For SaaS companies, videos provide a way to cut through the clutter and directly present a demo to the prospective leads about their features

With YouTube and LinkedIn shaping the way video is consumed, Software-as-a-Service (SaaS) companies now need to take stock of a video content strategy. B2B marketing teams find video content to be more effective than written content. According to reports, almost 60% of senior executives would rather watch a video than read an article.

For SaaS companies, video marketing involves utilizing video through the funnel to attract and convert customers. Since videos have the ability to engage with audiences better than pure text content, it is essential that there are videos for each stage in the funnel depending on the purpose. These videos could be product demos, customer testimonials, training videos, or even personalized videos embedded within the email marketing campaigns.

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Experts believe that video is one of the best mediums to reach high-quality leads for B2B SaaS companies in particular. If B2B brands create relevant and valuable videos, they have a higher chance of reaching the decision-makers within their market. For SaaS companies, videos bridge the gap between a demo and an email, making it a great way to explain a benefit or the feature of the software services. Videos also have a greater chance of getting a potential lead’s attention, and since video content can be made in many forms, their advantage lies in being engaging and informative.

Other than making demo videos and recording customer testimonials, experts also suggest creating highly personalized videos for validated leads and ideal customers. These personalized videos can be sent with email marketing campaigns for improved click-through rates and greater engagement and.

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To publish the videos, there are undoubtedly the freeways for SaaS companies like social media sites — Facebook Live or Instagram. Experts believe that the algorithms of these platforms also value video content more than other content. Therefore, telling engaging stories through videos can generate more leads that are significant with these platforms compared to traditional written content.

Since video content is incredibly flexible and extensible, the organization can find its footing and quickly scale. The videos can be published across a wide variety of digital touch points on the website, email campaigns, and interactive digital signage. A number of different phases of video marketing have come and gone, but marketers have found that, when done right, videos remain a great way to cut through the noise and the clutter and engage with a visual-first world audience.

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