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

B2B Marketing with Dave Gerhardt

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
• (10:50) - - Statistics on Product Demos
• (14:53) - - Gating vs. not gating product demos
• (17:12) - - Emails and personalized follow-ups post-demo
• (18:08) - - Where to place the interactive demo on the website
• (27:34) - - Interactive demos with complex products
• (32:35) - - How to budget for interactive product demos
• (35:27) - - Implementing interactive product demos in LinkedIn ads
• (37:05) - - Platform recommendations for interactive product demos
• (40:59) - - Use of interactive demos in the sales cycle
• (42:35) - - Tracking activity and attribution in interactive demos
• (44:14) - - Personalized demos for each prospect
• (47:13) - - Post interactive demo conversion best practice
• (51:55) - - Closing thoughts

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Today's episode brought to you by Navattic.

B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.

This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.

And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.

They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.

Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.

So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.

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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

• They give you unlimited podcast editing and strategy for your B2B podcast.
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