Highlights & Results

• Adaptive Security’s top lead-generation mechanism, resulting in multiple deals closed
• How the cybersecurity company reinforces product value throughout the sales cycle, without additional resources
• How interactive product demos became "mission-critical" to their marketing and sales motions

What is Adaptive Security?

Adaptive Security is an AI cybersecurity company, focusing on protecting organizations from AI-powered attacks. Their platform delivers interactive, personalized security training, realistic AI-powered phishing simulations, real-time risk monitoring, and several other products that future-proof businesses against modern social engineering attacks.

The challenge: No way to experience the magic

Before implementing interactive demos, the company faced a hurdle in their sales process: prospects had no meaningful way to revisit the platform experience after an initial live demo. Jonathan Grossman, the Director of Product Marketing, said:

"We didn't have a great way for prospects to experience the magic again. Our platform has several wow moments. You need to let the product speak for itself."

While they have an extensive library of one-pagers, three-pagers, and product overviews, static materials couldn't quite capture the interactive nature of their products.

This gap meant potential customers relied solely on memory when discussing the platform with their internal stakeholders.

Why Adaptive Security chose interactive demos

Today's buyers are overwhelmed with marketing materials and outbound messages. They've learned to tune out the noise and remain skeptical of claims.

"I think these days, buyers are so overwhelmed with outbound and marketing materials that they learn to tune out the noise," Jonathan explains. "By putting a tour around those specific differentiators, it allows us to put our money where our mouth is."

Interactive demos cut through this skepticism by letting prospects verify and experience capabilities themselves.

"I think people appreciate the transparency," notes Jonathan. "Buyers don't want to have to book a demo to see what the platform looks like. If you really build something that you believe in, put it out for the world to see."

How Adaptive Security uses interactive demos

The data shows that interactive demos drive results across multiple touchpoints, not just as a lead-generation tool.

"We have closed many deals where the first interaction with Adaptive was a product tour. Prospects took a product tour, then they booked a demo, and within just a few weeks, they were a paying customer.”

Beyond first touch, many prospects engage with tours multiple times during their buyer journey:

"We've seen many times where a prospect came to our tours after taking a demo.”

The result: A clear return on investment

Beyond qualitative benefits, interactive demos deliver compelling ROI. Jonathan insists:

"It is the biggest no-brainer that a product marketer or a product marketing team could make."

Summary

Interactive product demos have transformed how the company engages with prospects by enabling them to experience unique value propositions firsthand. They build trust by putting claims to the test, integrating throughout the sales process to nurture conversions, and delivering impressive ROI.

"We see it all the time in our data," Jonathan concludes, “Prospects come back again and again after a demo or right before the demo, they want to preview it for themselves. It's one thing to see it. It's another thing to experience it."

Ready to put product magic to work? Explore how interactive demos can create those unforgettable buyer moments that close more deals.