Airbase

What is Airbase?

Airbase is the only purposely built procure-to-pay platform for mid-market and early enterprise companies.

It manages everything from initial purchasing requests to approval workflows, invoice processing, payments, and end-of-period reconciliation. It also includes expense reporting capabilities for employees and corporate cards, virtual and physical.

What was the problem you were facing?

We wanted the ability to communicate what our platform is and how easy it is to use, and just get them quicker to that a-ha moment.

We sell to finance, accounting, and procurement teams, and they want to be as well-informed as possible without having to talk to a vendor first. They also tend to be introverted, so they really don't want to talk to a salesperson unless they need to.

We also have a very sophisticated and complete platform. Our whole value proposition is built around the idea that you get the enterprise power of a Coupa or an Ariba but the fast time-to-value, light footprint, and ease of use of single point-solution applications.

We didn't want to overwhelm people with all our functionality but quickly show in an approachable way that we have the depth and breadth to solve our ICPs’ specific use cases.

Videos weren't a good fit for us because they are much harder to build and maintain. We innovate rapidly and advance our platform’s capabilities every month, so videos would be stale almost immediately after publishing.

How do you use Navattic demos today?

We use Navattic to solve for the “medium intent offer”. Historically if you look at most B2B sites, there was this big gap of what I call the medium intent, or the Goldilocks offer.

I think of offers as one of 3 levels of intent: low, medium, or high.

Interactive demos provide a perfect sweet spot between low-intent offers (like whitepapers, studies, etc.) and high-intent offers (like hand-raising requests for a personal demo or pricing).

“With Navattic, conveying our value proposition becomes very easy. I love the app capture feature that makes the demos feel like our real product. It's a perfect mid-funnel offer for our site to build pipeline.” - Satyam Pathak, Senior Digital Marketing Manager

And even if you request to talk to sales, everyone knows that in most cases, you're not talking to sales right away for a SaaS product. You need to get past BDR qualification, and then go through a discovery call before you can really see the product.

To me, the middle intent offer is perfect because I want to provide as much value as quickly as possible to our prospect and make sure that there's fit and alignment for our value proposition with them.

What are some results you have seen since implementing Navattic?

It’s been a massive success. Interactive demos are the most popular offer on our website. Since implementing Navattic, we get about 10% more interactive demo leads than custom demo requests, which have also risen.

For context, we have almost 10x more interactive demo leads than pricing requests.

There’s this great interplay between interactive demo leads and demo requests where someone starts with an interactive demo but then continues and requests a personal demo after clicking through the demos..

Sometimes people might fear introducing an interactive demo would cause lead cannibalization, but we’ve grown all offer conversions since launching the interactive demos. In fact, conversions increased because before we had interactive demos more people were coming to the website, choosing not to do anything, and leaving.

"We've also boosted our actual demo requests because they get to that moment with our interactive demo, where they say yes. That is exactly what I want." - Michael Freeman, VP of Marketing @ Airbase

As soon as someone requests a demo, we send them an immediate follow-up email that promotes the interactive demo while they're waiting to speak with someone.

This helps drive better engagement with our MQLs because for those who haven't looked at the interactive demo yet, it gives them a way to interact with the product while they're waiting to connect with the actual human.

What are some other ways you’re thinking about using Navattic?

I want to build out a full library even further with very specific, vertical use case interactive demos. We’re also thinking about how we will better use personalization of the demo experience.

Any advice for others considering interactive demos?

Start small and iterate with your demo experiences. Most SaaS websites are missing that middle intent offer. Any software with any kind of complexity can benefit from offering interactive demos.

Also think about the demo in the context of the user's journey, not just what you want or need.

You have to dial up your empathy and sympathy. If you have that as your focus and frame of mind, you're going to produce a much better demo that is going to yield better results.