Expert Product Marketing Examples and Case Studies for SaaS

12 minute read

Finding new, compelling ways to position your product, tweak your messaging, and engage with existing customers and prospects is tough.

That’s why we at Navattic and Product Marketing Examples have compiled a list of seven innovative product marketing campaigns, from feature announcements to product pages to sales enablement.

Jumpstart your planning and gain inspiration from companies like Jellyfish, Klue, and more.

7 examples of product marketing for SaaS companies

Below, we explore how modern SaaS companies leverage product marketing campaigns in a variety of different channels.

Category: Feature announcements

Example #1 - Klue: New feature announcement campaign

Company: Klue, a competitive intelligence platform

Channels used: Landing page

Campaign: The Klue team was having trouble showing integrations. Not everyone was able to hop into Teams, and they only had a set number of dev licenses.

To circumvent these challenges, they created a landing page specifically for the Klue Teams integration, highlighting its main benefits and showing customers and prospects how it works via interactive demo.

Klue’s Teams Integration page starts with a gif and a quick description to orient users to the integration. Then they’re invited to Take a Tour below the fold.

Klue Demo

In the tour, they go through the flow of what it's like to actually grab a message that they've posted into Teams and send that right into Klue.

As their former Senior Director of Product Marketing explained, “The cool thing is you can stitch together, in one tour, multiple different product pages, and multiple different apps. We jump from Teams right over to Klue, and it seems seamless.”

And because the tour opens up on top of a lightbox, the team had more page real estate for adding screenshots, which reinforced the value of the integration — from enabling internal crowdsourcing, submitting intel on the go, and adding more context to competitive insights.

With the landing page, Klue could amplify brand awareness fairly easily, including it in social media posts, email campaigns, and even in the touch points CSMs had with their customers.

Results: Overall, Klue saw a 3x increase in engagement rate using Navattic’s interactive demos in their campaigns as compared to videos.

As Jason says, “About 15% of people made it to the end of the video on our Salesforce integration page. On the new Teams page, which included the Navattic tour, about 52% of people made it to the end.”

Example #2 - Vitally

Company: Vitally, an all-in-one customer success platform

Channels used:


To educate and get their customers up to speed faster, Vitally wanted to create a series of “Blueprints” (similar to playbooks) that highlight best practices for customer success leaders.

But since their product isn’t publicly embeddable, people couldn’t interact with it. And screenshots just weren’t doing the tool justice.

So, they turned to interactive demos, adding them to Blueprint blogs and posting them on social media.

In this blog post, for example, the Vitally team shares how their customer, PeopleGrove, used ​​Vitally’s Note & Conversation Templates to increase the number of new deals influenced by advocates and boost deal velocity.

After a quick intro to the use case, users are invited to run through the Blueprint for doing this themselves in a guided tour.

Vitally blueprint

Within the tour, they get to experience Vitally’s templates firsthand, along with helpful tips from PeopleGrove’s Sr. Customer Marketing Manager for how to use them.

Vitally Demo

Once the blog was published, the Vitally Director of Product Marketing publicized it on LinkedIn, emphasizing how valuable the Blueprint had been for PeopleGrove and how it could help other customers, too.

The product marketing team also added this Blueprint interactive demo to their academy via Chameleon’s HelpBar, an AI tool to promote in-app activation.

Adding the interactive demo to the HelpBar made it easier to surface the Blueprint exactly where it’s most relevant in the Vitally product.


Since launching the HelpBar (which leads to their academy), Vitally saw inbound tickets decrease dramatically.

The team also reported an increase in “the discoverability of our offerings, such as the Vitally Academy, Blueprints, recent webinars, and more.”

Category: Website product pages

Example #3 - Dooly: Updated product pages

Company: Dooly, a tool used to streamline the revenue team’s workflow by improving CRM hygiene

Channels used: Website product page


With the rise of PLG, showing – not just telling — is imperative during the sales process. And there’s no better way to do that than with interactive demos.

Dooly has fully embraced this concept, turning its product pages into a series of interactive demos, showing off everything its platform can do.

In this example, Dooly highlights their Pipeline product, taking you through a very realistic example of a prospect wanting to update their opportunity after a call with a prospect.

Dooly demo

As you walk through the steps, you realize just how easy it is to update the close date, log next steps, visualize deal progress, and check against quarterly revenue goals.


According to Dooly, “Prospects have specifically complimented our reps on these interactive demos, and they allow us to tell our product story with ease.”

Adding interactive demos to product pages also makes sales calls more productive. Prospects who’ve gone through an interactive demo know exactly what they want and why they want it, making it easier to get sales over the finish line.

Example #4 - Jellyfish: Product pages

Company: Jellyfish, an engineering management platform

Channels used: Various pages on the website


Jellyfish’s marketing leaders are firm believers in having all different kinds of content on their website.

The more variety of content they make available, the more likely it is that any prospect gets acquainted with the product in a way that matches their learning style.

So as the team prepared for a website redesign, interactive demos were top of mind. Navattic product tours could act as a “crown jewel” enabling an interactive experience for everyone.

The product marketing team created interactive demos for nearly every use case and persona they have on their website, giving every prospect a way to get their hands on the tool regardless of their role or specific need.

Each page starts with a brief description and screenshot of the feature, then allows users to experience it themselves through an interactive demo:

Jellyfish Demo

Results: The results are impressive. By adding 15 Navattic tours to their website, the Jellyfish team achieved:

  • A 250% increase in engaged visitors interacting with the Navattic tours
  • A 300% increase in CTA clicks
  • A 25% CTR for those CTAs

Category: Positioning

The last three examples in our series are from the Product Marketing Examples catalog. Because they aren’t official case studies, we don't have the results.

Example #5 - Front: Handling objections in messaging

Company: Front, a SaaS app for teams to manage customer relationships

Channels used: Website homepage

Campaign: The way you position your product matters. Many companies are up against strong competition, and if they don’t make competitive advantages explicit, prospects will go with the vendor they recognize most.

Front does a wonderful job of differentiating their product from alternatives.

Customer relationship management – the space they’re in – isn’t new. But Front solves CRM issues in a way that existing products don’t.

Front vs Email

So on their homepage, Front explicitly lists all the ways they are superior to email and ticket management solutions.

Front vs ticketing

Underscoring how much more efficient, collaborative, and advanced Front is compared to other platforms functions almost as an FAQ page, making objection handling much easier.

All these examples demonstrate that product marketing is a key lever for SaaS companies 一 particularly when marketing budgets are tight.

Example #6 - BetterCloud: Positioning services and customer success

Company: BetterCloud, a platform that helps IT professionals manage and secure SaaS apps in the digital workplace.

Channels used: Professional Services Page

Campaign: Professional services are often a neglected product marketing area.

But nothing improves product retention and customer satisfaction more than partnering with customers and solving their use cases with professional services.

BetterCloud does a fantastic job of explaining how their professional services team drives positive outcomes for their customers.

They start with punchy text, emphasizing reduced time, customized offerings, and expert guidance. Then they move into the hard numbers.

BetterCloud services page

Exceptional satisfaction and adoption scores establish BetterCloud’s professional services team as a competitive differentiator.

Product marketing teams should remember to lean on professional services to upsell to existing customers and increase new deal sizes.

Example #7 - Calendly: Life before and after your product

Company: Calendly, a platform for scheduling, preparing, and following up on external meetings.

Channels used:


A simple but incredibly powerful messaging tool is the before and after comparison.

You want to convince prospects that their life after using your tool will be drastically better than it is now.

Communicating how stark this difference is helps prospects better visualize the benefit of adding your product to their day-to-day workflow.

Calendly does a terrific job of this for their marketing use case. As we know, marketers are constantly trying to improve or even retire the age-old approach of generating leads through forms.

Calendly funnel

On this landing page, Calendly reinforces how much better meetings are than leads, sharing that 10% of leads go stale.

But with the “new way,” prospects can anticipate a 100% increase in meeting volume thanks to increased traffic and automated routing. Calendly even adds a testimonial to strengthen this message.

Incorporating product marketing messaging in every stage of the sales lifecycle and getting creative about your channels can help you access and educate the most valuable prospects.

To keep your creative juices flowing, check out this repository of B2B Product Marketing Examples Samples.


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