Why Data Infrastructure Companies Need This

For data infrastructure products, a well-crafted use case 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 use case 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 use case video for data infrastructure should include:

1
Specific persona/problem focus
2
Real workflow demonstration
3
Before/after comparison
4
Results or benefits shown
5
Clear next step

Step 1: The Brief

Before creating your use case 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 use case video following this structure:

Use Case Video Outline

1. Specific persona/problem focus
2. Real workflow demonstration
3. Before/after comparison
4. Results or benefits shown
5. Clear next step

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 use case video for data infrastructure, watch out for these pitfalls:

X Too broad, trying to cover everything

X Not showing the actual product

X No clear persona targeting

X Missing context about the problem

X Poor production quality

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

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

Use Case Video for Other Categories

Use Case Video for API Platforms Use Case Video for Developer Tools Use Case Video for Cloud Security

Other Guides for Data Infrastructure

Messaging Framework for Data Infrastructure Demo Video for Data Infrastructure Sales Deck for Data Infrastructure

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