Top Use Cases for Interactive Demo Account Engagement Data

6 minute read

Interactive demos have a number of use cases, from educating and converting prospects to solidifying sales call takeaways to enabling existing customers and partners.

But there’s another valuable use case that may not immediately come to mind: capitalizing on the data interactive demos generate.

Several customers recently shared that they use Navattic interactive demo data for account qualification and prioritization — just like they would intent data.

And that prompted us to ask how else customers could use Navattic account-based engagement data. In this article, we’ll share the most common use cases we heard from additional customer interviews and explain how you can set them up yourself.

What is Account-Based Engagement Data

Interactive demo data tracks which prospects or accounts engage with your demo (through form fills or account enrichment) and how they interact with it (clicks, steps reached).

This combination of user and behavior data can inform how qualified an account is and help sales teams prioritize their outreach.

Top Use Cases for Demo Engagement Data

In our customer research, we came across some unique ways to leverage interactive demo data, from SDR outreach to account targeting and prioritization.

SDR outreach

The most common use case we heard on calls was using interactive demo data to help SDRs prioritize their accounts or expand the number of leads they’re getting.

Prioritize when your team has too many inbound leads to sort through and doesn’t want to waste SDR’s time with low-intent accounts.

Expand when you’re hiring new folks and notice your old lead lists are too dry to hand over to new reps. Accounts that run through interactive demos can be excellent warm leads — they’ve already expressed interest in your product.

How to set it up

If you have an ungated demo:

  1. Export account-level information from Navattic
  2. Import that data into your CRM
  3. Create a “top accounts” list in your CRM based on firmographic data that matches your ICP
  4. Export your top account list and send it to SDRs

If you have a gated demo:

And you have a CRM:

  1. Integrate with Hubspot, Salesforce, or Marketo
  2. Create a list in your CRM of the top accounts based on firmographic data that matches your ICP
  3. Export your top account list and send it to SDRs

And you don’t have a CRM:

  1. Export account data from Navattic directly
  2. Remove existing customers or opportunities
  3. Have a member of your Ops team manually assign those accounts to SDRs

Tip: Tell your SDRs to check what features each prospect or company explored in your interactive demo and tailor their message to the values of that particular feature or use case.

Account tiering and prioritization

Interactive demo data can help you refine your ideal customer profile or determine which new territories or industries to go after. Again, you can use tiering to prioritize or expand your account lists.

Prioritize if you’re still trying to figure out what your ICP is. With the slow B2B sales cycle, developing an ICP based on sales demo-booked leads can take a long time. Interactive demos, on the other hand, allow you to quickly see what industries, companies, roles, or verticals are most interested in your product.

Expand if you’re hoping to expand to new territories or industries. An influx of interactive demos from a particular type of person or company can be a promising leading indicator of a fruitful market.

How to set it up

  1. Create a list of the most engaged accounts going through your interactive demo in your CRM or by exporting a list out of Navattic
  2. Look for commonalities among those companies. Examples could be location, industry, size, or job titles.

Tip: You can’t identify commonalities if you don’t have enough data. To get the kind of insights you need, consider placing your demo in a prominent spot on your website to encourage more prospects to try your interactive demo.

Ad budgeting

LinkedIn and Google Ads are incredibly expensive, so you want to make sure you’re serving them up to actual buyers. Interactive demo data can tell you which companies are actively thinking about or familiar with your software. As with the other use cases, ad budgeting based on interactive demo data can help you hone or amplify your ad strategy.

Prioritize if you’re tight on budget and can only afford to serve ads to companies that are: (1) in your ICP and (2) interested in your product (i.e., have been through your interactive product demo).

Expand by creating retargeting campaigns designed to convert companies who have gone through your product demo already. Send them a special offer to get them to convert or display a new CTA on other pages they visit.

How to set it up

  1. Create an audience list in your CRM, including all accounts that viewed your interactive demo
  2. Add ICP firmographic data, like industry, size, and location
  3. Send these audiences directly to LinkedIn or use a platform like 6Sense or Metadata to narrow your targets even further

Tip: Don’t forget to personalize your ad campaigns. Create different audiences and ad creative according to the interactive demos accounts have gone through to continue highlighting the value prop(s) they care most about.

With enough interactive demo data, you can craft a well-defined ICP, drive sales productivity, and elevate your GTM strategy. To boost your interactive demo user count and beef up your demo data:


Next Post

Company Insights
Learnings When Building a Screen-Linked Live Demo Product
ARTICLE - 2 minute read
Learnings when exploring a screen-linked live demo product offering.
Get started

Build demos that delight.

Unlock faster sales cycles and empower your go-to-market team to drive growth with your product.