How To Use Interactive Content For Lead Generation

"How does Storylane use Storylane?" I get asked this all the time. Fair question. So here's our actual playbook (so far): 1/ Website: Interactive demos on our homepage, product pages, and landing pages. Adding interactive demos to enterprise pages soon (should've done that way sooner). 2/ Champion enablement: GOLD. Custom interactive demos for champions at target accounts. Instead of hoping they explain your product right, you control the narrative. They use these interactive demos to sell internally. We've closed deals way faster. 3/ Conference booths: Screen with interactive demos on autopilot. Simple but works every time. 4/ Demo QR codes at events: On slides or booth backdrop. Attendees scan, experience interactive demos on phones and take your product back home with them. Perfect when booth is packed. 5/ Outbound: Stop telling, start showing. "Here's a 2-min interactive demo" beats feature pitches. Response rates? Night and day difference. 6/ LinkedIn: For announcing new features, add interactive demos links so viewers click through actual product, then book/signup. Or show it as native content on LinkedIn (video/GIF) by downloading your interactive demos. 7/ Demo-led SEO (DLS): Targeted ICP's search queries with tutorial pages with no text and only interactive demos (like "how to merge a custom field in Salesforce"). Grew from 20K to 220K monthly visits in <6 months. Google is loving DLS content. 8/ BOFU blogs: For "Best X Alternatives" posts, embed interactive demos of competitors' products. Visitors evaluate options on your page instead of bouncing to other sites. Game changer. 9/ Product launch campaigns: Hard to time product release date with marketing launch date. So instead create interactive demos from the staging environment of the feature while in development and use it for your launch. Use these interactive demos in webinars and give waitlist early access to the preview with a demo of the feature. It worked amazing for us. 10/ Feature announcements: One-line email + interactive demo link beats lengthy explanations of your feature every time. 11/ Win-back campaigns: Show churned customers what they're missing with interactive demos of new features since they left. Works better than any "we've improved" messaging. 12/ Product validation: Not sure if a feature is worth building? Create quick interactive demos using Figma screens and demo it to gauge prospects' excitement. Saved months of development. 13/ Support: Replace long help articles with interactive demos. People prefer seeing how to solve problems with interactive demos. 14/ Sales Enablement: Give sales team persona-specific and feature-specific interactive demos. Reuse these interactive demos as YouTube content too. 15/ Social - Feature announcements with embedded interactive demos get way more engagement than standard posts. Our demo playbook is continuing to expand, but this is what's working well right now. Hope this helps!

We analyzed 535,763 demo sessions on Storylane to settle this gated debate once and for all. Here's how to approach interactive demos based on your goal: 1. Goal: Engagement Verdict: Ungate 🔑 Ungated demos are best suited for maximizing engagement (19.4%) as they allow users to explore freely before deciding. 2. Goal: Lead Generation Verdict: Gate 🔒 (be prepared to comb through unqualified leads) Gated demos yield the highest conversion rates (43%) but may attract less qualified leads. 3. Goal: Time Spent Per User Verdict: Gate 🔒 (we have a theory why) Unlike the previous two metrics, time spent per user takes a U-shape when comparing gated, partially gated, and ungated demos. Gated demos achieve the highest average time spent per user at 2min 26s. Here’s Ranga Kaliyur's theory on why this is the case: Gated demos win out by a large margin because they incur a sunken cost (a lead gen form submission). If someone shares their details for a gated asset, they care about the asset a little more than they otherwise would. After all, they’ve paid for it with their data. It’s also more likely that a user submits a lead gen form only if they’re sure they’d find the gated asset relevant, further explaining the 1.7x time spent per user as compared to ungated demos. 4. Goal: Balance Engagement AND Leads Verdict: Partially gate 🔐 There's a third option that usually avoids the spotlight and finds a quiet corner - the partial gate. It's possibly a great solution if you’re looking to optimize for engagement as well as leads. If this is your choice, we recommend gating the demo around the 5th step. ~~~ To dive deeper into the gated debate, get your hands on The Plot—a weekly column where we share data-driven insights and GTM best practices. I'll drop the link in the comments ⤵

We analyzed over 110,257 web sessions and 150 deals to measure the impact of interactive demos on conversion rates and time to convert. How we did it? We used Factors.ai to build anonymized funnels, mapping website sessions. Then, we compared the performance of prospects that engage with an interactive demo against the overall average from our dataset. The results: 24.35% website conversion rate (sign-up, form submission, etc.) from website visitors that engaged with an interactive demo. 3.05% average website conversion rate when there is no interactive demo. That’s nearly 8x greater... 8x! Big win... 🤯 So here are 3 takeaways: 💡Interactive content drives engagement & conversions. It’s stickier than static content. It resonates better and keeps visitors engaged longer. 💡Placement matters, so make interactive demos easy to find. Position prominently on high-intent pages. Don’t bury demos in the footer or behind too many clicks. 💡Don’t gate too early. Let the demo sell first. Instead of gating with a form upfront, let prospects explore first. A well-placed lead form inside the demo (after a few steps), leads to better conversions. #interactivedemos #websiteconversion #plg #conversionoptimization