State of Interactive Product Demonstrations - with Natalie Marcotullio, Head of Growth at Navattic

**Ray Rike** (0:00)
Hello, I'm Ray Wright, Founder and CEO of Benchmarkit, and your host of the Metrics It Measure Up podcast. We talked to a wide variety of the top B2B SaaS and Cloud thought leaders, CEOs, executives, investors, and people just like you to discuss the metrics and benchmarks they use to make metrics informed and benchmark validated decisions. Now, on to today's show.
Welcome to today's episode of the Metrics It Measure Up podcast. Today, I am joined by Natalie Marcotullio, the head in growth of end operations at Navattic. And I hope I said that right, Natalie. We'll be covering three primary topics with Natalie today. First, the state of interactive product demonstrations, the latest trends from the report that Natalie just produced. Second, to gate or not gate interactive demos. What is the reality? And third, majoring the impact of self-directed interactive demonstrations on your website. So with that, Natalie, can you please take a moment to give a brief overview of your journey to becoming a guest here in the Metrics that Measure Up podcast. This episode of the Metrics that Measure Up podcast is brought to you by Scale Matters. Look, in 2025, it's not enough for CFOs to just report SAS metrics. Strategic CFOs guide the board and leadership team on actions to improve them. And that requires actual go-to-market analytics. That's why companies like Churn Zero and Profic trust Scale Matters. They fix go-to-market tech and data infrastructure issues and then build the reporting analytics that deliver the insights to improve performance. Our listeners get 40% off Scale Matters go-to-market data audit only until the end of Q1. Act now by visiting scalematters.com/metrics to claim your offer today.

**Natalie Marcotullio** (2:05)
Yeah, thank you so much for having me, Ray. Very timely as we just released this report this week. So it's really the only thing I've been able to think about this week, I was saying. So more than happy to chat about it. But a little background on me, as you mentioned, I'm the Head of Growth and Operations. I've been at Navattic for about over three years now. And this is actually our third year in a row running this research report. So I didn't really have much experience with running big benchmark or research reports before joining Navattic. So definitely was a learning curve along the way, doing it three years in a row. And basically every year just trying to get feedback he would customers and prospects like, which they wish we added more on and then improve it every year.

**Ray Rike** (2:44)
Well, as you know, what we do here at BenchMarket is benchmarks every day. So when I saw this report, it was on a LinkedIn post. I'm like, now I have to reach out to Natalie and get her insights on the report. And it really is aligned with a personal interest of mine because I recently had Andrea Wunderlich from Maxione Podcasts discussing her journey with implementing a self-service product demonstration. So I'm like, wow, you have experience across hundreds of companies that wanted to invite you. So here's my first question. What are the latest benchmarks on the adoption of interactive demonstrations?

**Natalie Marcotullio** (3:21)
Yeah. So every year as part of this report, we look at out of 5,000 B2B SaaS websites, how many have a product tour or take a tour CTA on it, which is most common CTA used to link out to your point itself, guided interactive demo. So first year we did this report in 2020, it was about 5%. Last year, it was about 9%. And this year, we're up to 12%.
So not as huge of a jump as it was from 2022 to 2023, but still seeing that about 12% of these websites have some type of interactive demo CTA is really exciting. I remember when I first joined, I would not have expected that much.

**Ray Rike** (3:58)
Now, this is interesting. So this isn't purely just survey based responses. You go out and quote unquote, look at 5,000 websites and saw that almost 12% had an interactive demonstration capability on that page.

**Natalie Marcotullio** (4:13)
Exactly. We do use like a website scraper to see how many websites have that CTA of like, take a tour. 5,000 websites would be a little hard to all review manually, but I do review the top 1% of our customer demos manually.

**Ray Rike** (4:29)
Can I ask, is there a particular industry that you're looking at? Are they all B2B tech companies or is it broader than that?

**Natalie Marcotullio** (4:35)
All B2B SaaS. So yeah, really B2B tech, but we did look at as far as who our users are, who are users of interactive demos. We also did look at industry distribution for that in this report.