If you work on a B2B team—especially in sales, customer success, or product marketing—you’ve probably heard about Loom. Video messages instead of endless emails. Demos in a few clicks. But does it actually make a dent in your go-to-market strategy, or is it just another “cool tool” that fizzles out after a month? Let’s cut through the hype and get to what really matters.
What is Loom? (And Why B2B Teams Care)
Loom lets you record quick video messages right from your browser or desktop. You can capture your screen, your face, or both, then send a link to anyone. Recipients watch on their own time—no logins, no downloads, no fuss.
Why do B2B teams bother? Video is just easier to digest and, frankly, harder to ignore than text. But that doesn’t mean Loom’s a magic bullet. Teams like it because:
- It’s fast—click, record, send.
- It saves you from writing walls of text.
- It feels more personal (at least, more than yet another Slack thread).
But there are real limits and trade-offs. Let’s get into the details.
Where Loom Actually Helps B2B Go-To-Market Teams
Here’s where I’ve seen Loom work well for real B2B teams—not just in theory.
1. Explaining Complex Stuff (Without Scheduling a Call)
Ever tried to walk a customer through a product feature over email? Good luck. With Loom, you just record a 2-minute video and point at what matters on your screen. This works for:
- Customer onboarding: Walkthroughs that don’t require a live call.
- Internal product updates: Show new features to sales or support, without a meeting.
- Quick support answers: “Here’s how to do it”—faster than typing.
Pro tip: Keep it short. If your Loom is over 3 minutes, you’re losing people.
2. Personalizing Outbound and Follow-Ups
Sales teams love to talk about “personalization,” but most of it is just mail-merge with a first name. Video actually feels personal. Some reps use Loom to:
- Send a quick intro to a cold prospect, referencing their company’s website.
- Follow up after a demo with a recap showing the exact features discussed.
- Break through inbox fatigue—especially if you make the video thumbnail engaging.
But: Don’t expect video alone to get you replies. The message has to matter. Also, some prospects just won’t click a video link from a stranger (security concerns are real).
3. Internal Alignment Across GTM Teams
You know the “did you see my update?” Slack pings? Loom cuts down on that. Product, marketing, and sales can share context quickly—especially across time zones.
- Product managers can demo new features for marketing and sales, so everyone’s on the same page.
- Sales managers can share feedback or explain pipeline changes without writing a novel.
- Marketers can review campaign assets with quick feedback, pointing to exactly what to fix.
Don’t expect Loom to fix broken processes or bad communication habits, though. It’s a tool, not a cure-all.
How to Use Loom in Your Go-To-Market Strategy (Step-by-Step)
If you want to actually see results, drop the “maybe we’ll try it” approach. Here’s a practical way to use Loom in your GTM workflow.
1. Identify “Email Hell” Scenarios
Start by finding places where email or chat just isn’t cutting it.
- Are your product explanations getting lost?
- Is onboarding taking too long?
- Are follow-ups going ignored?
If your answer is “we’re already crystal clear on all fronts,” you probably don’t need Loom. For everyone else, pick one spot to try video.
2. Set Up Loom (It’s Fast)
- Install the Chrome extension or desktop app.
- Test a 30-second video—don’t overthink it.
- Check your audio and video quality. (Bad sound kills engagement.)
3. Create Short, Focused Videos
- Script the first sentence in your head. Don’t ramble.
- Show, don’t tell. Point to what matters on your screen.
- Keep it under 3 minutes—seriously.
Pro tip: Use Loom’s “call to action” feature to add a clickable link at the end. Make it easy for viewers to take the next step.
4. Share Smart
- Use Loom’s share link, but add context in your email or Slack message.
- Tell people what to expect (“Quick 2-min video on feature X”).
- For external contacts, reassure them it’s a safe link (some folks are wary).
5. Track What Works (and Iterate)
- Loom tells you who watched and for how long.
- If nobody’s clicking, try a different approach—maybe video isn’t right for that workflow.
- Ask colleagues or customers for honest feedback: Was the video helpful or just more noise?
What Loom Gets Right (and Where It Falls Short)
Let’s be real—no tool is perfect. Here’s the honest breakdown.
What Loom Does Well
- Speed: Recording and sharing takes seconds. No barriers.
- Simplicity: Minimal setup. No training required for basic use.
- Notifications: You know when someone’s actually watched your video.
- Integrations: Works with Slack, Gmail, and other tools you’re probably already using.
- Transcriptions: Automatic captions and transcripts make videos searchable (though not always perfect).
Where Loom Disappoints
- Security concerns: Some companies block Loom links or won’t click unknown video links. Not Loom’s fault, but it matters.
- Video overload: If everyone starts sending videos, it’s just as bad as too many emails.
- Editing is basic: Trimming works, but don’t expect pro-level editing.
- No magic engagement: Video doesn’t guarantee people will care. Bad content is still bad, even with a smile.
- Storage limits (on free plans): You’ll run into caps if you use it a lot.
Ignore the hype about “transforming communication” overnight. Loom is a solid way to make some messages clearer and more human—but it won’t solve deep alignment or process issues.
Loom Pricing: Is It Worth It for B2B Teams?
Loom has a free plan, but it’s limited (short videos, capped storage, some features locked). Paid plans start at around $12.50/user/month (as of early 2024). For a small team, that’s not outrageous, but it adds up as you grow.
Worth it if:
- You’re actually using it to close deals, speed up onboarding, or reduce unnecessary meetings.
- You have buy-in across GTM functions—not just one lone enthusiast.
Skip or stay free if:
- You’re only using it occasionally, or as a novelty.
- Your audience isn’t receptive to video (security, culture, etc.).
Loom vs. Alternatives
A quick, honest look at the competition:
- Vidyard: More sales-focused, better analytics, but a bit heavier to set up.
- Soapbox (Wistia): Similar features, slightly less slick, but some like the workflow.
- Native tools: You can record your screen with Zoom, QuickTime, or Teams and send files, but it’s clunky and less trackable.
If you want speed and ease, Loom wins. If you need deep analytics or full-on video marketing, look elsewhere.
Pro Tips for B2B Teams Using Loom
- Set team guidelines: Decide when to use Loom versus email or chat. Otherwise, you’ll get video chaos.
- Brand your videos: Add your logo and use consistent intros/outros if you’re client-facing.
- Respect your audience’s time: Always tell people how long your video is and why they should watch.
- Archive and organize: Keep a shared folder of useful Looms—especially for repeat questions or onboarding.
- Don’t overuse: Not every message needs a video. Sometimes, text is faster.
The Bottom Line: Loom Helps—If You Use It Right
Loom isn’t a silver bullet for B2B go-to-market teams, but it does one thing well: it makes certain kinds of communication faster, clearer, and a bit more human. Use it where the message is complex, the audience is receptive, and you’re tired of email ping-pong.
Start with one workflow, keep your videos short, and pay attention to what actually gets watched or drives results. Don’t chase shiny tools—just use what helps you get the job done, then move on. Keep it simple and iterate. That’s how you actually improve your go-to-market strategy.