reported reducing its average cycle time by 40% and increasing its average lead generation by 66%.
2. Explainer Videos: Simplify Complexity
60-seconds of animation to provide clarity on “why buy” resulted in 42% more demo sign-ups and 27% shorter cycle times. Examples of Dropbox-style video content helped to convert confusion into a sale or conversion.
Integrate Videos Across the Funnel
| Funnel Stage | Video Type | Impact |
|---|---|---|
| TOFU | Short explainer | 30% CTR boost |
| MOFU | Demo | 42% demo ↑ |
| BOFU | Testimonial | 40% cycle ↓ |
Step-by-Step Implementation Guide
- Audit cycle: Identify bottlenecks (for example, demo confusion).
- Create focused videos: Sample demos for the mid-market and explainer videos for SMBs.
- Distribute (e.g., by email, via sales collateral, on websites) and track with UTM strings.
- Measure (e.g. cycle time and conversion rates); target 20-40% reduction.
- Iterate through A/B testing messaging to generate 9% increases in signups.
Pro Tip: Align teams using common assets (sales using them for pitches).
Final Thoughts
SaaS (Software as a Service) corporate video content can reduce the time taken to complete a sales cycle from 84 days by 27%-40% with the inclusion of product demos, educational content, and client testimonies, allowing to align funnels, resulting ina more than 42% increase in product demos leading to increased sales conversions.
KrishaStudio specializes in producing SaaS-specific product demos, educational, on-board and promotional videos to simplify complex products and services, nurture leads, and accelerate the sales process for clients through increased sales conversion rates of greater than 40%. Contact KrishaStudio today for assistance in creating the types of videos that shorten your sales process, increase revenue,e and grow your business.
