Expert Guide for Automated SaaS Demos 101


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When demonstrating SaaS, you have to directly tackle the pain points of your prospect and show how your software’s capabilities can eliminate them. You can automate your demos for more yield and efficiency.

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What is SaaS?

Software-as-a-Service or SaaS is software that services over the internet and is hosted by a third-party server. They are apps that you do not have to install on your devices.

A cloud stores all your files and everything you do with this software.

These services are products of efficiency – used by people who are no-fuss and no-b.s.

Some SaaS products are Google Apps, Dropbox, Salesforce, Cisco, WebEx, Concur, and GoToMeeting.

SaaS is like the fast-food restaurant of software. You don’t have to make the food and clean up. You just come in, eat, and pay.

Most SaaS is paid for by monthly subscription. When you subscribe to a SaaS, security, compliance, and maintenance are part of the cost.

What are SaaS demos?

To get people to use your SaaS, you must show value – what results they can acquire and pain points they can remove with your software’s features and workings.

The most effective medium is using an automated SaaS demonstration.

With SaaS demo automation, you should be able to show your leads what solutions your software can give to their business challenges and what outcomes and positive impacts it can deliver.

When done correctly, your demos should close deals.

The core narrative of your SaaS demo must be pinpointing a problem and showing how your SaaS features will solve it.

Your demo must show how easily and quickly it does the troubleshooting and how simple your software is to navigate.

Why automate your SaaS demos?

Older marketers might say that demonstrations should always be human engagement. That is true for many services like non-FAQ customer service, customer care, assistance, and distanced education.

However, promoting SaaS from automated demos creates more advantages.

Automated SaaS demos are time-saving, efficient, and eCommerce conducive.

People who use SaaS are busy people.

People who use SaaS do not like talking to representatives. Though it can be made smart, these conversations take a longer time than automated demos.

SaaS-using people are very busy people who want things fast. Automated demos work for them.

Automated SaaS demos are very efficient.

Video conference pitching cannot be time skipped or replayed – automated demos allow that.

Your demos automatically reach the right prospect with the right content. 

Pre-made demos skip the usual “What’s your problem” intros of video conferencing. All the first questions have been answered pre-demo via automated selection processes.

Automated demos eliminate the ceremonials of meeting a new person and get to the point.

Your prospects appreciate efficiency more than humans when it comes to software pitches. There are fewer complications, errors, and pageantry. We go straight to business.

For your SaaS business, automating demos will save you money and time spent on actually demoing. It relieves you from a lot of manual work and unnecessary employment hires.

It’s the easiest way to introduce your product to the right prospect. Well-made, pre-produced and mastered; no pee breaks.

What are the advantages of demo automation?

With automation, you use technology that asks the right questions and brings the proper demos to satisfy the right prospects.

Automation helps you understand, pre-demo, your prospects on a deeper level. It allows you to develop content that will influence your demos to close.

Automated demos allow your business to accommodate a rising number of users and customers. It streamlines your sales so that you don’t get overwhelmed with manual work that can be automated.

When you automate your SaaS demos, you engage people faster and serve them better. It lessens waiting times and organises meetings better in the sales cycle.

Additionally, automation makes your SaaS demos available 24/7. Your prospects will have the option to see them at their time’s convenience.

Automation makes demo closing for your SaaS efficient, consistent, and productive.

That’s excellent customer service for busy people. Good customer service always converts.

What makes a good SaaS demo?

A good SaaS demo targets appropriately. A bad one is a demo that a prospect doesn’t need or is found to be irrelevant.

Hence, it is pertinent that you make sure that the right demo gets to the right prospect.

A good automated SaaS demo has the following qualities.

  • It adapts to every client’s individual preferences and requirements.
  • It is personalised and interactive.
  • It focuses on value.
  • It has nothing in it that can make it annoying.

You can build a sound demo system by knowing your prospect’s perspective.

Automation tools will help you see what problems they are trying to troubleshoot.

With the right automation service, you will see in detail the keywords they are using and the sites they are checking.

You’ll be able to study what works for them – language, tone, time, price, funnel, and other aspects; and what doesn’t work so you can avoid them altogether. 

How do you personalise a demo?

Your demo should not be about your SaaS features. It should be about how your prospects can be relieved of their troubles.

Learning whom you are demonstrating to is the foremost essential.

Know the people who will watch your demos. Look into what their company roles are and what those positions entail that your SaaS can help with.

Research what companies your prospects are in – what their industries are, what they do, and what they need to become more competitive.

Run A/B tests to find which demo works for who.

You should know these details about your prospects:

  • When they signed up for a demo
  • By what criteria they are evaluating
  • What other SaaS they are  checking out
  • What pain points they have
  • What are they doing to address their pain points

Let your automation tool make prospects select their way into the right piece of content.

Consider using a 3, 4 or 5 question pop-up or screen on your site. Make the questions so that they evaluate whether they’re meant to see a particular demo or another one.

Your automation tool should be able to let you build the algorithm of your demo funnels.

Make emphatic content.

You must make your demo environment seem personable and engaging. Make it as human and interactive as possible.

Build your narrative in a way that people feel that you understand their business needs.

It should encourage them to test your software on their setup.

Try your best to make it not look and feel too pre-recorded. Use subtle differences in sets for different demos and follow-ups (backgrounds, locations, among many).

Treat your demo funnels like email funnels. You have to use the right strategy. Run tests to find what demo funnel works too.

Don’t dominate your prospect.

Make your prospect feel in control. People like to do things undirected. 

You don’t want them to feel like you are forcing them into a purchase.

Even though these demonstrations are technically one-sided, find a way to make your prospects feel like a big part of the “conversation.”

Make your prospect’s issue the centre of your narrative and make sure that the solution feels like “I did it myself” with the software.

Their “choice” adds up to how much they value your offering.

Make your demo engaging.

Make your demo sound active, so your prospects don’t get bored and tune out.

Make it interactive. Engage prospects so that they will try your SaaS with test scenarios.

Build a narrative that sounds like a discovery conversation.

Focus on your prospect’s need.

Every prospect has a pain point they want to remove. Share how your SaaS has solved other people’s troubles as part of your demo.

Don’t flex all the features of your SaaS. Make sure you are showing what they exactly need to see.

Creating your demos so that they are far, far away from being “salesy” and “tv commercial-ish.” Don’t showboat.

Also, don’t get too excited about discussing prices. Discuss value first.

The demo is not about you. It is about what your prospect can benefit from using your product.

Avoid repeating your brand name throughout the demo – that makes you sound pushy and self-absorbed. Let your performance promote your company – this is not something you should hail in demos.

Don’t forget that your prospects are there to see what they can gain from using your SaaS – what troubles your software can take away, not who you are. Nobody cares.

Focus on value.

Your demo should answer these for your prospects:

  • For what do I need this?
  • What troubles can it fix?
  • Can it fix “this” problem?
  • How can this simplify our team’s process?
  • How much time and money will I save if I switch to your system?

Your prospects should be able to see the usefulness of your SaaS. You should be able to show them how it can improve their productivity and remove the pain points that they are having.

Let them see that it is worth investing in your SaaS.

Focusing on the pains of your prospect will allow you to highlight your SaaS value.

With this, instead of just narrating features, you show how exactly they can give tangible positive outcomes.


What is SaaS software?

SaaS software is a type of application delivery mechanism that allows users to utilize a program without having to install or manage it on their computer. The program is most typically used in a web browser or other thin client.

What types of marketing do I need to implement as a SaaS company?

Of course, for your website, you need to optimize for search engines and conversion.

But the most useful marketing tool you will have is email. This is because SaaS can involve plenty of customer support processes that are best delivered with automated messaging campaigns.

Do I need backlinks for SaaS marketing?


In fact, one of the best things that you can have for your product is a tech influencer demo-ing your SaaS and linking back to your website.

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Kas Andz


Kas Andz is a multi-award-winning marketing leader, and the founder of KAMG. He is one of the top digital marketing experts in the UK and has helped companies and brands across Europe, North America and Asia to achieve greater revenue and expand sustainably. He also tries to play football when he can but doesn’t succeed as well as he would like.

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