Playbooks
Decision
Product Marketing

Storylane for
Marketplaces

Stand out in software marketplaces with interactive demo experiences
Who’s it for
Product marketers, Demand gen
Where it works
G2 and other marketplaces and review sites
What you’ll achieve
Higher profile engagement, increased demo requests, faster sales cycles

Why it matters

Software review sites like G2 and Capterra are critical research destinations where buyers compare multiple solutions side-by-side. While competitors rely on static screenshots, interactive demos provide hands-on product experience that dramatically increases engagement and differentiation.

Marketplaces are crowded. Interactive demos help you stand out from endless static listings and give buyers confidence to choose your solution over competitors
Ranga Kaliyur
PMM, Storylane

Key takeaways

  • Focus on differentiators - Highlight unique features that set you apart from other marketplace listings
  • Keep demos brief - 5-8 steps that can be completed in under 3 minutes for busy researchers
  • Optimize for mobile - Ensure demos work seamlessly on all devices since marketplace research often happens on mobile
  • Include multiple CTAs - Offer various next steps (demo request, free trial, contact sales) to match different buyer preferences

Implementation guide

Competitive differentiation

  • Showcase unique capabilities that competitors on the same platform lack
  • Highlight integrations and workflows specific to your solution's strengths
  • Include clear before/after scenarios demonstrating your competitive advantages
  • Focus on outcomes and business impact rather than feature-by-feature comparisons

Standalone experience design

  • Ensure demos can be understood without requiring additional product context
  • Include brief explanatory text for visitors unfamiliar with your solution
  • Avoid industry jargon that might confuse marketplace browsers
  • Create self-contained narratives that work independently of your main website

Platform partnerships (Storylane integrates with G2!)

  • Work directly with G2, Capterra, and other marketplace account managers
  • Understand specific requirements and technical constraints for each platform
  • Leverage platform-specific optimization opportunities and best practices
  • Ensure proper implementation of tracking and analytics capabilities

Technical integration

  • Use Storylane's properly configured iFrame embed codes for major platforms
  • Test demo functionality across different marketplace environments
  • Create alternative formats (GIFs, videos) for platforms with embedding limitations
  • Implement fallback options to ensure consistent user experience

Response system setup

  • Configure real-time Slack alerts for demo completions from marketplace sources
  • Enable quick follow-up while prospect interest is highest
  • Create marketplace-specific response templates and workflows
  • Track source attribution to measure marketplace ROI effectively

Progressive engagement

  • Prepare follow-up demos that build on initial marketplace engagement
  • Develop deeper-dive content for prospects who show high initial interest
  • Reference specific marketplace demo interactions in outreach communications
  • Create continuity between marketplace experience and sales conversations

1. Create marketplace-optimized demos

Design demos specifically for the unique context of marketplace platforms:

  • Focus on differentiators: Prospects visiting your marketplace listing are probably pretty deep into the funnel. Surface product differentiators that set you apart from competitors listed on the same platform to drive conversions. 
  • Keep it brief: Create demos with 5-8 steps that could be completed in under 2-3 minutes, respecting that marketplace visitors are typically evaluating multiple solutions.
  • Stand-alone experience: Ensure demos can be understood without requiring additional context, as marketplace visitors may not always have previous exposure to your product.
  • Multiple CTAs: Include various call-to-action options (request demo, start free trial, contact sales) to accommodate different buyer preferences.
  • Mobile optimization: Ensure demos display properly on all devices, as marketplace research often happens on mobile.

2. Implementation strategies

Get your demos successfully deployed across marketplace platforms:

  • Platform partnerships: Work directly with marketplace account managers to ensure proper implementation, as many platforms have specific requirements for custom embeds.
  • iFrame embedding: Storylane provides properly configured embed codes optimized for each major marketplace platform.
  • Alternative formats: For platforms with limited embedding capabilities, create demo GIFs or download video demos as alternatives, with clear CTAs linking to the full interactive experience.

3. Measurement and follow-up

Convert marketplace interest into sales pipeline:

  • Response system: Set up real-time Slack alerts for demo completions from marketplace sources to enable quick follow-up while interest is high.
  • Progressive demos: Prepare follow-up demos that build on the marketplace experience, offering deeper insights into areas where the prospect showed particular interest.
  • Sales outreach: Reference specific marketplace demo interactions in follow-up communications to create continuity in the buyer experience.

4. Learnings and best practices

  • Start with your highest-traffic marketplace listings to maximize impact
  • Update demos quarterly to showcase new features and maintain freshness
  • Consider adding competitor comparison demos on platforms where buyers are actively evaluating alternatives
  • Include customer testimonials within the demo to reinforce social proof

Advanced strategies

Marketplaces are crowded. Interactive demos help you stand out from endless static listings and give buyers confidence to choose your solution over competitors
  • Start with highest-traffic listings - Focus initial efforts on marketplaces where you have the most profile views and engagement
  • Update content quarterly - Refresh demos to showcase new features and maintain competitive positioning
  • Include social proof within demos - Add customer testimonials and success metrics to reinforce credibility on third-party platforms