Launching a new product or solution is no small feat. It’s a key moment in your go-to-market (GTM) strategy—bringing together product, marketing, sales, and customer success to drive attention, adoption, and revenue.
And when the time comes to go live, video is one of the most powerful tools you can have in your GTM toolkit.
It’s fast, it’s visual, and it works across every channel in your launch plan—from pre-launch buzz to your post-launch nurture and enablement. When done right, it can dramatically increase the impact of your campaign.
In this post, we’re breaking down why video matters for GTM success, what makes an effective product video, and how to get the most mileage from your investment—especially if you’re already attending a live event or trade show.
Why Video Works in GTM Strategy
A go-to-market strategy is about more than just pushing out a launch announcement. It’s about aligning your message, engaging your ICP, and enabling teams to tell the same story.
Video helps do that at scale:
Let’s be honest—no one’s reading a 14-slide launch deck on their phone. But a well-timed video? That gets watched, shared, and sent in Slack more than a Michael Scott meme.
- Video improves retention. Viewers retain 95% of a message when they watch it, compared to 10% when reading it.
- It’s made for multi-channel marketing. Use it in email sequences, product landing pages, social media, sales follow-ups, and paid ads.
- It compresses the narrative. In under 90 seconds, you can communicate the problem, solution, differentiators, and next steps.
Whether you’re launching a SaaS product, a service offering, or a new feature, video gives you the flexibility and clarity to support your GTM goals.
Types of GTM Videos to Consider
Depending on who you’re trying to reach—and what you’re hoping to achieve with your launch—it’s worth thinking through the kinds of videos that will best support your strategy. There’s no one-size-fits-all approach here, and most GTM plans benefit from a mix of formats. Here are a few worth considering:
- Teaser Video: Build anticipation ahead of launch.
- Demo/Explainer: Educate prospects and sales teams on how the product works and the value it brings.
- Founder or Product Team Q&A: Humanize the brand and build trust through direct dialogue.
- Customer Reactions or Testimonials: If you’ve done early access or beta testing, leverage that social proof.
- Social Cutdowns: Clip down your longer videos for organic and paid social distribution.
Each format plays a role—from awareness to consideration to conversion.
What to Include in a Great GTM Video
When it comes time to actually script and produce your video, it helps to start with a few key principles. These aren’t just marketing best practices—they’re the building blocks of a video that grabs attention, tells a compelling story, and drives action.
Think of your video like a pitch. You’re walking someone through a problem they recognize, showing them your solution, and giving them a reason to care (and click). So what should you include?
- Start with the problem. Open by addressing a challenge or pain point your customer is facing. This immediately positions your product as relevant and helpful.
- Highlight your differentiator. What sets your product apart from the others in the market? Why should someone choose it now?
- Show the product in action. A polished walkthrough, screen recording, or real-world use case goes a lot further than a slide deck. Think of it as your product’s own Netflix trailer—give them just enough to get hooked. Show, don’t tell.
- Keep it tight. You don’t need to say everything. The goal is to get them interested enough to take the next step—so stick to the essentials and aim for under 2 minutes when possible.
- End with a clear CTA. What do you want the viewer to do? Visit the product page? Book a demo? Download the full launch kit? Make it simple and specific.
And here’s a quick bonus tip: even if you’re recording in a fast-paced environment like a trade show, captions, music, and basic branding overlays can help your video feel clean and intentional without requiring a studio-grade shoot.
Maximize ROI: Capture GTM Video at Live Events
Here’s a missed opportunity we see all the time:
If you’re planning to showcase your product at a trade show or industry event, bring a videographer!
You’re already showcasing the product, briefing partners, and activating your GTM messaging on the ground. Plus, chances are your key stakeholders, product leads, marketing team, and maybe even executive sponsors are all onsite. That kind of access doesn’t happen every day—and it’s the perfect time to get everyone on camera while they’re in the same place.
Video content you can walk away with:
- Booth demos filmed live for website or rep enablement
- Customer soundbites or testimonial clips with real-time reactions
- Product team walk-throughs to explain positioning and differentiators
- B-roll of branded displays, product in action, and on-site energy
This gives you launch-ready assets without booking a separate shoot—and the footage feels real and in the moment.
Plan ahead with a shot list and you’ll walk away with content for sales, marketing, social, and even onboarding.
Some Parting Thoughts
If video isn’t a core part of your go-to-market strategy yet, now’s the time to fix that. It’s one of the most effective ways to support alignment across your teams, reinforce your message, and drive adoption post-launch.
And if you’re already investing in a live event as part of your GTM, don’t miss the opportunity to multiply the value of your presence with strategic video capture.
Want to see some examples of highly successful GTM videos in action? We’ve got tons of samples to share so be sure to reach out. And if you need support planning your content, producing your videos, or capturing it live on the show floor, we’ve got you covered!
