5 Ways to Increase ROI with Your Interactive Demo Data

Your interactive demo is a powerful marketing and sales tool, but its real potential lies in the data it collects. This data is an essential asset for understanding your audience, identifying sales opportunities, optimizing future marketing campaigns, and increasing conversions.

In this article, we’ll explain what interactive demo data is, how to collect it, and 5 strategies for using interactive demo data to make smarter business decisions and maximize your ROI.

What is interactive demo data?

Interactive demo data is the information collected from users as they engage with an interactive demo.

This data includes:

• User Data: Information about the user, such as their name, email, location, company, or role.
• Engagement Data: User actions tracked within a demo, providing insights into who is engaging with your demo, completing it, and converting.

Including Engagement Metrics such as:

• Total time spent
• Engaged sessions
• Steps viewed
• Call-to-action (external URL) clicks

How and where do I collect interactive demo data?

Now that you understand what interactive demo data is, you might wonder: How do I collect it, and where?

Interactive demo software like Interactively automatically collects, organizes, and displays your interactive demo data for you. Data can be gathered wherever your demo is shared. For example, if you embed your demo on your website's homepage, it will capture user and engagement data from your website visitors interacting with the demo. Additionally, to collect data on a single individual, you can send them a unique custom share link to capture only their user and engagement data.

Interactive demo data within the Interactively platform is organized and displayed across four key categories: Demo-Level, Visitor-Level, Account-Based, and Link-Level.

Demo-Level Data

Visitor-level demo data is stored in individual visitor profiles, created automatically when someone engages with your demos. These profiles consolidate all user and engagement data and engagement metrics, giving you a comprehensive view of each person's activity. Interactively’s identity resolution feature uncovers the identities of anonymous visitors and enriches their profiles with valuable user data, including location, email, phone number, company details, and more. This is invaluable for personalized outreach and identifying key prospects based on their behavior.

Visitor-Level Data

Visitor-level demo data is stored in individual visitor profiles, created automatically when someone engages with your demos. These profiles consolidate all user and engagement data and engagement metrics, giving you a comprehensive view of each person's activity. Interactively’s identity resolution feature uncovers the identities of anonymous visitors and enriches their profiles with valuable user data, including location, email, phone number, company details, and more. This is invaluable for personalized outreach and identifying key prospects based on their behavior.

Account-Based Data

Engagement data organized by companies, or account-based data, aggregates activity from all users within a single organization to deliver a unified overview of their interactions and level of interest. You can also pinpoint key decision-makers within an organization to optimize your targeting and outreach strategy. Interactively’s account reveal and enrich feature allows you to Identify the companies engaging with your demos and enrich their profiles with firmographic data. By revealing buying intent, this data provides critical insights for targeting accounts in B2B and launching successful ABM campaigns.

Link-Level Data

Link-level data is tied to individual links you share, such as those in emails or campaigns, allowing you to track who engaged and how they interacted with the demo. With Interactively, you can generate unlimited unique share links for each demo, making it easy to measure the success of campaigns, outreach efforts, and custom audience targeting.

5 Ways to increase ROI with your interactive demo data

Capturing interactive demo data is the first step to better understanding both your current users and potential customers. The next step is using it to drive business and revenue growth.

By strategically leveraging your interactive demo data, you can create precisely targeted and highly personalized outreach, advertisements, and user experiences, based on real-time interactions, to increase your revenue without increasing your budget.

#1: Nurture leads with highly-personalized outreach based on behavior

By analyzing interactive demo data, you can pinpoint high-intent buyers and accounts based on their behavior. Use this insight to design targeted, highly personalized outreach that nurtures leads already engaged with your content.

Interactively’s identity resolution and enrichment features uncover the identities of anonymous visitors, providing key details such as email address, location, and role, enabling targeted outreach tailored to their interests.

Example: A sales professional at a cloud-based software company offering a variety of products reviews their interactive demo data to potentially identify a sales opportunity. They notice that a recently active lead has spent a total of 1 hour and 38 minutes on an interactive demo that explores the CRM product. This particular lead has also clicked on a CTA button that redirects to the pricing page 6 times in the past 3 days.

Equipped with this information, the sales professional can send a personalized email to the high-intent lead, focusing on the CRM product at their peak engagement time, thereby increasing the chances of conversion.

#2: Launch targeted ad campaigns to existing leads

Target your next ad campaign at a specific audience identified through interactive demo data. By identifying which demos or demo sections visitors engage with the most, you gain insights into the features they’re interested in. This allows you to create highly targeted ad groups that drive higher conversion rates and maximize your return on ad spend (ROAS) and overall ROI.

Example: You might focus your campaign on visitors who engaged with a demo featuring a specific product or feature but didn’t complete it, or those who clicked a CTA button or navigated to an external link but didn’t convert.

Once you’ve identified your target group, sync user data from Interactively to your ad platform and other marketing tools and prepare to launch.

#3: ABM (Account-Based-Marketing) campaigns

Account-based interactive demo data enables you to identify high-value prospects with the greatest conversion potential. For example, Interactively automatically enriches accounts with firmographic data like company location, domain, industry, revenue, employee count, and funding, providing a comprehensive view of each account. Additionally, accounts are assigned an interest score based on their overall demo engagement, making it easy to segment accounts and prioritize those with the highest intent.

ABM campaigns give you the ability to measure return on investment (ROI) for each account, allowing you to optimize your marketing budget and focus your efforts on accounts with the highest engagement.

#4: Launch ad campaigns to new potential customers and retarget

The data from interactive demos reveals exactly what captures your users' attention, making it perfect for retargeting.

Tracking where users engage or drop off in a demo provides indicators of the features they might find most important. You can then tailor your retargeting ads to address the user’s specific pain points.

Example: Begin with a product tour highlighting various features and include it in an email campaign targeted at leads who have shown interest in your product. Use the demo engagement data to pinpoint users who dropped off before experiencing their "aha" moment.

For instance, if step 5 showcases the feature that typically serves as the "aha" moment for most customers, group users who dropped off before reaching step 5 into a retargeting audience.

Next, launch a retargeting campaign via LinkedIn ads or other platforms, encouraging users to engage with the feature identified as the "aha" moment, whether through the same demo or alternative content. This ensures they experience the most impactful parts of your product, increasing the likelihood of conversion.

#5: Embed demos within your product to drive cross-selling and upselling opportunities

Interactive demo data provides a comprehensive end-to-end view of your customer’s journey, particularly when you integrate demos, tours, and guides throughout the user experience. This can include interactive demos in marketing campaigns, onboarding, “how-to” guides, and more. Using real-time customer data you can deliver personalized messages at the right time to recommend relevant products or introduce a higher end product or tier.

Example: A SaaS company offering a marketing automation tool sends an email campaign to its existing basic-plan customers, featuring an embedded interactive demo that showcases the Premium plan and its features.

In this case, a user interacts with the demo and explores all the Premium plan’s features but stops just before the final page, where a CTA button would lead to an external landing page with upgrade options.

The data from this demo interaction indicates that the user is interested in the Premium plan but didn’t engage with the features that would take their campaigns to the next level.

This triggers a personalized in-app pop-up message the next time the user logs into the app that reads: "Hi [User], it looks like you’ve started exploring our Premium plan. Would you like to see how they can boost your results? Start a 7-day free trial!"

From here, the user can choose to start a trial to explore the Premium plan and potentially upgrade, or dismiss the message. If they dismiss it, the platform can automatically send a follow-up reminder after a set number of days, reinforcing the value of upgrading.

In conclusion, interactive product demos go beyond offering prospects a hands-on experience of your product — they act as valuable data sources that drive your marketing and sales strategies.

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