This blog is a summary of David Yockelson’s episode on The New GTM Playbook podcast. Head to The New GTM Playbook page to watch the latest episodes.
The way buyers want to engage with and buy B2B software has undergone a seismic shift. Today’s buyers crave autonomy, with self-serve options and authentic experiences. But what happens when your product is too complex for a pure product-led growth (PLG) approach or free trials? Enter demo automation: the bridge between the self-serve era and complex sales cycles.
David Yockelson, Distinguished VP Analyst and Gartner Fellow, to take a closer look at the state of demo automation, the role of AI, and where this space is heading.
Why Demo Automation is Gaining Traction
Buyers today demand more than promises about your product—they expect meaningful, tailored product experiences that align with their unique challenges. This is where demo automation shines.
“Demo automation isn’t just a tool for showing off your product,” David explained. “It’s about creating the right product experience at the right time, whether that’s at the top of the funnel, in a POC, or anywhere in between.”
For companies with complex solutions or those whose offerings don’t fit a pure product-led growth (PLG) model, demo automation can help bridge the gap. It allows organizations to showcase their product’s value without the need for free trials or hands-on implementation, giving buyers a clear picture of what the solution can do for them.
David also highlighted a crucial point: demo automation isn’t just about speeding up sales—it’s about reducing friction throughout the buyer’s journey. By offering experiences that feel tailored and high-fidelity, businesses can help buyers make confident decisions faster.
As David puts it, “This technology removes the mystery around what a product is, what it does, and how it works. Buyers want to see value, not guess at it.”
Making Sense of Demo Tech: It’s Complicated
If you’ve ever felt overwhelmed by the sheer number of demo tools on the market, you’re not alone. David believes the industry hasn’t done enough to clarify the landscape, leaving buyers unsure about what these tools actually do. He breaks it down into four types of demo tech:
- Video-Based Demos: Ideal for top-of-funnel engagement.
- Screen Capture Tools: Useful for lightweight walkthroughs but limited in depth.
- Overlay on Production Environments: Provide interactive experiences but may lack full fidelity.
- Sandboxes/Proof of Concepts: High-fidelity environments that closely replicate the live product.
(It’s worth noting that TestBox’s demo automation offering stands apart within this grouping. We ingest live data directly into your product, ensuring every demo not only looks real but functions as well. Think of it as if we replicate your best customer’s account … without the privacy concerns.)
David emphasizes the importance of matching the tech to your use case. “Not every tool works for every stage of the sales process. You need to ask: What level of fidelity do I need, and how important is interactivity for this buyer at this moment?” he explained.
The Role of AI: Data is the Real Game-Changer
AI holds immense promise for the demo automation space. While flashy capabilities like automated script generation or rapid demo assembly might be sexy potential use cases, Yockelson sees the most transformative potential in data. Specifically, AI’s ability to create synthetic data at scale.
Synthetic data allows companies to populate demos with realistic, context-specific scenarios tailored to individual buyers. Whether it’s a healthcare-focused POC or an oil and gas demo, AI-driven data ensures every demo feels authentic and impactful. This shift not only boosts buyer confidence but also eliminates the need for cumbersome demo environment management.
Where Demo Automation is Headed
The demo automation space is on the cusp of significant transformation. According to David, here’s what to expect in the coming years:
- Consolidation: With over 30 vendors in the space, market consolidation is inevitable. The strongest players will expand their offerings to cover multiple use cases, reducing the need for organizations to juggle multiple tools.
- Faster, Smarter Product Experiences: Advances in AI and automation will make creating high-fidelity demos faster and easier.
- Integration with Adjacent Tools: Expect deeper ties between demo automation and tools like sales enablement platforms, CRM systems, and marketing automation software. This alignment will streamline workflows and enhance data sharing across the funnel.
- Focus on Enablement: Companies will leverage demo automation to support not just sales but broader enablement initiatives, empowering teams across marketing, sales, and customer success.
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