Too much time spent on intro demos

With a complex platform offering numerous capabilities, Call Tracking Metrics found their sales team spending excessive time covering the basics during live demos instead of focusing on customer-specific needs or advance-stage conversation.

"When we're hopping on live demo calls, we're sort of always starting from zero and we have to get through the initial 'here's the call log, here are the things that you can see in that call log.' But it was taking up more time than the sales team wanted to in those live demos," Chris shares.

Why Storylane stood out

After evaluating several options, Call Tracking Metrics selected Storylane primarily for its intuitive interface and robust HTML capabilities.

"I think once we saw the UI and all the editing capabilities, how easy it was to do it as a marketing team without bringing anybody else in... Our biggest nerves were just, is it going to be able to scrape the HTML? Is it going to look right? But everything was working out well, looked good, and was easy to do."

Implementation across the buyer's journey

Call Tracking Metrics strategically deployed interactive demos at multiple touchpoints:

1. Website placement - Featured prominently beneath pricing tables where prospects typically focus
2. Pre-sales outreach - BDRs send demo links in initial emails after sales requests
3. Post-demo follow-up - Specific feature demos sent based on prospect interests

"We're using interactive demos in a couple different places on the website. We've got some on the homepage, but we've got it right beneath our plan pricing comparison table. We find that's where most people go first," Chris explains.

Creating focused, effective demos

The marketing team leads demo creation, focusing on core elements and key integrations like Google Ads and Google Analytics. Chris emphasizes keeping demos concise:

"The first demos we rolled out cover core functionality that people need to see. Now we're sourcing different ideas from the sales team, leadership, and new AI features."

A key advantage is the ability to redact sensitive information: "Every screen in our app with live data will show real phone calls, names, email addresses, and phone numbers. It's really nice to be able to change that live data and protect people's privacy."

Results that matter

Though still early in their implementation, Call Tracking Metrics is seeing promising results:

• Days to close reduced by approximately 2 days for Storylane-influenced opportunities
• Conversion to opportunity stage rivals their key organic channels
• Sales team adoption demonstrated by active requests for more demos

"The days to close for Storylane-influenced opportunities are about two days shorter right now than those without Storylane interactions. And the folks going through Storylane are moving into the opportunity stage at a rate that rivals our key organic channels."

Best practices and next steps

Chris recommends focusing on storytelling rather than feature lists: "Not just pointing out features but telling more of a story. Add character into the hotspots and don't try to do too much. Don't just speak about the demo, try to put them in the demo."

Looking ahead, Call Tracking Metrics plans to:

• Integrate demos into chat nurtures and chatbots
• Use interaction data for CRM segmentation
• Identify current customers viewing demos for upsell opportunities
• Optimize placement across paid landing pages

"I think the next step is making sure we automate processes to use the cool data we're getting from Storylane usage. Definitely finding places like chatbots, more paid landing page opportunities, and testing different functionality."