Your Launch Needs An Interactive Demo - Here's How to Build One That Converts w/Natalie Marcutullio - Product Marketing for You | Lyssna här

I've been a Navattic fanboy for years. I always wondered: how much is the tool versus knowing what you're doing? So I asked Natalie, Head of Product Marketing at Navattic. She's watched teams nail interactive demos or waste months building the wrong thing.

Most PMMs skip demos entirely—"too much work," they say. But Natalie's seen the data. It's costing you pipeline on launch day.

Why do you need an interactive demo for a product launch?

Most PMMs record themselves clicking through like a tutorial. That's the problem. An interactive demo isn't about showing everything—it's controlled storytelling that converts. When you're launching, prospects are skeptical. They want to see it work in context, with real data, controlled by them. A proper demo eliminates friction and proves value.

Here's how Natalie approaches building interactive demos for launches:

Step 1: Decide goal and channel first — Where lives this demo? Homepage? Landing page? Email? Sales enablement? Your channel determines length, depth, and value props.
Step 2: Identify 2-3 aha moments — Listen to sales calls. Find what actually closes deals, not everything the product does. Gut-check with sales before building.
Step 3: Capture with the right method — Public-facing? Use HTML capture (86% of top demos do). You can edit data to show real context. Internal? Screenshots work.
Step 4: Write line-by-line script — Focus on those 2-3 moments. Use AI to draft from existing assets (sales scripts, positioning docs). Always edit first drafts. Gut-check with sales.
Step 5: Optimize for 5-13 steps — Completion drops past 13 steps. If you need more, break into chapters (3-6 max) and let users choose what to explore.
Step 6: Make the gating call — 65-70% of top demos are ungated (higher engagement). If you gate: one field only, explain why, show value.
Step 7: Polish, brand, add multiple CTAs — Match your brand colors. Use text variation. Add CTA halfway through, not just at the end. Track and iterate.

Resources

Thanks to PMM Camp — where product marketers build leadership range to move beyond execution and influence strategy.

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