Proshort’s Video-First Approach for New Market Entry

Introduction

Breaking into new markets is a defining moment for any B2B SaaS company. The stakes are high, the competition fierce, and the playbook for success is constantly evolving. In today’s digital-first world, traditional text-based strategies often fall short of capturing attention and communicating value quickly. Enter the video-first approach—a transformative tactic now being adopted by forward-thinking teams to accelerate go-to-market (GTM) success. This article explores how companies, including Proshort, are leveraging video as the core medium for new market entry, transforming engagement, education, and conversion across the buyer journey.

The Challenges of Entering New Markets

Before diving into the video-first methodology, it’s important to understand the hurdles B2B SaaS teams face when launching into uncharted territories:

• Brand Awareness: New markets often lack familiarity with your brand, making it difficult to stand out.

• Complex Messaging: Communicating sophisticated value propositions to unfamiliar audiences presents unique challenges.

• Cultural Nuances: Different regions demand tailored messaging and delivery styles.

• Stakeholder Alignment: Multiple decision-makers require buy-in, often over lengthy sales cycles.

• Trust Building: Establishing credibility is essential, yet hard to accelerate with text-heavy assets alone.

Traditional GTM tactics—whitepapers, email sequences, static landing pages—are increasingly prone to being overlooked or ignored. Executives and champions are inundated with information, making differentiation imperative. Video offers a distinct solution to these challenges, reinventing how SaaS brands introduce themselves, educate buyers, and build lasting relationships.

The Power of Video in B2B SaaS GTM

Video content has exploded in popularity, not just in consumer marketing, but across the B2B landscape. Recent studies show that over 70% of B2B decision-makers prefer to learn about a product or service via video. The reasons are clear:

• Visual Clarity: Complex concepts are easier to grasp when shown, not just told.

• Emotional Impact: Video conveys tone, urgency, and excitement in ways text cannot.

• Higher Engagement: Video content consistently outperforms static assets in open rates, click-throughs, and dwell time.

• Shareability: Videos are more likely to be circulated within buying committees, accelerating consensus.

For SaaS companies entering new markets, these benefits are magnified. Video shortens the learning curve, builds rapport, and drives faster, more confident decisions.

Proshort’s Video-First Approach

As a trailblazer in the video-first GTM space, Proshort has pioneered methodologies and technologies that empower SaaS teams to deploy video at every stage of market entry. Let’s break down their approach and the strategic advantages it confers.

1. Market Research and Persona Mapping

Effective video starts with deep market understanding. Proshort’s process begins by mapping target personas, analyzing regional buyer behaviors, and identifying pain points unique to the new market. This research informs not only the messaging but also the format and delivery style of each video asset.

2. Video Asset Planning

Proshort recommends creating a suite of video assets tailored to each stage of the GTM journey:

• Brand Intro Videos: Concise, high-impact overviews communicating your brand story and market relevance.

• Product Demos: Screen-share or animated explainers highlighting core functionalities.

• Customer Proof: Regionalized case studies and testimonial reels to boost credibility.

• Thought Leadership: Executive interviews or expert roundtables to position your brand as a trusted advisor.

3. Localization and Cultural Adaptation

Success in a new market depends on resonating with local audiences. Proshort’s approach emphasizes:

• Translating scripts and subtitles for local languages.

• Employing regionally relevant imagery, metaphors, and examples.

• Adapting delivery style—formal or informal—based on cultural expectations.

This ensures that video content not only educates but also builds rapport, showing genuine commitment to the region.

4. Omnichannel Video Distribution

Deployment is as important as creation. Proshort supports multichannel distribution to maximize reach:

• Embedding videos in email campaigns for top-of-funnel outreach.

• Leveraging social channels—LinkedIn, YouTube, region-specific platforms—for organic visibility.

• Integrating video into landing pages, nurturing workflows, and sales enablement materials.

This omnichannel approach ensures that your message meets prospects wherever they are in their buyer journey.

5. Measurement and Iteration

No GTM strategy is complete without data-driven iteration. Proshort enables teams to track:

• Engagement metrics: views, watch time, shares, and click-throughs.

• Conversion metrics: meetings booked, demo requests, content shares within buying committees.

• Audience feedback: direct responses, survey data, qualitative insights.

Analyzing this data empowers teams to refine messaging, optimize formats, and double down on what works best for each new market.

Best Practices for a Video-First Market Entry

Crafting Compelling Storylines

Success hinges on storytelling. Each video must articulate a clear, relevant narrative that addresses the unique needs and aspirations of the target market. Consider these tips:

• Start with a hook—identify a pressing pain point in the first 10 seconds.

• Show, don’t just tell—use visuals, product shots, and real-world examples.

• Keep it concise—audiences value brevity, especially in the awareness stage.

• Personalize—speak directly to the persona’s role, industry, or market segment.

Optimizing for Different Channels

A single video rarely fits all platforms. Adapt content for each channel:

• LinkedIn: Professional tone, closed captions, 1–2 minute length.

• YouTube: Longer-form demos or expert panels, SEO-optimized titles and descriptions.

• Email: Ultra-short, GIF-style teasers or personalized video messages.

• Landing Pages: Explainer videos with clear CTAs guiding buyers to next steps.

Leveraging Personalization at Scale

Modern video platforms, including Proshort’s, allow for dynamic personalization:

• Insert prospect names or company logos into video intros.

• Tailor messaging based on industry, geography, or buyer stage.

• Automate personalized video sequences triggered by buyer actions.

This not only increases engagement but also accelerates pipeline velocity by delivering relevant content at the right time.

Case Studies: Real-World Video-First GTM Success

Case Study 1: U.S. SaaS Vendor Expanding to Europe

A leading U.S.-based SaaS provider leveraged a video-first GTM approach when entering the European market. By localizing their brand story and leveraging customer testimonial videos from early European adopters, they reduced the average sales cycle by 22% and saw a 35% increase in qualified leads within the first quarter.

Case Study 2: APAC Entry with Video-Driven Enablement

An HR tech company entering APAC markets used video onboarding and explainer content to educate both channel partners and prospects. The strategy resulted in a measurable boost in partner enablement and a 50% higher demo-to-close ratio compared to previous launches reliant on static collateral.

Case Study 3: Proshort-Powered Market Launch

A SaaS fintech firm adopted Proshort’s video-first platform to orchestrate a coordinated product launch in Latin America. By combining localized explainer videos, executive thought leadership clips, and region-specific customer stories, they achieved rapid traction—over 500,000 video views and a 4x increase in inbound demo requests in just three months.

Measuring Video-First GTM Success

To maximize ROI, SaaS teams must move beyond vanity metrics and focus on KPIs that connect video engagement to pipeline outcomes. Consider tracking:

• Awareness: Unique viewers, video completion rates, social shares.

• Engagement: Click-throughs from video CTAs, landing page conversions.

• Pipeline Acceleration: Time from first video view to opportunity creation.

• Revenue Impact: Deals influenced by video, average deal size, win rates in video-exposed segments.

Modern video platforms offer granular analytics, enabling continuous optimization and clear attribution. Sales and marketing teams should collaborate to tie these insights directly to GTM objectives.

Common Pitfalls and How to Avoid Them

1. Underestimating Localization: Generic videos rarely resonate in new markets. Invest in translation, cultural consulting, and region-specific storytelling.

2. Overproducing Content: High production value is important, but relevance and speed matter more. Pilot with MVP assets and scale what works.

3. Neglecting Distribution: Even the best video is ineffective without a robust distribution strategy. Align content calendars with campaign plans and activate all relevant channels.

4. Ignoring Feedback Loops: Use analytics and direct feedback to refine assets continuously. Treat each market as unique, iterating based on real user data.

Integrating Video into the Broader GTM Strategy

Video should not be a siloed effort. It must be deeply integrated into your overall GTM plan:

• Include video touchpoints in every stage of the customer journey, from awareness to advocacy.

• Align video messaging with sales playbooks and enablement resources.

• Leverage video analytics to inform broader marketing and sales strategies.

• Empower sales teams to use video in personalized outreach and follow-ups.

By making video a foundational pillar, SaaS companies can deliver more impactful, differentiated experiences that drive faster market penetration and sustained growth.

The Future of Video-First GTM

As buyer preferences continue to evolve, video’s role in B2B GTM strategies will only grow. AI and automation are unlocking new frontiers—hyper-personalized video at scale, interactive video experiences, and tighter integration with CRM and sales engagement platforms.

Companies that embrace a video-first mindset, leveraging platforms like Proshort, will be best positioned to capture attention, build trust, and win in new markets. The future belongs to those who can communicate not just more, but better—and video is the language of modern enterprise buyers.

Conclusion

Breaking into new markets requires more than just translating your existing playbook. It demands a bold, differentiated approach that captures attention and builds genuine connections. The video-first GTM strategy, exemplified by innovators like Proshort, empowers SaaS companies to accelerate brand awareness, educate complex markets, and drive measurable pipeline impact. As global competition intensifies, video will be the medium that separates tomorrow’s market leaders from the rest.