Analyst Demos: What to Show, What to Say, and How to Get It Right

Let’s be real, when an analyst asks for a demo, it’s exciting… and a little nerve-wracking. It’s a golden opportunity, but the pressure is on. Who’s going to deliver it? Is the environment stable? Are the use cases compelling? What if they ask tough questions?

You’re not alone. An analyst demo tends to trigger just the right mix of excitement and (if you’re honest) stress. It’s a high-stakes moment: a chance to make an impression that sticks or reinforce assumptions you’d rather leave behind.

But wait, a demo is a demo. Right? 

Not exactly. Unlike sales demos, these sessions aren’t about closing deals. They’re about framing your product in the context of the category the analyst covers, avoiding the temptation to “show it all,” showing how you solve real problems, and giving the analyst a clear story they can carry forward in their research, reports, and client conversations.

However, despite their good intentions, many teams miss the mark. They use recycled demos that speak to buyers, not industry analysts. They try to demonstrate everything and end up saying nothing. Or they fumble basic setup because roles weren’t clear, and the demo environment wasn’t ready.

It doesn’t have to be that way.

Turn “Wait, they want a demo?” into “You got this!”

Just like you wouldn’t walk into an analyst briefing without clear messages, you shouldn’t walk into an analyst demo without a plan. 

With the right preparation, you can tell a focused story, handle tough questions with confidence, and leave analysts with a clear sense of how your product fits into their view of the market. In our newest Analyst Relations Learning Curve (ARLC) module, Analyst Demos, we break it all down. 

Key takeaways include:

• When to include a demo in your AR program

• What to look for in a demo leader

• What makes analyst demos memorable, relevant, and valuable for analysts and vendors alike

• Applying storytelling techniques to frame a compelling demo narrative

• Understanding the most popular demo formats and when to use them

• Prepping your demo team to avoid feature overload

• How to respond when analysts challenge or question aspects of your demo

This module exists because we’ve seen and heard it all

Like all ARLC content, our Analyst Demo module isn’t theoretical. It’s built on the firsthand experience of people* who’ve delivered, coached, and supported hundreds of demos, from early-stage briefings to high-stakes evaluations like Magic Quadrants and Waves. 

We’ve also talked to analysts who’ve sat through more vendor demos than they care to admit. Together, these insights and experiences helped us pinpoint what works, what doesn’t, and how to turn every analyst demo into a strategic advantage.

Now available to ARLC subscribers

Analyst Demos is part of the Analyst Relations Learning Curve course curriculum, which is available to all ARLC subscribers. Visit www.analystrelationslearningcurve.com to explore the complete library and access the course.

(Special thanks to Elena Hutchison, founder of Upright Analyst Relations, and a member of the Analyst Relations Learning Curve Advisory Board. Her insights helped shape this module into something both practical and empowering.)