Let’s be honest: most B2B emails get ignored, Zoom meetings sap everyone’s time, and “personalization” often means plugging a name into a template. If you’re in sales or customer success, standing out and actually connecting with prospects or customers is brutal.
This guide is for anyone tired of the same old tactics—especially if you’re curious about how short videos can shake things up. We’ll dig into how Loom actually fits into real sales and CS workflows, what’s hype, what’s useful, and where it makes sense to skip it.
Why Video? And Why Loom?
Text is easy to tune out. Video, when done right, feels personal and human. Loom lets you record and send quick videos without scheduling a meeting or asking someone to download something. You send a link; they watch when it works for them.
But let’s set expectations: Loom isn’t going to magically win deals for you. It won’t fix a bad product or a broken process. What it can do is help you:
- Stand out in crowded inboxes
- Explain complex ideas fast (way faster than writing a novel-length email)
- Put a face to your name, which can build trust
- Save time versus endless meetings
Where Loom Shines for Sales Teams
1. Breaking Through the Noise
Cold prospecting is a slog. Most emails get archived without opening. With Loom, you can send a quick video introducing yourself and explaining why you’re reaching out. When done right, it feels different enough to get a response.
Pro tips: - Keep it short—60 seconds or less. - Mention their name and something specific about them. - Don’t read a script; sound like a real person.
What works:
Video intros for cold outreach, quick demos to show a feature, or follow-ups after calls.
What doesn’t:
Sending a video with no context (“Here’s a video about our company”) or rambling for five minutes. No one’s watching that.
2. Explaining Complicated Stuff Simply
Got a killer feature but it’s hard to explain over email? Use Loom to show, not tell. Screen recording lets you walk through software, pricing, or proposals in real time.
Best uses: - Walkthroughs of products tailored to the prospect’s use case - Quick answers to technical questions that would take paragraphs to write out
What to ignore:
Boilerplate demos. If you’re sending the same generic demo to everyone, just use a regular video. Loom shines when you personalize.
3. Speeding Up the Sales Cycle
You know how deals die because someone’s waiting for a document or needs internal buy-in? Loom makes it easy to send explanations or answers that can be forwarded around, no scheduling needed.
Real-world example:
A rep sends a Loom video explaining a proposal. The champion forwards it to their boss, who watches on their own time. No more “Can we get everyone on a call?”
Caveat:
Don’t overdo it. Not every update needs a video—sometimes text is just fine.
Where Loom Helps Customer Success (CS) Teams
1. Onboarding That Doesn’t Suck
Let’s face it, most onboarding docs don’t get read. Loom videos can walk new customers through setup, key features, or “how to not shoot yourself in the foot” advice.
- Send a welcome video with your face and a screen recording of the first steps.
- Answer those “How do I…?” emails with a quick Loom showing exactly what to click.
This works because:
People retain info better when they see it. Plus, they know who to reach out to if they’re stuck.
Don’t bother with:
Super-polished, overproduced videos. Just record your screen, talk naturally, and send.
2. Proactive Check-Ins
Instead of the dreaded “Just checking in!” email, send a short Loom video:
- Share usage stats
- Highlight a new feature they’d actually care about
- Give a quick tip based on how their team’s using the product
Bonus:
They can forward the video internally, helping you build relationships with the broader team.
What to skip:
Videos with no new information (“Hope you’re well, here’s me saying hi”). Respect their time.
3. Handling Tough Conversations
When there’s an issue—pricing changes, outages, or negative feedback—video can humanize your message. You can show empathy and walk through solutions without risking your tone being misread in text.
But:
Don’t use video for everything. If emotions are high, or if someone specifically asks for written comms, respect that.
How to Actually Use Loom: Step-by-Step
Let’s get practical. Here’s how to make Loom work for you—not just as another shiny tool.
1. Install and Set Up Loom
- Use the Chrome extension or desktop app. Both are easy.
- Set up your camera and mic—good enough is fine, you don’t need a studio.
- Learn the basics of screen versus camera recording.
2. Pick the Right Moment for Video
Not every message needs a Loom. Ask yourself: - Is this complicated or better shown visually? - Do I want to build trust, or am I just sending info? - Will this save time versus a meeting?
If “yes,” Loom it. If “no,” stick to email.
3. Record Your Video
- Keep it casual. Look at the camera, smile (if that’s your style), and get to the point.
- Use their name.
- Summarize your main point in the first 10 seconds.
- If you’re showing your screen, keep your desktop tidy. Close those 15 other tabs.
4. Send and Track
- Loom gives you a link—drop it into your email or LinkedIn message.
- Use Loom’s notification feature to see when someone watches. (Don’t get creepy about it.)
- Follow up if they haven’t watched after a few days, but don’t spam.
5. Build a Library (But Don’t Go Overboard)
- Save your best videos for FAQs or common demos.
- Re-record or update as needed. Don’t get precious—just keep things fresh.
Pro tip:
Reuse videos only if they’re genuinely relevant. Nobody likes getting the same cookie-cutter pitch as everyone else.
Where Loom Falls Short (And What to Watch Out For)
Let’s not pretend Loom is a silver bullet.
- Video fatigue is real. If everyone starts sending videos, people will ignore them just like they ignore mass emails. Use sparingly.
- Accessibility: Not everyone likes video, and some folks prefer text (or need it for accessibility reasons).
- Time: Recording a personalized Loom can take longer than firing off a quick email. Don’t do it for everything.
- Security: Be careful sharing sensitive info over video—Loom links are private by default, but double-check your settings.
What Not to Waste Time On
- Over-editing videos. People care about clarity, not production value.
- Sending videos for basic updates (“I’ll get back to you soon”). Just type it out.
- Using Loom as a replacement for real conversations when nuance or back-and-forth is needed.
Wrapping Up: Keep It Simple, Iterate, Don’t Overthink It
Loom is a genuinely useful tool for sales and CS teams who want to stand out, explain complex stuff, and build relationships without clogging everyone’s calendars. Use it where it adds value, skip it where it doesn’t. Try a couple of videos, see what gets responses, and adjust. The best approach isn’t complicated—it’s just about being clear, human, and respectful of people’s time.