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Mini Course: PMM’s Guide to Interactive Demos

Everything you need to know about Interactive Demos

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Course Instructor:

Jason Oakley

3-time founding PMM
Early Navattic customer
Navattic advisor
Interactive demo coach

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Today’s Sponsor 👏

https://navattic.com

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Chapters

Buying is hard. Make it easier.
What are interactive demos?
Across the buyer journey
Every good demo starts with a plan
Best practices for high-converting demos
Q&A

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Buying is hard. Make it easier.

CHAPTER 1:

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40-60% of B2B purchase processes end in no decision.

April Dunford

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B2B buyers want a B2C experience

Your sales reps have 5% of the customer’s time.

90% of B2B buyers expect a B2C experience on your website.

Source: Gorilla Group B2B Future Shopper Report

Source: Gartner

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We make it so hard to see a demo 👀

56% of vendors take 2+ days to respond to a demo request.

71% send 2+ follow up emails just to book a demo.

Source: Chili Piper Buyer Journey Report

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What does that mean for your conversion rate?

The avg. landing page conversion rate is 2.35%.

50-60% of demo requests never make it to a meeting.

Source: WordStream

Source: Chili Piper

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PLG is now more norm, than novelty

PLG adoption is over 55%. Cloud 100 is over 61%.

PLG leaders are growing 50% YOY. Traditional SaaS is 21%.

Source: OpenView 2022 SaaS Benchmarks Report

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Even PLG has friction

6%

4%

Source: OpenView 2022 Product Benchmarks Report

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Video isn’t cutting it either

Videos are also:

❌ Not interactive

❌ Costly

❌ Time intensive

❌ Quickly outdated

❌ One-size-fits-all

Source: Speero

😣

10-15% watch rate 📺

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Interactive demos are the answer

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What are interactive demos?

CHAPTER 2:

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Try before you buy.

An interactive demo is a self-guided walkthrough that lets a prospect try your product before buying, scheduling a demo, or signing up.

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Navattic found the best Interactive demos have a avg 30-40% engagement rate.

On average ungated embedded demos had an engagement rate of 24%.

Engagement rates are higher

Source: Navattic

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And more buyers convert

“We tested our interactive demo against an existing product tour video.

After a few weeks, we saw a +450% lift in free trial signups when the interactive demo was displayed. We also saw a +100% lift in users reaching activated trial status seven days after signup, and a +175% lift in users converting to paid customers in that same timeframe.”

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3 Types of Interactive Demos

Guided Video/Screenshot

Guided HTML/CSS

Sandbox Replicas

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Before choosing a solution, ask yourself:

What are your use cases and objectives?

Self-Serve or Live Demo?

How much do you care about in-product feel?

How long to implement?

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What to compare:

Scorecard available in the course materials.

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Interactive demos across the buyer journey

CHAPTER 3:

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Use Cases

TOFU

MOFU

BOFU

CUSTOMERS

Homepage, Product Pages, SEO/Paid, Blog, Review Sites, Demo Center, Outbound

Sales Demos, Internal Enablement, Lead Follow-Up, Champion Enablement

Email Nurture, Product Launches, ABM, Webinar Follow-Up

Upsell, Onboarding,

Documentation, Product Launches

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Be realistic. Don’t try to do everything.

Primary

Secondary

Nice-to-have

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Let’s see some examples:

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Homepage

EXAMPLES

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Product Pages

EXAMPLES

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SEO

EXAMPLES

Sitelinks: What are they and how to get them

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Paid Ads

EXAMPLES

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Blog

EXAMPLES

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Review Sites

EXAMPLES

“Buyers spend an average of 40 more minutes reading reviews after interacting with an interactive demo.”

“Prospects are twice as likely to click on an interactive demo than on a screenshot or video”

TrustRadius

G2 Co-Founder, Tim Handorf.

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Demo Center

EXAMPLES

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Nurture

EXAMPLES

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Product Launches

EXAMPLES

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ABM

EXAMPLES

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Sales Demo

EXAMPLES

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Lead Follow-Up

EXAMPLES

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Upsell

EXAMPLES

“We have seen an increase in people ultimately setting up their free trials than we did before.”

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Onboarding

EXAMPLES

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Documentation

EXAMPLES

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Every good demo starts with a plan

CHAPTER 4:

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Building and launching interactive demos

THE PROCESS

Objectives

Audience

Distribution

Storyboard

Capture

Build

Rollout

Measure

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1. Know your objective

Demos?
Trials?
Signups?
Adoption?
Expansion?
Pipeline velocity?

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2. Choose your audience

Like PLG products, focus on the user.

End user vs Admin
Company Profile
Persona

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3. Choose your distribution channels

TOFU

MOFU

BOFU

CUSTOMERS

Homepage, Product Pages, SEO/Paid, Blog, Review Sites, Demo Center, Outbound

Sales Demos, Internal Enablement, Lead Follow-Up, Champion Enablement

Email Nurture, Product Launches, ABM, Webinar Follow-Up

Upsell, Onboarding,

Documentation, Product Launches

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4. Create and validate your storyboard

Template available in the course materials.

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Ingredients of a good (interactive demo) story:

What is the buyer’s problem or JTBD?
What do you want them to think and feel?
What “aha” moment will get people to convert?
What anxieties or challenges keep them from acting?
What are your differentiating capabilities?
What are your must-see capabilities?
What do they NOT need to see?
What is the goal of this demo?

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5. Capture your screens

Capture each page you’ll need in your demo.

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6. Build your demo

Bring your storyboard to life with tooltips, callouts, and guides.

Edit, blur, delete text, images, and data to create the perfect demo.

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7. Rollout

Don’t forget to enable your revenue team.

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8. Measure and optimize

Demo completion
Drop-off rates
CTA interactions
A/B tests
Conversions
Down-funnel effect

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Best practices for high-converting demos

CHAPTER 5:

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Make it easy to find

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Sell the demo, start with a hook

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Make it a demo, not a how-to

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Don’t forget the pain points

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Talk like a human

Use customer-focused language

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Use social proof

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Don’t make it too long

Aim for max 15 steps

Source: Navattic - State of the Product Demos 2023

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Run experiments

Source: Navattic - State of the Product Demos 2023

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Use CTAs every ~5 steps

Look for drop-off areas and optimize

Source: Navattic - State of the Product Demos 2023

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Gate wisely

Source: Navattic - State of the Product Demos 2023

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Let’s recap

CHAPTER:

RESOURCE:

Make buying easier

What to look for?

Use cases and examples

Start with a plan

Best practices

Internal 1-pager to convince your boss

A vendor comparison sheet to help evaluate vendors

Swipe file with 100+ examples

Interactive demo project plan

Best practices checklist for demos that convert

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How I can help you:

📞

Book a 1:1 Strategy Call

🏗️

Let me

build it for you

Book an inquiry call or email me

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Any questions?