Why Data Infrastructure Companies Need This

For data infrastructure products, a well-crafted demo video is essential. Your target buyers—Data Engineers, Analytics Engineers, Data Leaders—are evaluating multiple solutions and need to quickly understand why your product is the right choice.

The unique challenges of marketing data infrastructure mean your demo video needs to:

! Address: Standing out in a crowded market

! Address: Explaining technical differentiation clearly

! Address: Addressing build vs buy skepticism

Key Components

Every effective demo video for data infrastructure should include:

1
Hook in first 10 seconds
2
Problem statement
3
Solution walkthrough
4
Key feature highlights
5
Call to action

Step 1: The Brief

Before creating your demo video, document answers to these questions specific to your data infrastructure product:

Product Questions

→ What specific data connectors capabilities does your product offer?
→ How does your product differ from Fivetran?
→ What metrics can you share about performance or results?

Persona Questions

Data Engineers:

→ How does your product address: Pipeline reliability and monitoring?
→ How does your product address: Schema management complexity?

Analytics Engineers:

→ How does your product address: Data quality issues?
→ How does your product address: Documentation and discovery?

Use Case Questions

→ How does your product support modern data stack setup?
→ How does your product support data migration?

Step 2: The Draft

With your brief complete, create your demo video following this structure:

Demo Video Outline

1. Hook in first 10 seconds
2. Problem statement
3. Solution walkthrough
4. Key feature highlights
5. Call to action

Tips for Data Infrastructure

TIP Lead with the problem: Pipeline reliability and monitoring resonates with Data Engineers

TIP Show, don't tell: Include examples of data connectors and transformation layer

TIP Address objections: Standing out in a crowded market will be top of mind

Common Mistakes to Avoid

When creating a demo video for data infrastructure, watch out for these pitfalls:

X Making it too long (over 5 minutes)

X Starting with company history instead of value

X Showing every feature instead of key workflows

X Poor audio quality

X No clear call to action at the end

Step 3: Production

With your draft complete, focus on these production steps:

→ Get feedback from someone who matches your target persona

→ Test messaging claims with real prospects if possible

→ Ensure design supports (not distracts from) the content

→ Set up tracking/analytics to measure effectiveness

Recommended Tools

Loom Tella.tv Screen Studio Camtasia

Learn From These Companies

Study how these data infrastructure companies approach their marketing:

Fivetran ↗

Series D

Connector-focused messaging, reliability emphasis, enterprise push

dbt Labs ↗

Series D

Community-led growth, transformation focus, strong brand

Airbyte ↗

Series B

Open-source alternative positioning, connector quantity focus

Related Guides

Demo Video for Other Categories

Demo Video for API Platforms Demo Video for Developer Tools Demo Video for Cloud Security

Other Guides for Data Infrastructure

Messaging Framework for Data Infrastructure Sales Deck for Data Infrastructure Website Copy for Data Infrastructure

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