Customer retention is not just a cost-saving strategy for B2B tech brands. It’s a revenue stabilizer. According to a 2025 report by ThinkImpact, increasing customer retention rates by just 5% can boost profits by 25% to 95%. For B2B Video Marketing for IT & SaaS, this is especially critical. With long sales cycles and complex offerings, retaining existing users can be far more valuable than acquiring new ones.
Video has become a quiet workhorse for B2B retention strategies. It helps simplify complicated concepts, makes customer experiences more intuitive, and creates consistent touchpoints across the lifecycle. In this blog, we’ll walk through why video matters in B2B retention, explore real use cases, and share how teams like Gutenberg help IT and SaaS companies turn video into a long-term retention tool.
Why Customer Retention Matters in B2B Tech
Customer churn isn’t just about lost revenue as it reflects deeper friction in the post-sale experience. For SaaS customer engagement, churn often stems from one or more of the following:
- Confusing onboarding experiences: Makes initial product adoption difficult
- Lack of product adoption: Users never get to full value
- Poor understanding of feature value: Feature sets go underused
- Minimal contact after onboarding: Weakens the long-term relationship
Research from KBCM Technology Group’s 2022 SaaS Survey, which analyzed data from 110 SaaS companies, found that the median annual churn rate for SaaS companies is 13%. For businesses built on recurring revenue, this level of attrition can create significant pressure on growth targets. Even modest churn rates, when compounded year over year, can stall momentum and increase the cost of maintaining stable revenue streams.
Here’s where B2B video strategies make a difference. Unlike text-based content or long guides, video helps teams communicate with clarity and consistency at scale. It gives users ongoing access to support and education, even without direct human involvement.
The Role of Video in Reducing Churn
One of the biggest reasons customers leave is lack of clarity, whether that’s about a feature, a process, or the value they’re getting. This is especially common in B2B tech, where product documentation can often be complex and overwhelming.
That’s where B2B Video Marketing for IT & SaaS stands out. A video can break down a complicated dashboard or onboarding workflow in a way that’s easy to follow. According to a report, 91% of people have watched an explainer video to learn more about a product or service.
And for retention? Personalized videos and customer education content can make users feel seen, supported, and better informed.
5 Types of Videos That Support Retention
1. IT Onboarding Videos
A common denominator in poor customer retention for tech organizations is the frustration borne out of lack of proper onboarding protocols. Tutorials with effective visual elements for IT Onboarding can assist the initial walkthroughs for early setup, integrations, or role-based features with minimal friction.
For example, a cybersecurity firm can use a 4-part video onboarding series for IT administrators. As a result, their support tickets can be dropped by 32% within the first quarter of adoption.
- Reduce onboarding time: Faster familiarity with product functionality
- Lower demand on customer success teams: Frees up resources for complex queries
- Provide reusable content for different departments: Saves production time and effort
2. Enterprise Explainer Videos
Explainer videos serve as powerful walkthroughs that support seamless user adoption. By breaking down complex features, compliance steps and key integrations, into clear, accessible visuals, explainer videos help enterprise users quickly grasp and appreciate the core value of your organization’s expertise.
Example: A cloud infrastructure company created a series of short videos explaining different permission settings for enterprise admins. These became their most visited help resources.
- Simplifies technical documentation: More accessible knowledge for every role
- Increases self-serve problem resolution: Lowers reliance on support
- Makes internal stakeholder communication easier: Reduces explanation overhead
3. Product Update or Feature Launch Videos
Changes in the interface of tech products require a captivating release for users to actively interact with new features. Static release notes are easy to ignore, but a short video walkthrough makes the update more engaging & approachable.
Pro tip: Include visual use cases instead of just listing features. Don’t be afraid to scale up with interactive slide-in pop-ups to drive engagement!
- Accelerated feature adoption and engagement: Reduces confusion during rollout
- Adds transparency to product evolution: Builds user trust over time
4. Case Study or Testimonial Videos
Customer stories offer social proof, but they also reassure current users they’re in good company. These videos can be used in onboarding, renewal conversations, or even as in-product content to offer a visually immersive experience for all stakeholders.
A SaaS analytics tool embedded customer testimonial videos on their dashboard. They saw increased engagement in underutilized features.
- Builds trust in the product: Simplified gateway toward brand building
- Reinforces customer success narratives: Makes success stories more memorable
- Helps users see new ways of using the platform: Encourages creative application
5. Personalized Video Messages
Personalization amplifies engagement and customer retention, helping brands build a strong record of delivering meaningful results. Personalized videos at renewal, milestone achievements, or support follow-ups can boost loyalty.
A CRM software provider sent automated renewal reminder videos with account-specific usage stats. Their renewal rates improved by 18%.
- Builds emotional connection: Makes customers feel personally valued
- Differentiates the brand experience: Adds a human touch to digital interactions
- Encourages feedback and two-way engagement: Opens up communication loops
Best Practices for B2B Video Strategies
While the idea of producing video might feel heavy, execution doesn’t have to be high-gloss. The most effective retention videos are clear, relevant, and timely.
- Keep it short: Aim for 60–90 seconds wherever possible
- Write like you speak: Avoid jargon or technical complexity unless necessary
- Use real product interfaces: Don’t just use abstract visuals. Show users exactly what they’ll see
- Add captions: Many users watch videos without sound
- Place videos strategically: Think onboarding emails, Help Center articles, dashboards, and in-app messages
- Track performance: Measure views, completion rates, and correlation with product usage
As highlighted in OrangeOwl’s B2B video guide, consistency in tone and branding across all videos is key to reinforcing product familiarity and trust.
How Gutenberg Supports B2B Video Marketing for IT & SaaS
Gutenberg is an integrated marketing partner with deep experience in B2B Video Marketing for IT & SaaS companies. They help brands turn technical knowledge into videos that retain, educate, and convert customers.
- Scripting and storyboarding: Content that speaks to IT and enterprise users
- Translating complex features: Digestible formats that work at scale
- Building video libraries: Onboarding, explainer, and testimonial content
- Creating scalable workflows: Aligned to long-term customer success strategy
What sets Gutenberg apart is their understanding of both the product and the customer. Their team works closely with product managers and marketing leads to ensure video content isn’t just visually polished. It’s strategically useful.
Measuring the Impact of Video on Retention
The real test of any video effort lies in its outcomes. Here’s what B2B brands should track when evaluating their video retention efforts.
- Engagement: Video views, completion rates, drop-off points
- Behavioral changes: Increased logins, reduced support tickets, feature adoption
- Customer feedback: CSAT/NPS after onboarding or major feature launches
- Churn metrics: Compare retention before and after video implementation
Tip: Platforms like Wistia and Vidyard allow B2B teams to track individual viewer behavior and integrate with CRM tools for deeper insight.
Final Thoughts
Videos aren’t just for lead generation anymore. For B2B Video Marketing for IT & SaaS, it plays a pivotal role in customer retention. From onboarding to renewal, video content helps clarify, engage, and support customers at scale.
IT and SaaS companies investing in thoughtful, well-placed video content often see measurable results in product adoption, customer satisfaction, and long-term loyalty.
If you’re ready to explore how video and visual content can improve your retention strategy, Gutenberg is a trusted partner with the technical and creative expertise to help you get started.
