The Key Benefits of Selling B2B Software with Video

Who doesn’t like standing out from the competition? Make your pitches more personal, shareable, and measurable with video.

November 6, 2018

Topic tags

Jenny Coppola


As a sales professional, you have a deep understanding of what makes your product truly great. After all, you spend most of your time describing your software’s latest-and-greatest features to your prospects, detailing how your offering could help make their lives easier. Whether you’re on the phone, chatting online, or even sending an email, your knowledge and deep expertise on the product or service you’re selling shines through!

However, the world we live in is evolving. According to a recent survey from LinkedIn titled State of Sales 2018, “96% of decision makers say they’re more likely to consider a brand’s products or services if sales professionals have a clear understanding of their business needs.” That means that these days, when it comes to B2B sales, showcasing that depth of understanding you have for a prospect’s unique businesses challenges is arguably more important than casting the widest net possible.

Luckily, video is the perfect tool to help you sell software more effectively and personally. Here’s how you can get started and why we think it’s the bee’s knees for B2B sales!

It’s forward-thinking — stand out from the rest

Chances are, your marketing team is already bought-in on the power of video. Over the past few years, technology has made it increasingly easy to create and share professional-looking videos with just a phone or a webcam. Marketers have found that incorporating video into emails helps increase click-through rates, using video on landing pages helps your time-on-page metrics, and creating videos for social media helps expand your reach. So, it’s not surprising that salespeople are wondering how they too can capitalize on video to help them reach their own sales goals.

After all, successful selling takes place when marketing and sales teams are in alignment, sharing knowledge of what works and what doesn’t. But don’t just take our word for it — recent research has already started to support the notion that using video in your sales efforts really pays off. Forbes notes that "90% of customers say video helps them make buying decisions — with 64% of customers citing that watching a video makes them more likely to buy."

“After all, successful selling takes place when marketing and sales teams are in alignment, sharing knowledge of what works and what doesn’t.”

Keeping up with trends in the sales space is also a sure-fire way to make sure your selling techniques don’t appear dated to your potential customers. Take a page from your friendly, B2B marketer’s playbook and start incorporating video into your sales process today!

It’s measurable — track your results

Ah, data. In the B2B world, it sometimes feels like a blessing and curse. Gone are the days of guesstimating whether or not an action you took made an impact on a buyer’s decision (was it that expensive dinner that convinced them to take the plunge … or?). When it comes to B2B sales, everything is measurable and trackable.

Think about all the tools you currently use to understand how your prospects engage with your brand or even move through your entire funnel. Phew, that’s a lot! Luckily, you don’t have to stress over whether or not you can actually prove the value of video when it comes to sales. You guessed it — it’s easy to measure and keep track of, making it an obvious addition to any savvy salesperson’s toolbox.

Here’s a view of the metrics you have access to on a Soapbox for Teams plan! Raise your hand if you love data.

Whether you’re sending specific, 1–1 videos via email, or even posting a video with broad appeal on a business-centric social media platform like LinkedIn, a world of data awaits you. Sure, you can easily learn about what types of professionals are viewing and engaging with your content on social media in a broad sense, but where you really start to see that data having an impact is with the super personal, tailored videos you create.

With our free webcam and screen-recording tool, Soapbox (shameless plug), sales managers can see what everyone on their team is creating in one simple view. They have access to video performance on a granular level, so you can see which videos are contributing most to the bottom line. Our Soapbox for Teams plan specifically is designed with the modern sales team in mind — we provide clear metrics around engagement and conversion rates so teams can learn what types of videos are working the best for their business, and which videos they should be investing in creating more or less of.

It’s demonstrative — make your videos work harder

When trying to demonstrate the value of your product or service over the phone, for example, there’s only so much you can do to get your point across. This becomes especially true when selling B2B software. "You just click into this panel, check off a box, embed the code, share the link, and you’re good to go!" Wait a minute … what’s happening here?! As marketers have learned over the years, sometimes it’s better to show rather tell — and that’s where video can help!

Trying to answer a complex question or show off how an advanced feature works within your product? It’s almost always easier to show your prospect how to do the task at hand. Plus, it’s a more efficient use of your time. You can easily create a handful of broad, overview videos that answer common questions you receive on a weekly basis. Sending a video along that encompasses most of the key information you need to convey can also help reduce a lot of back-and-forth.

“Trying to answer a complex question or show off how an advanced feature works within your product? It’s almost always easier to show your prospect how to do the task at hand.”

Another way to make your videos work extra hard for you? Create a pitch video for a specific company you hope to win over. Sales in the modern age doesn’t have to feel impersonal — while you may not go door-to-door selling your product, you can still make the sales process feel more personal and authentic.

Put yourself out there with a video that shows you’ve taken the time to understand a given business’s challenges or goals. Spend time getting to know your lead’s business more personally by cruising around their website or checking out their social media channels.

Then, explain the problem you can help solve with your software of service, and quickly point out a few tangible ways that your software can help them get the job done! No one’s saying you should spend all your time making super specific videos for everyone you plan to reach out to, but if you have a handful of warm leads that you think could benefit from a little extra personalization, take the time to make them feel special!


When it comes to B2B software, many times potential users want a glimpse into what the software actually looks like “on the inside.” Video can help them start thinking about how they’d use your service more realistically, which is a win for you both!

It’s shareable — keep your process frictionless

Back in 2014, Tom Hanks was voted one of the “most trustworthy” celebrities in America. Now, try to describe what it is about Tom Hanks that makes him so darn trustworthy — pretty hard, huh? The truth of the matter is, people trust Hanks' “image.” His friendly, dependable persona has been reinforced by the roles he plays in films, which subconsciously lays the foundation for trust in our brains.

According to the LinkedIn report we mentioned earlier on in this article, “Sales professionals rank trust as the No. 1 factor in closing deals (40%) — above ROI and price — and 51% of decision makers rank trust as the top factor they desire in a salesperson.” In other words, you want to be like Tom Hanks. And you can with the help of video!

“Sales professionals rank trust as the No. 1 factor in closing deals (40%) — above ROI and price — and 51% of decision makers rank trust as the top factor they desire in a salesperson.”

There is something to be said for being able to put a face to the name when it comes to sales. After all, we all know how helpful video can be when it comes to humanizing your business and building trust. However, in this day and age, the buying process is more complex than ever before. You don’t just have to convince one person to buy — you need to be able to communicate value to them, their boss, their coworkers, and their head of finance, for example. Creating a shareable video that can be sent along from person to person helps cement your credibility in one of the most compelling mediums that exists today!

Plus, videos can be watched at any time, from anywhere. You can only try to schedule a phone call so many times. Ultimately, whether or not you get to talk to a prospect at all is completely up to them. Video enables you to get your message across in a way that works best for the customer, which is super important. You want to remove as much friction from the sales process as possible by giving them all the information they need to make a decision.

Get rollin' with video

There are so many clear benefits when it comes to selling B2B software with video, so what are you waiting for? Remember, ask yourself " … what would Tom Hanks do?" Get your sales team up to speed with video, start showing off your product and measuring your results, and keep that flow of shareable content moving.

If you’re wondering how you can get started with video to create a more personal, relationship-driven sales process, we have tons of resources to get you up and running, fast!

Start making better sales videos today with the help of these posts:

November 6, 2018

Topic tags

Jenny Coppola


Mailing list sign-up form

Sign up to get Wistia’s best
and freshest content.

More of a social being? We’re also on Instagram and Twitter.