SAAS MARKETING GUIDE BY: JUSTIN TALERICO Video/Demo Strong SaaS products utilize pre-recorded demo videos to control the product narrative and show off functionality and user interface. These demos have the upside of being self-service components of the buyer’s journey, but they have the downside of potentially losing the context of a guided demo. The extent to which self-service demo videos makes sense depends on product polish, market, sales model, product depth and complexity, competitive parity, and most importantly perceived product ease of use. Demo videos can be used as effective teasers and qualifiers preceding live demo request inbounds in sales-driven SaaS models. Video/Customer Credibility can often be enhanced by social proof in the form of customer videos. These may be testimonials, but will likely be more effective as interviews or case studies with more authenticity and transparency. Customer willingness to lend their logo, likeness, time and perspective goes a long way towards allaying prospect fears or objections. If customer logo quality, on-screen performance quality, or production value cannot be upheld, customer videos can do more harm than good — exhibiting amateurish energy that undermines the brand. Video SaaS Marketing Assets Quick Reference Asset Use Case Value Resources Measurement Explainer Introduce and control an 6 3 Consumption/Plays approachable product story Demo Control the product narrative 7 8 Consumption/Plays; Personal Demo through a self-service teaser Requests Customer Create authentic credibility through 9 9 Consumption/Plays; Hand Raisers relatable customer stories 17 Execute Better. Grow Faster.