Drilldown: Product Videos are Essential to Success for B2B SaaS

We’re quick to call BS when we hear someone say, “Proving ROI in B2B SaaS marketing can feel like chasing shadows.” It’s really not. Everything’s connected, and everything can be tracked, attributed, and measured. It’s not cut and dry, sure, but if you aren’t figuring out what something like video is doing for your bottom line, it’s probably time you did. If you need to go to your stakeholders tomorrow to try video, here’s what you need to know. 

Plus you can have the conversation be less, “video is a ‘nice-to-have’,” and more “video is essential.” 

“My B2B company doesn’t get video! What do I do?” 

Hit them with this: 76% of marketers say video helps them increase sales. (Wyzowl, 2023) You’d think, with a stat like this being instantly available, more B2B companies would capitalize on using video ASAP to drive revenue. Yet, video still gets the, “it’s good for brand awareness,” treatment, failing to integrate it fully into their demand generation strategies. 

Research also confirms that only 12% of companies feel confident in measuring their video ROI (Vidyard, 2023). Come on. Maybe this reluctance stems from a lack of understanding about how video can be used strategically to drive measurable results, like pipeline growth and lead generation. Or maybe, it’s something else entirely. 

What we do know is that underestimating video means leaving untapped revenue on the table. 

So what do you do? Amplify Demand Generation with Video 

Let’s take a look at something we did. We helped one of our clients achieve a remarkable 7x pipeline growth in just 10 weeks—simply by integrating product overview videos into their LinkedIn ad strategy. 

Here’s what the approach looked like:

First, we identified declining ad performance:

Initially, our client relied on Total Addressable Market (TAM) and conversation ads—successful tactics that generated leads during the early stages of the campaign. However, after a few weeks, performance plateaued, and CTRs (click-through rates) dropped to 2%. 

Second, we introduced video content into the mix:

To reignite performance, our team allocated 15% of the LinkedIn budget to targeted product overview videos tailored to the same audience as the conversation ads. 

Finally, we watched engagement skyrocket:

  The results were clear:

• 69% higher CTA click rate
• 950% increase in lead volume
• 7x pipeline growth in just 10 weeks 

“Crazy to think people are more likely to take meetings if they know who you are and why they should care, right?” That’s the power of video—helping prospects understand your product in a way no static ad or paragraph of copy can. 

This Success Isn’t Uncommon for Directive Clients 

Sure this sounds pretty extraordinary, but for our clients, this is the standard.

Here’s why our approach drives consistent success:

Detailed Targeting:

We combine in-depth research into audiences and TAMs with creative strategies to hone in on the right people at the right time. 

Actionable Insights:

By analyzing ad performance in real-time, we pivot when results taper off, doubling down on tactics that drive measurable ROI.

Video as a Strategic Asset:

We don’t treat video as a standalone tool; it’s an integral part of the overall demand generation motion. 

Make your case, and start using video today

Video is now table stakes for businesses looking to stay competitive. With the ongoing rise of AI tools simplifying video production, there’s no excuse to ignore video’s potential to drive better results, faster. 

Snag this graphic, drag it into a presentation with your higher-ups and get started using video sooner vs. later. 

If you’re ready to unlock the power of video for your B2B SaaS campaigns and achieve game-changing results like 7x pipeline growth, book a call with the team at Directive today. We’ll help you amplify your demand generation strategy and turn video into your best-performing channel. 

Don’t just build more brand awareness—build more pipeline.