June 28, 2023

How to Select the Right SaaS Demo Tool for Your Company

How to Select the Right SaaS Demo Tool for Your Company

In software-as-a-service (SaaS), a product demo is one of the most effective tools for converting potential customers and driving sales. However, not all demos are created equal. Choosing the right SaaS demo tool for your company can distinguish between a lackluster, forgettable presentation and a captivating, memorable one that keeps customers returning for more.

With so many options available, it can be overwhelming to navigate the landscape of SaaS demo tools and find the one that’s right for your business. That’s why we’ve compiled a list of the top tips and considerations for selecting the best SaaS product demo tool for your needs. Whether you’re a startup looking to make a name for yourself or an established enterprise seeking to improve your conversion rates, this guide has you covered.

Understand Your Demo Goals

Before selecting a SaaS demo tool, it’s important to understand your demo goals. What do you aim to achieve with your demo? Do you want to generate leads, convert more prospects into paying customers, retain existing customers, or boost your brand image? Understanding your goals can help you choose a demo tool that aligns with your objectives.

Here are some tips for understanding your demo goals and selecting the right SaaS demo tool:

Define Your Target Audience

Knowing your target audience is critical to creating an effective demo. Without a clear understanding of your audience’s wants and needs, you may create a demo that misses the mark. Therefore, defining your target audience before selecting a SaaS demo tool is important.

Ask yourself questions like:

  • Who is my ideal customer?

  • What are their pain points?

  • What motivates them to buy?

  • What are their expectations for a demo?

Once you have a clear picture of your target audience, you can select a demo tool that caters to their preferences and needs.

Choose the Right Type of Demo

There are different types of demos, including explainer videos, live demos, interactive demos, and self-guided demos. Each type of demo has its strengths and weaknesses, and the type you choose will depend on your demo goals and target audience.

For example, interactive demos are ideal for engaging prospects and allowing them to experience your product hands-on. At the same time, explainer videos provide a quick overview of your product’s features and benefits.

Consider your demo goals and target audience when selecting the type of demo to create.

Make Your Demo Engaging and Interactive

Regardless of the type of demo you choose, it’s important to make it engaging and interactive. A boring or dry demo is unlikely to generate interest or convert prospects into customers.

Some tips to make your demo engaging and interactive include:

  • Use storytelling techniques to connect with your audience emotionally and make a lasting impression.

  • Make your demo visually appealing with high-quality graphics and animations.

  • Incorporate real-life scenarios to demonstrate how your product can solve real-world problems.

  • Use interactive elements like quizzes, polls, and surveys to keep your audience engaged and interested.

Measure Your Success

To determine the success of your demo, you need to measure its impact on your demo goals. Use analytics tools to track metrics like engagement, conversion, and retention rates.

These metrics can help you identify areas for improvement and make data-driven decisions to optimize your demo’s performance.

In conclusion, understanding your demo goals is essential to selecting the right SaaS demo tool. Define your target audience, choose the right type of demo, make it engaging and interactive, and measure its success to ensure that your demo aligns with your objectives and generates the desired outcomes.

Identify Your Target Audience

Before selecting a SaaS demo tool, it’s essential to identify your target audience. Understanding your audience helps to convey the right message and create a product walkthrough that resonates with them. Here are some tips to help you identify your target audience:

Define Your Product’s Ideal Customer

Understanding who your ideal customer is and what pain points your product solves is crucial. This information helps you tailor your product walkthrough to their needs.

Conduct Market Research

Market research helps you understand your target audience’s buying habits, values, and interests. Surveys, interviews, and focus groups are excellent market research methods.

Analyze Your Website Traffic

Analyzing your website traffic data helps you understand where your visitors come from, what pages they visit, and how long they stay on your site. This information helps uncover which audience groups are most interested in your product.

Analyze Customer Data

Analyzing customer data, such as purchase history and feedback, helps you understand your existing customers. This information helps you tailor your product walkthrough to customers’ needs and preferences.

Create Buyer Personas

Creating buyer personas helps you visualize your target audience better. A buyer persona is a fictional character that represents your ideal customer. It includes demographics, behaviors, and motivations.

Understanding your target audience helps you select the right SaaS demo tool. Consider the audience trends when choosing a demo tool, including how interactive your demo should be, how long it should be, and which features you should highlight. With the right SaaS demo tool, you can create a product walkthrough that resonates with your target audience, improving customer engagement and retention.

Key Takeaways:

  • Identify your target audience before selecting a SaaS demo tool.

  • Define your product’s ideal customer and conduct market research to understand your audience better.

  • Analyze your website traffic and customer data to uncover your most interested audience groups.

  • Create buyer personas to visualize your target audience better.

  • Consider audience trends when selecting a SaaS demo tool for your product walkthrough.

Determine Your Budget

Before selecting a SaaS demo tool, it is important to determine your company’s budget. The pricing model of SaaS demo tools varies widely - some charge per user, others per feature, and some offer flat-rate pricing. Selecting a tool that fits your budget while still providing the necessary features is important.

When budgeting for a SaaS demo tool, consider the ROI it will bring your company. Interactive product demos can improve customer engagement and retention and increase conversion rates. By investing in a high-quality demo tool, you can see significant returns on your investment.

It is also important to consider any additional costs associated with the tool, such as training for your team or integration with other software. Some tools may offer free trials or discounts for new customers, so take advantage of these offers to test the tool’s effectiveness before committing to a long-term contract.

When deciding on a budget, allocate funds to create a well-designed and engaging product walkthrough. According to the eight tips for making your product walkthrough engaging and effective, a visually appealing and interactive demo can increase user engagement and understanding of the product. Investing in professional design and development services for your demo can help to ensure that it is a powerful marketing tool for your company.

Overall, it is essential to consider a SaaS demo tool’s budget and potential ROI before selecting. By choosing an affordable and effective tool, you can empower your sales team to close more deals and drive growth for your business.

Research Your Options

When selecting the right SaaS demo tool for your company, it is imperative to do your research thoroughly. Here are some valuable tips to consider when researching your options:

Define Your Requirements

The first step is to define your requirements by identifying the objectives you want to achieve with the demo video. Determine the features that will help you accomplish the desired outcome effectively. For example, if you want to create a highly engaging walkthrough, selecting a demo tool with interactive features such as chatbots and quizzes is essential.

Check for Customization and Branding

Check if the demo tool has customization and branding options that allow you to add your brand colors, logo, and fonts to your demo video. You want the demo to reflect your brand so customers can quickly identify with your business.

Ease of Use

The selected demo tool should be easy to use and navigate for your team and customers. Ensure its interface is intuitive and user-friendly to maximize its impact and functionality.

Integration with Your Website and Other Tools

Check if the demo tool integrates seamlessly with your website and other marketing tools, such as CRM systems and email marketing software. This will help ensure all your marketing channels work together seamlessly for better business outcomes.

Analytical Capabilities

Insights and data-driven analytics are essential components of any successful demo video. Check if the demo software has analytical capabilities to track video performance, engagement, and conversion rates.

Security and Privacy

As with any online marketing tool, security and privacy are paramount. Ensure the demo tool meets all the required security and privacy standards set by regulatory bodies in your industry.

Customer Support

Finally, check if the demo tool provider offers 24/7 customer support, including training, documentation, and other resources to help your team harness the tool’s full potential.

User Reviews and Feedback

Before selecting a demo tool, read user reviews and feedback from clients who have used it in their businesses. This will give you valuable insights into the tool’s effectiveness, features, and areas of improvement.

In conclusion, selecting the right SaaS demo tool for your business requires due diligence, research, and careful consideration of various features, including customization, ease of use, analytical capabilities, security, and privacy. Take time, define your requirements, read user reviews, and select a demo tool that meets your business needs and goals.

Evaluate the Key Features

Now that you understand what factors to consider when selecting a SaaS demo tool, it’s time to evaluate the key features of the tools you are considering. Here are some essential features that your SaaS demo tool should have to engage and retain your customers:

Interactive Elements

Your SaaS demo tool should include interactive elements such as animations, videos, and quizzes to keep the audience engaged and interested. Interactive product demos can improve customer engagement and retention by providing an immersive experience showcasing your product’s features and capabilities. By using interactive elements, you can educate your customers on using your product correctly and show them how it can benefit their business.

Customization Options

Your SaaS demo tool should allow you to customize the look and feel of your product demo to reflect your brand identity. The tool should allow you to choose colors, fonts, and visuals that align with your brand guidelines. Customization options make your SaaS demo tool feel like an extension of your brand, which helps to build trust and credibility with your audience.

Analytics Tracking

Your SaaS demo tool should provide analytics tracking and reporting capabilities that allow you to measure the effectiveness of your product demos. Tracking and reporting features help you to identify the areas of your demo that are performing well and those that need improvement. Analytics tracking also allows you to segment your audience and create targeted product demos for specific customer segments.


Your SaaS demo tool should be mobile-responsive and optimized for use on different mobile devices. With more people accessing the internet and conducting business on their mobile devices, having a mobile-responsive product demo is crucial. A mobile-responsive product demo allows customers to interact with your product on the go, which helps to increase engagement and conversions.

Integration Capabilities

Your SaaS demo tool should integrate seamlessly with your existing tech stack. Integration capabilities make it easier to share customer data across different platforms, providing you with a 360-degree view of your customer’s behavior and preferences. Integration capabilities also allow you to automate various processes, making it easier to scale your SaaS business.

By evaluating the key features of your SaaS demo tool, you can choose a tool that aligns with your business goals and objectives. A tool with the right features can help you to create engaging product demos that improve customer retention and drive sales.

Consider the User Experience

When selecting a SaaS demo tool for your company, it is crucial to consider the user experience (UX). The UX encompasses all aspects of the user’s interaction with the software, including their perception of its performance, ease of use, and overall satisfaction. A great UX can help to keep users engaged with your product and encourage retention. Here are some tips for ensuring a smooth and engaging user experience with your SaaS demo tool:

Make it Interactive

Interactive product demos are more engaging and effective than static demos. They help the user to understand the product’s features and capabilities better. Interactive demos should allow the user to explore the product independently without necessarily following a predefined path. This way, users can see the value of your product and how it can solve their pain points.

Keep it Simple

When designing your product demo, keep it simple, and avoid overwhelming users with features and fluff. Use clear and concise language and ensure the demo is easy to navigate. A simple demo will help keep users engaged and ensure they understand the product’s value.

Provide Context

When presenting the demo, provide context to help users understand the product’s value proposition. Explain how your product solves the user’s problems. Also, focus on the benefits of the product rather than the features. This way, users can easily relate to the product and its relevance to their needs.

Use Multimedia

Using multimedia such as audio, video, or images can help to increase engagement and retention. These multimedia elements should enhance the demo, not as a distraction. The multimedia should also be relevant to the product and the user’s needs.

Focus on Performance

The performance of your demo tool is critical to providing a good user experience. The demo should be fast, responsive, and work on all devices and browsers. Slow loading times or performance issues can frustrate users and make them lose interest in the product.

Test and Iterate

Testing and iteration are crucial to improving the user experience. Test your demo with different user groups and get feedback from them. Use this feedback to iterate and improve the demo continually. This way, users will feel heard and valued, and this will help to establish a positive relationship.

Provide Support

Users may still have questions or issues even with a great product demo. Support can help build trust and encourage users to engage with your product. Provide several avenues for support, such as a knowledge base, a chatbot, or a support email.

Track Metrics

Finally, track metrics to measure the effectiveness of your SaaS demo tool. Metrics such as engagement, retention, and conversion rates can help you understand the product’s value and impact on the user experience. Use this data to refine your product and optimize the UX further.

In conclusion, ensuring a smooth and engaging user experience with your SaaS demo tool can significantly impact your product’s success. Keep it interactive and simple, and focus on the benefits rather than the features. Provide context, use multimedia, and focus on performance. Test and iterate continually, provide support, and track metrics to understand how your product is performing.

Assess Customer Support and Training Resources

Another crucial factor to consider when selecting a SaaS demo tool for your company is the level of customer support and training resources available.

It’s essential to have a vendor with a responsive support team that can address your concerns or answer your questions promptly. Your team’s efficiency might suffer immensely if you encounter an issue that halts or slows your workflow. Ideally, you should aim for a vendor with a dedicated support team that provides 24/7 assistance via phone, live chat, or email.

Additionally, training resources are critical to ensure that your team can comfortably use the software with minimal disruptions. Check if the vendor offers onboarding and training sessions, user guides, tutorials, and documentation. This way, your team can have access to learning resources to help them use the tool efficiently.

A vendor that invests in providing robust and comprehensive training and support resources values your business’ success. Look for a provider who offers extensive training resources to let you know that your business is more than just a financial transaction.

Consider the following when assessing customer support and training resources:

  1. Availability: Ensure that the vendor has a responsive and reliable support team available to address any concerns you may have, with an accessible contact channel such as chat, email, or phone.

  2. Training resources: Can the vendor provide comprehensive and ongoing training sessions to ensure your team members can use the tool comfortably?

  3. Onboarding and tutorials: A demo tool should come with user guides, tutorials, and manuals to help your team get started with the tool. Check to ensure that these materials are included with the tool.

  4. Vendor commitment: A SaaS provider that invests in providing excellent training and support resources to its users shows a dedication to the customer’s success and satisfaction.

By ensuring that the vendor provides excellent customer support and training resources, you can guarantee that your team will be able to utilize the tool effectively and with minimal disruptions.

Look for Integration Capabilities

Integration capabilities are one of the most crucial factors when selecting a SaaS demo tool for your company. This functionality allows the tool to integrate with other software applications, such as customer relationship management (CRM), email marketing, or project management tools.

One significant benefit of integration capabilities is streamlining the sales process. When a tool has integration capabilities, it can easily share customer data between the different software systems, preventing duplication of data entry and reducing time spent on administrative tasks.

Integrating with other tools and software can also provide a more comprehensive view of a prospect’s behavior, enabling sales reps to customize the pitch.

Integrating a demo tool with marketing and sales software can also provide extensive benefits. Integrating with marketing automation software allows you to prepare customized product demos based on prospect data. This tailored approach will increase the probability of closing deals and dramatically shorten the sales cycle.

Another benefit of integrating a SaaS demo tool with customer service applications is that it can facilitate more efficient communication and problem-solving. With different teams like sales, customer service, and support having access to the same data, it streamlines communication and ensures a more cohesive customer experience.

Before selecting a demo tool, ensure it has integration capabilities with your existing software infrastructure. Besides giving you the flexibility to choose the best-in-class software for your department, it can increase automation efficiency and improve team communication, leading to better bottom-line outcomes.

Overall, selecting a demo tool with integration capabilities will provide benefits like accelerated sales cycles, increased productivity, and more informed conversations with prospects. So, ensure you don’t overlook this crucial feature when choosing a SaaS demo tool that fits your company’s needs.

Check for Security and Compliance Measures

Security and compliance should always be top concerns when selecting a SaaS demo tool. Here are some factors to consider:

  1. Data Encryption: Look for a tool that uses data encryption to secure user data. It should have robust security protocols in place to protect sensitive information.

  2. Access Controls: Choose a tool that offers granular access controls, allowing administrators to restrict user access based on their roles and responsibilities. This will ensure that data is accessed only by authorized personnel.

  3. Compliance Certifications: Ensure the tool you choose has compliance certifications from agencies such as HIPAA, GDPR, and SOC 2. These certifications ensure that the product adheres to strict security standards and regulations.

  4. Vulnerability Assessments: The tool should conduct routine assessments to detect potential security gaps. This helps to identify weaknesses and protect against cyber threats.

  5. Disaster Recovery and Business Continuity: The tool should have a plan for disaster recovery and business continuity. This will ensure the data is secure and accessible during an unexpected outage.

  6. User Authentication: Two-factor authentication adds an extra layer of security, ensuring that only authorized users have access to system resources and sensitive data.

  7. Data Backup: The tool should offer automated data backup to protect against data loss, corruption, or damage.

Choosing a SaaS demo tool that takes security and compliance seriously and invests in robust security measures is critical. This will protect your customer’s data and ensure your business’s credibility.

Seek Feedback and Recommendations

Once an organization has narrowed down its potential SaaS demo tools, it’s time to seek feedback and recommendations from others in the industry. Asking for input from peers, industry experts, and potential users can provide valuable insights into performance, user experience, and overall satisfaction with a particular tool.

An effective way to gather feedback is to conduct user testing. This involves selecting a small group of potential users to test the tool and provide their feedback. User testing can reveal how intuitive the tool is and how easy it is to navigate and use.

Additionally, seeking recommendations from other businesses in the same industry that have successfully implemented a similar SaaS demo tool can be helpful. These businesses can provide insights on the benefits and challenges of using the tool, as well as potential usage scenarios and tips for implementation.

Another approach is to check online reviews and ratings. Many software reviews websites, such as G2 and Capterra, offer user reviews and ratings for SaaS demo tools. These reviews can provide helpful insights into the tool’s strengths and weaknesses, ease of use, customer support, and pricing.

Asking for feedback and recommendations ensures that a SaaS demo tool meets an organization’s needs. By gathering input from others, organizations can make a more informed decision and select a tool that will be a valuable asset to their business.

Below are some tips to keep in mind while seeking feedback and recommendations:

  • Be specific about what features and functionality are most important to your organization.

  • Consider feedback from diverse users, including those with varying technical expertise.

  • Keep an open mind and be willing to consider feedback that may challenge your assumptions or preferences.

  • Use feedback and recommendations to inform your decision-making process, but ultimately decide based on your organization’s unique needs and goals.


Choosing the right SaaS demo tool for your company is an important decision that can impact your customer engagement and retention. By following the tips outlined in this article and considering the factors discussed, you can make an informed decision leading to more effective product demos.

Firstly, it’s essential to make your product walkthroughs engaging and effective to captivate potential customers and highlight the value of your SaaS platform. This can be achieved by incorporating interactive elements like hotspots, click-to-reveal, and quizzes that enable users to engage with the product while learning about its benefits.

Secondly, an interactive product demo can significantly improve customer engagement and retention, allowing them to experience the SaaS platform as if using it themselves. This helps them understand the product’s value proposition and increases their confidence in its ability to meet their needs.

Thirdly, creating a highly converting product demo requires a strategic approach focusing on the SaaS platform’s key features, benefits, and solutions. This can be done by segmenting the audience, addressing their pain points, and demonstrating how the product solves their problem.

When choosing a SaaS demo tool, it’s crucial to consider its features, such as the ability to create interactive product demos that engage and convert potential customers. It should be easy to use, customizable, and integrated with other tools for a seamless customer experience.

Moreover, before selecting a SaaS demo tool, it’s essential to conduct thorough research, read reviews, and try out demos to evaluate their usability and effectiveness. Working with a provider that offers excellent customer support and training can help you maximize the tool’s potential and ensure a successful implementation.

In conclusion, selecting the right SaaS demo tool requires careful consideration of its features, usability, and potential impact on customer engagement and retention. By following the tips outlined, you can choose a tool that helps you create engaging and effective product demos that captivate potential customers and drive conversions.

Cover Photo by Austin Distel on Unsplash

Folio 2.0 - Transform your product demos into immersive experiences | Product Hunt

Accelerate your
Business Growth with
Interactive Demos

Access Folio Field Notes

Subscribe to actionable wisdom for result-driven teams.