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Let this sink in: You can increase the ease of purchase for potential buyers through B2B buyer enablement content by 2.8 times!
In the digital age, B2B buyers are more informed than ever. They want to do their research and have access to information that helps them make better purchasing decisions. That's where buyer enablement comes in.
At the outset, some examples of buyer enablement look like this:
However, as we delve deeper into why buyer enablement is important, we also unravel:
Keep reading to empower your buyers and improve your sales :)
A buyer enablement approach gives B2B buyers the knowledge, resources, and tools they need to make wise purchase decisions.
The main objective of buyer enablement is to support customers in their B2B decision-making and buying process.
Do you ever feel overwhelmed when making a big purchase?
That's where buyer enablement comes in! Businesses can establish trust and credibility with buyers and position themselves as thought leaders using relevant and useful information.
The concept of buyer enablement recognizes buyers' changing needs and expectations. As a result, businesses must adapt their marketing and B2B sales strategies to meet these changing needs.
Businesses adopt the buyer enablement strategy more frequently as they realize the importance of empowering customers throughout the purchase process. Here are some reasons why buyer enablement is so important:
Did You Know? In the B2B sales landscape, sales representatives only have a measly 5% of a customer's attention during the buyer journey!
Here's another surprising fact: 44% of millennials would rather avoid interaction with sales reps altogether!
Before buyers are prepared to interact with sales leaders and representatives, sales organizations must offer them pertinent and helpful information, building credibility and trust with buyers, and positioning themselves as thought leaders.
According to a recent Gartner survey, a whopping 77% of respondents found the B2B buying process to be a difficult experience.
Six to ten decision-makers typically make up a buying team for a sophisticated B2B solution. Moreover, each buying decision maker comes to the table with four to five pieces of independent research that they must resolve conflicts with the group.
Hence, businesses must give customized information to meet the demands of the key stakeholders, considering their worries and pain points.
This helps organizations assist customers in navigating the complexities of the B2B purchasing process and making informed decisions that align with their corporate objectives.
Successful B2B purchasing choices involve cooperating and aligning all departments and roles within a business since it is a team sport.
Businesses may aid in this collaboration and ensure all parties are on the same page by giving customers the appropriate information and tools.
Result?
Buyer enablement and sales enablement are two related but distinct concepts in B2B sales and marketing. Here are the main differences between the two:
Sales enablement empowers B2B sales teams with the information, tools, and resources they need to close deals.
In contrast, buyer enablement focuses on empowering buyers with the information and resources they need to make informed purchasing decisions.
Sales enablement occurs after a salesperson has engaged with a prospect and is working to move the opportunity forward.
In contrast, buyer enablement occurs before a salesperson engages with a prospect and is intended to give knowledge that aids the buyer in moving through the purchasing experience.
Sales enablement content typically focuses on product features, benefits, and competitive differentiators. It is designed to help sales teams articulate value to prospects.
Marc Grewenig, Co-founder at emlen, writes in his LinkedIn post, “Content is the foundation on which you educate, engage, and enable your buyer to make informed purchasing decisions.”
The focus of buyer enablement's content to make educated selections is more on market trends, best practices, and educational tools.
Sales enablement aims to help sales teams win more deals and achieve their revenue targets.
In contrast, the goal of buyer enablement is to help buyers make informed purchasing decisions that are aligned with their organizational goals.
While buyer enablement and sales enablement attempt to provide stakeholders with the appropriate knowledge and tools, their focus, timing, content, and objectives differ.
Buyer enablement tasks ensure successful purchase completion. Here are six buyer enablement tasks that can help ensure a successful purchase:
The first task in buyer enablement is understanding the buyer's needs and pain points. This involves:
Once the buyer's needs have been identified, the next step is to provide relevant information that helps the buyer make an informed decision. This can include:
Buyers appreciate customized solutions that address their specific needs. Therefore, offering solutions tailored to the buyer's requirements and preferences is non-negotiable!
Buyers are often frustrated with a complex and time-consuming buying process. By streamlining the buying process and eliminating unnecessary steps, buyers are more likely to complete the purchase.
Once the purchase has been completed, it's important to provide ongoing support to the buyer. This can include:
Finally, it's important to measure the success of the buyer enablement process. This involves analyzing data and feedback from the buyer to identify areas for improvement and make necessary adjustments to the process.
To elevate their potential customers' buying and decision-making journey, organizations can perform these six buyer enablement activities.
To kickstart the B2B purchasing and decision-making process and strategy, here are some tips to get started:
By implementing the buyer enablement content strategies, sellers can provide modern buyers with the information and support they need to make informed purchasing decisions.
Here are some ways to get more customers with attention to buyer enablement:
By implementing these ways, you can:
Here are three buyers enablement best practices that can help improve your B2B sales process, including the use of product demos:
70% of B2B buyers confessed that the mere presence of demos or free trials from tech vendors could push them over the purchase line. Product demos can help buyers understand how your product works, how it can solve their problems, and how it compares to other solutions in the market.
Provide buyers with information that will aid in their understanding of your product, its advantages, and potential applications, such as whitepapers, ebooks, webinars, and case studies. This way, you can increase their faith in you, demonstrate your subject-matter knowledge, and increase sales.
To personalize your approach, segment your buyers by demographics, firmographics, and behaviors. Then, create targeted content and outreach campaigns that meet their unique needs and preferences.
😯Demonstrating your products more interactively?
😧Through tailored product demos?
🤯In a few minutes?
Show us a better buyer enablement tactic - we'll wait :D
Or
Switch to Storylane's no-code platform to create engaging product demos, improve conversions, and drive more sales!
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If you're in the market for demo automation software, you've probably come across Storylane and Navattic. This comparison should help you differentiate between both platforms to guide your purchase decision.
At a high-level, customers prefer Storylane for the product functionality, versatility, ease-of-use, commercial model, and rate of innovation.
Before diving in, here’s a quick overview of core features common to both Storylane and Navattic — really, they’re table stakes for any modern demo automation platform:
And with that out of the way, here are a few ways Storylane stands out from Navattic...
Broadly, there are two formats of interactive demos:
In their own words, Navattic only specializes in top-of-funnel HTML demos. Storylane, on the other hand, is expressly designed for both demo formats — complete with auto-capture, annotations, guides, blurs, zooms, presenter videos, voice overs, and more.
What does this mean for you? With Storylane, you have the flexibility to pick between demo formats based on your needs: image-based guided demos for your website, video demos for email campaigns, HTML demos for sandbox environments, etc.
This flexibility (coupled with the next set of differences) puts Storylane in an unequivocally stronger position when it comes to scaling demos across departments and use-cases.
One of Storylane’s biggest differentiators against Navattic (and pretty much every other vendor in this category) is Lily, our demo automation agent. Broadly, Lily helps in two ways:
Here’s a rundown of what you can do with Lily today:
As for discovery, think of Lily as a conversation product expert with as much information as your best sales person, available 24/7 to guide prospects through discovery and qualification. Coming soon.
Where’s Navattic at with all this? As it stands, they do not support any comparable features.
Next up, we have Demo Hub: one of Storylane’s flagship features to address multiple buyer personas and use-cases in one place with galleries and playlists of demos. Galleries help marketers showcase a library of bite-sized product demos on their website (without overwhelming early stage prospects) while playlists help sales and presales teams share curated demo experiences with later stage prospects.
Navattic does not support any comparable feature to date. As it stands, Navattic’s response to Demo Hub is Demodash, an agency that charges as much as $2000 per demo to create demo centers for their customers.
Another key differentiator is Storylane's lineup of native apps. We’re the only demo automation vendors to support apps for Gmail, HubSpot, Salesforce, and Desktop (Mac).
These quality of life improvements are designed especially for sales teams to personalize and share demos without logging into Storylane (plus, easier change management is always nice).
You might be noticing a pattern here: To date, Navattic does not support this functionality — and given their focus on a limited set of use-cases, nor do we believe that they plan to. More on this next.
Most demo automation vendors sell to a specific function. Saleo sells to sales. Consensus sells to pre-sales. And Navattic? Well they primarily sell to marketers. While there’s nothing inherently wrong with this approach, it can be a limiting factor when you’re looking to scale demo operations across departments and use-cases.
Storylane is specifically designed for horizontal adoption across marketing, pre-sales, sales, and even customer success, product, and development teams. The differences in product functionality highlighted above (coupled with under the radar features such as secure demo sharing and personalized links for email campaigns) are testament to this claim.
As for which demo automation software is easier to use, we’ll let numbers do the talking.
"Storylane makes it much easier to organize content with its tagging system for chapters and sections. While Navattic allows labeling, it lacks searchability and filtering capabilities, which becomes crucial when managing multiple chapters. I particularly appreciate how Storylane structures chapters with their own dedicated build sections. In contrast, with Navattic, when I created an 80-step process, it stretched into one long, horizontal sequence that required constant scrolling back and forth. Storylane's more concise organization makes me much more excited to build out product demos” - A customer when asked about how Storylane compared to Navattic
Upon initial inspection, Storylane is (slightly) more expensive per plan than Navattic. A closer look, however, reveals that we offer several features in our lower tier plans. To name a few:
If you really think about it, this probably translates to better bang for your buck. But what about the whole “unlimited seats” deal? Sounds great, sure — but how sustainable is it really? As your organization (and demo requirements) start to scale, it’s unrealistic to expect the same support for a 5 seat plan as a 200 seat plan. Another reason why Storylane’s value-based pricing makes more sense for the long run.
Edit: Recently, Navattic has also started capping their seats per plan. Goes to show that as a commercial model, the whole unlimited seats approach probably didn't work out as intended.
And there you have it! Both Navattic and Storylane are leading demo automation softwares — but when you break it down, it’s hard to argue against the latter. Storylane's objectively in the clear for most buying considerations: functionality, versatility, ease-of-use, and commercials.
It may not feel like it (especially to us), but demo automation has only been around for a handful of years. As a category, we’re still in nascent stages. Unlike with established verticals such as CRMs or project management tools, it’s on younger companies like ours to innovate and push the envelope in these “early days” of demo automation.
Nitty-gritty comparisons aside, it’s worth sharing that Storylane has been at the forefront of this since day one. With category-first initiatives like self-serve PLG, Demo Hub, and more recently, Lily AI — innovation continues to be at the heart of our business. If you decide to go with Storylane, we hope the question “what's next?” excites you as much as it excites us!
From day one, our mission has been to simplify B2B buying and selling. When we launched in 2021, we recognized that product demos – a key touchpoint in most customer journeys – generated undue friction for buyers and sellers alike. From both a creation and discovery stand point, demos fell flat in terms of ease-of-use, accessibility, and scalability. This gap is exactly what we set out to close with Storylane.
Storylane's growth has always been marked by industry-first innovations. We began by introducing interactive demos in 2022. The goal was to help teams build quick and simple demos for a range of marketing and sales use-cases. Soon enough, this put us on the map as the fastest, easiest-to-use demo automation tool in the market.
Next, in 2023, we became the first self-serve platform in our category. Here, our goal was to democratize access to demo automation for marketing, sales, and presales teams of all sizes. Today, we work with over 3000 companies ranging from early-stage startups to industry giants such as Microsoft, Gong, and Cognism.
Last year, in 2024, we recognized that one demo wasn’t going to cut it. After all, B2B purchase decisions involve multiple buyer personas, use-cases, and product lines. In such cases, it only makes sense to share multiple, context-specific demos with prospects.
After much anticipation, we launched Demo Hub; another category-first innovation designed to share multiple demos as galleries or playlists.
We’ve done well to get to where we are today — but we know there’s still a ton of scope to simplify B2B buying and selling for everyone involved. We realize that:
And so, in our attempt to address these all-too-common gaps in the buying experience, we're thrilled to announce Storylane’s boldest innovation yet: Lily, your demo automation agent.
Lily is a demo automation agent built for both buyers and sellers. She represents a fundamental shift in how we’ll be thinking about demo creation and discovery going forward, bringing in an agentic approach to Storylane’s existing line of demo automation products.
1. Create with AI: Simply capture your product with Storylane's browser extension and leave the rest to us. Lily will create and optimize demos in a single click — complete with product-specific guides, annotations, and voiceovers.
2. AI Avatars: Pick from dozens of avatars — or make one of yourself. Share a script and generate studio-quality presenter videos in seconds. No camera, edits, or redos needed.
3. AI Voiceovers: Speak your audience’s language — literally. Generate studio-quality voiceovers in over 60 diverse voices and 25 languages.
4. AI HTML Editor: Customize demos on the fly to meet your prospect's unique needs. Edit text, images, and graphs with just simple, code-free prompts — Lily does the rest.
All this? Just the beginning.
In March, Lily will evolve to support autonomous, contextual demo discovery for buyers. Imagine prospects exploring your product, right on your website, through intelligent conversations with Lily — getting exactly the information they need, when they need it — without any of the friction associated with traditional sales touchpoints.
In short, Lily will be a 24/7 tour guide — equipped with as much product knowledge as your best sales rep — to support buyers with contextual, self-serve product discovery.
As we launch Lily, we're more committed than ever to our founding mission: eliminating friction in B2B buying and selling. We believe agentic demo automation represents the next frontier in B2B sales enablement, moving beyond static product demos to intelligent product experiences.
To our customers who've been part of this journey – thank you. Your feedback and trust have been instrumental in shaping not just Storylane, but the future of demo automation. And to those considering how to make their demo experience more effective and engaging – welcome to the era of agentic demo automation.
The future of product demonstrations is here, and we couldn't be more excited to help you tell your product's story in ways never before possible.
This time last year, we spoke about product-market fit and our journey to democratize demo automation. 2024 was about building upon that vision and momentum – and wow, what a ride it's been!
Over the past 12 months, we grew our revenue by 2.5x, expanded to over 16k teams, shipped a new feature every four days (yes, you read that right), and hosted our very own awards show. But let's back up a bit and explore how it all unfolded.
From day one, our goal has been to eliminate friction for software buyers and sellers with accessible demo automation products. In 2024, we doubled down on this commitment with over a hundred (100!) product releases, both big and small. Here are some of our favorites:
On the PLG front, we implemented convert CTA buttons, an advanced demo editing toolkit (blur, crop, screen layout, etc), as well as deeper analytics and lead attribution functionality, among others. All in all, the tremendous efforts from our product and engineering teams translated into serious business growth.
In our previous review, we were thrilled about tripling our growth and establishing Storylane as a leader in the demo automation space. Looking back at 2024, we're humbled and so, so excited to see this momentum continue.
Each one of our customers validates our vision and pushes us to innovate further. This year, we're particularly proud to welcome industry giants such as Microsoft, Pearson, Nasdaq and Silicon Valley Bank to our growing list of enterprise customers. Needless to say, we feel the love ❤️
Go-to-market was all kinds of fun in 2024. There’s just way too much to cover, but here are a few highlights that helped us stand out in an increasingly competitive demo automation category.
A few more initiatives that helped us make a lot of noise: Demo Dundies (our spin on conventional webinars, themed around The Office’s Dundies), product marketer affirmation cards (a deck of painfully relatable affirmations for our friends in product marketing), and Demo Kitchen (our recipe book inspired series of customer case studies).
As our team continues to grow, we've maintained the supportive, high-performing culture that's been our foundation for four years. This year, we welcomed our first People Success hire and celebrated team achievements with offsites in Bengaluru and Bali.
If you thought 2024 was exciting, wait till you see what we've got in store for 2025! We're all set to take demo automation into sci-fi territory with first-of-its-kind AI functionality. We can’t spill all the beans just yet but picture this: an AI demo agent to polish, scale and show you personalized demos.
To our team, customers, and the entire Storylane community - thank you for being part of this journey. We're just getting started, and we couldn't be more excited about what's ahead. Here's to another year of pushing boundaries and helping you create amazing demos!
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