In the world of B2B SaaS, your product is complex. It solves intricate problems for sophisticated buyers. So why are you still trying to tell that entire story in a single, overstuffed hero video?
The truth is, your product is a library of features, benefits, and use cases, not a one-page pamphlet. And your video strategy should reflect that. The most effective marketing teams aren't creating a single masterpiece—they're building a product video encyclopedia.
You know the one. It’s 90 seconds long, packed with every feature, every benefit, and an attempt to appeal to every single buyer persona. The result is a video that’s a mile wide and an inch deep.
It gets posted to the homepage and… that’s it. It’s too generic for a targeted ad campaign, too unfocused for a specific landing page, and too shallow for a customer trying to solve a specific problem.
Today's buyers are in control. They self-educate and explore solutions on their own terms. According to Gartner, they spend only 17% of their time interacting with potential suppliers. Your video content needs to meet them where they are in that journey, with the precise information they need, when they need it.
Actionable Takeaway: Audit your existing hero video. Is it trying to do too much? Can you break down its core message into three separate, more focused videos? This exercise is the first step toward building your encyclopedia.
A product video encyclopedia is a curated, searchable library of short, powerful videos. Each one is designed for a specific purpose, targeting a specific persona, or highlighting a specific feature.
Think about the different stages of the buyer journey. A single video can't possibly serve all of them equally well. Here’s how an encyclopedia approach breaks down:
This modular approach ensures you always have the right video for the right channel and the right moment. Forbes notes that video marketing is crucial for B2B customer journeys, and an encyclopedia-style approach makes this a scalable reality.
Actionable Takeaway: Map your video needs to your buyer’s journey. For each stage (Awareness, Consideration, Decision), identify at least one video you need to create. This framework helps you prioritize your video backlog.
Building this library doesn't happen overnight. It's a strategic process. Here's a simple framework to get you started:
Building a product video encyclopedia is about shifting your mindset from a one-off project to a scalable, strategic asset. It's the difference between having a single, static sales pitch and a dynamic, ever-growing knowledge base that empowers your entire business.
Don't let your product's complexity be a barrier to communication. Make it a strength with a video strategy that's as intelligent as your product.
Want to build a video encyclopedia that actually gets watched? Let’s talk about a scalable video strategy.