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5 Keys to Building Interactive Product Demos That Convert

Neil McleanMay 31, 2021

Recently, software companies have been adopting interactive product demos. Why? They allow prospects and customers alike to experience a product hands-on, without needing extensive integrations or setup. In this blog article, we’ll cover:

  • What are interactive product demos?
  • 5 tips for building interactive product demos.

Let’s dive in!

What are interactive product demos?

Interactive demos provide prospective customers with hands-on product experiences in the sales and marketing process. Typically, they are guided and enable users to get hands-on with a product without needing to set up a trial. Sales and marketing teams use interactive product demos to drive prospect engagement and accelerate the sales cycle.

5 Keys to Building Interactive Product Demos

First, you’ll need interactive demo software to build the demo. An interactive demo builder is helpful so that sales and marketing teams can build interactive demos without needing an extensive engineering lift.

As you build interactive product demos, there are a few important considerations that are important to highlight.

1. What is your desired action for the visitor of your demo?

Let’s work backwards. In an ideal world, what action would a user take after completing your interactive demo? This will inform the content, length and distribution channel for your demo.

Some common call-to-actions at the end of the demo include:

  • Request Demo - Link to a request demo page
  • Start Trial - Link to the trial starting point landing page
  • Schedule Time - Link to a Calendly or Hubspot scheduling page.

Navattic Interactive Demo CTA

2. Where would you like to distribute your demo?

To best inform the content, let’s think through where you would like to share this demo. Shared below are some common means of distribution, broken down by department.

Sales


  • Email - Sales Outreach Campaigns
  • Email - Post-Demo Followups

Marketing


  • Website - Website Product Tour
  • Email - High-Volume Marketing Blast
  • Email - Account-Based Marketing Campaigns

Customer Success


  • Documentation - Interactive Documentation/Help
  • Email - Onboarding Training for New Users

As we can see from above, each of these departments has different use cases for interactive demos. However, we can categorize them based on reach and target.

High Volume, Low Personalization


  • Website Product Tour
  • High Volume Marketing Blast
  • Sales Outreach

Medium Volume, Medium Personalization


  • Interactive Documentation
  • Onboarding Training for New Users

Low Volume, High Personalization


  • Post-Demo Follow Ups
  • Account-Based Marketing Blasts
  • Internal Demo Environment for AEs & SEs

These details are important to each use case and distribution channel, generally. Choose some of the above use cases that best fit your needs.

3. What persona do you want to target?

Showcasing the right demo for the right persona is critical. Some features resonate strongly to certain persona groups, while others fall flat. Consequently, sharing a story that resonates with a targeted user-group is critical to sharing a successful demo for many platforms.

Here are some common delineations:

End User vs Admin This is common for many SaaS platforms that are configured and managed by a set of power users or admins. They commonly distribute the platform for general usage to a wide group of end users with very different needs.

Verticalized Demos Sharing demos targeted to different verticals. Is it more impactful to show a different dashboard/story to customers in the finance space versus those in manufacturing?

Department/Function Many platforms have groups across the organization that get value from SaaS platforms, yet their use cases are quite disparate. Navattic itself is a great example. Marketing and sales teams can both find great value in our platform, but have different use cases and a demo that doesn’t take that into account would miss the mark.

4. What are the features that best showcase your product?

In most SaaS products, there are a subset of features that are the bread and butter of the platform and meet the customer’s pain point. One example in the business intelligence world is the builder for visualizations. This took the form of a drag and drop editor that allowed users to specify what fields and grouping they wanted to bring into the visualization.

There are also features that show particularly well in the platform. Oftentimes, these take the form of advanced analytics and automations. A great demo both meets the customer pain point and excites the prospect about the capabilities of the platform.

5. What length shows users the power of your platform while keeping your attention span in mind?

A great demo keeps a viewer engaged throughout and leaves them with excitement for the platform’s capabilities. For external use cases, it’s recommended to delineate the demo into a set of manageable tours or workflows. Here’s an example below, that covers a few top actions on the Hubspot platform:

Navattic Hubspot walkthrough checklist

This is often a fine balance as there are many valuable features to show. However, we can offer this rule of thumb:

What 20% of features or workflows meet 80% of customer needs?

Example Interactive Product Demos

Interested in seeing an example interactive product demo? Here’s an interactive product demo we built for Hubspot:

https://hubspot-showcase.navattic.com/

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