Implementing Interactive Demos for Multiple Product Lines

Enterprise prospects need personalized, relevant demos.

But catering your messaging and content to each segment of your audience is difficult, and we’re often asked how to fit every feature that could be of interest to one or more personas into an interactive demo.

The good news is that, with interest-based segmentation and the right workspace setup, you don’t have to.

Below, we’ll show how other enterprise customers have broken up their tours for different product lines or use cases — and how you can too.

A major issue with enterprise-focused companies is that they have an extremely robust platform.

They want to show off all the product’s major capabilities, but can’t make the solution seem too complex, or it might alienate potential buyers.

A library of various interactive demos lets prospects and customers self-select, giving them the information they need when they need it.

Eric Holland at Klue explains, “One demo is not enough, especially if you've got a complicated product with a lot of different jobs to be done within it.

When you think about all the different stakeholders involved in the buying process, it's not just your power user or your champion.”

Creating multiple demos for each product line gets each type of potential or existing customer to their aha moment — without sifting through material that may not apply to their use case.

There are three main ways to showcase multiple use cases with interactive demos.

Keep reading to see how B2B SaaS companies are already using these methods and how you can apply them in your organization.

Option #1 (easy) - Organize demos by interest area

Our research shows that the top 10% of interactive demos have a shorter average step count, with 8 steps being the most popular.

So use that to your advantage. Create a simple, quick demo for each use case to hook users in. And from there, create different interest areas based on:

Role

Customizing your demo to show how much faster or better a marketer, engineer, or customer success manager can complete a specific set of tasks with your product makes it easier for prospects to visualize themselves using your product in their day-to-day work.

Unify, a go-to-market technology platform, has already had success with its overview demo, driving 5 - 10% of inbound opportunities.

To capture even more of their TAM, they plan to expand their demo strategy, creating role-based experiences to showcase all that Unify’s feature set has to offer:

“As we sell into new personas, we’ll build role-based experiences to showcase relevant workflows. As the product grows, we expect to launch more tailored flows.”

Use case

Some tasks, like reporting or automation, are relevant to multiple teams at enterprise companies.

Interactive demos that show these use cases in action help prospects understand how useful and cross-functional your product can be.

Packfiles, a company that specializes in GitHub migrations, asks visitors what they want to explore as soon as they take a tour.

Giving users the option upfront ensures prospects see exactly what they want to see in your product — and clues them into what else your product can do.

This also has the added benefit of giving your team insight as to what prospects are most interested in, helping sellers tailor follow-ups and dedicate the right resources to the deal.

If Packfiles visitors ever want to switch topics, they can click the Checklist in the lower right corner to navigate back to the welcome screen.

You can add the same welcome screen to your demo with Navattic’s Interest Areas. to let users choose what they want to see. Just create the Interest Areas in Settings and add them to your Flows.

Vertical

Fintech companies operate pretty differently from healthcare companies, which operate pretty differently from cybersecurity companies.

So, even if you have a great overview interactive demo that could apply to virtually every industry, it’s worth making separate tours for each vertical, adapting the language, test data, and workflows to fit each persona’s way of working.

The sales team at Insider, for example, builds its own interactive product experiences for each target account — and each stage of that prospect’s lifecycle — to reiterate just how good of a fit Insider is for their industry.

“Our sellers build bespoke interactive product experiences for target accounts, industries, and geographies. These tailored demos are then used across multiple stages in the sales cycle from the first touchpoint to closing.”

Option #2 (medium) - Segment by engagement level

Not everyone who visits your website is ready to buy your product. Creating interactive demos to match levels of intent can reach people exactly where they are in the buying journey.

For instance, you could have demos for:

Top of funnel

People who’ve never heard of your product want a quick overview of what it is and what it does.

Ramp, a B2B fintech platform, built a self-service tour for first-time visitors and added a CTA to “Explore product →” above the fold on their homepage.

This one simple addition has made a huge difference in their lead capture, showing potential customers Ramp’s value — instead of just telling them.

“Since launching our product tour on our website, Navattic has contributed to 15% of leads that we collect on our site.”

Mid-funnel

Decision-makers and champions want a high-touch experience to feel confident that your product is worth their spending their time and budget on.

Longer, more in-depth Interactive demos may be a good way to highlight the more unique parts of your product.

But some companies use quicker demos to educate important stakeholders early — so they can have the deeper dive discussions with sellers that they want to have early on in the sales cycle.

For instance, SourceDay uses interactive product tours to streamline early-stage demos, giving their sales team more time to focus on strategic deals:

“On the presales side, with interactive product tours as a part of our sales rep playbook, solutions consultants are spending 30% less time on early-stage demos and can now fully focus on higher value and more strategic deals.”

Option #3 (advanced) - Create a demo library or embed on separate product pages

A demo library is the most advanced and impactful way to cater to a diverse audience.

In it, you can include multiple demos that accentuate the categories of features that suit each ideal customer persona.

Prospects can browse the library and choose the demo that best speaks to their use case, guiding them straight to an aha moment.

Take Jellyfish, for example. The product marketing team has put together a series of product tours for each aspect of their product: engineering management, DevFinOps, and DevEx.

They’ve also got tours for every use case and every ICP role:

By exposing users to the product on each page they visit, Jellyfish ensures hot leads gain plenty of exposure to the product and its myriad use cases before reaching out to the sales team.

Demo centers just like these are rising in popularity.

According to our State of the Interactive Product Demo research, demo centers were the most common way the top 1% of website demos used product tours on their website. And since 2023, there’s been a 3.75x increase in demo center usage.

Want to start building your own demo center?

Check out: What is a demo center? for tips and real-world examples of demo centers that convert.