Designing for the buying committee

In B2B, a demo's job is frequently not to convince the viewer. It is to equip the viewer to convince four colleagues who will never be on a call with you.

Forwardability as a design goal

That changes what a good leave-behind looks like. It needs to be self-explanatory without you, short enough that a busy executive will open it, and structured so a specific section can be pointed to.

• Chapters, so the champion can say “watch from 1:20.”
• A written summary beneath, for the people who will not watch anything.
• An interactive version, which forwards at roughly twice the rate of video.
• No reference to the call it came from — it will be read by people who were not there.

Reading the signal

New viewers at an account is the metric. One person watching repeatedly is interest; four different people watching once is a process.