Most product demos are boring and not really useful to the audience. In this session, we'll describe the 3 greatest sins of product demos and then present 5 important principles that Product Managers/Product Marketers can apply to achieve informative and beneficial product demonstrations.

1. How to Create Product
Demos That Don’t
Suck
Tom Evans
Lûcrum Marketing
@compellingmktr

3. What is The Worst Product Demo You’ve Seen?

4. Three Top Sins of Product Demos
• Start sales process with a product demo
• Another cool thing we can do is ….
• Lack of preparation

5. Result: Demos That Suck

6. What is The Best Product Demo You’ve Seen?

7. Five Principles for Effective Product Demos
• Clearly define the target audience
– Market Segments, Personas, Problem Scenarios
• Create stories that address the problem scenarios
• Make sure demo communicates positioning & key
messages
• Only give demo once prospect’s PAINS have been
discovered
• Demonstrate only what solves prospects PAINS
(customize if necessary)

8. Source Documents
• Market Needs Document (aka MRD)
– Problem Scenarios
– Personas (Buyers & Users)
– Market Needs (Requirements)
• Market Strategy
– Target Markets
– Positioning
– Messaging

9. Case Study
• Software for Financial Services
– Very featured oriented
– 30+ minutes
• Revamped Demo
– Targeted to executive buyer & key users
– Story around specific problem scenario (too long to
develop & test new strategies)
– Demo of approx 15 mins
– Supported key message
• Tripled sales in next year!

10. Thank You!
Tom Evans
Lûcrum Marketing
tevans@lucrum-marketing.com
+1.512.961.5267
@compellingmktr
Copyright 2012 - LÛCRUM MARKETING