A key consideration of interactive demos in the decision stage is whether you create demos for your sellers, customers, or both. Your demos may be used internally as sales enablement materials, externally as part of the sales conversation, or as a follow-up, or they could be designed to help educate your sellers and customers equally. For customer facing interactive demos, the responsibility for creating interactive demos at this stage is typically the product marketing team with support from the revenue teams also known as your sales reps. Your sales reps are critical in providing insights into common customer needs, potential objections, and key decision making criteria.

‍

Especially when considering customer facing videos, the product marketing team will be best suited to design a demo that fits in with the overall product marketing strategy while ensuring that sales insights are incorporated. Collaboration between these two teams is essential to produce an interactive, persuasive and informative demo, helping to convert more customers at the critical decision stage. For seller training needs the sales enablement function would be in charge of enablement demos but if your organization doesn't have a sales enablement team, this responsibility is often a part of the product marketing role.

‍

Collaboration here is necessary so that sales leaders can help product marketers or sales enablement to identify what materials will best support their teams. When it comes to building decision stage demos the usual applies. You need to consider your main objectives, have a collaborative discussion with the departments involved and perform any necessary research. This might be reviewing sales calls to understand common objections, conducting win loss interviews to understand what features stood out to customers or made others decide to go with a competitor, or reviewing the decision maker personas for your organization.

‍

As mentioned in the last chapter, building a multi demo flow will be in keeping each demo short and focused while still answering the questions and concerns of each decision maker involved in the buying process. These demos are all about personalization, and if you use story lane you can set up multiple demo journeys in the same flow or link, making it easier for multiple people to be involved in a review without each needing to meet with a seller individually.

‍

These demos should be clear and engaging, demonstrate how your product solves a customer problem, and have a strong CTA. When using interactive demos for sales enablement we recommend building a demo library that allows you to build a comprehensive overview of your product in each feature that solves a customer problem.

‍

Each demo should cover use cases relevant to different customer personas.

‍

You could also create scenario based walkthroughs that provide sellers with real life situations to practice.

‍

Interactive demos for enablement should point out common objections or questions and provide persuasive responses that your sales team can use in their calls.

‍

Your use case demos that you built to support the sales team can also be created in a way that could provide customer education as well. These demos would need to include information about particular features that both your sales teams and customers could use and we would recommend that you provide your sales teams with other forms of enablement such as a common objections document to go along with the demo, to give them the additional information they need while in conversation with prospects and customers.

‍

Finally, when it comes to metrics, it of course depends on the goal of your interactive demo, internal or external. But here's a quick table of some common success metrics you could use. The table is on the screen so please feel free to pause and read through it at your own leisure in time and continue with the course when you feel comfortable. Using these metrics to track and monitor the success of your demos will allow you to refine your process and improve both seller knowledge and the customer experience.

A key consideration of interactive demos in the decision stage is whether you create demos for your sellers, customers, or both. Your demos may be used internally as sales enablement materials, externally as part of the sales conversation, or as a follow-up, or they could be designed to help educate your sellers and customers equally. For customer facing interactive demos, the responsibility for creating interactive demos at this stage is typically the product marketing team with support from the revenue teams also known as your sales reps. Your sales reps are critical in providing insights into common customer needs, potential objections, and key decision making criteria.

‍

Especially when considering customer facing videos, the product marketing team will be best suited to design a demo that fits in with the overall product marketing strategy while ensuring that sales insights are incorporated. Collaboration between these two teams is essential to produce an interactive, persuasive and informative demo, helping to convert more customers at the critical decision stage. For seller training needs the sales enablement function would be in charge of enablement demos but if your organization doesn't have a sales enablement team, this responsibility is often a part of the product marketing role.

‍

Collaboration here is necessary so that sales leaders can help product marketers or sales enablement to identify what materials will best support their teams. When it comes to building decision stage demos the usual applies. You need to consider your main objectives, have a collaborative discussion with the departments involved and perform any necessary research. This might be reviewing sales calls to understand common objections, conducting win loss interviews to understand what features stood out to customers or made others decide to go with a competitor, or reviewing the decision maker personas for your organization.

‍

As mentioned in the last chapter, building a multi demo flow will be in keeping each demo short and focused while still answering the questions and concerns of each decision maker involved in the buying process. These demos are all about personalization, and if you use story lane you can set up multiple demo journeys in the same flow or link, making it easier for multiple people to be involved in a review without each needing to meet with a seller individually.

‍

These demos should be clear and engaging, demonstrate how your product solves a customer problem, and have a strong CTA. When using interactive demos for sales enablement we recommend building a demo library that allows you to build a comprehensive overview of your product in each feature that solves a customer problem.

‍

Each demo should cover use cases relevant to different customer personas.

‍

You could also create scenario based walkthroughs that provide sellers with real life situations to practice.

‍

Interactive demos for enablement should point out common objections or questions and provide persuasive responses that your sales team can use in their calls.

‍

Your use case demos that you built to support the sales team can also be created in a way that could provide customer education as well. These demos would need to include information about particular features that both your sales teams and customers could use and we would recommend that you provide your sales teams with other forms of enablement such as a common objections document to go along with the demo, to give them the additional information they need while in conversation with prospects and customers.

‍

Finally, when it comes to metrics, it of course depends on the goal of your interactive demo, internal or external. But here's a quick table of some common success metrics you could use. The table is on the screen so please feel free to pause and read through it at your own leisure in time and continue with the course when you feel comfortable. Using these metrics to track and monitor the success of your demos will allow you to refine your process and improve both seller knowledge and the customer experience.