How do B2B SaaS videos show up in AI search?

Answer the buyer's question better than anyone else. Give the direct answer in the first 15 seconds, follow with a visual walkthrough of exactly how it works, and end with a technical call to action. Detailed, use-case-specific answers tend to show up in AI Overviews, and YouTube videos tend to show up near the top of results.

Quick Answer

• Direct answer in the first 15 seconds.
• Visual walkthrough that shows exactly how it works.
• Technical call to action that leads to the buyer's next question.
• Detailed information for the buyer's specific use case.

This fits inside a bigger picture. If you want the full view first, here's the bigger picture.

Why does the best answer win?

B2B buyer journey searches start in AI search, especially in SaaS. When your video answers the buyer's question in the best possible way, it tends to get surfaced in AI Overviews. YouTube content tends to rank near the top because Google wants people watching YouTube videos, and it makes a lot of money that way.

A good answer also moves the buyer forward: after watching, they can take the next step and get to their next question.

"The way I think about it is the best answer wins." Dane Frederiksen

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Frequently Asked Questions

How long should the intro of a B2B video be?

Give the direct answer in the first 15 seconds, then go deeper.

Why do YouTube videos rank well in Google?

YouTube content tends to show up near the top because Google wants people to watch YouTube videos.

What makes a video answer get cited in AI Overviews?

Detailed technical information for the buyer's specific use case, and showing exactly how it works.

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Most teams don't get this right on the first try. Here's how we approached it for a real team. Curious what it'd look like for you? Let's talk it through.

Full Clip Transcript

Now, these are going to be specifically designed to show up in AI search, which is for B2B, especially SaaS. This is how the search is, the buyer journey searches start. So we're going to get the direct answer in the first 15 seconds. And then we're going to follow with a visual walkthrough and in with a technical call to action. So what we're talking about here is when your buyers do have these questions, we want to be able to answer these well. The way I think about it is the best answer wins. So if you're answering the buyer questions in the best possible way, and you're giving them detailed technical information for their specific use case, and you're really showing them exactly how it works, and answering these questions really, really well, those are going to tend to show up in AI Overviews. And the YouTube video content will tend to show up near the top because Google wants you to watch YouTube videos. They make a lot of money that way. And then so if you've answered that question really well by them watching that video, they should be able to take that next step and get their next question.

Full Transcript

Here's what your sales department should do with buyer answer videos. Now I would call this sales enablement, what we're talking about here, because you have buyers out there that have questions, concerns, objections, you know, the things that get in the way of your pipeline. What we're going to do is we're going to make video content that answers these questions, concerns and objections. And then we're going to give them to your sales department to then deploy. Um, not just online, like YouTube, but we're also going to put them into your tech stack. So it's going to go in your emails.

It's going to go in whatever system you use, like maybe Salesforce or Gong, or your handling objections and your flagging reasons that deal stall or get derailed. So let me show you what that looks like. It's a two phase plan. Um, I call it the automated revenue acceleration engine. Um, you can call it whatever you want. But basically here's how it works.

We, um, we mine the transcripts. Um, these are your exact buyer questions and concerns. We're going to, you know, use their words. It's very important we use that language. And then we're also going to look in your tech stack for any reoccurring bottlenecks that are happening. Um, basically we're going to isolate the exact reasons the pipeline deals stall or slip.

And then so once we've identified those in the sort of intel section here, we're going to review what information the sales team struggle to explain. You know, why are these things getting stalled? Are we not adequately answering their questions or addressing their concerns? Um, that's the big idea. So we're going to look at all the possible things that could be, uh, gumming you up and then we're going to weigh which ones are realistic. And then we're going to approve the plan to go and then build over here.

So that's the next phase. We're going to take those objections that they have. And we're going to turn those into content. So before they've got all these questions, you're going to be equipped afterwards with video answers to their very specific, uh, questions and concerns, uh, all the way through the funnel and you're going to have a library that then you can use to send out to them. You can automate that with your email sequences. And, uh, otherwise you could have the salespeople send those out.

And then don't forget these videos are also going to be out there on YouTube and on your website. So people are going to come across these as they're searching. And so these days buyers go like 80% of their journey through their, uh, funnel before they're ready to take a demo or talk to sales. So we're basically enabling that entire sales pipeline, that pre-qualification pipeline that we're building the machine to fix your leaky bucket and help you get the most out of your, um, you know, your tech stack that you've invested so heavily in this intelligence. Let's use that. So we're going to convert into a buyer answer assets you could that you can use.

Now, these are going to be specifically designed to show up in AI search, which is for B2B, especially SaaS. This is how the searches, the buyer journey searches start. So we're going to give the direct answer in the first 15 seconds. And then we're going to follow with a visual walkthrough and in with a technical call to action. So what we're talking about here is when your buyers do have, um, these questions. Uh, we want to be able to answer these well.

Um, the way I think about it is the best answer wins. So if you're answering the buyer questions in the best possible way and you're giving them, um, you know, detailed technical information for their specific use case and you're really showing them exactly how it works. And, you know, answering these questions really, really well, those are going to tend to show up in AI, AI Overviews and the YouTube video content will tend to show up near the top because Google wants you to watch YouTube videos. They make a lot of money that way. And then so if you've answered that question really well by them watching that video, they should be able to take that next step and get their next question. So in the beginning, we're asking questions like, what is this thing?

How do I deal with this problem? And then we're getting to the middle where we're evaluating, uh, evaluating the solution. You know, this is this versus that, um, your competitors, things like that. We want to be part of this entire journey. And then down here at the end, they're going to have a couple of questions about pricing or packaging or their unique circumstance. And so really that's what we're trying to do is equip this entire journey to be automated.

Because once you make these assets, they keep working for you. They're now a part of your, um, technical architecture for driving revenue. So an investment upfront in those assets is going to pay dividends, uh, for a long time and the more that they get watched, some more money you save, the more return on that investment. So we're going to tie those video assets directly to the specific objection tags in your system, in your email sequences and the rest of your tech stack. And, uh, help you get the most out of your money with a automated revenue acceleration engine. Uh, if you want some help with this, uh, just let me know.

I've also got a, um, AI visibility checklist in the description. If you want to make sure that your plan is going to be AI visibility ready and build this system that's going to keep working for you. Uh, for some time. If you want help, just let me know. Good luck.