The primary goal of the awareness stage is to capture the interest of potential customers and educate them about your product. This makes product marketing excellently positioned to lead on and create interactive demos at this stage. Product marketers' knowledge of the customer's pain points, concerns, and questions means they can design interactive demos that help prospects get the answers they need quickly and in an engaging way. At this stage, as a product marketer, you also need to ensure that the demo aligns with the overall marketing strategy and accurately represents the product's features and benefits.

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Awareness stage interactive demos should focus on your product's most compelling benefits and unique selling points, but this should always be framed by the specific customer persona you are designing for. As you may have guessed, this means that you won't be able to have one demo to rule them all. Instead, look closely at your buyer personas and determine what their most burning question is or what their biggest problem could be and how your product will answer or solve that. The more personalized your interactive demo, the greater the chance the prospect will see the value of your product and how it stands out against competitors.

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Interactive demos at this stage should also be built with a few specific features in mind that will make it easier for buyers to answer their questions and engage with your product. It's important that these demos are simple and clear to navigate and break down your product so as not to overwhelm buyers. Resist the urge to cram every feature and functionality in the demo.

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Instead, offer straightforward journeys highlighting the product's value for each case. Demos should be short and to the point.

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Include a clear call to action that guides potential customers on what to do next, whether signing up for a newsletter, requesting more info, or moving on to a more detailed demo. But before you start designing your demo, your first step should always be defining success. Why do you want to create an interactive demo, and what result do you expect to see from its creation? For example, you might want an interactive demo to drive lead generation on your website, or perhaps your demo could be used as part of an email campaign to drive more traffic to your website.

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Whatever your success metric is, make sure it links back to overall business goals. You'll also want to set a measurable goal. If we take our example of lead generation, we could make our success metric that a product demo will increase lead generation on our home page by ten percent within a quarter. When building these goals, think smart, specific, measurable, achievable, relevant, and time bound.

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Potential success metrics you could use at the awareness stage include increased engagement, lead generation such as qualified leaders or sales qualified leads, demo completion rates, and click through rates.

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Now that you know how you might measure success for your interactive demo, let's look at building those demos for the awareness stage in our next chapter.

The primary goal of the awareness stage is to capture the interest of potential customers and educate them about your product. This makes product marketing excellently positioned to lead on and create interactive demos at this stage. Product marketers' knowledge of the customer's pain points, concerns, and questions means they can design interactive demos that help prospects get the answers they need quickly and in an engaging way. At this stage, as a product marketer, you also need to ensure that the demo aligns with the overall marketing strategy and accurately represents the product's features and benefits.

‍

Awareness stage interactive demos should focus on your product's most compelling benefits and unique selling points, but this should always be framed by the specific customer persona you are designing for. As you may have guessed, this means that you won't be able to have one demo to rule them all. Instead, look closely at your buyer personas and determine what their most burning question is or what their biggest problem could be and how your product will answer or solve that. The more personalized your interactive demo, the greater the chance the prospect will see the value of your product and how it stands out against competitors.

‍

Interactive demos at this stage should also be built with a few specific features in mind that will make it easier for buyers to answer their questions and engage with your product. It's important that these demos are simple and clear to navigate and break down your product so as not to overwhelm buyers. Resist the urge to cram every feature and functionality in the demo.

‍

Instead, offer straightforward journeys highlighting the product's value for each case. Demos should be short and to the point.

‍

Include a clear call to action that guides potential customers on what to do next, whether signing up for a newsletter, requesting more info, or moving on to a more detailed demo. But before you start designing your demo, your first step should always be defining success. Why do you want to create an interactive demo, and what result do you expect to see from its creation? For example, you might want an interactive demo to drive lead generation on your website, or perhaps your demo could be used as part of an email campaign to drive more traffic to your website.

‍

Whatever your success metric is, make sure it links back to overall business goals. You'll also want to set a measurable goal. If we take our example of lead generation, we could make our success metric that a product demo will increase lead generation on our home page by ten percent within a quarter. When building these goals, think smart, specific, measurable, achievable, relevant, and time bound.

‍

Potential success metrics you could use at the awareness stage include increased engagement, lead generation such as qualified leaders or sales qualified leads, demo completion rates, and click through rates.

‍

Now that you know how you might measure success for your interactive demo, let's look at building those demos for the awareness stage in our next chapter.