Understanding The Power of Sales Enablement Videos

Unleash the potential of videos for sales enablement. Learn how they fuel customer engagement and drive every stage of the buyer's journey.

a woman with glasses sitting in front of a white wall
By Arjel Vajvoda
Jovan Mijailovic
Edited by Jovan Mijailovic

Published March 26, 2024.

A team of people working on sales enablement videos in an office.

Imagine your top salesperson, the one closing deals left and right. Now, picture them sitting through a monotone slideshow, explaining the product to a customer. Ugh, right? That's the reality for many teams today.

Customers today are bombarded with information. They need engaging, digestible content that gets them up to speed fast—which you can get through impactful sales enablement videos.

How Sales Enablement Videos Affect Engagement

There's a growing preference among B2B buyers for videos. It's a more engaging and concise way to learn about the product and what it does. Studies show nearly seven times as many buyers prefer them over traditional text-based content.

Sales enablement videos are essential in modern sales strategies because they improve the efficiency and effectiveness of the process. They can deliver complex information in a clear and digestible format.

» Learn how AI streamlines customer onboarding for SaaS platforms

One Tool, Endless Possibilities

Sales enablement videos stand out for their flexibility. They're an essential component across various stages of the sales and training process, offering a dynamic way to engage teams and customers. You get everything, from onboarding new employees to delivering complex product demonstrations.

Note: Sales enablement platforms like guidde offer tools for creating and managing sales-related videos. Administrators and space owners can explore how your organization, customers, and partners use the captured knowledge.

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Guidde helps you quickly create instructional videos for onboarding and customer support by using AI-assisted workflow capture to create a detailed description of the process. Plus, the interactive elements help make your videos more engaging.

The free tier gives you up to 25 how-to videos, making it a suitable option to test the features before committing to a paid plan.

Guidde's easy-to-use interface and AI-powered features simplify the video creation process. Its interactive elements and comprehensive pricing options make it ideal for novices and non-designers, enabling them to communicate and educate their audience effectively.

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4 Benefits of Sales Enablement Videos

1. Enhanced Communication

Sales enablement videos improve how teams communicate essential product information. They can capture the nuances of face-to-face communication through tone, facial expressions, and body language—building a stronger connection with the audience,

According to research, the human brain processes visuals 60,000 times faster than text, which means videos deliver messages quickly and efficiently. They have visual and audio elements that can make it easier for the viewer to understand and retain information.

For example, you can show a product in real-life scenarios and highlight its features through visual cues and narration. Text can't achieve this level of versatility. Plus, viewers can pause and watch the video at their own pace, which helps them learn the material comfortably.

» Discover why customer centricity matters

2. Increased Engagement

The power of visual storytelling, dynamic content, and emotional appeal in sales enablement videos increases engagement. It sets them apart from traditional sales materials. People prefer narratives, as it helps them see themselves using your product in real-life situations.

These videos also have an emotional appeal, which can influence buyer decisions. For example, Nike’s marketing campaigns often use this kind of storytelling to inspire and motivate, leading to a deeper brand connection and increased customer loyalty. 

3. Improved Training and Onboarding

Sales enablement videos help you standardize training content, ensuring even remote teams get high-quality instructions. This approach optimizes the onboarding experience and fosters a culture of continuous learning and improvement.

Plus, the flexibility and scalability of video content make the onboarding process smoother. Sales organizations can quickly bring new team members up to speed without the logistical challenges of scheduling live training sessions.

SAP—a global software corporation—implemented video-based training for its salesforce. It resulted in a significant reduction in training costs and an improvement in sales performance.

4. Shortened Sales Cycles

Videos deliver targeted information and address potential questions, objections, and concerns in an engaging and easily digestible format. Sales teams can preemptively tackle them through recordings, reducing negotiations' back-and-forth. Because of this versatility, prospects can quickly decide if they'll buy your product.

You can also use sales enablement videos to cater to individual prospect needs. A tailored experience resonates better as it addresses specific concerns or highlights features of particular interest to different segments of the target audience.

Vidyard’s Video in Business Benchmark Report highlights that personalized videos could increase email click-through rates by up to 16 times. It means that this type of content captures attention and drives engagement.

A group of people discussing sales enablement videos in an office.

5 Types of Sales Enablement Videos

1. Product Demo Videos

Product demo videos are a cornerstone of sales enablement strategies. They take viewers on a tour of your product, highlighting its functionality and showing how it solves problems and improves processes.

Dropbox's early demo video explained its value proposition and how the service worked, which caused the viral growth. The showcase educated potential users and reduced the perceived risk of a new product, speeding up their buying decisions.

» Learn how agile demos speed up product video creation

2. Customer Testimonial Videos

Customer testimonials are a highly effective tool in sales enablement, building trust and credibility with prospects. The real-life success stories from satisfied customers leverage social proof, a psychological and social phenomenon where people replicate the actions of others because they assume it's the right thing to do.

Slack’s customer testimonial videos feature various companies' stories detailing how the software improved communication and productivity. They illustrate the product's value in a real-world context and emotionally connect with potential buyers through relatable narratives.

3. Training and How-To Videos

Training and how-to videos are invaluable assets in a sales enablement strategy. They're a dynamic and engaging way for teams to learn about product features, sales tactics, and objection handling.

For example, Salesforce offers a series of interactive, gamified tutorials that cover everything from basic product functionalities to advanced sales strategies. This approach makes learning more fun and enables sales representatives to study at their own pace, revisit topics as needed, and apply their knowledge practically.

» Explore the best tools to create documentation

4. Thought Leadership Content

Through valuable insights beyond product promotion, thought leadership establishes a company or brand as an industry expert. These videos for sales enablement foster trust and respect among potential customers and peers, setting the brand apart as a go-to source for reliable information and visionary thinking.

IBM’s thought leadership videos discuss artificial intelligence and cybersecurity, showcasing expertise and stimulating meaningful conversations among viewers. They show the brand's depth of knowledge and commitment to advancing the field.

5. FAQ Videos

FAQ videos address common questions or concerns that potential or current customers might have. By proactively providing answers in an accessible and engaging format, companies can reduce barriers to purchase, minimize support queries, and improve the overall customer experience.

These videos contribute to a comprehensive sales enablement strategy that empowers the sales team and supports customers throughout their journey. They reinforce the brand's commitment to their success and satisfaction.

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» Find out how to use AI to tackle customer objections

Best Practices for Creating Sales Enablement Videos

You need a strategic approach that ensures engaging and informative content to create compelling videos for sales enablement.

Consider the following strategies:

  • Define the objective: Clearly define the video's objective before production begins. It'll help the sales team better communicate essential knowledge affecting the customer's buying decision.
  • Consider the target audience: Tailor the content to address specific pain points, answer questions, or demonstrate the product's value proposition, which can significantly increase the video's impact. 
  • Keep it short: Sales enablement videos should be concise. The optimal length varies depending on the content's complexity and the audience's attention span. A study by Wistia found that engagement tends to drop after two minutes.
  • Boost engagement: Including compelling visuals, clear narration, and a call to action enhances the video's effectiveness. 
  • Leverage visuals: Using animated graphics to illustrate complex processes or features makes the content more accessible.

Measuring Success and Iterating

While views tell you how many people saw your video, they don't reveal how engaged they were. You should measure the effectiveness of videos with a mix of quantitative and qualitative metrics.

Engagement: How Deep Does It Go?

Engagement metrics provide a richer picture. Watch time shows how long viewers stick around, while drop-off rates pinpoint where they lose interest. Interaction rates, like clicks on calls-to-action (CTAs) within the video, indicate active engagement. A high drop-off rate at a specific point suggests the content needs improvement.

Conversions: The Ultimate Test

Conversion rates track how many viewers take the desired action after watching, directly tying video content to sales. Sales impact metrics go even deeper, showing how video influences deal closures or average deal size.

A study by Aberdeen Group found that companies using video in sales achieve higher sales team quotas and customer retention rates. This highlights the importance of aligning video metrics with your sales goals.

Feedback: Refining Your Strategy

Analyzing direct feedback from your sales team and customers about the video can provide actionable insights. Companies like HubSpot use performance data to optimize their video content, ensuring it resonates with their sales teams and target audience.

The Future is Now: Why Video Rules the Sales Funnel

Companies can dramatically transform their sales game using video content as a strategic tool. Integrating videos into their sales enablement strategy strengthens customer engagement throughout the buying journey—from initial awareness to final decision. This, in turn, boosts conversion rates and drives sales.

Guidde can also help you create high-quality videos faster than traditional methods. It uses AI to automate script generation and editing, enabling teams to focus on selling. You'll also be able to ensure a consistent look and feel for all sales videos, maintaining brand identity and professionalism.