State of Interactive Product Demonstrations - with Natalie Marcotullio, Head of Growth at Navattic

SaaS buyers complete ~70% of the buying process before they speak to a vendor's sales organization. As a result more and more SaaS companies are leveraging interactive product demonstrations on their website which is the topic of today's episode. Natalie Marcotullio, Head of Growth at Navattic discusses their recent "State of Interactive Product Demonstrations" with our host Ray Rike where they cover multiple topics including:

• The State of Interactive Product Demonstrations
• To Gate or Not to Gate - what is the best practice
• Measuring the Impact of “Self-Directed” Interactive Demonstrations

In 2024, almost 12% of SaaS companies are providing interactive product demonstrations on their website which is an increase from 9.3% in 2023. Surprisingly, 73% of interactive demonstrations are not gated, and one primary reason is that non-gated interactive demonstrations have a 10% higher engagement rate.

How do we measure engagement on interactive demonstrations? Natalie highlighted four: 1) Number of users who get past step one of the demo; 2) Number of users who complete the demo; 3) Users who click at least one CTA to an external resource and; 4) time spent on the interactive demonstration.

Of course, at the end of the day measuring the outcomes from an investment in an interactive demo is critical, and the top two metrics that Natalie recommends include the number of qualified leads and win rate from those leads and users who engaged with the interactive demonstration.

If you are looking for new ways to engage with your target buyers and ensure your product is initially understood and evaluated by potential buyers, this is a great conversation to understand how to introduce and leverage the power of self-guided, interactive demonstrations on your website!

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