Video Marketing for SaaS: Build Funnels That Convert
Turn viewers into trial users and buyers with smart video funnels
Why Video Marketing Isn’t Optional for SaaS
In the SaaS world, where attention spans are short and competition is fierce, video isn’t just another content type, it’s your conversion engine.
But here’s the catch: most SaaS companies use video as decoration.
What works? Using video as a systematic part of your funnel, from awareness to advocacy.
If you’re a founder or marketer tired of creating videos that look nice but don’t drive growth, this guide is for you.
1. Understand Your Funnel Stages Before You Hit Record
Before producing anything, map your customer journey into 4 core stages:
1. Top of Funnel (TOFU): Awareness
2. Middle of Funnel (MOFU): Consideration
3. Bottom of Funnel (BOFU): Decision
4. Post-Purchase: Retention & Advocacy
Each stage needs a different kind of video with a specific purpose. Don’t blend them.
2. TOFU: Build Awareness with Educational, Search-Friendly Content
Objective: Attract and educate potential users who are just becoming aware of their problem.
Video Types:
Explainer videos about common pain points (not your product)
Thought-leadership or industry insights
YouTube videos with SEO-focused titles like:
“Top 5 Mistakes When Managing Remote Teams”
Tips:
Keep it short (60–90 sec)
End with a soft CTA: “Want a smarter way? Check out [your tool]”
Publish on YouTube, LinkedIn, Twitter/X
Tools:
Loom / Descript for narration
Vidyard for CTAs and analytics
YouTube SEO tools like TubeBuddy
3. MOFU: Nurture Leads with Product-Focused Content
Objective: Warm up prospects. Show how your tool solves their problem.
Video Types:
Product walkthroughs (keep it problem-first, not feature-first)
Case studies and testimonials
Behind-the-scenes or “how we built this” style founder stories
Strategy:
Use these videos in drip email campaigns (eg, after signup or lead magnet download)
Run retargeting ads on Meta/LinkedIn with product snippets
Tips:
Focus on pain > payoff > product
Use real customer examples
Include captions, 80% of viewers watch without sound
4. BOFU: Convert Viewers into Paying Users
Objective: Remove objections. Give confidence. Drive decision-making.
Video Types:
“Before and after” use-case demos
Founder-to-founder pitch (raw, direct)
Side-by-side comparison videos (vs. competitors)
Where to use them:
Landing pages before signup
Directly inside your CRM (HubSpot, Close, etc.)
Embedded in proposal decks for sales teams
Tip: Keep it hyper-specific: “How Sarah reduced onboarding time by 70% using [Tool]”
5. Post-Purchase: Turn Users into Advocates
Most SaaS companies stop at the sale. Big mistake.
Objective: Improve retention, reduce churn, and generate referrals.
Video Types:
Onboarding series: short, fun walkthroughs of key features
Customer spotlight interviews (let them shine!)
“What’s new” product update videos (monthly/quarterly)
Strategy:
Use in in-app notifications, email updates, and Slack communities
Add a CTA: “Want to be featured? Tell us your story!”
6. Build Your Funnel Using Video in Automation Tools
Here’s a simple tech stack to automate your video funnel:
→ TOFU → YouTube + HubSpot → Capture traffic, retarget
→ MOFU → Vidyard + Mailchimp → Nurture via email
→ BOFU → Hyperise + Salesloft → Personalise pitch & proposals
→ Post-Purchase → Loom + Intercom → Onboard & support users
Use behaviour-based triggers to send the right video at the right time.
Example:
New user signs up → Send onboarding video
Didn’t complete the setup? → Send “Need help?” Loom video
Active 30 days → Invite for a testimonial
7. Personalise Videos for Higher Conversions
Want better results? Make it personal.
Try these:
Use the prospect’s company logo in a custom demo
Mention their name using tools like Synthesia or Hyperise
Send a quick 30-second Loom to top leads after webinars
Personalised video open rates > 65%.
CTR can be 2–5x better than generic video ads.
8. Track Metrics That Matter
Don’t just look at views. Focus on video funnel KPIs:
TOFU → CTR, watch time, YouTube subs
MOFU → Email open rate, CTA clicks
BOFU → Signup rate, demo requests
Retention → Feature usage after watching the onboarding
Also, watch drop-off points, where people stop watching. Fix those first.
9. Common Mistakes to Avoid
Creating videos without a clear funnel stage goal
Talking only about features, not benefits
Ignoring captions and mobile viewers
Making it too polished or robotic
No call-to-action or follow-up step
People don’t want to be perfect. They want clarity and connection.
10. Bonus Funnel Flow: Your First Video Campaign Blueprint
If you’re just starting, here’s a 5-video funnel to try:
1. “Why [problem] still exists in 2025” → Awareness
2. “How we solved it at [your company]” → Storytelling
3. “3-Minute product walkthrough” → Value
4. Customer testimonial → Proof
5. “What you’ll unlock in 7 days” → Urgency for signup
Use this in:
Paid ads
Cold outreach
Landing pages
Onboarding emails
Final Word: Be Human, Be Strategic
Video isn’t just a content format, it’s a connection strategy.
If you’re a SaaS founder or marketer trying to scale smartly, remember:
→ Don’t overcomplicate production
→ Always match the video to the funnel stage
→ Let value and clarity lead, not perfection
The right videos won’t just convert leads, they’ll build trust, clarity, and loyalty at scale.
Want Help?
If you’re building a video marketing strategy for your SaaS product and want:
A plug-and-play funnel
Help with scripts, production, or video personalisation
A done-for-you strategy built for conversions, not clout
Let’s connect. I help founders like you turn video into your best-performing asset.