Customer Interview Series: Website CTA with Craig LeBlanc
See how Craig LeBlanc - Senior Product Marketing Manager at Repsly used Navattic to revamp the company’s product tour.
Share a unique way you use interactive demos in your marketing strategy
Originally, users accessed our product tour with a “SEE IT IN ACTION” button that would open up a new tab with a form containing 5-6 fields.
With Navattic, our first objective was to eliminate some of that friction by reducing that form to a few fields and replacing our existing product tour as quickly as possible.
Now, our product tour only asks for a business email address, which is automatically sent to HubSpot, and the contact is enrolled in an email flow.
Check out the Repsly demo.
In our tour, we’re really embracing emojis. It’s a little bit unique in B2B, but buyers are still people at the end of the day, and emojis are a very familiar style of communication. In my opinion, emojis bring some fun and creative design to our tour as well. Navattic made it super simple to customize text fields and make the tour fun.
It took some time and thought to put everything together, but at the end of the day, Navattic helped us execute our strategy in a way we’re really happy with. And down the road, we’re planning on embedding interactive demos in our marketing materials, like blog posts.
Why did you set up the demo this way?
There’s the age-old question of gate versus ungate.
But since we already had an email automation flow that didn’t have to be tailored specifically to the new Navattic experience, we just kept it.
The email flow does link out to the tour a few times just to make sure the prospect saw it, used it, and is reminded to book a meeting with our sales team to talk through any more specific questions.
The real benefit here is the tour.
We made sure to add tips throughout to make the value prop of each part of our product clear and to share the little ways users can level up their experience.
For example, our scheduling page explains exactly how scheduling can impact users’ day-to-day business, but we also include a tip for assigning a visit, inserting a visit description, and linking a form to complete when arriving at a specific location.
We used Navattic to tie together that whole experience in a small window of time.
Were there any previous customer demos that inspired you?
I first discovered Navattic by way of a LinkedIn post. Someone was referencing Mixpanel and what they were doing with embedding a product tour into their website.
So I went through Mixpanel’s entire process. And I found it so refreshing. There weren’t a ton of barriers — it was super simple. And that was exactly what we needed at Repsly.
Ramp was another one I looked at as well. Our Navattic CSM shared a link to Ramp’s tour, and I drew inspiration from that one as well.
Aside from that, I'm the type that likes to dive into a new product and play around with what looks good and what doesn't look good. There really isn't anything I don't try.
So in Navattic, I was trying out different transitions, utilizing the beacon in certain spots, and experimenting with different window types and modal types (from tool tip to a full-size window modal).
We were very purposeful in where we placed Navattic’s modals. Some of the biggest value props we were pointing out would’ve been overshadowed or covered otherwise.
Plus, the user could get bored if we placed text in the same place on every screen. It keeps the user guessing and engaged instead of just clicking next, next, next.
And we were able to adjust a lot of this on the fly and see what people liked best.
Do you have any recommendations for someone just starting with Navattic?
Tip #1: Focus on your product marketing
I’m big on messaging and positioning. And you need to have a script before you start designing your demo.
Being able to transition properly from steps one to two, two to three, and three to four is really important to avoid looking sloppy as well. And knowing how to do that only comes from experience using Navattic.
You could have everything scripted out perfectly, but you really have to understand the ins and outs of the Navattic product to put those proper transitions into place and make everything flow the way you want it to from start to finish.
Tip #2: Think outside the box
How can you leverage Navattic’s features to showcase your product in the best light?
One way to get inspiration is to have conversations with other stakeholders and get a feel for customer pain points and the way they talk about the product. But just pick their brain a little bit, and when you have a draft of the tour ready, ask them for feedback.
We’re starting to get creative with our use cases for Navattic, dropping a tour inside of a case study or adding them to our top five blog posts. We’ve got some very well-performing blog posts. But contact forms or some other downloadable asset may not be the best way to convert readers.
With Navattic, we can talk about our product in a blog post and help people actually visualize the process we’re talking about, tying together the experience in a way that we're just missing out on right now.
We’re testing this idea with a new Repsly feature: remote check-in. We're adding a remote check-in Navattic tour within our announcement blog post and tracking the results to see if we could apply the same methodology (or our learnings) to other blogs.
Tip #3: Use for internal enablement
And lastly, from a product marketing perspective, I'm looking to enable our entire company by way of Navattic. Whenever we have minor or major product improvements, I’m planning to use Navattic to create a new tour and share it with our employees.
Any quantitative or qualitative results from this demo?
I have to say that Navattic enables me to do my job significantly better. It makes life so much easier. I can't think of an internal go-to-market motion scenario where I wouldn’t use Navattic. Every feature launch should have a product tour to go with it so they can digest it on their own time.
I’m planning to embed a Typeform at the end of our internal demos so that people can give feedback. At the end of the month, I'll take that feedback and create a Loom video to answer employees’ pressing questions.
So we’re hoping to expand our usage of Navattic significantly. By the end of Q1, we should have a minimum of 10 tours launched.
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