Wrong: Hi-tech product demos online often focus their message or waste valuable marketing budget on the wrong person. Simply posting a deep features-driven product demo on the web is not interactive marketing. Most enterprise-level buying decisions are made by individuals who, yes, have a technical background, but, must base their buying decisions on business benefits. The most common mistake when creating an online product demo, is focusing only on functionality.
Right: A truly successful hi-tech product launch needs media and communication assets that balance functionality, backed by a web demo that outlines clear benefits that justify the investment for the ultimate buyer.
Winners: Sterling Commerce succeeded with their Selling and Fulfillment Suite product launch by doing just that. It was the successful centerpiece for product launches in the US and Japan throughout 2007, with European launches scheduled for 2008, all in the native languages online. It also serves as an internal sales training tool. http://articulatecc.com/index.cfm?fxn=caseStudy.view&cs=sterlingSelling&media=productdemos
-brian vandenBroucke
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