Demonstration Tools for SaaS companies

Wondering what the landscape for demonstration tools looks like for 2023? Let's dig in.
Last Updated -
October 15, 2023
Tom Bruining
Founder, BSc of Computer Science & BComm


Interactive product demonstrations have become the cornerstone of modern marketing strategies, offering a dynamic and engaging way to showcase your offerings.

Google Slides & PowerPoint have had their hay-day.

Interactive product demos are more than just flashy presentations; they are powerful tools that allow potential customers to experience your product firsthand. They provide an immersive experience that engages, informs, and inspires, making them an invaluable asset for businesses of all sizes and industries.

At HowdyGo, we understand the transformative impact of interactive product demos in today's digital landscape. In this comprehensive exploration, we will delve into some awesome examples, and also share some new tools that are making waves.

Whether you're a startup, an enterprise, or somewhere in between, we hope this article will give you a solid overview of product demonstration tools for 2023/24.

Why everyone's going interactive

Interactive product demos aren't just a passing trend; they have become a cornerstone of successful marketing and sales strategies for B2B SaaS companies.

Here's why:

  1. Engagement: These demos captivate your audience by allowing them to actively explore your product's features and benefits. This hands-on experience leads to a deeper understanding of your offerings.
  2. Conversion Boost: Studies have shown that interactive product demos significantly increase conversion rates. When potential customers can experience your product firsthand, they are more likely to make informed decisions and convert into paying customers.
  3. Efficient Communication: Complex ideas are simplified through interactive demos, making it easier for prospects to grasp your product's value proposition clearly and concisely.
  4. Time and Cost Savings: Creating interactive product demos can save valuable time and resources. You can reuse demos for different audiences, reducing the need for multiple live presentations.
  5. Customization: Interactive product demos can be tailored to specific audiences or use cases, enhancing the user experience and ensuring that prospects receive relevant information.
  6. Analytics and Insights: These demos provide valuable analytics and insights into user behavior, helping you refine your messaging and improve the user journey.

Now, with these specific upsides in mind, let's dive into our first example and explore the future of product demonstration!

Product Demonstration Example: Ansarada

View the interactive demo

Ansarada's Governance Risk & Compliance platform brings order to chaos for businesses.

Target Audience: PLG - Enterprise

Demo Style: Multi-chapter, story driven

Key Highlights:

  • Ansarada's interactive product demo shows how complex enterprise software can be made accessible to prospects and leads.
  • This multi-step demo includes a collection of chapters, helping to create structure while conveying high-level concepts to the viewer.
  • A story-driven demo that explains the key elements of the platform.

Ansarada's Website

The evolution of product demonstration tools

The way we demonstrate products and ideas has evolved significantly in the last 3 years.

Google Slides and PowerPoints have their place, but there are a few areas where they really limit go-to-market teams.

From Static Slides to Dynamic Experiences

Static slides dominate the scene still. Tools like PowerPoint and Google Slides allow presenters to create visually appealing slideshows, but interactivity is limited.

Audiences are expected to flip through one-way presentations that leave little room for engagement, and are therefore easy to forget or just not view.

However, as technology has advanced and the demand for more engaging presentations has grown, a shift has occurred. Presenters have realized the opportunity of creating dynamic, interactive, trackable experiences that go beyond the confines of traditional slides.

The Impact on Marketing and Sales

Interactive demos and other digital sales room products allow potential customers to navigate through software interfaces, test features, and gain a deeper understanding of how a product solve their specific pain points.

Leading marketing teams have identified that these demonstration tools offer several key advantages:

  • Data-Driven Insights: Valuable analytics and insights into user behavior. This data helped companies refine their messaging and improve the overall user experience.
  • Enhanced Engagement: Captivate audiences by allowing them to actively engage with the product. This hands-on approach created a more memorable and immersive experience.
  • Improved Conversions: Studies consistently show that interactive product demos significantly increased conversion rates. When prospects could experience a product firsthand, they are more likely to make informed decisions and move further down the sales funnel.
  • Clearer Communication: Complex concepts and features can be conveyed more effectively through interactive demos. They simplify the communication of value propositions and benefits by tieing experiences with the product, to the software's value proposition.
  • Efficiency and Cost Savings: Creating interactive demos is a cost-effective and efficient way to showcase products. Companies can reuse demos for various audiences, reducing the need for repetitive live presentations.
  • Tailored Experiences: Can be customized to address specific audience segments or use cases. This personalization ensures that prospects receive relevant and targeted information.

As we continue our journey through the world of interactive product demonstrations, we'll explore real-life examples that showcase the power and versatility of these tools. These examples have set the standard for excellence in 2023, and they offer valuable insights for businesses of all sizes and industries.

But before we do that let's call out a recent product that's changing up the way sales & marketing deliver presentations - Tome.

Tool Spotlight: is a revolutionary platform that breaks free from traditional communication tools, offering a dynamic, multimedia canvas for authentic expression.

It challenges the constraints of decks, documents, and static pages by embracing the fluid nature of modern communication on the web. With AI-driven tools, it empowers users to explore new approaches and instantly generate compelling content while preserving nuance and authenticity.

Whether you're a storyteller, marketer, or educator, provides a creative canvas that captures attention and leaves a lasting impact, reimagining how we communicate and create content in today's digital world.

Check Out

Interactive Product Demos - The new frontier, 5 examples

Now that we've discussed the evolution of product demonstration tools and the transformative impact of interactive demos, it's time to dive into real-world examples. These examples represent the cutting edge of product presentations in 2023/24.

We'll explore how businesses across various industries and scales are harnessing the power of interactive product demos to captivate their audiences, boost conversions, and communicate their value propositions effectively.

Lawpath - On-demand Legal Documents and Advice

View demo | Lawpath's Website

Target Audience: Enterprise & Startups

Demo Style: Platform overview

Highlights: A concise demonstration of the Lawpath platform, complete with a clear call-to-action (CTA) for a free trial sign-up. Emojis in the annotations add a touch of fun.

UserMaven - Privacy-focused Web Analytics

View demo | UserMaven's Website

Target Audience: Startups, Small-Medium Businesses

Demo Style: Story-driven, analytics

Highlights: A visually appealing analytics product demo with no chapters. It focuses on showcasing ease of use.

GoCertify - Verification for group discounts

View demo | GoCertify's Website

Target Audience: Small-Medium Businesses, Enterprises targeting Consumers

Demo Style: Story-driven, consumer walkthrough flow

Highlights: This short, 6-step demo highlights GoCertify's unique verification process for healthcare employees, effectively linking user experience with the company's value proposition.

Tango - Agency Project and Contract Management

View demo | Tango's Website

Target Audience: Design Agencies, Small-Medium Businesses, Freelancers

Demo Style: Story-driven, AI product, multi-chapter

Highlights: Starting with a compelling story, Tango's demo shifts to spotlight a key platform feature. It encourages users to explore by scrolling, giving them a feel for the tool.

Reward Point - Digital Rewards Program

View demo | Reward Point's Website

Target Audience: B2B2C, DTC, Small-Medium Businesses

Demo Style: Story-driven

Highlights: This demo shows how simple it is to get started with Reward Point's digital rewards program. It offers viewers a behind-the-scenes look at the signup process.

Tool Spotlight: Qwilr

Qwilr goes beyond traditional sales proposal software, ushering in a contemporary approach to selling.

It empowers businesses to create web-based collateral that not only impresses buyers but also provides real-time insights into their engagement.

Whether you're a seasoned sales professional or a growing business, Qwilr enables you to elevate your sales game by delivering interactive web pages that captivate buyers and offering crucial insights into their journey.

Check Qwilr Out

Conclusion: Embracing the Interactive Future

In 2023, interactive product demonstrations have transformed how businesses engage their audience. This shift from static slides to dynamic experiences isn't just a trend; it's a fundamental change in presentation strategies.

Our journey explored innovative tools like, Qwilr, and more, showcasing the power of interactivity.

Embracing this interactive future isn't a choice; it's a necessity for businesses to stand out and connect in the digital age.

As technology evolves, the potential for creating immersive, engaging, and informative demos is limitless.

Tool Spotlight: HowdyGo

It would be remiss of us to not call out HowdyGo as an option for crafting demonstrations of your product.

HowdyGo gives your marketing and sales teams that ability to share interactive demos with your prospects. With no friction to the buyer and no need to involve engineers in the picture.

Try us out, you can create your first interactive product demo in less than 10 minutes. ūüĎá


About the Author
Tom Bruining
Founder, BSc of Computer Science & BComm

Tom Bruining is the co-founder of HowdyGo. In the past he was Head of Growth & Marketing at a B2B SaaS and Head of Data & Business Intelligence at HelloFresh, UK.

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