Navattic Customer Interview Series: Building a Demo Center with Eric Holland
About this series:
We spoke with the builders whose interactive demos were part of the top 1% of top-performing interactive demos from our State of the Interactive Product Demo 2024.
See how Eric Holland at Klue uses interactive demos for product launches and to build a 14 demo website demo center.
How do you use interactive demos at Klue?
I used Navattic for the first time for a product launch when we launched automated insights where we collect a bunch of data and tell you what your strengths and weaknesses are.
It's now become a line item in all of our product launches, within a specific tier. We want to do more show than tell, particularly since we’re competitive intelligence software.
I've also got a little passion project that I've been cooking up, a demo center. It's been about two months going through everything from planning to getting approval to executing and launching.
One demo is not enough, especially if you've got a complicated product with a lot of different jobs to be done within it. When you think about all the different stakeholders involved in the buying process, it's not just your power user or your champion.
We're building a demo center called our Demo Arena to make the buying process a lot easier, and we're launching here very shortly.
What was the process of building a demo center and how did you decide what should be included?
The first step was getting inspiration and leveraging places like Rally UXR and Dooly who have built something similar.
Then it got down to planning. It's not a product launch per se, but we are launching an offering so I treated it like one.
I wrote a whole positioning exercise about it, focusing on why a buyer would want to take this journey through the demo center with us.
How did you get buy-in from other team members?
As a product marketer, it was on me to make a lot of the calls, but I had to get buy-in from everyone else.
Instead of presenting the tours at the end, I sent out a doc to everyone asking them to explain the jobs to be done for our main persona.
We had CS, product, sales, and marketing involved. This cross-functional exercise helped ensure everyone was part of the process and we ended up with five different tours for our champion persona.
We believe there are five key jobs to be done and that is what we’re going to focus on. Coincidentally, there are five versions of our product that we want to show, so it worked out really nicely.
What does your demo building process look like?
This is the fun part. We tied the jobs to be done to the parts of the product we wanted to show. Some tours were tighter, with maybe 10 to 11 steps.
The goal was to balance showing enough without overwhelming.
We'll learn more over the next few months about how people interact with these demos.
What results have you seen since adding the Demo Center to your website?
We launched in August and at the end of 2024 the Demo Arena generated $1M in new pipeline, $100K of that is closed-won.
Any tips or recommendations you'd have for someone new to Navattic?
Show, don't tell. People want to see what the product looks like. If possible, embed demos on your website and make them accessible.
Just get them out there. Don't be shy about it. Coming from a competitive intelligence platform, your competitor has probably seen your product one way or another. So putting it out there on your website is only going to help your buyer.
And you can use the data you get from these demos to improve the tour and see who is viewing them.