Interview: Anna Decroix, CMO & Cofounder, Demoboost, with Peter Cohan, Principal, The Second Derivative –

Anna Decroix: Peter, it’s an absolute pleasure to discuss your latest insights on automated demo best practices. Your recent article, Automated Demos Best Practices, is packed with actionable advice. I’d like to dive deeper into some of the key points you made. Let’s start with the basics—why do you believe automated demos (ADs) are such a pivotal tool in today’s sales landscape?

Peter Cohan: Thanks, Anna. Automated demos have indeed become a critical component in the sales toolkit, especially as we navigate an increasingly digital and remote-first world. They offer scalability and consistency, enabling vendors to showcase their products to a broader audience without the limitations of time zones or availability. However, as I’ve highlighted in my article, the effectiveness of ADs hinges on their quality. If poorly executed, they can do more harm than good—essentially automating the distribution of subpar content.

Anna Decroix: You emphasized that “automating garbage demos” only amplifies the issue. What are the most common mistakes you see vendors making when they create ADs?

Peter Cohan: The most common mistake is treating automated demos like human-delivered ones—just recording a standard demo and expecting it to work the same way. ADs are fundamentally different; they lack the opportunity for live interaction, which is why setting the right context is crucial. Vendors often fail to clearly identify the problem their solution addresses, and instead, they dive straight into features and functionalities. Without a compelling narrative, prospects won’t see the relevance or value, and the demo will likely fail to engage them.

Anna Decroix: That’s a great point about context. You’ve outlined a structured approach in your article, starting with setting context and identifying the problem. Could you elaborate on how vendors should go about this in their ADs?

Peter Cohan: Absolutely. Setting context means ensuring that your audience immediately understands who the demo is for and why they should care. This could be as simple as stating, “This demo is for sales leaders who need to improve their forecast accuracy.” You need to make it clear from the start why the prospect should be interested. Problem identification goes hand-in-hand with this. It’s not enough to just show how your solution works; you need to articulate the pain points your solution addresses. For example, in the case of sales forecasting, you might point out the common issues with salespeople either inflating or downplaying probabilities, leading to inaccurate forecasts. This sets the stage for your solution to be seen as a remedy to a clearly defined problem.

Anna Decroix: You also touched on the importance of length and simplicity in ADs. What’s your advice on balancing thoroughness with brevity?

Peter Cohan: The best ADs are concise yet impactful. They should be just long enough to convey the necessary information and compel the prospect to take the next step, whether that’s scheduling a meeting, downloading a white paper, or signing up for a trial. Typically, a well-crafted AD should be no longer than four to six minutes. The key is to present the most compelling aspects of your solution—the “What” that prospects want to see—without overwhelming them with details. Think of it like a movie trailer; it should entice the audience without giving away the entire plot.

Anna Decroix: Speaking of enticing the audience, you mention the importance of engagement in ADs. How can vendors create more engaging and memorable demos?

Peter Cohan: Engagement is critical because it helps your message stick. Vendors can use a variety of techniques to enhance engagement, such as incorporating humor, metaphors, or brief stories that relate to the prospect’s challenges. Interactivity is another powerful tool—allowing prospects to choose their path through the demo can keep them more invested in the content. However, it’s important to ensure these interactive elements are intuitive and easy to navigate. Overcomplicating the experience can lead to frustration and abandonment.

Anna Decroix: That makes perfect sense. Lastly, you discussed the importance of analytics in tracking the success of ADs. Could you share some best practices for vendors in this area?

Peter Cohan: Analytics are the backbone of refining your ADs. Vendors should capture data on how prospects interact with the demos—where they linger, where they drop off, and which CTAs they follow. This data provides insights into what’s working and what’s not. A/B testing different versions of your ADs can also help identify the most effective elements. The ultimate goal is to continually optimize the demo experience based on real user behavior, ensuring that your ADs are not just being watched but are also driving the desired actions.

Anna Decroix: Thank you, Peter, for sharing these invaluable insights. It’s clear that automated demos, when done right, can be a powerful tool in a vendor’s arsenal. For those looking to learn more, I highly recommend diving into Peter’s full article on Automated Demos Best Practices.

Peter Cohan: Thank you, Anna. It was a pleasure discussing these best practices with you. For anyone interested in further guidance, feel free to reach out—I’m always happy to help teams refine their demo strategies.

To explore more on automated demo strategies and to dive deeper into crafting compelling demos, check out Peter Cohan’s book, Great Demo!: How To Create And Execute Stunning Software Demonstrations. You can find it on Amazon.