Reps are living with a million tabs open, updating deal stages in your CRM, firing off email sequences, stalking prospects on LinkedIn, trying to figure out Clay.

Getting them to use yet another tool is a big ask. You really have to wow them.

Thankfully, the value of demo automation software is pretty clear to reps from the jump. They:

• Can customize and share demos at any point in the sales cycle without waiting on an SE or product
• Don’t waste time talking to unqualified leads
• Gain insight into contacts’ roles and main use cases
• Visualize intent data, based on what prospects click through
• Get a sense of who else might be on a buying committee

Of course, none of those demo automation benefits will come to fruition if reps don’t use it.

This post walks you through six steps to integrate demo automation into your sales tech stack and workflow.

Rolling out demo automation to your entire sales team at once is risky. If it flops, you’ve burned what’s probably your only shot to win them over.

A pilot allows you to prove value to a set of people who are likely to actually use it. And it gives you cold, hard data to share with more skeptical folks.

When you’re deciding who to pilot demo automation with, stick to a small group of highly motivated salespeople.

Good candidates include:

• Reps who already use and are fans of demo software
• BDRs. They’re sending dozens of similar emails and having the same early-stage conversations every day, which means they’ll be able to use demo automation more. And the more data you have on engagement and ROI, the stronger your case.
• People who enjoy trying new tools.

When you approach these candidates about doing some testing, frame your pitch like you would when prepping for a customer call.

Per JR Tippo, Solutions Consultant at Ridgeline, “Really, it’s going to be just like any other sale. Find the internal champions and put the value of the tool in their terms.

Like, ‘Look at this bigger market you can address,’ or ‘Now you can bring in bigger commissions.’ If you frame the benefits in sales terms, they’ll get it.”

Reps will lose interest fast if a tool doesn’t make their lives easier.

A generic library full of demos that don’t match how they sell to prospects is about as bad as showing them no demos at all.

To make sure you’re catering to your internal audience, ask if you can shadow them – before you create any demos.

One of our demo automation power users recommends using a talk track like this:

Could you please walk me through a demo right now as if I were an interested prospect?

I am not here to criticize. I am here to learn from you. For our demo automation tool to be useful, it needs to follow the flow that you have found success with.

This is a safe space where I want you to feel comfortable critiquing the UI you demo out of, because that is something we can improve together.

From there, build out several demos that your presales and sales teams can mix and match by persona, use case, or industry.

Nicole Mott at Exterro suggests creating three buckets of demos corresponding to each stage of the prospect buying journey:

• Vision demos (TOFU): short demos focused on value and ROI that don’t require initial salesperson engagement
• Microdemos (MOFU): designed specifically for BDR outreach emails and nurture flows, nudging potential customers to click “I want to speak to a solution engineer.”
• Discovery demos (BOFU): longer (12-20 minute) demos for account executives to use during live conversations

Make sure to also upload existing content, like Loom videos, to your demo automation tool, and show how BDRs, AEs, and SEs can pull those assets (or even short, personalized intro videos) into their interactive demos.

The less they have to build from scratch, the easier it will be for reps to adopt, and the shorter your testing phase will have to be.

If sending a demo means 20 extra steps, most reps just won’t bother learning how to use it (no matter how useful it may be).

Before rolling out a full pilot, integrate your demo automation software with the tools salespeople use day in and day out. Start with your:

1. Email platform so they can create and send a demo link without leaving their inbox or sequencing tool. At Navattic, we integrate with Gmail, Outreach, Salesloft, Outlook, and Gong.
2. Sales enablement platform so they can build and share demos directly from Seismic or a digital sales room in Highspot.

Then, build out a more detailed workflow to show how demo automation works end-to-end.

Here’s a great example from JR at Ridgeline:

“What our BDRs are starting to do now is have a campaign within Apollo where they’re using Launchpad to create the Navattic link, and then using that link generated from Launchpad in the Apollo campaign.”

For all the AI hype, salespeople are still (rightfully) wary of automation replacing their judgment. Or worse, slowing them down.

Address that hesitation head-on.

In your conversations with pilot users, explain that demo automation tools aren’t designed to replace them.

In fact, they enhance what reps already do, giving prospects a primer on the product, collecting data ahead of a live call, and qualifying out poor leads.

Plus, they work. According to our 2026 State of Demo Automation report, deals with automated demos close 19 days faster and have a 6% higher win rate.

Win rates can go as high as 72% when demos are sent within the first 14 days (compared to 59% for deals with no demo touch at all).

According to Shira Harash, a former AE turned SE at Deel:

“Using Navattic lets the AE satisfy that initial buyer curiosity immediately. So by the time an SE is actually brought into the deal, the technical win is already halfway secured because the prospect is already educated.”

To drive these points home, show how demo automation can save reps time and energy as:

1. Pre-meeting warm-ups. The people who’ve clicked through a demo (1) are probably pretty interested and (2) come prepared with better questions.
2. Post-meeting recaps. They don’t have to work with SEs to craft a super-detailed recap video. They can simply copy and customize a pre-made interactive demo.

Here’s another way to frame it from JR at Ridgeline: “We’ve had customer engagements where it was like death by a thousand demos.”

“Someone goes, ‘Oh, I wanna see that again, can we schedule some time with you separately?’ or ‘We have a new joiner coming who needs to see this.’ Having demo automation be able to satisfy those requirements on behalf of SEs and AEs is huge.”

Most reps turn to Loom when they want to send a quick rundown of a feature ahead of a live call or as a recap. While they’re easy to film, Looms are missing one big thing: engagement data.

Even with a paid plan, you can only see who watched your video and how much they watched if the viewer actually logged in to Loom. And that doesn’t happen often.

JR at Ridgeline explains:

“We used to take the approach of doing videos, Loom or Zoom, just short recordings. But then the problem is, how do you track that engagement?

How do you know if someone’s actually engaged with it? That was really the tipping point to understand how we can leverage demo automation.”

Show reps how to find interactive demo data in your demo automation tool. After they’ve sent out a demo, they should be able to track:

• Who viewed the demo (via form gate or access code)
• How many steps that person went through (aka which features or use cases they saw)
• Which steps drove clicks (aka which features or use cases prospects found interesting)
• Who they shared your demo with (who else might be involved in the buying process)

You could even set up email and Slack alerts to show reps they don’t even have to log in to the demo automation tool to see this data.

Highlight more unique use cases for this data, too. JR, for example, uses Navattic demos to prep for on-site meetings.

“We give them access to a portal with a number of Navattic demos, and we can see right away that several people were diving in and looking across various subject matter areas.

Going on-site, understanding what’s most important to a prospect, what we really need to focus on is super valuable.”

The more reps see how interactive demo data can be used, the more leverage you’ll have to build richer, higher-value assets.

A basic demo that gets a lot of engagement might be a green light to build a sandbox demo so reps can show the full scope of your product, giving you more time to focus on enterprise deals.

Once you’ve previewed your demo library to early adopters and they’ve been using demo automation for a few weeks, it’s time to turn data into a step-by-step guide for everyone else.

First, take a look at your analytics.

In Launchpad, you can mine both Rep Activity and Demo Activity to see which demos are being shared, who is sending them, and how they’re performing.

This data will help you make a compelling case for everyone else to use it: ‘Here’s exactly how [INSERT NUMBER] of your teammates are using demo automation, and the results they’re seeing: [INSERT KEY KPIs].’

Poll your initial users, too. What did they find most helpful? What are some of their best tips for their teammates?

With this data and the team’s feedback in mind, start building out a playbook that includes:

• Where to find demos
• When to send which demo type: broad overview (BDR) vs. interest area (AE pre-meeting) vs. subject matter deep dive (SE recap)
• Any language pilot reps used that seemed to resonate with prospects
• Any helpful hints from peers
• The exact click path for sending a demo through your integrations (for example, generating a Launchpad link inside Apollo or the Gmail plugin)

At Navattic, we offer custom training to help get reps comfortable with Launchpad. Reach out to your CSM or support@navattic.com if you’re interested.

Want to experience demo automation yourself? Try a demo of Launchpad or book a live one with our team.