SaaS Product Demo Types – When and Where to Use Them
Interactive product demos help software buyers in several ways. They also have a key role in the growth of both PLG and SLG SaaS companies.
Key Takeaways
- There are nine demo types: live demos, webinars, interactive product tours, pre-recorded demos, product screenshots, personalised demos, free trials, demo accounts, and prototypes/POCs.
- The right type of demo to use depends on the buyer journey stage. Static imagery is perfect for TOFU, while personalised demos are best for the final stages.
- Pre-recorded demos can be reused across your website and other marketing channels, so they’re extremely valuable.
- Free tools are a viable “demo” option for SLG companies. Tools drive engagement, improve lead quality, and work for both B2B and B2C audiences.
The benefits of self-serve SaaS demos range from higher conversion rates to smoother onboarding. In this article, we’ll cover benefits of different types of product demos and when to use them.
Overview of Demo Types and Their Use Cases
1. Live Demos
Live product demos have been around longer than the concept of SaaS. They’re useful for almost any type of company and any software product. The longer the sales cycle and the more complex your software, the better it is to go over your product during a 1-on-1 conversation.
2. Webinar Demos
Webinar demos are great to scale your outreach. They put far less pressure on software buyers.
3. Interactive Product Tours
Self-serve demos allow software buyers to discover your product on demand. They’re a top-of-funnel tool, helping software companies scale with a small sales team or sometimes no sales team at all.
4. Pre-recorded Demos
Like interactive product tours, pre-recorded demos allow buyers to explore your software at their own pace. Recording your product can take various forms, from detailed, narrated videos to short GIFs.
5. Product Screenshots
When done right, static product imagery is in the same league as other types of demos. Rich graphics combine decorative and informative aspects.
6. Personalised Demos
Personalised demos are valuable at the end of the buyer journey. A bespoke tour directly addresses the pain points of the buyer.
7. Free Trials and Tools
Free trials are often seen as a PLG staple. However, a complex SaaS will not benefit from a free trial, while simpler apps can be useful.
8. Demo Accounts
Demo accounts allow for more complexity, providing a hands-on experience with a pre-populated setup. It’s usually easier than a free trial.
9. Prototypes and Proof of Concept Demos
Prototypes and technical demos validate the product direction using moderated user tests or early previews for existing customers.
How to Pick the Right Demo Type in Your Context
Knowing the ins and outs of different demo types, we’ve split the recommendations into categories: SLG vs PLG, buyer journey stages, and use cases by persona.
Product Demos for the Awareness Stage of the Buyer Journey
Demos at this stage should be hands-off, aimed at giving potential buyers a feel for your software using rich product screenshots, graphics, videos, and GIFs.
Types of Demos to Use at the Consideration Stage of the Buyer Journey
Detailed demos like interactive product tours and pre-recorded demos are essential here.
Product Demo Types at the Decision Stage
Buyers who are deciding on the purchase benefit the most from live and personalised demos.
Common Mistakes to Avoid When Choosing Demo Types
- Using live demos too early
- Over-relying on static video
- Using generic screenshots on your website
- Poor balance between salesy interactions and true product demos
- Neglecting personalisation for high-intent leads
Conclusion: It’s Best to Combine Different Demo Types Across the Funnel
Product demos are most effective when varied across the buyer journey, accommodating the different needs of a buying committee. The combination of different demo types is crucial to effectively showcase the product.