SaaS demo conversion rates are generally about 10, 15%, which implies that most of the people who watch product demonstrations do not become customers. This means great wastage of the efforts of sales teams that spend lots of hours every week in demos that don’t get converted. The problem is not always the product or even the demo it may simply be that the prospects are not well-qualified or educated before the demo starts.
Online brochures are a great tool to bring customers one step further through the SaaS sales funnel and get them ready for demos. They provide potential customers with detailed product information in an attractive way and help them qualify themselves before the demos. Those potential customers who make a purchase request after thoroughly reviewing a brochure are already much more informed, better qualified, and therefore, significantly more inclined to convert. This pre-demo education changes the quality of demos and conversion results.
Educating Prospects Before They Reach Sales
A typical SaaS purchasing journey involves the customers realizing a problem first and then looking for solutions. They check several vendor sites and mostly after that, they decide to do a serious evaluation by asking for demos from some of them. However, these early-stage demonstrations end up as a waste of time for everyone because the customer hasn’t even figured out the basic fit questions that a brochure efficiently answers.
Digital brochures enable buyers to thoroughly investigate product features, potential applications, and technical necessities without any rush. For instance, a person looking into project management software can easily check features, view screenshots of user interfaces, comprehend integration possibilities, and see different pricing options without setting up a meeting. This kind of self-directed discovery helps to get rid of those who aren’t a good match for the product, and at the same time, it educates genuinely interested prospects before the sales team comes into the picture.
Improving Demo Request Quality Through Pre-Qualification
Demo request forms usually list simple qualifying questions such as company size, role, and use case but prospects hardly ever provide enough information as they only want to get the date on the calendar. A brochure that asks for engagement first before revealing demo scheduling helps to naturally qualify leads. The time prospects are willing to invest in exploring detailed product information is a very clear sign of their seriousness as opposed to those who are rushing to book demos.
Identifying which sections of a brochure prospects have interacted with equips sales teams with a treasure of insight. A person who has gone through enterprise features and security compliance pages in great detail for a long time is a totally different customer than one whose attention is basic functionalities and pricing. Based on the interests that were made manifest sales reps can now customize demos instead of blindly guessing what matters to each prospect.
Enabling Sales Teams With Leave-Behind Assets
Demos often end with prospects requesting materials they can share internally with other stakeholders. Traditional slide decks or PDFs sent after demos rarely get reviewed thoroughly. Online brochures created with specialized software provide more engaging leave-behinds that prospects actually share and that stakeholders actually consume.
Sales supporters’ sharing of brochure links gives product information to technical evaluators, budget approvers, and end users with no need for sales involvement at the individual stakeholder level. The buying committees get efficiently educated through such a distribution internally. Whenever links get accessed, sales teams can track and know who’s checking the content and what attracts their attention.
Sales representatives send customized brochure versions for different verticals or use cases to prospects let them receive only the materials that are really helpful to their situation. A generic brochure that is sent to all the prospects will work less effectively than industry-specific versions that highlight the case studies, compliance considerations, and integration examples most relevant. Such tailoring increases the relevance and the prospect’s perception of their needs being understood.
Measuring Impact on Demo Conversion Metrics
The impact of online brochures as pre-demo education tools can be seen in many different metrics, not just direct demo conversions. When prospects come to demos already educated, the time it takes to close gets shortened. Also, the average deal amount goes up when prospects figure out the product capabilities fully before their scoping conversations. In addition, the win rates get higher when the competitors don’t have the same chance to educate the prospects thoroughly.
Measuring the conversion rate of brochure engagement to demo requests helps to determine the baseline performance. In case 25% of people who deeply engage with a brochure request demos, that standard will allow one to gauge the effectiveness of the brochure. Experimenting with different content, layouts, and calls, to, action against this standard helps to get the most out of one’s efforts based on actual behavior.
Creating Brochures That Actually Get Used
Content structure plays a very important role in engagement. People tend to skip long blocks of text no matter how valuable the information is. Short paragraphs with clear headings, lots of pictures, and gradual revealing of details already ensure that prospects really read the content and don’t just click through to demo scheduling.
Mobile optimization is a must because a large part of the prospects uses their phones or tablets to get the materials. Brochures that look good only on desktop are losing a lot of engagement opportunities. Responsive design that changes layouts and interactive elements makes touch interfaces a real delight and thereby ensures accessibility for all the devices that the prospects use.
Beyond Demo Conversion to Customer Success
The education facilitated by digital brochures extends the benefits to customers beyond the point of purchase. Users who have studied detailed brochures in the stages of evaluation are more knowledgeable about functionalities when they are onboarded. This base not only speeds up the time, to, value but also raises the feature adoption levels in comparison with those who relied mainly on demos without self, educating thoroughly.
Brochures can offer content that can be adapted as customer training materials for the existing accounts. In instances where companies extend their usage to new teams or move to higher tiers, the internal advocates can distribute the brochures to familiarize the new user groups. This mode of self, service learning enables customer success teams to deliver more without a commensurate increase in headcount.