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Impactful Interactive DemosMaster the art of interactive demos
The buyer journey is anything but linear.
Buyers may jump back and forth or even skip whole steps. However, considering each stage is important for campaign planning and optimization so that PMMs can meet the buyer at every step. With that said, the first step in building an interactive demo at any stage in the buyer journey is to clearly define the objectives for what you want to achieve and how you will measure that success. We discussed this in the last chapter, so feel free to refer back. Next, let's discuss the teams involved and their respective roles in creating an interactive demo at the awareness stage. Product marketers should focus on the demo's overall strategy and ensure it aligns with brand positioning and messaging.
They will craft compelling content and ensure it resonates with the target audiences.
Product marketers are also uniquely positioned to pull in knowledge and feedback from all stakeholder teams, plus conduct research and ICPs on the target audience. This should focus on potential customers' needs, pain points, and preferences, and be fed back into the overall design of the product demo. Meanwhile, the product team, in view of their deep knowledge of the product's current positioning and future road map, can identify the product features to showcase per use case or ICP so the demo can successfully speak to the needs and problems the buyer is facing. While primarily involved, later in the buyer journey, the sales team can offer valuable insights into common buyer questions and objections, ensuring that the demo addresses those proactively.
Your demo will most often form a part of a sales pitch, so it's important to work closely with the sales team to create a demo that helps them move their pipeline along. With so many teams working together, it's obvious how critical it is to define joint metrics that can be used to measure the success of an interactive demo. Once all teams are aligned on objectives and responsibilities, you should use your customer research to build a compelling interactive demo. First, create a hook. This is something that will captivate your audience, such as a headline or question that can open your demo. It should address the target audience problem you defined in your research so you can introduce your product as the solution.
Second, customers are logically walked through the user journey, highlighting features that address their questions or solve their problems. You could use tooltips or hotspots to engage the viewer physically. Tooltips are small. Pop up boxes appear over an element and offer additional info, and hotspots are areas in a demo that draw attention to specific elements.
Think of a small arrow or red circle next to a key feature. Remember, you want potential customers to see the value of your product as quickly as possible and reinforce how it will solve their problems. Third and finally, recap the main benefits and features of your product. You could also offer a special promotion or limited time offer to entice immediate action.
Make sure if you haven't already introduced a call to action, you end with a strong one, such as start free, book consultation, or visit pricing. Now that we have a firm grasp of how teams can work together to design a successful interactive demo, let's focus on using interactive demos effectively throughout awareness stage activities.
We'll cover product landing pages, other website locations, email campaigns, conferences, and trade shows. Let's get started with product landing pages.
The buyer journey is anything but linear.
Buyers may jump back and forth or even skip whole steps. However, considering each stage is important for campaign planning and optimization so that PMMs can meet the buyer at every step. With that said, the first step in building an interactive demo at any stage in the buyer journey is to clearly define the objectives for what you want to achieve and how you will measure that success. We discussed this in the last chapter, so feel free to refer back. Next, let's discuss the teams involved and their respective roles in creating an interactive demo at the awareness stage. Product marketers should focus on the demo's overall strategy and ensure it aligns with brand positioning and messaging.
They will craft compelling content and ensure it resonates with the target audiences.
Product marketers are also uniquely positioned to pull in knowledge and feedback from all stakeholder teams, plus conduct research and ICPs on the target audience. This should focus on potential customers' needs, pain points, and preferences, and be fed back into the overall design of the product demo. Meanwhile, the product team, in view of their deep knowledge of the product's current positioning and future road map, can identify the product features to showcase per use case or ICP so the demo can successfully speak to the needs and problems the buyer is facing. While primarily involved, later in the buyer journey, the sales team can offer valuable insights into common buyer questions and objections, ensuring that the demo addresses those proactively.
Your demo will most often form a part of a sales pitch, so it's important to work closely with the sales team to create a demo that helps them move their pipeline along. With so many teams working together, it's obvious how critical it is to define joint metrics that can be used to measure the success of an interactive demo. Once all teams are aligned on objectives and responsibilities, you should use your customer research to build a compelling interactive demo. First, create a hook. This is something that will captivate your audience, such as a headline or question that can open your demo. It should address the target audience problem you defined in your research so you can introduce your product as the solution.
Second, customers are logically walked through the user journey, highlighting features that address their questions or solve their problems. You could use tooltips or hotspots to engage the viewer physically. Tooltips are small. Pop up boxes appear over an element and offer additional info, and hotspots are areas in a demo that draw attention to specific elements.
Think of a small arrow or red circle next to a key feature. Remember, you want potential customers to see the value of your product as quickly as possible and reinforce how it will solve their problems. Third and finally, recap the main benefits and features of your product. You could also offer a special promotion or limited time offer to entice immediate action.
Make sure if you haven't already introduced a call to action, you end with a strong one, such as start free, book consultation, or visit pricing. Now that we have a firm grasp of how teams can work together to design a successful interactive demo, let's focus on using interactive demos effectively throughout awareness stage activities.
We'll cover product landing pages, other website locations, email campaigns, conferences, and trade shows. Let's get started with product landing pages.
The buyer journey is anything but linear.
Buyers may jump back and forth or even skip whole steps. However, considering each stage is important for campaign planning and optimization so that PMMs can meet the buyer at every step. With that said, the first step in building an interactive demo at any stage in the buyer journey is to clearly define the objectives for what you want to achieve and how you will measure that success. We discussed this in the last chapter, so feel free to refer back. Next, let's discuss the teams involved and their respective roles in creating an interactive demo at the awareness stage. Product marketers should focus on the demo's overall strategy and ensure it aligns with brand positioning and messaging.
They will craft compelling content and ensure it resonates with the target audiences.
Product marketers are also uniquely positioned to pull in knowledge and feedback from all stakeholder teams, plus conduct research and ICPs on the target audience. This should focus on potential customers' needs, pain points, and preferences, and be fed back into the overall design of the product demo. Meanwhile, the product team, in view of their deep knowledge of the product's current positioning and future road map, can identify the product features to showcase per use case or ICP so the demo can successfully speak to the needs and problems the buyer is facing. While primarily involved, later in the buyer journey, the sales team can offer valuable insights into common buyer questions and objections, ensuring that the demo addresses those proactively.
Your demo will most often form a part of a sales pitch, so it's important to work closely with the sales team to create a demo that helps them move their pipeline along. With so many teams working together, it's obvious how critical it is to define joint metrics that can be used to measure the success of an interactive demo. Once all teams are aligned on objectives and responsibilities, you should use your customer research to build a compelling interactive demo. First, create a hook. This is something that will captivate your audience, such as a headline or question that can open your demo. It should address the target audience problem you defined in your research so you can introduce your product as the solution.
Second, customers are logically walked through the user journey, highlighting features that address their questions or solve their problems. You could use tooltips or hotspots to engage the viewer physically. Tooltips are small. Pop up boxes appear over an element and offer additional info, and hotspots are areas in a demo that draw attention to specific elements.
Think of a small arrow or red circle next to a key feature. Remember, you want potential customers to see the value of your product as quickly as possible and reinforce how it will solve their problems. Third and finally, recap the main benefits and features of your product. You could also offer a special promotion or limited time offer to entice immediate action.
Make sure if you haven't already introduced a call to action, you end with a strong one, such as start free, book consultation, or visit pricing. Now that we have a firm grasp of how teams can work together to design a successful interactive demo, let's focus on using interactive demos effectively throughout awareness stage activities.
We'll cover product landing pages, other website locations, email campaigns, conferences, and trade shows. Let's get started with product landing pages.
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