If you’re selling B2B software and you actually want your best leads to pay attention, showing off a generic product demo isn’t enough. High-intent buyers expect you to know their pain points, their industry, and—let’s be honest—how to make their life easier. This guide is for folks who want to use Unless to deliver demos that feel tailored, not templated. Whether you’re in marketing, sales, or product, if you’re tired of “one-size-fits-all” not fitting anyone, keep reading.
Why Personalization Matters (and Where It Goes Wrong)
You’ve probably seen the stats: “Personalized experiences increase conversion by X%.” Sure, but most personalization isn’t much deeper than slapping a logo on a landing page. For high-intent B2B leads—the ones who actually have budget and urgency—shallow tweaks don’t cut it.
Here’s what does work: - Showing the features that matter for their use case - Using their language, not yours - Making it dead simple to see ROI
What doesn’t work: - Overly complicated demo flows - Personalization that’s so subtle it goes unnoticed - Cramming in every feature “just in case”
Unless is one of the few tools that lets you go beyond surface-level changes. But only if you use it wisely.
Step 1: Identify Your “High-Intent” Leads
Let’s be real: Not every lead deserves a bespoke experience. Start by defining “high intent” in your own pipeline. Look for: - Leads who’ve filled out a demo request form (not just downloaded a guide) - Accounts that match your ideal customer profile (size, industry, tech stack, etc.) - Repeat visitors to your pricing or product pages - Inbound leads from target companies
Pro tip: Don’t overcomplicate things with AI lead scoring right out of the gate. Pull a list of 10–20 accounts you know are serious and start there. You’ll learn what works and what’s a waste of time.
Step 2: Decide What to Personalize (and What to Ignore)
Personalization isn’t about changing everything—it’s about changing what matters. Here are some variables that actually move the needle: - Company name and logo (yes, but don’t stop here) - Industry-specific pain points and terminology - Key integrations they care about - Use case examples relevant to their team or workflow - Metrics or dashboards that speak to their KPIs
What to skip: - Overloading with irrelevant features - “Hello, [First Name]!” greetings (unless you want to look like a 2012 email campaign) - Wild guesses—only personalize when you actually know
Unless lets you swap out text, images, and even flows based on who’s viewing. But just because you can, doesn’t mean you should.
Step 3: Set Up Your Personalization Logic in Unless
Once you’ve picked your segments, it’s time to put Unless to work. Here’s a practical, step-by-step approach:
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Create Audience Segments:
In Unless, build segments based on firmographic data (industry, company size), behavior (pages visited), or even UTM parameters from your outreach. Keep it manageable—3–5 segments to start. -
Map Out Demo Variations:
For each segment, decide what actually needs to change. For example: - Financial services: Focus on compliance features and security.
- SaaS startups: Highlight integrations and speed-to-value.
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Healthcare: Emphasize privacy and audit trails.
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Use Dynamic Content Blocks:
Unless lets you insert dynamic text, images, and even different demo flows. Start with the basics—headline, hero image, key benefits. Resist the urge to re-write the whole page unless you’ve got evidence it’s worth it. -
Test With Real People:
Before you roll this out to your top prospects, have someone outside your team click through the demo. Does it feel personalized, or does it feel like Mad Libs? If it’s the latter, dial it back. -
Integrate With Your CRM or Outreach:
Use Unless’s integrations to automatically trigger the right demo for each lead. If you’re using HubSpot or Salesforce, you can pass through firmographic data or custom fields to power your segments.
What to watch out for:
- Don’t get so granular that you create a maintenance nightmare.
- If you find yourself writing 12 versions of the same page, you’ve gone too far.
- Start with high-impact changes, measure, and only go deeper if you see results.
Step 4: Deliver the Demo—Seamlessly
Now that your demos are set up, you need to get the right one in front of the right person. A few ways to do this without making it a circus: - Personalized Demo Links: Send a unique URL via email outreach that drops the lead straight into their tailored demo. - Dynamic Routing: Use Unless to show the right demo based on the visitor’s company (using reverse IP lookup or parameters). - Sales-Assisted Walkthroughs: Let your sales team use the tailored demo as a talking point in live calls—don’t just rely on self-serve.
Keep the flow simple. The more hoops someone has to jump through, the less likely they’ll finish. And don’t forget to add a clear, low-friction next step: book a call, start a trial, or download a personalized case study.
Step 5: Measure What Matters (and Ignore Vanity Metrics)
Personalized demos are only worth the effort if they actually help close deals. Track: - Demo completion rate: Are people making it to the end? - Engagement with key features: Are the personalized elements getting clicks/views? - Follow-up actions: Are more leads booking meetings or starting trials?
Don’t obsess over things like time on page or total visits. If your best prospects are engaging more deeply and moving down the funnel, your personalization is working. If not, strip it back and simplify.
Honest Pros, Cons, and Gotchas
What works well: - Personalized demos get more replies and higher engagement, especially from accounts you truly understand. - Unless’s UI is straightforward—once you’re set up, tweaks are fast. - Integrates with most major CRMs and outreach tools.
What doesn’t: - If you have weak data or try to guess at personalization, it comes off as phony. - Going overboard leads to inconsistent messaging and lots of upkeep. - Hard to prove ROI if your sales process is already messy or slow.
Ignore the hype about “hyper-personalization”—most buyers don’t need to see their dog’s name on a dashboard. They want to know you get their business.
Keep It Simple, Iterate, and Don’t Overthink It
Don’t get paralyzed by the possibilities. Start with a handful of high-intent accounts, personalize the 2–3 things that matter most, and watch how people respond. Unless is a solid tool for this—but it won’t fix a bad pitch or a confusing demo.
Keep your process lean. Talk to your sales team. Adjust as you go. And if you’re not sure whether a tweak is worth it? Ask yourself: “Will this actually help my best prospects decide faster?” If not, skip it.
You don’t need a PhD in personalization. You just need to show you care enough to do it right.