Customer Show + Tell: Emily Casaccio: Streamlining Sales for an AI Product Launch

In our Customer Show and Tell series, we highlight real-world examples of how teams use Navattic to scale product demos and drive results.

At our June 2025 User Event Meetup, Emily Casaccio, Commercial Director at Haloo, shared how her team modernized their sales approach using interactive demos to launch a new AI product and differentiate in a legacy-dominated industry.

Watch or read on to learn how Haloo used interactive demos to stand out at events, streamline early-funnel sales conversations, and ultimately shorten deal cycles.

We faced three distinct challenges when introducing our AI-powered trademark search tools to the market.

First, we needed to facilitate a paradigm shift in trademark research against two entrenched legacy competitors.

Second, our small sales team struggled with limited time during live demos to both introduce our company and showcase our growing product suite.

Finally, we had a time-sensitive opportunity with our exhibition debut at INTA (International Trademark Association) conference.

We were kind of suffering from this in our sales cycle. We not only had to introduce ourselves, we also had to gain the trust of our prospects, and we had to sort of facilitate this idea that you don't have to go to Corsearch or Clarivate. Our 30-minute demos simply weren't enough time to establish trust and showcase all of our products effectively.

Haloo faced three distinct challenges:

1. Paradigm shift: We needed to convince prospects to trust AI for trademark searches rather than established human analysts.
2. Demo dilemma: With only two people handling demos and multiple products to showcase, our 30-minute sales calls weren't sufficient.
3. Conference presence: We needed a stable, impressive way to demonstrate our platform at our biggest conference, INTA.

We created a comprehensive "master demo" broken into targeted flows for different use cases. We distribute these to prospects before sales calls and at conferences, which has completely transformed our demo approach.

To address these challenges, Haloo rolled out Navattic demos across multiple touchpoints:

1. Streamlining the sales process

Using Launchpad, we distribute our demos to prospects before they meet with sales, and we do that so that in the sales call itself, we can say, “I see that you spent a lot of time looking at comprehensive search. I would love to talk to you about that.”

These demos give us a much better idea of what to expect from the deal so that the thirty-minute sales call can be laser-focused on actual deal-making rather than trying to figure out who they are, what they're doing, and what they're interested in.

2. Event-based engagement

For our INTA conference debut, we created specialized demos that worked on tablets without relying on WiFi. Because Navattic offers a stable solution, our reps were able to be confident that they weren't bound to WiFi or platform instability.

In addition, we actually built a demo for an unreleased product using Figma files. This allowed us to gather feedback before development was complete.

After the event, we repurposed those demos and created tons of content from them, like Instagram posts. We even repurposed our event demos by clipping them up and sending them to those curious about our unreleased product. They then get that experiential feel, which has been great.

3. Continuous enablement

Every time we have a product release, I work with our customer success person, and we create a short Navattic flow based on the new product or service. This frees up our CS team to focus on complex questions rather than basic navigation training.

Since implementing Navattic, we've seen significant improvements:

• Decreased sales cycle length through better prospect qualification
• Increased deal probability by identifying truly engaged prospects
• Freed up customer success resources from repetitive onboarding
• Higher engagement compared to static videos
• Ability to repurpose demos across marketing channels

It's decreased the length of the sales cycle because we can see, based on engagement with the demo, which clients and prospects are actually interested in and engaged, which means they have more buyer signals.

1. Start with high-impact first impressions. Haloo's demos open with product features not visible on their marketing site, sparking curiosity and increasing form conversion.
2. Leverage event-based demos. Creating specialized flows for conferences like INTA allowed us to present consistently, even without stable WiFi or with unfamiliar devices.
3. Keep it updated, not rebuilt. The team quickly refreshes flows with new screenshots, ensuring accuracy without starting from scratch.

We are Navattic lovers. We are so passionate about Navattic and using it and incorporating it into all kinds of different ways.

We are experimenting with more engaging, interactive, experiential demos. I would really like to see us shift from a product feature-based interest form into something that's either role-based or challenge-based. Tell me what problem you're having, and I'll show you a Navattic flow that solves that and how Haloo solves that problem for you.

We want to leverage Navattic and the HubSpot integration in order to shorten sales cycles and increase engagement. Something like, 'I see you watched this video and then you left. Can we pick up the conversation?' We're really trying to explore how we can leverage the tools at our disposal to push that sales cycle along.