B2B sales: how to use a video on a website to demonstrate a product and warm up leads

In B2B sales, it is rare to buy at the first touch. The client needs time to understand the product, understand the value and make sure that the solution is suitable for his tasks. Therefore, transactions are stretched out, and the sales department spends a lot of resources explaining the same things.

One way to shorten this path is to use video for sales on the site: show the product, analyze the cases and warm up the leads before contacting the manager.

In this article, we'll look at how demo videos on the site and warming up leads through video improve the quality of incoming calls and speed up transactions, and how this can be implemented using QForm.

Why is it difficult to bring a lead to a deal in B2B

In most B2B scenarios, the client:

• He's been studying the product for a long time;
• compares solutions;
• discusses it within the team;
• returns to the site several times.

At the same time:

• Landing pages don't always answer specific questions.;
• managers are forced to make the same type of presentations;
• some of the leads turn out to be "raw" - without understanding the product and budget.

As a result, the transaction cycle is lengthened, and the resources of the sales department are spent on those who are not yet ready to talk.

Why use videos in a B2B funnel

In B2B, it is important that the customer understands the product even before talking to the manager. The video helps you do this in advance, right on the website.

Short videos clearly show how the solution works, without complicated descriptions and dozens of screenshots. In the video, you can explain even the complex logic of a product in a few minutes, analyze a real-life use case from a customer, and answer questions that are usually asked at the first demo.

When a person watches such a video, they have a better idea of what they will get from the product and can assess how well it suits them. Therefore, the sales department is not visited by random visitors to the site, but by those who have figured out the essence and are interested in the conversation.

That is why demo videos on the website and videos for warming up leads are used in B2B marketing and in SDR work - as a way to prepare the client for the transaction in advance and shorten the path to a solution.

The main scenarios for using video widgets in sales

Product demonstration on the website

The video shows the interface, the main functions and the result that the client receives. This replaces the initial presentation and saves managers time.

Video case studies

Videos with implementation examples and figures help to remove doubts and show the real benefits of the product for similar companies.

Personal videos from SDR

For individual segments or accounts, you can record requests for a specific industry or task and post them on landing pages.

Video before the application form

Before submitting a request, the user watches a short video: who is suitable for the product, what tasks it solves and what will happen next. This cuts off accidental accesses.

In all these scenarios, video acts as a filter and amplifier - it improves the quality of leads and prepares them for dialogue with the sales department.

What does video give to the sales and marketing department?

Using video in a B2B funnel provides several practical effects.

• Leads understand the product better even before communicating with the manager, so the conversation begins not with an explanation of basic things, but with a discussion of the client's tasks.
• The transaction cycle is shortened - some objections and questions are closed in advance.
• The conversion rate to the application increases because the video helps to convey the value of a complex solution.
• The sales department spends less time on inappropriate requests.
• Marketing gets a warm-up tool that works 24/7 on the site.

As a result, it's not just the number of leads that is growing, but their quality.

How QForm helps to use video in B2B sales

QForm allows you to embed video images into a website and landing pages as part of a sales scenario.

CTA buttons in the video

In each video image, you can add a button with a target action: submit a request, sign up for a demo, go to the calculator or the desired section. The video does not just tell, but leads the user to the next step of the funnel.

Flexible placement

The video can be shown in the page content, in a pop-up format, or launched by user action. This helps embed the demo video at the exact moment when it enhances conversion.

Personalization of the design

The appearance of video images is customized to match the brand and style of the site, so that the video looks like part of the product, and not a third-party element.

Video Analytics

QForm shows how users interact with videos: how many times they are watched, whether they are watched to the end, and how often the CTA button is clicked. This helps to evaluate which videos really warm up leads and influence applications.

A bundle with further analytics and CRM

Data about user actions after the video can be used in a common funnel: analyze sources, pages, and script effectiveness.

As a result, video becomes not just content, but a managed sales tool.

Where to start

1. Determine what managers explain most often on the first calls.
2. Record a demo video or a video analysis of the case.
3. Place the video on the key page and add the CTA.
4. Look at the analytics: whether the video is being watched and whether the button is being clicked.

Even a single video can significantly affect the quality of incoming leads.