Scriptwriting for a B2B product (or SaaS) video is not an easy task. Especially at the beginning of the process, when you’re staring at a blank page.
We’ve already written another post about how we help marketers with scriptwriting. But if you want to do it yourself, this guide will help you approach the process in a more structured way.
Before you start writing a single line, you need to answer some questions:
- Who is this video for?
- What does the viewer already know?
- What decision are we trying to move forward?
- Where will this video live?
Once this is clear, the next step is to break the script into functional blocks. This approach helps you:
- Give the video a clear structure, with a defined goal for each section
- Align marketing, product, and sales teams
- Make videos easier to adapt across channels and formats
The core blocks of a B2B product (or SaaS) video script
You won’t need all of these every time.
But understanding them lets you design the right script.
- The Hook
Earn attention from the right audience. It’s not about being clever, but about being relevant. Typical hooks include:
- A recognizable pain point
- A bold statement about the status quo
- A question your ICP is already asking
- The Problem
Show you understand the viewer’s reality. This block describes:
- How things work today
- Why that creates friction, cost, or risk
- Why “doing nothing” is no longer a good option
- The Solution
Position your product as the logical answer. Here, you briefly and clearly explain the outcomes:
- What your product is
- Who it’s for
- What improves once it’s in place
- The Demo
Make the value tangible. Abstract promises become concrete when the product appears on screen.
A demo isn’t about showing everything the product can do.
It’s about showing the few moments that matter.
- The Use Cases
Help different personas self-identify. Use cases answer questions like:
- “Is this for someone like me?”
- “Does this fit my role or team?”
- The Features
Justify the decision rationally. Focus on:
- The most relevant ones
- Each clearly tied to a benefit
- Explained in business language, not internal jargon
- The Social Proof
Reduce perceived risk. This block can include:
- Client logos
- Testimonials
- Metrics
- Industry validation
- The Call to Action (CTA)
Tell the viewer what to do next. One video should drive one primary action, such as:
- Book a demo
- Start a trial
- Talk to sales
- Learn more
Not every video needs every block
You don’t have to include all of these in a single video.
Each video serves for a different purpose and sits in a different place. A website hero video will have a different structure than a sales enablement video or a paid ad.
The key is to find the right block structure for the type of video you’re producing.
This also makes your videos much easier to adapt to different platforms and channels.
For example:
- Website hero video: Hook → Solution → Social proof → CTA
- Product explainer: Problem → Solution → Demo → Features
- Sales enablement video: Use cases → Demo → Social Proof
- Paid ads: Hook → Problem → Solution → CTA
