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Interactive product demos have become an essential tool for B2B SaaS companies looking to engage prospects and convert them into customers. At the Wynter x Navattic Interactive Demos Workshop, Leo Alshafei, Head of Marketing at Wynter, and Natalie Marcotullio, Head of Growth and Product Marketing at Navattic, shared insights on creating demos that engage and drive conversions based on the State of the Interactive Product Demo 2025. Drawing from a massive dataset of over 40,000 demos.
This session covers benchmarks, adoption trends, and proven strategies for interactive demo creation. If your organization is thinking about making the shift or optimizing existing demos, here are the key takeaways.
Natalie Marcotullio presented data trends that underscore the rapid adoption of interactive demos by B2B SaaS companies. While only 12% of such companies included demos on their websites in 2022, this figure jumped to 18% in 2023; a growth of 50%. Meanwhile, buyer expectations are evolving. Almost 60% of CMOs surveyed now expect access to interactive demos even before speaking to a sales team.
Both speakers emphasized the clear advantages of interactive demos over traditional product videos:
Buyers want to explore products hands-on, and interactive demos are delivering superior engagement and flexibility.
The session revealed key performance benchmarks for interactive demos across two tiers:
Natalie emphasized the importance of managing expectations for those new to interactive demos: "If you're just launching for the first time, aim for the top 25%. It's still a great place to be."
For companies aiming for elite performance, brevity and strategic placement of calls to action (CTAs) are essential. The best demos are concise, with most top-performing demos sticking to 5–15 steps.
These three principles outlined by Natalie offer a clear roadmap for maximizing demo impact:
Demos should focus on delivering key moments that excite users rather than overwhelming them with exhaustive details. Natalie drew an apt analogy: "Demos are the appetizer, not the full meal."
She outlined specific benchmarks for brevity:
Leo Alshafei emphasized how conciseness reflects a seamless user experience: "Making your product feel effortless to use can make a huge difference in conversion outcomes."
To make demos resonate, companies should tailor them to their audience. Strategies include addressing users directly with persona-specific content, editing demo data to suit the prospective client, and incorporating unique branding like custom colors and themes. Natalie shared that:
Chronosphere's demo was highlighted as a best-in-class example, combining user-first copy, storytelling, and on-brand visuals. Natalie explained: "Storytelling forces you to frame your product not for what it does, but how it benefits the user."
Multiple, well-positioned CTAs boost conversion rates significantly for top-performing demos. These aren't entirely different CTA types but moments to convert users throughout the demo. Natalie explained: "For instance, you'll have a 'Book a Demo' CTA halfway through and another at the end of the demo. This repetition reinforces conversion without overwhelming prospects."
Both speakers stressed the role of demo availability and visibility. Demos hidden at the bottom of landing pages perform poorly, so companies should strategically position them:
Additionally, mobile optimization is increasingly vital as buyers engage more with demos from their phones. Natalie recommended creating swipeable or native mobile experiences like those pioneered by Notion—"interactive demos resembling Instagram reels."
Interactive demo creation often sparks internal questions about ownership. Natalie identified two primary teams best equipped to handle it:
Cross-functional collaboration is crucial for creating impactful demos that resonate across audiences.
Leo Alshafei closed the workshop by summarizing the actionable insights: "Focus on concise flows, make demos prominent, and customize every aspect down to the copy and visuals. These principles will help you deliver hands-on experiences your buyers crave and, ultimately, drive conversions."
Natalie encouraged participants to start small if the process feels overwhelming: "My recommendation is to start with a new product launch—one demo around a feature or use case—and build from there."
As interactive demos continue to revolutionize B2B SaaS marketing, this session demonstrates how actionable strategies can propel your organization to the top tiers of performance. Wynter Workshops often host sessions packed with knowledge like this one. Stay tuned for future events.
Explore: State of the Interactive Product Demo 2025
