But most of them are.
At Storylane, we’ve been unofficially running a demo club (yes, it's a thing) where we analyze a bunch of demos. Last week, I had the displeasure of sitting through one with:
❌ 60+ steps
❌ Buzzwords in every copy that said a lot, meant nothing
❌ No consistent design or flow
That’s not a product demo. That’s a tutorial disguised as one.
So, how do you build a good demo experience?
Glad you asked.
Here's how:
✅ Start with a narrative, not features because everyone loves a good story
✅ Use pattern interrupts so the viewer isn't bored out of their mind
✅ Keep it short and don’t overestimate how much time your viewer has
✅ Make it relatable by anchoring it in your persona's pain points
✅ Focus on reducing cognitive load, not adding to it
Even technical buyers want clarity, structure, and a reason to care.
So please, stop treating your demos like a checklist and start treating them like pitches.
Or we're never beating the "B2B is boring" allegations 😏
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