How Ramp, a B2B FinTech platform, influenced the buyer journey, contributing to 15% of leads collected on Ramp’s website.

How Ramp's growth team drove customer engagement with self-service product tours.

How Ramp strengthened its multi-touch sales approach and increased the number of prospects who showed a greater propensity to convert.

Ramp is building the world’s first finance automation platform designed to save businesses time and money. Ramp offers 5-in-1 software that consolidates corporate cards, expense management, bill payments, accounting, and reporting into one simple and free solution. Thousands of businesses are using Ramp for over $1 billion in annualized transaction volume.

When we found Navattic, we were looking for a way to demonstrate value to potential new customers without putting them through our full onboarding process. 

 in as easy and riskless a way as possible.

After evaluating the demo technology vendor market, we ultimately choose Navattic because the platform had the features that we were looking for and the user interface was very easy to learn and use. 

We had never used it before and built out a full-service product tour in a matter of a few hours.

Since launching our product tour on our website,

 Navattic has contributed to 15% of leads that we collect on our site

We’ve also noticed that there is a much higher propensity to convert to being a Ramp customer if a prospect has completed the self-service product tour. In our 

, our Navattic product tour has played a key role in influencing the buyer journey.

Ramp

How Ramp Drove 15% of Website Leads with Self-Service Product Tours

How Trainual, a business playbook platform, used interactive demos to communicate value earlier in the evaluation process.

How Trainual's growth team implemented a simple change that resulted in a 450% increase in free trial signups.

How Trainual boosted trial activation by 100% and increased paid conversions by 175% within seven days.

Trainual is a knowledge transfer and training platform where growing teams build playbooks for how they do what they do. All your processes and policies are easily documented, assigned, and updated, and completion tracking makes sure people know their stuff. The result? Faster onboarding and training and seamless delegation across all the roles and responsibilities in your business.

Trainual is the category-defining platform for business playbook software, combining multiple solutions — including onboarding, training, SOP documentation, and knowledge management — into a single system.

One challenge we face in building this category is how to briefly communicate what a business playbook is, why every company needs one, and how Trainual solves that problem. Explaining this is especially challenging because we serve businesses across various industries and verticals.


We wanted a way to showcase a curated and interactive version of what it feels like to be within our product. 

The goals were: 1) to get users to the light bulb “a-ha” moment before even starting a trial, and 2) to communicate value earlier in the evaluation process.

We had considered potentially building an interactive demo experience in-house. However, building that experience would have added another major project in an unproven and brand-new initiative that would have required significant engineering resources to create and launch.

Ultimately, we realized that building it in-house was not the right fit.

 That's when we shifted directions and began our search for an external solution that was easy to use and quick to set up. We chose Navattic because it was simple to implement, delivered on our requirements, and met our quick turnaround timeline.

With Navattic, we were able to plan, build, and deploy our

 without tapping our engineering resources and 


We tested our interactive demo against an existing product tour video. After a few weeks, we saw a 

 when the interactive demo was displayed. We also saw a 

+100% lift in users reaching activated trial status

+175% lift in users converting to paid customers

Trainual

How Trainual Boosted Trial Signups by 450% with Interactive Demos

How Coupa, an expense management platform, reduced demo wait times from 2-3 weeks, meeting prospects where they are.

How Coupa increased ARR by over $10M in just six months by accelerating the enterprise sales process.

How Coupa’s sales team utilized custom leave-behinds, keeping decision-makers engaged and streamlining multi-stakeholder deals.

Coupa offers cloud spend management (CSM) solutions that help companies control and gain visibility into their spending while generating savings that go directly to the bottom line. Coupa empowers companies around the world with the visibility and control they need to spend smarter and safer.

What was the problem you were initially facing?

Before Navattic, prospective customers had to wait 2-3 weeks to get a demo and even longer to get a test drive. We were looking for an on-demand demo that met our customers where they were. 

We also wanted these demos to be guided experiences so that customers wouldn’t get lost, and could 

experience the most impactful areas of Coupa in a short period of time

Why did you decide to use Navattic? How did Navattic stand out from other vendors in the space?

In our evaluation, we completed a POC with two 

. We found that some platforms were quite feature-rich, but unfortunately cumbersome to use - it took us a long time to build out a single demo.  We also looked at vendors that offered primarily screenshot-based solutions, but decided it was important to equip our sales team with truly interactive content that represented our software well.

We found that Navattic offered robust functionality, while still being exceptionally easy to use. Specifically, we appreciated the dynamic representation of our product. It was most important for us to 

 that feel just like the actual software, and the linear guide builder helps our team tell compelling end-to-end stories. 

We were able to create multiple sales-oriented demos within the first month of our partnership.

Beyond the product, what excited us most about Navattic was the opportunity to enter into a long-term collaborative partnership. In meeting members of the go-to-market and leadership team, it was clear that we were more than just another customer; we were strategic partners. 

Having worked with Navattic for over a year now, we have always felt valued and confident that our feedback is taken into real consideration.

When do you use demos in the sales process?

In an enterprise buying process involving multiple decision-makers (typically 11-13 individuals), it is crucial to maintain momentum after the initial conversation, and to support additional stakeholders who get involved on a rolling basis. It may not be practical or the best customer experience for our sellers to repeat full-blown demos at later stages.

sharing an interactive demo as a leave-behind allows decision-makers to revisit the value messaging

 even when we’re not physically present, and to easily share the resource internally. This has been an efficient way to communicate the key features and benefits of Coupa, helping us accelerate our sales process. 

In addition to gaining positive feedback from the sales team and our customers, 

we found that several Navattic interactive demos helped influence over $10M of ARR.

What are some other ways you plan to use Navattic in the future?

Outside of sales, our marketing team plans to use interactive demos for demand generation. We’re also exploring demos for both internal 

 as well as external enablement to help our partners better sell Coupa’s suite of products.

Anything additional for prospective buyers to know about the solution?

Navattic is powerful, yet really easy to use. 

We mastered the art of creating top-tier product tours in under a month,

 with zero technical resources involved. We also continue to be impressed by the dedicated support we receive from the success and leadership team. We intended to find a strategic partner in Navattic, and they have more than upheld that role for us.

Coupa

How Coupa Increased ARR by $10M in Six Months with Interactive Demos

How Insider One, a cross-channel experience platform, used interactive demos to showcase product value earlier in the buying journey.

How Insider One generated thousands of high-intent leads, qualifying prospects before they reach sales.

How Insider One drove a 3x increase in engagement time compared to traditional marketing content.

Insider One—one platform for individualized, cross-channel experiences—enables enterprise marketers to connect customer data across channels and systems, predict their future behavior with an AI intent engine, and individualized customer experiences. Marketers use Insider One’s platform to deliver experiences across channels like Web, App, Web Push, Email, SMS, and Messaging Apps.

We were looking for additional exposure to our product and the ability to showcase value to prospects at earlier stages of the buying journey. We wanted to tell a story that helped these prospects visually understand what our product is all about and the value it provides.

While we have traditionally used video content, we were looking for a solution that could provide an 

immersive and engaging way to experience the product

 first-hand which led us to explore interactive demo solutions.

In our initial evaluation of the interactive demo space, we explored a 

. We landed on Navattic because it was the only tool that provided us with a scalable infrastructure in which we could 

build an entire, holistic library of interactive demo content across products and teams.

In addition, the Navattic team provided the highest quality of support and attention to specific product feedback and usage questions. This gave us the confidence to move forward with a long-term partnership given our unique requirements and plans for the interactive demo project.

We currently have launched a number of interactive demos in our 

 on the Insider One website. This repository provides prospects and partners with interactive experiences that can show, rather than tell, our product’s features and capabilities. We plan on adding many more demos to our Demo Hub in the near future.

Next, our partner success teams have utilized interactive demos to train and enable new partners and Insider One users. This has already significantly 

helped streamline our user onboarding process

 and increase the speed in which teams are able to get the full value out of our solution.

Lastly, we use Navattic interactive demos from a 

 today as well. 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.

Building the demo experiences using Navattic’s simple-to-use platform was a frictionless and approachable experience. 

We did not need to involve a single engineering resource to design, build, or launch the interactive demo experiences.

Since launching, our Demo Hub has immediately proven to be a valuable asset to reduce the barrier to entry for prospective buyers. Rather than working through the setup and enablement process with a trial or sandbox, prospects can immediately jump into a product tour to start experiencing product value. This opens a bridge to build interest and excitement but also qualifies and filters leads for our sales team to better lead conversations down the funnel. 

Navattic demos have generated 1000s of high-intent leads that are entering our sales cycle already familiar with our product and key use cases. 

We are also using interactive demos from Navattic as a key part of our inbound strategy including on our G2 product overview page. We have found that our interactive demo on this page provides a meaningful touchpoint for top-of-the-funnel viewers to engage with our solution in a purely organic way. 

Additionally, we are seeing a 3X increase in time spent on this interactive demo asset when compared to our traditionally used video content.

 Our interactive demos provide an engaging user experience that can not be replicated with static video or image-based content.

Insider One

How Insider Drove 3x Engagement Time with Interactive Product Demos

How D2L uses demos across the customer journey - from top of funnel on the website to middle funnel use-case-specific demos, to bottom funnel to address specific needs.

How they switched from another interactive demo vendor to Navattic for more robust native integrations and white glove customer success.

How they plan to use Navattic demo data to tie website activity to influenced pipeline and deals.

D2L is the creator of Brightspace, a learning management system that enables educational institutions to create, deliver, and track online learning experiences. D2L is a mission-driven company dedicated to transforming the way the world learns. 

We believe that everyone deserves access to high-quality education and training, regardless of age, ability, or location.

What was the initial problem you were facing?

We wanted to enhance our website, mostly to showcase more interactive demos and to allow customers and prospects to become familiar with our product before booking a demo.

Why did you decide to switch from your previous interactive demo vendor?

but as we went through the integration and setup process, we realized we needed something more robust.

We needed native CRM integrations to help us with any potential opportunities tracking that we come across from any of our interactive demos that we’re being leveraged in any of our marketing campaigns.

Why did you choose Navattic as a replacement?

 Navattic's wide variety of native integrations and customer support made it the clear choice.

We wanted to know how interactive demos play a part in marketing, sales, or product campaigns we were running.

For example, we wanted to see the full journey of how a prospect came to the website, clicked on the demo, finished it, and booked a call from that demo.

see if these demos reduce the burden on our sales engineering team or sales team from prospects who just want a basic, quick, high-level demo. 

Navattic’s integrations give us that data. 

And when we come with any questions or issues, we’ve already seen that their customer success team will actually jump on a call with us, triage with their engineering team, and then give an update in a reasonable time.

What are some ways you have implemented demos? 

We are implementing demos across the entire customer journey, from top of funnel to bottom.

For top of the funnel, where people just want to see the UI and click around.

For middle funnel, we're creating use-case-specific interactive demos for scenarios like faculty creating courses, and bottom funnel demos to address specific needs.

What are some ways you are planning to use Navattic?

We would like to set up self-guided demos at events, so customers and prospects can walk up to our demo booth experiences and click through them, or also have guided ones where we can talk through them.

We're also looking at integrating demos into our trial experiences.

What is some feedback you’ve heard since implementing Navattic?

The team loves the data, the tracking, how easy it is to use, and the different forms of integrations. 

Overall, we have seen significant engagement.

Integration both from a web perspective, but also tools, like GA4, Salesforce, and Slack.

Any words of wisdom would you share with someone considering Navattic? 

Clearly define your "why" before implementing interactive demos

Tailor your approach based on your business model (PLG vs. sales-led)

Start with a small use case and build up gradually

Don’t just build a demo and forget to track them; track demos quarter over quarter to see how well they're performing.

How D2L Deploys Interactive Demos Across the Full Customer Journey

How Airbase, the procure-to-pay platform, satisfied its "middle intent offer," thereby creating a pipeline with high-intent prospects.

How the Airbase's marketing team generated 10% more interactive demo leads than custom demo requests.

How Airbase utilizes interactive demos to increase conversions across the funnel and engage in deeper sales conversations.

 is the only purposely built procure-to-pay platform for mid-market and early enterprise companies. It manages everything from initial purchasing requests to approval workflows, invoice processing, payments, and end-of-period reconciliation. It also includes expense reporting capabilities for employees and corporate cards, virtual and physical.

We wanted the ability to communicate what our platform is and how easy it is to use, and just get them quicker to that a-ha moment.

We sell to finance, accounting, and procurement teams, and 

they want to be as well-informed as possible without having to talk to a vendor first

. They also tend to be introverted, so they really don't want to talk to a salesperson unless they need to.

We also have a very sophisticated and complete platform. Our whole value proposition is built around the idea that you get the enterprise power of a Coupa or an Ariba but the fast time-to-value, light footprint, and ease of use of single point-solution applications.

We didn't want to overwhelm people with all our functionality but quickly show in an approachable way that we have the depth and breadth to solve our ICPs’ specific use cases.

 weren't a good fit for us because they are much harder to build and maintain

. We innovate rapidly and advance our platform’s capabilities every month, so videos would be stale almost immediately after publishing.

We use Navattic to solve for the “medium intent offer”. Historically if you look at most B2B sites, there was this big gap of what I call the medium intent, or the Goldilocks offer.

I think of offers as one of 3 levels of intent: low, medium, or high.

 provide a perfect sweet spot between low-intent offers

 (like hand-raising requests for a personal demo or pricing).

“With Navattic, conveying our value proposition becomes very easy. I love the app capture feature that makes the demos feel like our real product. It's a perfect mid-funnel offer for our site to build pipeline.” - Satyam Pathak, Senior Digital Marketing Manager

And even if you request to talk to sales, everyone knows that in most cases, you're not talking to sales right away for a SaaS product. You need to get past BDR qualification, and then go through a discovery call before you can really see the product.

To me, the middle intent offer is perfect because I want to provide as much value as quickly as possible to our prospect and make sure that there's fit and alignment for our value proposition with them.

What are some results you have seen since implementing Navattic?

It’s been a massive success. Interactive demos are the most popular offer on our website. Since implementing Navattic, 

we get about 10% more interactive demo leads than custom demo requests, which have also risen.

There’s this great interplay between interactive demo leads and demo requests where someone starts with an interactive demo but then continues and requests a personal demo after clicking through the demos.

Sometimes people might fear introducing an interactive demo would cause lead cannibalization, but we’ve grown all offer conversions since launching the interactive demos

. In fact, conversions increased because before we had interactive demos more people were coming to the website, choosing not to do anything, and leaving.

"We've also boosted our actual demo requests because they get to that moment with our interactive demo, where they say yes. That is exactly what I want." - Michael Freeman, VP of Marketing @ Airbase

As soon as someone requests a demo, we send them an immediate follow-up email that promotes the interactive demo while they're waiting to speak with someone.

This helps drive better engagement with our MQLs

 because for those who haven't looked at the interactive demo yet, it gives them a way to interact with the product while they're waiting to connect with the actual human.

What are some other ways you’re thinking about using Navattic?

 even further with very specific, vertical use case interactive demos. We’re also thinking about how we will better use personalization of the demo experience.

Any advice for others considering interactive demos?

Start small and iterate with your demo experiences. 

Most SaaS websites are missing that middle intent offer.

 Any software with any kind of complexity can benefit from offering interactive demos.

Also think about the demo in the context of the user's journey, not just what you want or need.

You have to dial up your empathy and sympathy. If you have that as your focus and frame of mind, you're going to produce a much better demo that is going to yield better results.

Airbase

VP of Marketing 

How Airbase Generated 10% More Leads with Interactive Product Demos

How Bloomerang drove a 73.5% increase in CTA clicks and a 36.8% click-through rate on their website.

How Bloomerang’s marketing team increased unique visitors by 52.1% and engaged visitors by 26.4% with demand gen and paid campaigns.

How the donor SaaS organization reduced reliance on time-intensive video updates while supporting sales, trade shows, and partner marketing.

 has been empowering nonprofits of all sizes to achieve their missions with purpose-built tools and expert support. Our intuitive platform offers donor CRM, volunteer management, and fundraising tools that streamline workflows, deepen relationships, and grow impact. 

Backed by actionable insights and hands-on guidance, Bloomerang ensures nonprofit teams can focus more on their mission. Trusted by 24K+ nonprofits, Bloomerang drives generosity, strengthens connections, and fuels a better future for all. Together, we raise more, retain more, and do more.

When I joined the marketing team in 2022, we had purchased Navattic earlier that year. This was mostly around when we were changing things in our product, and 

it was harder to keep up to date with updating videos or even product images on our website.

 It would take a lot of time to refresh everything, so we loved that Navattic was easy to update as our product changed and as we added more features.

We also received many requests from sales and other departments regarding what collateral we had

 and what materials we could show to customers that showed off areas of the product without us having to recreate everything each time.

To this day, we still have UI changes, and now, going in and updating those tours is a lot easier than re-recording product videos and updating your narrative. So we're very appreciative of the time savings.

When do you use a demo vs. another asset, such as videos?

We still have one or two video demos floating around. Those are just more for 

 or if a customer specifically asks for a video instead of the click-through tours. 

But we’ve leaned more into using Navattic tours on our webpages in the last couple of years

, but they've been an exciting draw for the number of people we've come to see and submit a form to access the gated page.

Also, sales loves them, whether it's to show an integration that might be complicated to demo.

 For example, we have a couple of mobile apps as part of our Bloomerang suite of tools, which are hard for us to demo occasionally. There were issues with live demoing our 

, with it lagging during Zoom calls and mirroring from personal phones onto their work computers. Regardless of the problem, the Navattic tours helped close that gap.

We started by adding Navattic demos across our website, then later gated some of them. After that, we promoted the gated pages through campaigns, demand generation outreach, and ads across the internet. We’ve seen strong growth in both the number and percentage of leads coming from these efforts.

Our demand generation team loves the demos, and I receive at least one new request each month for another one.

Over the last six months, we’ve seen a 52.1% increase in unique visitors, a 26.4% increase in engaged visitors, a 73.5% increase in CTA clicks, and a 36.8% click-through rate.

What are some other ways you currently use Navattic?

 for BDR teams, and also using them more at trade shows.

Working in the nonprofit sector, we attend many trade shows for national accounts like Habitat for Humanity or the Boys & Girls Club. For example, I built one for a new partner integration with Dexco, which is another fundraising software. They are part of a conference for the Boys & Girls Club, so our team will use their tour to showcase how the integration works.

Sales have also requested that we showcase integrations that get a little complicated.

 We've made one for QuickBooks Online, and the team also loves that.

 that appeals to our prospects and customers about our suite of tools, such as Bloomerang Volunteer, Bloomerang Donor, and Qgiv by Bloomerang. We want to figure out how all three of these products can work together to solve the nonprofit needs of retaining volunteers and donors and attracting new fundraisers.

We have so many different products under the Blooming umbrella that Navattic helps showcase in a manageable and non-complex way, telling the narrative around sustainability in nonprofits.

How do you plan to continue to use Navattic?

We have really exciting features coming out in the next year, so Navattic tours are going to help showcase product walkthroughs. They also get our customers in the nonprofit space excited.

I’m also excited to see how successful the tour is at the trade show. I'm sure there will be more requests to create tailored, branded tours and showcase integrations that we can use.

I would love to create more specific tours for those larger national accounts. For example, Habitat for Humanity, Boys & Girls Club, or any of those large nonprofits that you think of that have multiple chapters, because each branch has unique needs. We want to show them how we can solve their problems.

, and I was very excited about it when I met with my CSM, Ryan.

What words of wisdom would you share with someone considering Navattic?

See how teams are using Navattic

2025 State of the Interactive Product Demo

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