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Your customers don’t care about your AI.
They care about what your AI does for them.
I see SaaS companies spend hours explaining:
→ AI models
→ RAG
→ APIs
→ Integrations
→ Automation
→ Dashboards
→ 20+ features
And then wonder why people still don’t understand the product.
Here’s the uncomfortable part:
More information doesn’t always create more understanding.
Sometimes, it creates more confusion.
Your customer usually wants to know three things:
What problem does this solve?
How does it solve it?
What changes for me?
That’s it.
The technology can be incredibly sophisticated behind the scenes.
But the story your customer sees should feel simple.
Complex technology.
Simple message.
Clear outcome.
That’s how we think about B2B explainer videos at ExplainerCue.
Curious:
What’s one SaaS product you’ve seen that was powerful — but surprisingly difficult to explain?
#SaaS #AI #B2BMarketing #ProductMarketing #SaaSMarketing #MarketingStrategy #ExplainerVideo
The network for creativity
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Product first or brand first? 🤔
We're cutting the promo reel for our case study and can't agree on its start. ✨
Which product ad opening would make you stay past the first 3 seconds?
Vote and tell why! 👇
Product DesignSoftware DevelopmentAdobe After EffectsCinema 4DFigmaBrand DesigncreativeaiworkflowUX Design
15 voted
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46 voted
75%
61 votes
Closed
I think both is important, but good product first.
We've been having a lot of fun testing AI recently in a brand and web projects.
I'm a big believer in everything we produce is human first and AI assisted to help spin up ideas of enhance our digital presence. Behind the scenes there isn't anything we can't achieve in digital now.
With Claude 5.5, An initial brief and just a few prompts later on a logo animation and I can visualise what I want for my animators and not just have to talk them through a few slides.
Most will say do we even need to improve what claude spits out, but I notice the little things and the little things are why we are always busy.
But this unlock has huge potential for us and our clients.
Good work
after presenting more brand directions than I can count, one thing I’ve learned: I never jump straight into showing the visuals.
first I want to establish what we're actually trying to solve.
what we heard from the client. what they want to be known for. where they sit in the market. what needs to feel different.
then the big idea, and how it translates into type, colour, imagery and graphic elements.
only then the designs.
context changes how you judge the work.
