The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

#122: Product Marketing | Improve the B2B Buying Experience with Interactive Product Demos (with Natalie Marcotullio from Navattic)


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This week, we're sharing a recording from an Exit Five Live Session with Natalie Marcotullio, Head of Growth and Operations at Navattic. She has a background in SEO and digital marketing for B2B sales and marketing SaaS. Over the years, her focus has shifted to full-funnel marketing, GTM strategy, and improving the digital buyer experience.

In this episode, we cover 

  • Why buyers are switching to a more "self-service" model of buying 
  • How interactive demos stack up against traditional marketing education like videos or ads
  • Tips to create a product story with your interactive demo that gets you a 30% CTR
  • The most common questions marketers have about interactive demos

Timestamps

  • (00:00) - Introduction
  • (09:37) - Statistics on Product Demos
  • (13:40) - Gating vs. not gating product demos
  • (15:59) - Emails and personalized follow-ups post-demo
  • (16:55) - Where to place the interactive demo on the website
  • (24:30) - Interactive demos with complex products
  • (28:25) - How to budget for interactive product demos
  • (31:17) - Implementing interactive product demos in LinkedIn ads
  • (32:55) - Platform recommendations for interactive product demos
  • (36:49) - Use of interactive demos in the sales cycle
  • (38:25) - Tracking activity and attribution in interactive demos
  • (40:04) - Personalized demos for each prospect
  • (43:03) - Post interactive demo conversion best practice
  • (47:45) - Closing thoughts

  • Send guest pitches and ideas to [email protected]
    Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
    Check out the Exit Five job board: https://jobs.exitfive.com/
    Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

    ***

    Today’s episode is brought to you by Walnut.

    Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?

    Come on, today’s buyers don’t want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.

    That’s where Walnut comes in.

    Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond.

    That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.

    And the best part? You get real intent data—see which features prospects love, where they drop off, and what’s actually driving pipeline. Demo Qualified Leads are the new MQL.

    Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA?

    Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!

    ...more
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    The Exit Five CMO Podcast (Hosted by Dave Gerhardt)By Dave Gerhardt

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