Problem/goal
A consensus feeling post-event from those in attendance was that our messaging was not differentiated within the competitive landscape. The Product Marketing team made it a goal to identify areas of opportunity where we could set ourselves apart from our competitors.
My role
I assisted with the strategy and execution of the project. For the tourials themselves, I helped storyboard, write copy, acquire visual assets (which included Photoshoping UI images into devices), and combine the elements to produce a large number of the guided demos you will see linked below.
Strategy/process
After brainstorming, the PMM team identified the need to emphasize proof points more as a unique differentiator. Knowing that we were the most successful in the space, we knew we had more compelling proof points than our competition.
Deliverables
One of the key components of this project was to utilize an interactive guided demo platform named Tourial (since rebranded to Navless) to better highlight and demonstrate our product value.
Here is a link to a Demo Center, a hub of interactive demos, for those in attendance at our booth for events or web visitors at SmartRent.com. Across the website, these interactive demos were embedded to make it easy for visitors to find and consume.
Results
I don’t have metrics that I can share showing the efficacy of the guided demos, but they were a resounding success. Sales consistently provided positive feedback from prospects and clients who interacted with the guided demos. They were often the most clicked parts of a webpage, so much so that we continue to expand the program to create more for subsequent product launches and main solution pages on the company website.
When contract renewal came up the following year, despite a shrinking budget, it was a no-brainer to renew the contract and continue with the interactive guided demo, and because ZERO of our competition adopted a similar approach, we were able to offer a unique experience that showed how our product delivered value and allowed the viewer to participate in the journey.
