Playbooks
Decision
Product Marketing
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
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