• More than half of engaged visitors convert to a lead
• Edwin AI's highest lead-generating asset for roughly 18 months straight
• Giving reps a stronger indication of product interest and a starting point for more substantive conversations.

Edwin AI is LogicMonitor's agentic AI platform for IT operations, helping teams reduce alert noise, investigate incidents, identify root causes, and accelerate resolution through AI-powered insights and governed automation.

As part of LogicMonitor's broader AI go-to-market strategy, Margo Poda, Sr. Content Marketing Manager, was focused on building content and programs that would help technical buyers understand Edwin and generate qualified pipeline.

IT ops buyers are skeptical by default. They don't want a cheat sheet, a buyer's guide, or a Figma mockup. Technical buyers want to see how the product actually works.

The interactive tour gives them a guided look at Edwin’s interface, workflows, and capabilities before scheduling a live demo.

"Our audience is very technical and can see through the marketing almost immediately. They want to see the real product, they want to be able to explore it themselves, and ideally, they want to break it as much as possible."

Three other problems made this harder:

• Static content couldn't keep up. As Edwin capabilities continued to expand, the team needed a product experience that could be updated easily to reflect new functionality.
• No way to separate browsers from evaluators. Website traffic and traditional content engagement didn't always provide enough insight into which visitors were actively evaluating Edwin.
• One person could give the demo. The team also saw an opportunity to make the Edwin demo experience more consistent and scalable across marketing and sales.

Recognizing an opportunity to expand LogicMonitor's use of Navattic, Margo developed a dedicated interactive product experience for Edwin.

Margo built the Edwin product tour to do two jobs:

1. Educate. Help buyers understand Edwin on their own, without needing a salesperson to walk them through it.
2. Qualify. Because the tour is Edwin-specific, engagement with it says far more about intent than generic LogicMonitor or agentic AIOps content.

Working closely with solutions engineering, Margo translated the live demo into a structured, repeatable product narrative that could also inform future sales demonstrations.

Building the tour this way meant a single asset could support multiple go-to-market motions, from top-of-funnel education to SE-led demos.

The tour follows the same arc as a good live demo:

1. Set up the problem. It opens with a IT incident scenario that establishes the operational challenge Edwin helps teams address.
2. Introduce Edwin as the answer. It moves quickly from that story into the real product.
3. Gate, then prove it. The tour ties back to the opening incident, so buyers see how Edwin helps them investigate it, understand the impact, and plan next steps.

The full tour runs 50+ steps. Margo refreshes it roughly every quarter, with bigger updates about every six months, so it keeps pace with the product.

Engagement that beats the content average. SEO blogs often see visitors leave within seconds. The Edwin tour holds attention, and after the gate, buyers keep clicking through the full 50+ steps.

More than half of engaged visitors convert to a lead. The tour has been Edwin's top lead-generating asset since launch, about 18 months running.

Better signal for sales. A tour lead tells reps the buyer already understands the product.

"When somebody explores our Navattic demo, it’s a much stronger signal. Our sales team knows this person already understands the product, so reps can tailor follow-up to what they explored and get to deeper questions sooner.”

Today, "Product Tour" is the secondary CTA across Edwin's pages on the LogicMonitor site.

• Technical buyers want the real product. For skeptical audiences, a hands-on tour beats a PDF or mockup.
• Product-specific content creates intent data. A tour built around one product tells you who is actually evaluating it.
• Tell the story before the product. Open on the buyer's problem, then use the tour to prove you solve it.
• Build once, use twice. Scripting the tour with your SE can tighten the live demo too.

See how an interactive product tour could become your top lead source. Start for free