SaaS Product Demo Marketing: How to Get It Right

As a SaaS provider, your customer’s first introduction to your product will likely be through a demo. Whether it is pre-recorded or live, the product demo is quickly becoming the standard for debuting a product. Today’s buyer has more choices than ever, is hard to please, and increasingly expects to be given a chance to try before they buy. This means that getting your demo right is crucial. Below, we share some key tips to keep in mind as you plan and design your demo. 


#1. Show, don’t tell

Video killed every other kind of marketing demo, and this especially applies to SaaS products. But don’t let the importance of video make you think that huge investments are necessary. Self-made, in-office screen recordings from a real team member – as opposed to a paid voiceover actor – are quickly becoming the standard. These videos foster brand credibility and they are easy and cheap to produce quickly as new customer questions or inquiries arise. But most importantly, they get right to the point and show the customer exactly what they will be getting. That kind of transparency not only helps shed a positive light on your brand, but can speed up the process of helping a lead move to a purchase decision point.


2#. Maintain a “WIIFM” Focus

Even though they’ve come to see your demo, the simple truth is that leads don’t care about you or your product. They only care about their needs and wants. So when they are watching your demo they are really only thinking one thing: What’s in it for me (WIIFM)? The good news is that there is one simple trick to answering that question in your product demo – lead with benefits, not features. Don’t tell them about the features of your SaaS product, but show them how their lives will be different once they start using it. 


#3. Personalize, Personalize, Personalize

Different user types are going to have different questions, concerns, and interests in uses and applications of your SaaS. Your demos need to acknowledge that, and either address different users in the same video or create audience-specific demos where necessary. Along the same lines, while video is king, it is important to end your demo by connecting to other resources in different formats. Not every purchase decision-maker thinks the same, and some will find different information formats more persuasive than just your demo video on its own. This might include an FAQ section of your website, user guides, product spec sheet, case studies/success stories.

If you are offering a live demo, be sure to personalize the session according to who is attending as much as possible. How did the attendees sign up for the demo? Look at their behavior and the channels they used to register (website, social, landing page, ad, etc.) and treat it as a case study on what kinds of questions, concerns, and interests they may have. Finally, when it comes to writing your demo script, follow the KISS (Keep It Simple) principle wherever possible, and start by asking, then answering, common questions about your product. This will grab attention and allow you to immediately highlight the benefits of what your product does.


#4. Use the right channels to promote your product & product demo

Even the best demo is no good if you can’t manage it to get it in front of the right audiences. Consider partnering with a Value-Added Reseller that offers long-standing, stable, and targeted market access, which is something most new SaaS providers lack. Under the right circumstances, the mutually beneficial relationship between SaaS providers and VARs is clear: VARs can offer longstanding, stable, and targeted market access that most new SaaS providers lack, while new and innovative SaaS products can enrich and enhance VARs’ portfolio and competitive advantage.


It’s true what they say about first impressions, so getting your demo right is crucial for the future success of your SaaS product and your brand. The tips above provide an overview of how to achieve product demo success, but of course, there is much more to consider. If you’re interested in getting your SaaS product in front of the right audience and expanding your customer base, contact the HFX Tech Partners team today.