Customer Show + Tell: How Notion & DemoDash Plan, Build, and Share Interactive Demos for Demand Gen

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 September 2025 User Event Meetup, Tiffany Hsia, Demand Generation Lead at Notion, and Jason Oakley, Cofounder of DemoDash share how the Notion team collaborates with DemoDash to plan, storyboard, build, and launch their interactive demo strategy across a variety of their demand generation channels to influence pipeline.

Watch or read on to learn how Notion used interactive demos to show their product on their website, in LinkedIn ads, sales outreach, blog posts, nurture emails, and more.

At Notion, we have what I'd call a unique challenge in that we are a very horizontal product. "Some users refer to Notion as their second brain. We connect all knowledge, workflows, projects and AI into a flexible tool users love.”

It's hard to describe that in one sentence.

Instead of telling people about Notion, we decided to show them. Interactive demos became our way to let potential users experience our product firsthand.

This is where Jason and the DemoDash team came in to help scale our interactive demo production for different personas or use cases. We’ve developed a four-stage process for creating powerful interactive demos together:

Strategy

• Define clear goals for each demo (sales conversion, free trial signup, etc.)
• Identify the specific audience persona (product managers, engineering teams, etc.)
• Determine distribution channels and KPIs for this demo

Messaging

• Create a simple 5-minute walkthrough video to capture conversational messaging
• Develop a detailed storyboard with clear steps, copy, and CTAs
• Get approval from the Notion team before moving to build phase

Building

• Capture product interactions based on the approved storyboard
• Build the interactive demos in Navattic

Rollout

• Create enablement docs in Notion for sales teams on how to use the demos in their meetings and outreach
• Develop a launch plan for each distribution channel
• Track KPIs across marketing touch points

We've experimented with several distribution channels to get our demos in front of the right people, mostly those that are within DemandGen's control:

Website CTAs: Demos linked on product pages drive 3x more traffic than those without website placement

LinkedIn Lead Gen Ads: Gated demos targeted to specific audiences like product and engineering teams

Sales Outreach: Demos are incorporated into outbound sequences and follow-ups, especially during focused sales initiatives like "Outbound Day."

Content Assets: Interactive demos serve as CTAs within long-form guides and PDFs, offering next steps for engaged readers

Webinar Follow-Ups: For all of our webinar registrants, we send a follow-up email with a resource hub featuring interactive demos relevant to the webinar topic

Nurture Emails: Take it for a test drive is the main CTA for nurture email sequences

Newsletter Sponsorships: Still being tested, paid placements in newsletters like TechBrew help reach new audiences

I use Notion to manage any workflows related to our interactive demos. Every month, I review our KPIs to understand how our interactive demos performed for the past month.

It's a mix of both Navattic data and CRM data:

• Engagement Metrics: Monthly tracking of unique engaged users per demo
• Account Influence: Number of target accounts engaging with demos
• Pipeline Influenced: Over $5 million in pipeline influenced by interactive demos so far
• Revenue Contribution: Nearly $500K in closed-won revenue influenced so far

Through our reporting, we've learned interactive demos are most effective at driving account engagement and influencing pipeline vs. serving as a pure lead gen tactic. This is key as we roll out our Demo Hub and future interactive demos.