How to Drive Successful Demos with Webinars

The demo webinar format stands out among the many options for attracting leads and converting them into deals. A live webinar product demo offers a powerful sales tool to engage your audience better and showcase what your product has to offer. When you engage with your customers in a webinar format, you offer them something more digestible than other content types. However, setting up a demo is merely the starting point; the true essence lies in running it with such professionalism that closing transactions becomes a natural outcome. Implementing a consistent and engaging webinar demo program can enhance brand visibility, captivate audiences, and effectively identify qualified leads. By leveraging virtual demos, your company can showcase products in real-time to a global audience, attracting new buyers and generating valuable leads. The average turnout rate for real-time webinars is approximately 45%.

A webinar product demonstration also highlights the practice of your product over the theory. Customers know that many businesses claim to offer different capabilities, but they want to see how those features work. The webinar lets them see your product work live. You can have a back-and-forth conversation where you answer their questions, and they respond to what you're saying. Overall, your webinar product demonstrations can offer your business significant value. Let's explore more about how to drive success with SaaS demo webinars.

What makes webinars powerful sales tools

Webinars have become a powerful sales tool for SaaS vendors due to the following reasons:

1. Video is Digestible

SaaS products often have complex features that can be difficult to convey through written content alone. Webinars utilize video, which is a highly digestible format. By visually demonstrating the product in action, webinars help potential customers to understand and grasp its functionalities. Videos are shorter, more engaging, and flexible, allowing SaaS businesses to effectively highlight features that may be challenging to explain in written form.

2. Practice over Theory

Webinars provide practical demonstrations instead of relying solely on theoretical explanations. By showcasing how the product works in real time, potential customers can see its application and benefits firsthand. This hands-on approach creates a more engaging experience and builds trust and credibility with the audience. Webinars are especially valuable for showcasing specific features, addressing common pain points, and demonstrating the value of the SaaS product.

3. Dialogue over Monologue

Webinars facilitate interactive communication and foster dialogue between the presenter and the audience. Unlike one-way communication methods, webinars allow for two-way engagement through live chat, Q&A sessions, and polls. This interactivity enables participants to ask questions, seek clarifications, and engage in discussions. It also helps sales representatives to address concerns, overcome objections, and tailor their messaging to the specific needs and interests of the audience. Real-time engagement and personalized interactions during webinars increase the likelihood of driving conversions and building strong customer relationships.

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Why use webinars for product demonstrations?

Using a webinar for a product demonstration allows you to speak personally with people interested in your product all at once. Webinars are great tools for product demonstrations because of the following reasons -

1. Direct two-way communication: Webinars enable direct interaction between prospects and brands, fostering a real-time conversation regardless of geographical location. It allows for immediate feedback, clarification of doubts, and personalized engagement, creating a more engaging and interactive experience.
2. Scalability and customization: Webinars can be easily scaled to connect with specific target markets, verticals, regions, or language preferences. Additionally, webinar demos offer high customization, allowing brands to showcase their products or services in a visually appealing, branded environment. This flexibility ensures that product demos meet the needs and preferences of the target audience.
3. Showcase any product in detail: With webinars, brands can effectively demonstrate any product, regardless of size or complexity. Through high-quality products and detailed visuals, webinars provide a platform to showcase product features, functionality, and benefits. It helps prospects better understand the product's value and suitability for their needs.
4. Global Reach: Webinars transcend physical boundaries, enabling brands to reach a global audience. The digital nature of webinars allows presentations to be easily scaled to a worldwide audience, increasing the potential customer base and market reach.
5. Valuable Data Collection: Webinars offer valuable data collection opportunities. Organizations can utilize a sophisticated webinar platform to gather first-party data and integrate it into their sales and marketing tech stacks. This data includes insights such as the time spent in the webinar, resources downloaded, questions asked through interactive tools like Q&A, chatbots, or email, and responses to polls, surveys, and additional content consumption. This data helps understand prospect behavior, preferences, and interests, enabling more targeted and personalized follow-up strategies.

Types of demo webinars

SaaS businesses use different demo webinars depending on their goals and strategy. By selecting the appropriate type of demo webinar, you can effectively showcase your SaaS product, drive conversions, and meet the specific needs of your target audience.

Product demo webinars (includes product updates)

The product demo webinars (also knwn as deminars) aim to showcase your product's features, communicate its unique selling points (USPs), and address frequently asked questions. Product demo webinars are effective for onboarding new users and demonstrating the possibilities of your product. They include special offers or discounts to incentivize conversions. Additionally, for existing users, product update webinars can be conducted to highlight recent updates, demonstrating constant development and keeping the user community engaged and informed.

Sales demos for up-selling/cross-selling

These sales demo webinars target existing customers using lower-tier packages or services. The goal is to upsell or cross-sell them to higher-tier packages or additional services. Rather than individually messaging each customer, sales demo webinars bring interested clients together in one place. During the webinar, they can watch presentations, interact with representatives, ask questions, and provide feedback. This consolidated approach makes it easier to showcase upgrade options and move customers closer to desired conversions.

A 1:1 demo

Particularly valuable for selling to enterprise clients, 1:1 demo webinars involve personalized demonstrations led by a SaaS representative who becomes the dedicated point of contact for a specific client. These webinars focus on showing the product's value and emphasizing the quality of customer success and support for any necessary modifications. The highly personalized nature of these webinars ensures a tailored experience for each client, strengthening the chances of a successful conversion. 

Four elements for effective product demonstrations

As you better understand how to use a product webinar, let's explore the four key elements to conduct a successful product demonstration.

Keep specific features and benefits.

Keep specific features and benefits at the forefront to ensure effective product demonstrations. Instead of overwhelming customers with excessive information, they may need to retain, focusing on critical aspects of your solution is crucial. 69% of consumers consider a product demo the most helpful when purchasing. When presenting to a specific customer, structure your presentation based on their needs. Alternatively, for general demonstrations, emphasize the features and benefits you showcase throughout the presentation. This approach ensures that the audience remains engaged and highlights the most important aspects of your product.

Sell the solution, not the problem.

A two-step approach is essential for effective and successful product demonstrations. In the first step, show the product and its benefits to the customer. In the second step, explain to the customer how they will benefit from using your product and why they need it.

When selling your solution, it is important to:

• Empathize and identify with the customer's challenges.
• Paint a vivid picture of the problem being solved in the future.
• Demonstrate how your product addresses and resolves their concerns.
• Sell them on the vision and explain how your product is the ideal solution for them.

Highlight your product differentiators.

In a highly competitive business environment, it is crucial to differentiate yourself from competitors and capture the attention and interest of prospects. To break through the noise and stand out, consider the following questions as you plan for your product demonstration webinar:

• What is your unique selling proposition? Identify the distinctive qualities and values that set your product apart from others.
• Who is your ideal customer? Define the characteristics and preferences of your target audience to tailor your demonstration to their specific needs and wants.
• How does your product meet and solve their needs? Communicate how your product addresses the challenges and requirements of your ideal customers.
• What motivates their buying habits? Understand the factors that drive purchasing decisions for your target audience, such as cost savings, efficiency, or innovation.
• Why did they choose your company over others? Identify why customers have selected your business and highlight those advantages during your demonstration.
• What positive feedback have you received? Leverage positive testimonials and feedback from satisfied customers to reinforce the credibility and effectiveness of your product.

Additionally, aim to offer something that your competitors need to provide. It could be a unique feature, a personalized approach, or a tailored solution that sets you apart and resonates with the person you are pitching to.

Show more demonstrations and less verbalization.

As you build your presentation, focus less on what you can tell your customers about your product and instead look for ways to show them everything your product can do. PowerPoint fatigue is a common issue faced by audiences who frequently attend presentations, whether in live demonstrations or webinars. More than merely reading from slides are required to create a memorable demonstration. The focus should be on the product or service rather than solely on slides to ensure a captivating and engaging experience.

To make your demo impactful, consider the following tips:

• Get to the point quickly: Customize your presentation for your specific audience and avoid unnecessary delays. If showcasing software or digital products, ensure they are fully loaded and up-to-date to maintain a seamless flow.
• Engage the audience: If presenting to a small group of prospects you know, personalize the experience by addressing them by name. It helps establish a welcoming atmosphere and fosters a connection.
• Pause and add follow-up questions: Break your demonstration into sections and create opportunities for audience engagement. Pausing between sections allows for reflection, and incorporating follow-up questions keeps people actively involved, preventing boredom from creeping in.
• Allocate adequate time for questions and answers: Encourage audience participation by providing dedicated time for queries and discussion. This interactive element enhances the overall experience and allows a deeper understanding of your product.
• Ask about their needs: During the demo, inquire about the specific needs of your audience and how your brand can address them. Take note of their concerns and manage them in real-time. Remember, demos should foster conversation rather than one-sided monologues.

How product demo webinars can help build brand awareness

Product demo webinars effectively create brand awareness by reaching a large audience and showcasing your solution. They offer flexibility, allowing you to scale the demonstrations based on the needs of specific accounts or verticals. The interactive nature of webinars fosters engagement and dialogue between hosts and attendees, enhancing the understanding of your product and bringing your brand to life. By focusing on the client's needs, wants, desires, and problems before the demonstration, you can provide valuable solutions and create a personalized experience. This personal touch and emphasis on your unique selling proposition help differentiate your brand from competitors.

Visual elements play a significant role in effective product demonstrations as people remember graphics more quickly than text. Tailoring your presentation to resonate with your audience's emotions can be powerful. Demonstrating how your product solves their problem captivates their attention and creates an emotional connection. The demonstration needs to be a soft sell, focusing on customer experience and your solution's benefits. A smooth and professional presentation enhances credibility and instills confidence in your brand.

How to incorporate product demo webinars into your content marketing

You can integrate product demo webinars into your content marketing by incorporating them into your overall strategy. It's a simple and effective way to generate leads and engage your audience. One approach is to create short, 30-second videos highlighting your product's key points. 36% of marketers say that product videos produce the best ROI over other videos. You can share these videos on various channels such as social media, email or embed them on your website, attracting interest and directing viewers to your webinar demos. Another method is to develop a webinar demo series. It lets you delve deeper into showcasing different features, use cases, and more. A series also enables you to identify highly engaged audiences more likely to convert into customers.

When incorporating webinar demonstrations into your content marketing program, consider how you can integrate them with different channels and touchpoints. Here are some options to explore:

• Feature the webinars on your website homepage to capture the attention of visitors.
• Share the webinar demos on social media platforms to reach a wider audience.
• Include webinar links in your email campaigns to nurture leads and drive conversions.
• Create dedicated landing pages that highlight the value of your webinars and encourage sign-ups.
• Write blog posts that promote specific webinar topics and provide additional insights.
• Participate in relevant community networks to share your webinars and engage with your target audience.
• Include webinar announcements in your newsletters to keep subscribers informed and involved.
• Use paid ads to promote your webinar demos to a targeted audience.
• Offer webinars as downloadable content in your e-books to provide an interactive and educational experience.

Remember, integration can be as simple as including a link in a post or as complex as running an entire quarterly campaign. Be creative and strategic in integrating your product demo webinars with your content marketing efforts, and track the performance using UTM codes to measure their effectiveness.

How to prepare product demo webinars in 5 steps

Developing a well-defined promotional strategy is crucial rather than relying solely on tactics when promoting your webinar demo. While tactics involve specific actions like sharing a webinar link on social media, a strategy is more comprehensive, with clear goals and the utilization of various channels to achieve those goals (such as email, social media, and paid advertising).

Develop your goal

Gather your sales team and engage in a discussion to determine the specific objectives you want to accomplish through your product demo. Identify whether your goal is to attract a broad audience to attend a general demo or to create a tailored demonstration for a specific industry. It is also an opportunity to analyze historical data to understand attendance patterns and identify successful demos.

Once you have clarified your objectives, the marketing and sales teams can collaborate to set SMART goals—Specific, Measurable, Achievable, Relevant, and Time-based goals. Make sure to document these goals and establish a plan for tracking registrations and other relevant metrics to gauge the success of your efforts.

Identify your channels

The choice of channels to reach your target audience will depend on the goals you have established. You may utilize targeted emails, paid social media messages, and other paid advertising methods to reach leaders within a specific industry. On the other hand, if you plan to promote an ongoing platform demonstration for a general audience, you will likely focus on owned channels such as organic social media, email campaigns, newsletters, and blog posts.

Regardless of the channels used, the landing page must have a central element that all channels direct towards. The landing page is a simple webpage where users can visit and decide whether to sign up for your webinar demo. Keeping the copy and form concise is important to create an effective landing page.

Create your content

Now, it's time to create the content for promotion. It can include infographics, short promotional videos, and written copy. Remember that you may need to make slight adaptations to the content to fully leverage the different channels you are using. For instance, the tone and style of social media posts shared by your sales team should be distinct from those shared by your main corporate accounts.

Additionally, this is an opportune moment to develop A/B tests for your copy and design. Conducting these tests will provide valuable insights into how you can effectively engage and connect with your target audiences. 

Inform partners and distribute

Now, it's time to implement your plan by leveraging your organization. In particular, your sales team can be a valuable partner in promoting your product demo. Involve your sales team with a kit with relevant information and materials. Ask them to actively reach out to prospects and engage with audiences interested in your solution. Their expertise in specialized fields allows them to communicate and connect with potential customers effectively.

Consider offering incentives such as gift cards or attractive merchandise to motivate and encourage your sales partners to go the extra mile. These incentives can further motivate them to participate in the promotion and generate more leads actively. Collaborating with your sales team ensures that your product demo's webinar promotion is comprehensive and reaches the right audience, maximizing its effectiveness.

Measure your success

Finally, measuring the results of your efforts to refine your product demo program's strategy is crucial. Analyze the data from your A/B tests, evaluate the leads generated by your sales team, and identify statistically significant winners. Additionally, assess the effectiveness of your landing page in driving conversions. Determine whether the conversions primarily generate through owned channels like email, social media, paid ads, or organic channels like SEO.

Based on your findings, celebrate your successes and acknowledge any failures. Use these insights to develop an optimization plan, identify areas for improvement, and implement strategies to enhance the performance of your product demo program. Measuring and optimizing your efforts ensures that your product demo program continues evolving and delivers optimal results in capturing audience attention and driving conversions.

Quick tactics to drive and increase product demo registrations

Driving registrations is one of the most essential parts of building a successful webinar strategy. How you promote your webinar impacts how many people in your target audience will hear about the upcoming event and, therefore, the leads you acquire. If you're short on time and looking for quick wins to drive product demo registrations, consider these tactics:

• Create a search-engine-optimized landing page.
• Promote the webinar to your current subscriber base via a newsletter.
• Utilize your social media platforms to generate intrigue and attract participants.
• Offer incentives to encourage registration.
• Co-market the demo with a partner to expand your reach and create a unique use case that resonates with the audience.
• Survey participants at the end of the presentation to gather feedback and understand their needs.
• Make your webinar demos available on-demand to accommodate different schedules.
• Utilize content marketing strategies to boost views and drive registration.
• Build anticipation before the event and send a reminder a day before.
• Focus on creating intrigue and avoiding information overload during the webinar to foster engagement.

Effective marketing and a solid call to action are crucial to driving registrations. Follow up with participants to keep them engaged and guide them through the sales funnel to generate and drive sales.

Download Forrester Consulting and Hubilo's research about Using Engaging Webinars to Elevate the Sales Pipeline

Best practices when running demo webinars

Now you are ready to plan your product demo webinars. Here are the best practices to remember as you begin setting your agenda for demo webinars.

Identify your audience

Identify your target audience and determine the best way to reach them to ensure the success of your demo webinars and achieve satisfying results. Determine whether you intend to get a specific group, expand your client database, gain insights about your audience, or explore untapped segments. Identifying your desired audience will save you valuable time, as you can tailor your webinar content to meet their needs and preferences. Proactively recognizing your target group lays the foundation for delivering impactful and engaging webinars that yield satisfying results.

Keep your 2S: script and structure in mind

Neglecting the importance of script and structure in your demo webinars can lead to disorganization and chaos. It puts you at risk of encountering problems during your SaaS webinars. Failing to have a well-structured approach and relying on improvisation instead of following a pre-written script can leave your audience frustrated. Develop a comprehensive script for your demo webinars, outlining the flow and sequence of your presentation. You can even introduce the structure upfront, either in the initial slides or through a brief explanation, so your audience understands what to expect right from the webinar's start.

Be professional

Make the most of SaaS webinars as they can serve as crucial touchpoints with potential clients, whether they are the first or last interactions. Despite the prevalence of remote work and home offices, creating a professional and tidy environment for your webinar is essential. Ensure that your speaking area is well-organized, and position yourself appropriately in front of the camera to maintain a polished appearance. Additionally, make sure your presentation displays smoothly, and consider saving it as a PDF to avoid issues with fonts or images.

Furthermore, starting your webinar on time and avoiding any delays is essential. Being late to your webinar is highly unprofessional and can be perceived as disrespectful to your audience. Respect their time and demonstrate your professionalism by starting the webinar promptly.

Create a marketing plan

Develop a concise marketing plan to reach your target audience for a specific SaaS webinar effectively. Consider partnering with a SaaS marketing agency to assist you in creating the plan. Determine the best channels and timing for promotion based on your target group. Evaluate whether utilizing your internal databases or a mailing list with a high conversion rate would be most effective. If your chosen audience for the webinar is relatively new, explore promotional channels you have yet to utilize, such as social media postings. By strategizing your promotional efforts, you can maximize the reach and impact of your SaaS webinar.

Remember about post-webinar customer success

After completing your webinar, it is crucial to maintain your audience's positive impression and satisfaction. Take proactive steps to provide excellent customer success by preparing follow-up webinar sequences that you can send immediately after the webinar and a few days later. It will demonstrate your commitment to addressing any additional questions or requests that may arise. By being prepared and responsive, you can nurture the relationship with your audience and capitalize on the momentum generated during the webinar.

Choose the right webinar platform

If you recognize the importance and value of demo webinars for your business, allocating time and resources to make them captivating is essential. One crucial aspect to consider is the selection of reliable tools that will enable you to create, manage, and optimize your demo webinars effectively. Investing in a dependable webinar software can ensure a seamless and engaging experience for your audience, maximizing the impact and results of your SaaS webinars. The right webinar platform makes it easy to design a high-value webinar, including accessible branding opportunities that will keep your company in your leads' minds.

Frequently asked questions on webinar demos.

How can webinars help in driving successful demos?

Webinars provide a scalable platform to showcase your product to a large audience, engage them in interactive sessions, and address their questions and concerns. They allow you to demonstrate the features and benefits of your product effectively, leading to increased brand awareness and potential conversions.

What should be included in a webinar demo?

A webinar demo should include a well-structured script, visually appealing content such as presentations and videos, interactive elements like Q&A sessions, and a strong call to action. It is important to focus on addressing your target audience's needs and pain points and demonstrating how your product can provide solutions.

How to promote my webinar demos effectively?

To promote your webinar demos successfully, you can leverage various channels such as email marketing, social media platforms, your website, and targeted advertising. Develop a webinar promotional strategy that aligns with your goals and target audience, and utilize engaging content, compelling messaging, and clear calls to action to attract registrations.

How to ensure a smooth webinar experience for attendees?

To ensure a smooth webinar experience, choose a reliable platform with features like high-quality audio and video streaming, interactive chat options, and seamless screen sharing. Test your equipment and internet connection before the webinar, have a backup plan in case of technical issues, and provide clear instructions to attendees on how to join and participate in the webinar.

How to measure the success of the webinar demos?

To measure the success of your webinar demos, track key metrics such as registration rates, attendee engagement, conversion rates, and post-webinar feedback. Analyze the data to gain insights into the effectiveness of your content, delivery, and audience interaction. Use this information to refine your webinar strategy and improve future demos.

How long should a webinar demo be?

The ideal length of a webinar demo depends on various factors, including your product's complexity and your target audience's attention span. As a general guideline, aim for 30 minutes to one hour. However, prioritize quality over length and ensure that you cover your product's essential features and benefits within the allotted time.

How to engage the audience during the webinar demo?

Engaging your audience is crucial for a successful webinar demo. To encourage participation, incorporate interactive elements such as polls, surveys, and Q&A sessions. Encourage attendees to ask questions and provide real-time responses to their queries. Additionally, use storytelling techniques, compelling visuals, and relatable examples to captivate your audience's attention throughout the demo.

How to follow up after the demo webinar to maximize conversions?

Following up after the webinar is crucial to nurture leads and maximizing conversions. Send a personalized thank-you email to attendees, providing them with a recording of the webinar and any additional resources discussed during the session. Use email automation to deliver targeted follow-up messages, addressing specific pain points and offering further assistance. Continue engaging with your leads to build relationships and guide them toward purchasing decisions.

Successful live webinar product demos with Hubilo

Demo webinars are a game-changer in the SaaS industry, providing a valuable platform to effectively engage with a larger audience and showcase your product's strengths. Unlike traditional communication channels like email or social media, webinars offer a more immersive and comprehensive experience. By adhering to best practices, understanding your target groups, tracking audience interactions, and utilizing a professional webinar platform like Hubilo, you can leverage the power of demo webinars to convert potential leads into successful deals. 

Hubilo offers a powerful and user-friendly platform for creating SaaS webinars effortlessly. Interactivity plays a vital role in webinars, and Hubilo enables you to engage with your audience effectively with features such as chat rooms, breakout sessions, polls, and Q&A sessions. Additionally, Hubilo allows you to collaborate with your team in real-time, even during live webinars. This feature is useful when you require immediate support or assistance while conducting your SaaS webinars. Say goodbye to complex setups and embrace the simplicity and efficiency of Hubilo's webinar platform. Request a demo today to experience its full potential for your SaaS webinar needs.