Playbooks
Retention
CSM
Help champions drive cross-team adoption with targeted demos.
Why It matters?
Expanding within existing accounts is typically more efficient than acquiring new customers, yet many organizations struggle to effectively communicate additional value to stakeholders or reach new decision-makers. Interactive demos enable champions to easily share your product's value across their organization without requiring technical expertise or extensive time investment.
What we’ll cover
- Create targeted expansion demos for different stakeholders and use cases
- Enable customer champions to drive internal adoption
- Educate decision-makers efficiently without requiring hands-on product exploration
Examples and inspiration
Account expansion with Storylane
"Storylane influenced 17% of our upsell revenue last year. Interactive demos were critical in our biggest expansion deals, helping champions explain our value to executives who don't have time to explore the actual product." - Andrea Coloma, Senior Product Marketing Manager, Dreamdata
1. Create expansion-focused demos
Develop interactive experiences specifically designed to drive account growth:
- Complementary use cases: Create demos that showcase how additional features or modules solve adjacent problems for current users, highlighting the value of expanding their implementation.
- Cross-team value: Develop role-specific demos that demonstrate relevance to other departments not currently using your product, focusing on their unique needs and workflows.
- ROI visualization: Include clear metrics and impact data directly in demos to help stakeholders easily quantify the value of expanding their investment.
- Success storytelling: Weave relevant customer success stories throughout the demo to show how similar organizations have benefited from expanded usage.
2. Enable internal champions
Equip your advocates with tools to drive adoption across their organization:
- Shareable modules: Break expansion demos into focused modules that champions can easily share with specific colleagues based on their role or needs.
- Executive summaries: Create abbreviated demo versions (3-5 minutes) specifically designed for busy executives who need to quickly understand value without diving into details.
- Champion toolkits: Provide champions with pre-built email templates, presentation materials, and talking points to support their internal advocacy efforts.
- "Show, don't tell": Enable champions to share interactive demos instead of static materials, giving stakeholders a true-to-life product experience without requiring setup or onboarding.
3. Engage decision-makers
Efficiently communicate value to key stakeholders:
- No-setup evaluation: Allow executives to experience product value through demos without investing time in account creation, data setup, or learning curves.
- Personalized relevance: Use dynamic variables and customization to incorporate the customer's terminology, data examples, and specific use cases in expansion demos.
- Guided exploration: Structure demos to highlight the most relevant expansion opportunities based on the customer's current implementation and growth areas.
- Seamless next steps: Include clear paths for stakeholders to request detailed information, schedule discussions, or activate additional features/seats.
4. Learnings and best practices
- Maintain brand consistency between the customer's current experience and expansion demos
- Reference specific successes the customer has already achieved with your product
- Focus demos on outcomes rather than features to appeal to business decision-makers
- Create expansion bundles that group related features for easier consideration
- Use progressive disclosure to avoid overwhelming stakeholders with too much information
- Track which expansion demos generate the most engagement to refine your approach