Playbooks
Decision
Product Marketing
Stand out in software marketplaces with interactive demo experiences
Why It matters?
Software review sites and marketplaces like G2 and Capterra have become critical research destinations for buyers in the consideration phase. While most vendors rely solely on static screenshots, interactive demos on these platforms can dramatically increase engagement, differentiate your listing, and accelerate sales cycles.
What we’ll cover
- Create optimized demos for third-party marketplace platforms
- Implement and track performance across review sites
- Convert marketplace engagement into qualified pipeline
Examples and inspiration
Marketplace demos with Storylane
1. Create marketplace-optimized demos
Design demos specifically for the unique context of marketplace platforms:
- Focus on differentiators: Prospects visiting your marketplace listing are probably pretty deep into the funnel. Surface product differentiators that set you apart from competitors listed on the same platform to drive conversions.
- Keep it brief: Create demos with 5-8 steps that could be completed in under 2-3 minutes, respecting that marketplace visitors are typically evaluating multiple solutions.
- Stand-alone experience: Ensure demos can be understood without requiring additional context, as marketplace visitors may not always have previous exposure to your product.
- Multiple CTAs: Include various call-to-action options (request demo, start free trial, contact sales) to accommodate different buyer preferences.
- Mobile optimization: Ensure demos display properly on all devices, as marketplace research often happens on mobile.
2. Implementation strategies
Get your demos successfully deployed across marketplace platforms:
- Platform partnerships: Work directly with marketplace account managers to ensure proper implementation, as many platforms have specific requirements for custom embeds.
- iFrame embedding: Storylane provides properly configured embed codes optimized for each major marketplace platform.
- Alternative formats: For platforms with limited embedding capabilities, create demo GIFs or download video demos as alternatives, with clear CTAs linking to the full interactive experience.
3. Measurement and follow-up
Convert marketplace interest into sales pipeline:
- Response system: Set up real-time Slack alerts for demo completions from marketplace sources to enable quick follow-up while interest is high.
- Progressive demos: Prepare follow-up demos that build on the marketplace experience, offering deeper insights into areas where the prospect showed particular interest.
- Sales outreach: Reference specific marketplace demo interactions in follow-up communications to create continuity in the buyer experience.
4. Learnings and best practices
- Start with your highest-traffic marketplace listings to maximize impact
- Update demos quarterly to showcase new features and maintain freshness
- Consider adding competitor comparison demos on platforms where buyers are actively evaluating alternatives
- Include customer testimonials within the demo to reinforce social proof