The perfect formula for successful demo videos: Intention, Execution, and Authenticity

If you are a current user of a video automation platform or, are considering adding a platform to deliver a better buying experience, you need to attend this webinar. Consensus and 2Win have teamed up to illustrate the perfect formula for successful demo videos. In this webinar you’ll learn:
  • Why intention superscedes your video production, message and execution
  • Where in the demo cycle you can use pre-recorded video to accelerate your technical win
  • Simple yet elegant execution of building your pre-recorded demo video
  • Why authenticity and speed are more important than perfections and production
  • Call to Action: The importance of guiding the buyer to their next step

About the Presenter

Bob Riefstahl DEMOFEST 2022 Speaker

Bob Riefstahl

Robert (Bob) Riefstahl is the Founding Partner at 2Win! Global. His firm is the worldwide leader in providing PreSales soft-skills Discovery, Demo, Storytelling and Winning with Executives programmatic training to technology companies. He is the author of “Demonstrating To Win!” and co-author of “Rule of 24” and dozens of blogs, webinars and podcasts. 2Win’s clients include Microsoft,, Infor, SAP, Adobe, and over 60% of the top 500 software companies globally.

Webinar Transcript


This webinar titled “The Perfect Formula for Successful Demo Videos: Intention, Execution, and Authenticity” presented by Consensus, aims to provide insights to create better demo videos with helpful ideas and fresh insights. The speaker, Robert (Bob) Riefstahl is the Founding Partner at 2Win! Global, discusses the importance of intention, execution, and authenticity in creating successful demo videos, and provides tips for structuring the demo video to keep the viewer engaged. Emphasis is also placed on the importance of being authentic and investing in a professional setup to create a better impression. Riefstahl also provides tips for engaging with the audience during a live demo. Overall, the formula for perfect demo videos might not exist, but attendees can still learn a lot from the discussion.

  • 00:00:00 Bob Riefstahl is the founding partner of Two-Win Global, a firm that provides pre-sales soft skills training to technology companies. The webinar aims to provide insights to create better demo videos with some helpful ideas and fresh insights. Riefstahl also mentions that while the formula for perfect demo videos might not exist, attendees can still learn a lot from the discussion.
  • 00:05:00 Bob Riefstahl discusses the importance of intention in creating a successful demo video and compares it to the process of brewing beer. He emphasizes that having a formula and following a process will result in consistent outcomes. Riefstahl also talks about the execution of the demo video and the structure involved and the necessity of authenticity within the bounds of being intentional. He then moves on to the importance of having a clear intention before scripting, creating bullet points, or recording the video to achieve the desired outcome and inspire the viewer’s emotion.
  • 00:10:00 Bob Riefstahl discusses the importance of intention in creating successful demo videos. Specifically, he emphasizes the need to consider where the demo video fits in the sales process and what outcome you are trying to achieve. Depending on whether you are trying to book a meeting, convince them to do discovery, or close a deal, the intention of the demo video will differ. Riefstahl also provides examples of how to tailor the demo video to the specific stage of the sales process, such as floating insight in the discovery stage or focusing on navigation and differentiation in the demo stage. Additionally, he suggests using demo videos to address questions and concerns that come up during a live demo, which can be a strategic way to follow up and move the sales process forward.
  • 00:15:00 Bob Riefstahl emphasizes the importance of using demo videos to shorten sales cycles. Sending a demo video instead of booking another meeting allows potential clients to consume the video at a convenient time, speeding up the sales process. Additionally, having a concise demo video that follows the appropriate formula is essential for client success and extending the use of the solution or getting it into other departments. Riefstahl introduces the value pyramid as a tool to consider the intended audience and tailor the benefits in the demo video to their needs. Depending on the audience, different benefits such as easier work, productivity improvement, or strategic initiative should be emphasized to achieve the right intention in the demo video.
  • 00:20:00 Bob Riefstahl discusses the importance of setting intentions in demo videos, and how to express them emotionally through voice, posture, and facial expressions. Strategic pauses, changes in volume and pace, and adjusting on-camera presence can all help convey emotions effectively. Riefstahl also emphasizes the need to consider the outcome or goal of the video and tailor it accordingly, whether it’s to engage, reassure, or challenge the audience. A video example is shown of Ice Cube demonstrating the power of intentions applied to specific lines.
  • 00:25:00 Bob Riefstahl discusses the importance of intention in creating demo videos. He suggests considering where you are in the demo pipeline and what your desired outcome is in order to be emotionally intent when creating the video. Authenticity is also emphasized, as it is important to be yourself when creating the video. Moving on to the execution of the demo video, the speaker introduces the concept of “Tell, Show, Tell” and emphasizes the importance of setting context before demonstrating the software. Adding a story for context can make the video more engaging for the viewer.
  • 00:30:00 Bob Riefstahl discusses how to structure the opening and closing of a demo video to keep viewers engaged. He suggests starting with a short, 30-second opening that highlights the benefits of the software being demonstrated. Then, provide quick context before showing the software. The closing tell and call to action should come at the end, as usual. Riefstahl demonstrates this approach using a demo of SolidWorks, instructing viewers to be the jury in identifying “demo crimes” committed during the video. The instructions provide an example of how to implement the hosts’ advice and keep viewers engaged throughout the demo.
  • 00:35:00 Bob Riefstahl compares a demo video that has poor execution and lacks intention to one that is structured with intention, execution, and authenticity. The speaker highlights that the first demo video lacks value, contains technobabble, and does not highlight the benefits of the product. On the other hand, the second demo video, presented by Ian of SolidWorks, creates an emotional intention through his demonstration, showcases the benefits of SolidWorks Weldments, and emphasizes how the software streamlines geometry creation accurately and speeds up the process. The video also features Ian on camera, adding the ‘star factor’ that increases audience engagement.
  • 00:40:00 Bob Riefstahl discusses the importance of authenticity in demo videos and how to achieve it. Being organized and investing in a good setup can help make the presenter feel more comfortable and confident, allowing them to come across as authentic in their delivery. Sticky notes can be used to remember key points without the need for a full script. Riefstahl also shows his setup as an example, emphasizing the importance of knowing what works best for each individual.
  • 00:45:00 Bob Riefstahl emphasizes the importance of investing in one’s setup for demo videos to create a professional and authentic impression. He suggests getting key lights, a high-quality microphone and webcam, an iPad, and a Stream Deck with buttons that enable one to start and stop recording. He further suggests that investing in one’s career by looking professional on site for demos is worth the money. Being prepared and organized helps create a conversational tone, leading to a better impression. Finally, Riefstahl speaks about being oneself within one’s comfort zone and stretching a little to apply the formula of intention, good execution, and authenticity, resulting in great outcomes.
  • 00:50:00 Bob Riefstahl addresses questions about using the 30-second benefit speech in opening Tells during a live demo and the recommended duration of a video demo. He suggests that the 30-second benefit speech can be included in the opening Tell, but only in a selective and crisp way that doesn’t belabor the point. He also recommends keeping video demos south of four minutes, with three minutes being the sweet spot for viewership. In terms of recording for quality and uploading to YouTube, Riefstahl recommends using OBS software to collect and combine raw video and other elements into one high-quality video file.
  • 00:55:00 Bob Riefstahl discusses how to engage with an audience during a live demo, both in person and virtually. He suggests using the salesperson in the demo to watch people’s faces and call out any questions or concerns, and to use people’s names to keep them engaged. He also recommends having a roster of attendees and asking open questions to encourage engagement. Riefstahl addresses questions about using OBS and Zoom together, and whether it’s a good idea to discuss current events in a demo video.