Saas Demo Best Practices with Checklist

Picture of Rishabh Pugalia
Rishabh Pugalia

June 12, 2024


SaaS is not just a trend; it’s a major advancement force that has redefined sectors like finance, IT, healthcare, and beyond.

According to Gartner Forecasts, public cloud services will command a whopping $600 billion in end-user spending by 2023 compared to $490.3 billion in 2022. That’s not just a number; it’s a testament to the growing reliance on SaaS solutions.

This growing ecosystem makes it even more crucial for B2B marketers to sift through the noise and identify the gems.

Question: How do you ensure that your demo video isn’t just another piece of content but a strategic asset?

One effective way for businesses to market SaaS products is through product demo videos. SaaS product demo videos visually represent the product’s features and capabilities, allowing companies to see the product in action and determine if it fits their needs well.

According to Dash (Video marketing statistics for your 2023 campaigns), A product demo effectively showcases your product’s features, helping 69% of consumers make informed purchase decisions. This significantly increases the conversion rate for your SaaS products.

It’s like test-driving a car before purchasing, giving you the confidence to make a well-informed decision.

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    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    10 SaaS Demo Best Practices

    Here are some of the SaaS demo best practices and some examples you can refer to in producing a SaaS demo video. You can also use A/B Testing to determine the most effective demo practices.

    1. First Impressions Matter

    Your demo’s introduction sets the tone for the entire presentation. Start with a interesting hook that addresses a common pain point.

    For example, if your SaaS solves workflow inefficiencies, open with a statistic like, “Did you know businesses lose 20% of their revenue due to inefficient workflows?”

    Making a video for B2B & SaaS products needs a different mindset.

    2. The User Journey

    Structure your SaaS demo best practices to mimic the user’s journey through your software.
    Start with login and basic navigation, then move on to more complex features. It will help the viewer to visualize how they would use your product.

    Making a video for B2B & SaaS products needs a different mindset.

    3. Show, Don't Tell

    Visual elements can make or break your SaaS product demo video. Use high-quality screenshots, product animation video, or live-action sequences to illustrate your points. For instance, show it in action instead of discussing your dashboard’s user-friendliness.

    Technologies like Virtual reality (VR) and Augmented Reality (AR) are good additions to product demos, making them more immersive.

    Making a video for B2B & SaaS products needs a different mindset.

    The best way for someone to vouch for your product is through their testimonials.
    Remote video testimonials, in particular, offer a significant advantage. Why? They eliminate time and location constraints, requiring only minimal equipment and a well-planned approach to be effective.

    4. Case Studies that Prove Your SaaS Works

    Incorporate real-world examples or case studies to demonstrate your software’s effectiveness. It could be as simple as showing before-and-after data or as detailed as a mini-case study within the demo.

    5. Engaging Your Audience During the Demo

    Interactive elements like Q&A sessions or live polls can significantly increase viewer engagement.

    For example, pause the SaaS demo at a critical point and ask the audience what they think should happen next.

    We know how to sell your story using your product UI

    6. Common Demo Mistakes and How to Dodge Them

    Highlight common mistakes people make during demos and offer solutions.

    For example, point out that rushing through features can overwhelm viewers and suggest pacing the demo appropriately.

    7. Tailoring to Pain Points

    Address your target audience’s specific pain points and show how your SaaS demo best practices provide the solution. Use phrases like, “Struggling with X? Our demo creation software solves this by Y.”

    8. The Grand Finale

    End your SaaS product demo video on a high note, summarizing key takeaways and next steps. Reiterate the unique value proposition and include a strong call-to-action, like a limited-time discount.

    9. Converting Demo Viewers into Paying Customers

    Conduct timely follow-ups with the clients/customers, perhaps through automated emails or feedback forms, and offer additional resources or exclusive offers.

    AI-powered chatbots that can answer customer queries and guide them through the customer journey post-demo.

    Making a video for B2B & SaaS products needs a different mindset.

    10. Measuring Success

    The final step is to discuss with your team the metrics you’ll use to measure the demo’s success, such as ROI, conversion metrics, and the possibility of lead generation.

    Making a video for B2B & SaaS products needs a different mindset.

    Product Demo Checklist

    Demo videos are not just about showcasing your product. It’s about understanding your audience, telling a story, and demonstrating how your product solves real-world problems.

    Below are some points and questions you must ask yourself while creating a demo video.

    1. Know Your Audience

    Before starting with the demo, it’s important to understand who you’re speaking to. Research the company and the roles of the attendees. Knowing your Target Audience helps tailor the demo to address specific pain points.

    • How can understanding your audience improve the effectiveness of your SaaS demo?
    • What research methods can you utilize to better tailor your software demo best practices to your audience?

    There can be a lot of questions to ask when it comes to the audience you are targeting.

    Below are some more questions for your reference.

    2. Pre-Demo Communication

    Sending an email to ask questions in advance can provide valuable insights. Use this information to fine-tune your demo, a key aspect of SaaS demo best practices.

    • What types of questions should you ask in advance to align your sales demo best practices with client needs?
    • How can pre-demo communication contribute to a more personalized SaaS product demo?

    After assessing the customer needs, this stage is also when you choose the type of Demo video you want to use.

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    3. Craft User Stories

    User stories help you view the product from the customer’s perspective and give you an idea of the demo video type to use.

    For instance, As a marketing manager, I want to automate email campaigns so that I can focus on strategy. Or as a developer, I want to integrate APIs seamlessly to improve functionality.

    • How do user stories enhance the relatability of your SaaS demo video?
    • Can creating user stories based on product demo best practices improve customer engagement?

    Below is a simple representation of how we can follow some easy steps to ensure engagement adhering to time.

    4. Write a Demo Script

    A well-structured script serves as a roadmap for your demo. It should outline the user stories you’ll cover and the key features you’ll showcase, adhering to SaaS demo best practices.

    • What are the key components to include in a script to ensure your SaaS demo follows software demo best practices?
    • How can a well-structured script contribute to sales demo best practices?

    Here below is a sample script on how to get started. The more you write, the more precise you will get. Remember, you are showing the customers how to solve their problems and not selling the best features of your product.

    Sample Demo Video Script

    [Opening Shot: Content Beta Logo]
    Narrator: “Welcome to Content Beta, your one-stop solution for all things creative. Today, we’re diving into our game-changing Creative-as-a-Service, or CaaS, offering.”

    [Screen: Dashboard of Content Beta’s CaaS Platform]
    Narrator: “Let’s start by logging in. As you can see, the dashboard is user-friendly and intuitive.”

    [Screen: Features of CaaS]
    Narrator: “With CaaS, you get a dedicated team of vetted designers, motion artists, and video editors for a flat monthly fee. No hiring, no contracts, no hassle.”

    [Screen: Client Testimonials]
    Narrator: “Don’t just take our word for it. Companies like yours highly recommend Content Beta. Our clients have seen up to 33% higher free-to-paid conversions.”

    [Screen: How It Works]
    Narrator: “It’s simple. Pick a plan, assemble your team, and start getting projects done. Your account manager will be your co-pilot, ensuring everything runs smoothly.”

    [Screen: Contact Details]
    Narrator: “Ready to revolutionize your creative process? Schedule a call with us today and experience the future of creative content.”

    [Closing Shot: Content Beta Logo and Call to Action]
    Narrator: “Content Beta, where creativity meets efficiency. See you soon!”

    5. Demo Data

    Your demo data should be as close to the client’s usage as possible. It enhances the realism of the demo, a key aspect of SaaS demo best practices.

    • How can using realistic demo data make your SaaS demo more convincing?
    • What are the best practices for selecting and presenting demo data in a SaaS demo?

    Below is an example of how Content Beta used data in their demo video for Recurly.

    6. Presentation and Delivery

    Your presentation skills can amplify the impact of your demo. Be clear, concise, and focused on providing value, aligning with SaaS demo best practices.

    • What are some presentation techniques that align with software demo best practices?
    • How can effective delivery contribute to making the best SaaS demo videos?

    This is the key moment where you show off the best parts of your product. Your main message should really stick in people’s minds here. If your demo is long or complex, you might need more than one big “wow” moment to keep people interested.

    Another point to remember here is the strengths and weaknesses (if there are any) and when to incorporate them.

    Topic Description Relevant Questions
    Highlight Strengths Early On Don't hold back on showcasing your strongest features. Engage your audience early to keep their attention. 1. What are some effective ways to showcase your strongest features in the best SaaS product demo videos?
    2. How can highlighting strengths align with product demo video best practices early on?
    Know Your Weaknesses Be prepared to address any gaps in your product. Transparency is key in SaaS demo best practices. 1. How can acknowledging weaknesses in your SaaS demo contribute to transparency and trust?
    2. What are some software demo best practices for addressing potential gaps in your product?

    We know how to sell your story using your product UI

    7. Conclusion and Final Thoughts

    Summarize the next steps and provide key contact details. By adhering to SaaS demo best practices, you can create a convincing video storytelling technique. This approach leaves a lasting impression, solves problems, and increases the likelihood of conversion.

    • What key takeaways should the SaaS demo emphasize to leave a lasting impression?
    • What should the conclusion include to ensure it aligns with product demo best practices?

    Always end your demo videos with a call to action so that the users are directed to the next step. It is essential for guiding potential customers towards conversion.

    Tactical Actionable Points:

    • Research: Use LinkedIn and company websites for pre-demo research.
    • Engagement: Use polls and questions during the demo to mingle with your audience. Also, speak in their language.
    • Slides: Have great slides that complement your brand guidelines.
    • Practice: Conduct at least one dry run with a team member familiar with the product.

    Here is a checklist of everything we discussed so far. Feel free to download or share.

    Sr. No. Checklist for Demo Checkbox
    1. Know Your Audience
    2. Pre-Demo Communication
    3. Craft User Stories
    4. Write a Demo Script
    5. Demo Data
    6. Presentation and Delivery
    7. Conclusion and Final Thoughts

    Why Choose Content Beta?

    Many SaaS companies struggle to create compelling demos showcasing their product and driving customer engagement and efficiency. The challenge is even greater when working with a limited budget and resources.

    Imagine spending countless hours crafting a SaaS demo, only to find that it doesn’t resonate with your target audience. Or perhaps you’ve invested in a video team, but the final output doesn’t align with your brand’s message or fails to increase efficiency. These scenarios not only waste time but also financial resources.

    That’s where Content Beta comes in. Trusted by industry leaders like Kissflow, OAG, and Pipeline, we specialize in elevating your SaaS demo game. Our dedicated video and design team tailors each demo to your specific needs, ensuring that it looks professional and increases efficiency.

    Moreover, our pricing model is designed with your convenience in mind. And here’s the best part: we operate on a zero-wastage policy. Any unused credit hours roll over to the next billing period, maximizing your investment.

    Don’t leave your SaaS demo to chance. Schedule a call with us today and experience firsthand how Content Beta can make a difference in your SaaS demo strategy.


    A well-prepared product demo is crucial for converting prospects into clients, especially in the SaaS industry. By following this checklist and incorporating demo best practices, you’re well on your way to delivering a compelling product demo.

    From a marketing perspective, adhering to SaaS demo best practices elevates your brand and positions you as a thought leader in the industry. It allows you to showcase your product’s unique selling points in a way that resonates with your target audience, ultimately driving higher engagement and conversion rates.

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    "Fast turnaround" "Easy to work"

    Content Beta