Customer Show & Tell: Laura Colagrande Interactive Demos for Partnerships

At our NYC user meetup last year, we asked several of our top customers to present their most effective Navattic use case. In this series, we’ll share their tips and tricks for building interactive demos for specific demo use cases.

Laura Colagrande runs enterprise partnerships at Bloomreach, a marketing automation platform. Their sales-led company focuses on key industries like commerce, retail, and hospitality, and partnerships drive a meaningful portion of their revenue.

Keep reading to see how Laura uses Navattic to drive brand awareness and train the partners who will implement Bloomreach for end customers.

I use Navattic to accelerate enablement, which then leads to accelerating our partnership pipeline. Achieving that through partners is a two-fold process:

1. Driving awareness for higher-ups at partners

Let’s say that we are trying to onboard a new partner, they may be a C-Suite leader at an enterprise consulting firm, they are unaware, uninterested, too busy to care about us. Internally, we call these folks “Bigs.”

My team has to get Bigs from not knowing or caring about us to calling their team and saying, “This is the right product. Let's move forward.”

To do that, I:

Build a high-level tour for Big

The idea here is to get Big to check the box they want checked: that Bloomreach can do all the things their clients need.

And I design the tour this way.

It doesn’t dive into details. It gives Bigs an overview of what Bloomreach is, what it can do, and the value it brings.

Keep Big outreach emails short and sweet

And highly focused on the tour:

I know I’ve done a good job when: I’ve piqued the executive buyer’s curiosity so much that they reply to our emails and also click on the tour.

2. Enable the technical operators who work at our partner companies

The boots on the ground are super knowledgeable about the marketing space. Internally, we call them “Kates.” (As of Q1 of 2025, we are also releasing a program called “Loominary”, which is a reference to our AI functionality called Loomi, you get it, Loominary are ones that become Bloomreach experts) Unlike Bigs, Kates know every product out there. I don’t have to build awareness with them.

Instead, I have to make sure that they are able to implement Bloomreach correctly and deliver a positive experience. To do that I:

Tailor content to Kate’s expertise

Kate already knows the product, so we don’t send her to our main tour.

We need to send her targeted tours, about specific features like our segmentation solutions.

Keep sending Kate targeted content

One of my former bosses used to tell me, “Partner Enablement is like waves on a beach — you’re never done.”

And so the way we approach our tours at Bloomreach is very much like waves on a beach.

We don’t just teach prospects something once, we keep going. We teach them something else about a new feature or an update to our product. We remind them our product has changed.

Ultimately, I want to get to a place where they know who we are and are ready to work with us.

Navattic tours allow me to show them that we really can do everything we say we can, including the stuff she really cares about.

When crafting ongoing email sequences, I pull from our tour library to fit the use cases I think she’ll be most interested in.

My ultimate goal is for her to not only agree to a demo, but to show up excited about the product and ready to ask questions.

I know I’ve done a good job when: The technical buyer/user gets on a real demo and is no longer talking about “what” but “how” — a great sign the deal is going to progress.

It took some strategizing to do this at scale. After some experimentation, we honed in on three key tactics:

1. Creating a persona-demo catalog

Our product marketing team built a huge catalog of use cases for both personas and their specific pain points.

It’s super detailed and prescriptive about which tours each type of person should get:

So it took a while to create. But taking this foundational step ensured that the right Bloomreach tours would reach the right people.(This was big team effort from product marketing and marketing, very grateful they set this up! )

2. Keeping GTM, prospects, and partners up to date

We run product enablement boot camps for our internal sales and partnerships team every quarter to learn about new Bloomreach features and prep them for conversations with prospects and partners.

Now, we’ve incorporated this kind of training to Navattic tours.

Every sales team member first learns about new features through interactive demos. Then, they’re required to send those tours out to 10 prospects or prospective partners.

This keeps us top of mind with the Bigs and the Kates and our prospects. Plus, it shows our growth.

3. Integrating Navattic, HubSpot, and Slack

Whenever someone views one of the 10 tours partner managers or sales reps send out, we get a notification in Slack.

This helps everyone stay on top of their communications with prospects and partners and engage with them in a more personalized way — whether it’s offering to talk to them about a particular use case or sending another demo they might find useful.

Tracking user activity also helps us validate our catalog and refine our approach (adjusting which tours people get, what messaging goes into an email sequence, etc.) in real time.

Currently, much of this process is manual. But our goal is to make sequences more programmatic and behavior-driven by year-end, with a full rollout next year.

Navattic helps us solve three critical business problems:

1. Getting prospects and partners to know us.
2. Getting prospects and partners to understand our product.
3. Getting partners ready to work with us.

And all three are critical to driving pipeline long-term:

• If they know about us, they’re more likely to engage with us.
• If they understand our product, they’re more likely to recommend us to the right kinds of customers.
• If they are ready to work with us, they’re more likely to deliver better implementations, increase our CSAT score, drive upsells, and introduce us to more hot leads.

Check out other customer stories from our NYC user event.