How to Make Sure Your B2B Demos Don’t Suck

“Ask for a Demo’.

It’s the big and bold CTA on every B2B SaaS website.

But what happens after the click?

How do companies engage, educate, and delight prospects?

In many ways, the demo is almost taken for granted within the marketing process.

Marketers focus on positioning, messaging, value propositions and content to attract and engage.

The demo belongs to sales.

But that’s the wrong approach.

The demo should be a coordinated effort between sales and marketing.

A demo is a golden opportunity to encourage, inspire and showcase your product in the right way to the right people.

If marketing isn’t involved in this crucial process, that’s a mistake.

As important, demos should be a key performance indicator for marketing.

If a B2B marketer has done their job well, a healthy number of website visitors should convert to demo requests.

On the Marketing Spark podcast, I take a deep dive into demos with Kerry Sokalsky, who helps salespeople do better demos.

Kerry and I talk about:

✅ The importance of storytelling within the demo process and how marketing can capture and help tell stories that resonate.
✅ The idea of demos being an integral part of how marketers are assessed
✅ Why companies need to gather information about prospects before they click on “Ask for a Demo”
✅ The role and value of self-demos, particularly demos that are personalized and assembled on the fly.
✅ Whether and how demo requests should be integrated within a marketer’s KPIs.

Here’s the link to the podcast conversation with Kerry.

I’m a fractional CMO who helps B2B SaaS companies attract and engage better prospects. Learn more at marketingspark.co.