How Ramp, a B2B FinTech platform, influenced the buyer journey, contributing to 15% of leads collected on Ramp’s website.

How Ramp's growth team drove customer engagement with self-service product tours.

How Ramp strengthened its multi-touch sales approach and increased the number of prospects who showed a greater propensity to convert.

Ramp is building the world’s first finance automation platform designed to save businesses time and money. Ramp offers 5-in-1 software that consolidates corporate cards, expense management, bill payments, accounting, and reporting into one simple and free solution. Thousands of businesses are using Ramp for over $1 billion in annualized transaction volume.

When we found Navattic, we were looking for a way to demonstrate value to potential new customers without putting them through our full onboarding process. 

 in as easy and riskless a way as possible.

After evaluating the demo technology vendor market, we ultimately choose Navattic because the platform had the features that we were looking for and the user interface was very easy to learn and use. 

We had never used it before and built out a full-service product tour in a matter of a few hours.

Since launching our product tour on our website,

 Navattic has contributed to 15% of leads that we collect on our site

We’ve also noticed that there is a much higher propensity to convert to being a Ramp customer if a prospect has completed the self-service product tour. In our 

, our Navattic product tour has played a key role in influencing the buyer journey.

Ramp

How Coupa, an expense management platform, reduced demo wait times from 2-3 weeks, meeting prospects where they are.

How Coupa increased ARR by over $10M in just six months by accelerating the enterprise sales process.

How Coupa’s sales team utilized custom leave-behinds, keeping decision-makers engaged and streamlining multi-stakeholder deals.

Coupa offers cloud spend management (CSM) solutions that help companies control and gain visibility into their spending while generating savings that go directly to the bottom line. Coupa empowers companies around the world with the visibility and control they need to spend smarter and safer.

What was the problem you were initially facing?

Before Navattic, prospective customers had to wait 2-3 weeks to get a demo and even longer to get a test drive. We were looking for an on-demand demo that met our customers where they were. 

We also wanted these demos to be guided experiences so that customers wouldn’t get lost, and could 

experience the most impactful areas of Coupa in a short period of time

Why did you decide to use Navattic? How did Navattic stand out from other vendors in the space?

In our evaluation, we completed a POC with two 

. We found that some platforms were quite feature-rich, but unfortunately cumbersome to use - it took us a long time to build out a single demo.  We also looked at vendors that offered primarily screenshot-based solutions, but decided it was important to equip our sales team with truly interactive content that represented our software well.

We found that Navattic offered robust functionality, while still being exceptionally easy to use. Specifically, we appreciated the dynamic representation of our product. It was most important for us to 

 that feel just like the actual software, and the linear guide builder helps our team tell compelling end-to-end stories. 

We were able to create multiple sales-oriented demos within the first month of our partnership.

Beyond the product, what excited us most about Navattic was the opportunity to enter into a long-term collaborative partnership. In meeting members of the go-to-market and leadership team, it was clear that we were more than just another customer; we were strategic partners. 

Having worked with Navattic for over a year now, we have always felt valued and confident that our feedback is taken into real consideration.

When do you use demos in the sales process?

In an enterprise buying process involving multiple decision-makers (typically 11-13 individuals), it is crucial to maintain momentum after the initial conversation, and to support additional stakeholders who get involved on a rolling basis. It may not be practical or the best customer experience for our sellers to repeat full-blown demos at later stages.

sharing an interactive demo as a leave-behind allows decision-makers to revisit the value messaging

 even when we’re not physically present, and to easily share the resource internally. This has been an efficient way to communicate the key features and benefits of Coupa, helping us accelerate our sales process. 

In addition to gaining positive feedback from the sales team and our customers, 

we found that several Navattic interactive demos helped influence over $10M of ARR in the latter half of 2022.

What are some other ways you plan to use Navattic in the future?

Outside of sales, our marketing team plans to use interactive demos for demand generation. We’re also exploring demos for both internal 

 as well as external enablement to help our partners better sell Coupa’s suite of products.

Anything additional for prospective buyers to know about the solution?

Navattic is powerful, yet really easy to use. 

We mastered the art of creating top-tier product tours in under a month,

 with zero technical resources involved. We also continue to be impressed by the dedicated support we receive from the success and leadership team. We intended to find a strategic partner in Navattic, and they have more than upheld that role for us.

Coupa

How Insider, a cross-channel experience platform, used interactive demos to showcase product value earlier in the buying journey.

How Insider generated thousands of high-intent leads, qualifying prospects before they reach sales.

How Insider drove a 3x increase in engagement time compared to traditional marketing content.

Insider—one platform for individualized, cross-channel experiences—enables enterprise marketers to connect customer data across channels and systems, predict their future behavior with an AI intent engine, and individualized customer experiences. Marketers use Insider’s platform to deliver experiences across channels like Web, App, Web Push, Email, SMS, and Messaging Apps.

We were looking for additional exposure to our product and the ability to showcase value to prospects at earlier stages of the buying journey. We wanted to tell a story that helped these prospects visually understand what our product is all about and the value it provides.

While we have traditionally used video content, we were looking for a solution that could provide an 

immersive and engaging way to experience the product

 first-hand which led us to explore interactive demo solutions.

In our initial evaluation of the interactive demo space, we explored a 

. We landed on Navattic because it was the only tool that provided us with a scalable infrastructure in which we could 

build an entire, holistic library of interactive demo content across products and teams.

In addition, the Navattic team provided the highest quality of support and attention to specific product feedback and usage questions. This gave us the confidence to move forward with a long-term partnership given our unique requirements and plans for the interactive demo project.

We currently have launched a number of interactive demos in our 

 on the Insider website. This repository provides prospects and partners with interactive experiences that can show, rather than tell, our product’s features and capabilities. We plan on adding many more demos to our Demo Hub in the near future.

Next, our partner success teams have utilized interactive demos to train and enable new partners and Insider users. This has already significantly 

helped streamline our user onboarding process

 and increase the speed in which teams are able to get the full value out of our solution.

Lastly, we use Navattic interactive demos from a 

 today as well. Our sellers build bespoke interactive product experiences for target accounts, industries, and geographies. These tailored demos are then used across multiple stages in the sales cycle from the first touchpoint to closing.

Building the demo experiences using Navattic’s simple-to-use platform was a frictionless and approachable experience. 

We did not need to involve a single engineering resource to design, build, or launch the interactive demo experiences.

Since launching, our Demo Hub has immediately proven to be a valuable asset to reduce the barrier to entry for prospective buyers. Rather than working through the setup and enablement process with a trial or sandbox, prospects can immediately jump into a product tour to start experiencing product value. This opens a bridge to build interest and excitement but also qualifies and filters leads for our sales team to better lead conversations down the funnel. 

Navattic demos have generated 1000s of high-intent leads that are entering our sales cycle already familiar with our product and key use cases. 

We are also using interactive demos from Navattic as a key part of our inbound strategy including on our G2 product overview page. We have found that our interactive demo on this page provides a meaningful touchpoint for top-of-the-funnel viewers to engage with our solution in a purely organic way. 

Additionally, we are seeing a 3X increase in time spent on this interactive demo asset when compared to our traditionally used video content.

 Our interactive demos provide an engaging user experience that can not be replicated with static video or image-based content.

Insider

How Trainual, a business playbook platform, used interactive demos to communicate value earlier in the evaluation process.

How Trainual's growth team implemented a simple change that resulted in a 450% increase in free trial signups.

How Trainual boosted trial activation by 100% and increased paid conversions by 175% within seven days.

Trainual is a knowledge transfer and training platform where growing teams build playbooks for how they do what they do. All your processes and policies are easily documented, assigned, and updated, and completion tracking makes sure people know their stuff. The result? Faster onboarding and training and seamless delegation across all the roles and responsibilities in your business.

Trainual is the category-defining platform for business playbook software, combining multiple solutions — including onboarding, training, SOP documentation, and knowledge management — into a single system.

One challenge we face in building this category is how to briefly communicate what a business playbook is, why every company needs one, and how Trainual solves that problem. Explaining this is especially challenging because we serve businesses across various industries and verticals.


We wanted a way to showcase a curated and interactive version of what it feels like to be within our product. 

The goals were: 1) to get users to the light bulb “a-ha” moment before even starting a trial, and 2) to communicate value earlier in the evaluation process.

We had considered potentially building an interactive demo experience in-house. However, building that experience would have added another major project in an unproven and brand-new initiative that would have required significant engineering resources to create and launch.

Ultimately, we realized that building it in-house was not the right fit.

 That's when we shifted directions and began our search for an external solution that was easy to use and quick to set up. We chose Navattic because it was simple to implement, delivered on our requirements, and met our quick turnaround timeline.

With Navattic, we were able to plan, build, and deploy our

 without tapping our engineering resources and 


We tested our interactive demo against an existing product tour video. After a few weeks, we saw a 

 when the interactive demo was displayed. We also saw a 

+100% lift in users reaching activated trial status

+175% lift in users converting to paid customers

Trainual

How Friday Finance, an all-in-one financial management platform, used interactive demos to effectively showcase its full suite of tools.

How the interactive demo drove over 80% of Friday Finance’s inbound leads in just one month.

How interactive demos attracted higher-intent prospects, leading to more in-depth sales conversations and increased signups.

Friday Finance is an all-in-one financial management platform for European startups and SMBs. Our mission is to give people back the time and money spent in the past with dull mechanical tasks and let them focus on what truly matters - their businesses.

We needed to communicate that Friday Finance is a holistic financial solution for companies. In our industry, it’s easy to show that you have a “cash flow platform" or a “payments platform”, but more challenging to show a whole suite of tools in an effective and visual way.

 and were impressed by Navattic’s customer examples - they were the most elegant demos we saw, and the platform turned out to be easy to use. 

. I had no idea how to create an interactive demo when we first started, but we followed all of the 

 and tips around CTAs and saw results right away.

Another vendor even reached out to us after we started using Navattic, but by then we knew that 

Navattic had the best customer service and were not going to switch.

How are you using demos built on Navattic today?

For most website visitors who are just discovering our platform, the 

 is a frictionless way to get started. We feature the demo on our main website to encourage visitors to sign up, or to book a 1:1 demo with sales. 

We support both of these goals by including a form midway through the demo: After completing the first section, visitors can choose to either complete an email gate to “Continue Tour”, or to “Sign Up” and get started immediately.

Navattic was responsible for over 80% of the inbound leads we had last month!

, which makes sense since they choose to complete the form after interacting with the platform, and are able to have more in-depth conversations early in the sales process.

The demo has also been effective at converting visitors to “sign up”, 

which is a great sign. This means the demo has explained the platform sufficiently for visitors who want to try our free product, which allows our sales team to focus on engaging prospects who want to discuss the paid product.

Friday Finance

How MoEngage, a B2B customer engagement platform, tackled mid-funnel issues and increased form completion rates to 40% with a simple change.

How the product marketing team got prospects to spend 12-15 minutes on demos boosting engagement significantly.

How they saved 20 minutes during RFP calls per prospect, enabling deeper discussions and better-informed buyers.

MoEngage is a customer engagement platform that consolidates data from various sources, providing brands with a comprehensive view of their customers, including McAfee, Flipkart, Domino’s, Nestle, Deutsche Telekom, and Coca-Cola. 


MoEngage combines data from multiple sources to help brands gain a 360-degree view of their customers. For over a decade, consumer brands in 60+ countries have been using MoEngage to power digital experiences for over a billion monthly customers.

Like most companies right now, we were experiencing a mid-funnel problem where the leads were coming in, but they were not generating opportunities quickly enough. 

So we asked ourselves, what are other avenues apart from direct discovery calls from the sales team that we can use to give our prospects hands-on experience with our demo environment?

We had a few mid-funnel assets but they weren’t very interactive. We had GIFs, but those could not fully relay the touch and feel of the product. We evaluated several tools in the market including Navattic and 

We primarily evaluated ease of use, integrations with Segment and Hubspot, and demo engagement analytics. 

The time-to-launch was very quick and customer success was paramount to building my learning of the Navattic platform as well as industry 

 (e.g., What are the other benchmarks other companies are utilizing? And what about the distribution efforts?).

How was it working with Navattic's customer success team?

Our customer success manager helped us identify demo distribution channels and refine our strategy – for example, by helping us create a form that now sees a


We had little success with the form on step 1, but our CSM suggested moving it to step 2, where it could capture visitors who had already begun exploring the product.

What are some results you have seen since implementing Navattic?

We rolled out in phases: We started by using demos in North American sales cadences, then in our RFP documentation. After receiving positive feedback, we started embedding them on top-performing product pages, where the leads started coming in. 

, we identified a couple opportunities that had spent the most time in our demos: One account had 3 decisionmakers 


They were clearly evaluating our product through the Navattic demos. Overall, prospects spend more time in our demos compared to other assets we have - whether it’s ebooks or case studies, those numbers would be at max 4-5 minutes, but nothing like the 12-15 minutes average range we saw with demos.

What were the problems you ultimately fixed with Navattic?

In the past, whenever we present an RFP, a good 15 to 20 minutes is spent introducing the company and our product. We now encourage prospects to explore an ungated product demo before our call, 

which gives us back 20 minutes during the call to talk about the actual problems that we were going to solve.

 Many prospects evaluate 3-4 vendors at a time, and give each vendor about 30 minutes to present their product. 

By sharing demos beforehand, we can track what content a prospect has seen and optimize our presentation accordingly. 

Now, almost all of our prospects check out the demos and come to the RFP call prepared for a deeper conversation about the problem they’re facing.

What are some other ways you currently use Navattic?


We ran a DIY (“do it on your own time and at your own pace”) campaign, where we created landing pages to highlight industry-specific use cases with demos.


Demos have also been added to the resources section of our website, where they have permanent status alongside our other highest-converting resources (a benchmark report and a use cases deck). 

Now there’s a permanent space for interactive demos because that’s how high the consumption has been.

Lastly, we present our demos on iPads at a booth whenever we have in-person events, which are an important source of leads for us. We capture attendees’ intent and contact information by offering to send them a direct link to the demo, which many people request. While they're there on the iPad, our solution consultants are also nearby to start talking about the use cases.

How do you plan to continue using Navattic?

 to alert SDRs whenever visitors fill out a form in a Navattic demo. Within ten to fifteen seconds of their demo engagement, an SDR has been assigned to reach out to them. 


All our product marketing and digital marketing managers also have access, so they can 

track how much time leads have spent in demos

What words of wisdom would you share with someone considering Navattic?

I think everyone should go for it. Two main value adds are the customer success and support, and the intuitive UI.

There are many interactive demo tools in the market today, a major key to our success with Navattic is their customer success. 

From being very hands-on while we published our first few demos to actually reviewing our entire sales and automation process to see where Navattic can plug in, customer success made the whole process seamless. 

We are a multinational company and I am based out of India. Nonetheless, the team is very responsive to email and has always been able to support me at different times of day. 

Companies all across the globe can use Navattic.

It felt like there was an inner joy or a child within me when I was building my first few demos. 

My second point would be the UI – I really love the UI. I could change a few HTML elements in my Navattic Captures without editing my live demo environment. Let’s say you're selling to a company in the UK and need to change “USD” to “GBP”. I can just edit a few elements and I'm ready to launch demos in a new market. So really good, phenomenal UI.

MoEngage

How Airbase, the procure-to-pay platform, satisfied its "middle intent offer," thereby creating a pipeline with high-intent prospects.

How the Airbase's marketing team generated 10% more interactive demo leads than custom demo requests.

How Airbase utilizes interactive demos to increase conversions across the funnel and engage in deeper sales conversations.

 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.

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.

 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.

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.

 provide a perfect sweet spot between low-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.

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.

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?

 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.

Airbase

VP of Marketing 

How Qualio, the leading eQMS for life sciences, provides hands-on product exploration without requiring engineering resources.

How Qualio used demos to secure 25% of closed deals, enabling prospects to engage with the platform before sales calls.

How Qualio's sales and marketing teams achieved success with interactive demos, shortening time to value and boosting engagement at in-person events.

electronic quality management system (eQMS)

 designed for growing life science companies. Over 650 international Qualio customers use the software to simplify and accelerate their quality and regulatory activity, from building process documents to training employees, onboarding suppliers and closing out continuous improvement tasks.

Qualio is rated as the easiest to set up 

 easiest to use of all eQMS providers reviewed on G2. Customers report 90+% reductions in quality admin and dramatically improved time to market.

We wanted to give people more visibility into the product and didn't have a trial that prospects could utilize before having a conversation with sales. We used a pre-recorded demo webinar that prospects could watch and ask questions throughout, 

but prospects wanted to explore at their own pace

Allowing prospects to get hands-on experience with our product without requiring engineering efforts is exactly what Navattic offers.

Did you consider other interactive demo options?

When choosing software, we consider the product capabilities, price, and support that we get. We also evaluated 

 but it had things that weren’t necessary for us at that time.

We felt supported by the Navattic team throughout the sales process and liked the idea of using a software we could evolve with. Over time, it’s become clear that 

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