All related (95)
Sandy Tang
Product Marketing, Enterprise Cloud, AtlassianAugust 3
I have used QuickTime (free on Mac) to record product videos off an iPhone, iMovie (free on Mac) to make simple transitions/edits, and PowerPoint (likely provided by your company) to add copy and display the video on the same slide. I've built complete product videos using these readily available tools. It can look really clean and is highly cost-efficient to create.
Tom Heys
Product Marketing Manager, CrayonDecember 27
As David mentions above, planning out the "story" – even in a simple product demo – is essential. I like to write a documentary style script, which has a table with voiceover audio on the left and corresponding video on the right. As far as the tech, Camtasia is a great product, though I usually want a little more control than it provides and thus use Adobe Premiere Pro to cut the videos after recording like many above using Quicktime. I add in some standard highlighting and click/tap animations to draw the viewer's attention to certain parts of the screen (if there's a lot onscreen, you...
James Winter
VP of Marketing, SpekitAugust 22
  +1 for Camtasia.    This is probably my favorite example   https://youtu.be/B4bj9HD887M?list=PLnobS_RgN7Jb-JxB-PisH4i5njW2Waj0L
Dave Daniels
Founder, BrainKraftApril 9
The best demos are like good plays. They have a happy ending. They aren't Greek Tragedies. A good demo connects with a buyer's needs, pains, and desires. They can see themselves using the product and are eager to learn more. ScreenFlow and Camtasia are good tools for recording/editing demos.  Pro tip: storyboard and script the demo when you record. Humans are more perceptive to subtlies in the audio than the video. Plus a script helps to prevent ums, ahhs, repeating, and searching for the right words. 
Kat Sandin
Director of Product Marketing, AppfireJuly 18
I've just used QuickTime that came with my Mac to record videos that are a combo of me talking and screen recordings of the product, but you'd have to use some type of editing tool to put all that together (we have an experienced video editor on our team, but you could probably use iMovie for basic editing). If you're looking for more on-the-fly video tools, Soapbox by Wistia is pretty cool because you can show yourself and your screen in the same window. Also, Vidyard makes a free Chrome extension that lets you record a video and embed it in an email right from your browser. 
Jodi Innerfield
Senior Director, Product Marketing, Salesforce
Tiering and t-shirt sizing a launch should be based on "how impactful is this to my customer and the company?" If it's a brand new product suite, a new offering in the market either for the company or the space, or a material investment/improvement from what exists today--that's a Tier 1, full-court press (whatever that means for your company!)  Moderate improvements, new SKUs, bigger features that are exciting but not totally new and different for the company are the market are more medium-Tier launches. Smaller features and incremental updates can be covered in release marketing only, m...
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns, AdobeAugust 21
Camtasia is a great screen share tool that can record your product demos. Infer has a pretty nice demo video that used to be on their website (I found it on YouTube here: https://www.youtube.com/watch?v=aovjy510gJk) I think it does a good job of mixing in slides and the actual product demo with a nice voiceover.
Sherry Wu
Director, Product Marketing, MaintainX | Formerly Samsara, Comfy, Cisco
The tactics behind a product launch all boil down to three strategic questions:  1. Why does this matter for the business? 2. - 3. Why does this matter for your customers? 4. Why now? These are deceptively simple, but think about all of the answers that you need to have.  Having the answers to these two questions will determine This will determine the resources that you put into a launch, how you promote it, and who you promote it
Kevin Ferguson
Brand & Product Marketer/Data Storyteller, Kevin FergusonFebruary 28
Similar to David’s and Tom’s suggestions a well scripted (storyboarded) demo can save a lot of time and headaches down the road, as well as improve your viewer engagement, if you study the analytics data and want to improve the length at which people watch your demos and ultimately take action. I record screencasts using OBS (Open Broadcaster Software), then cut the clips in Adobe Premiere Pro. If I know I’ll be making a series of themed videos, I make intro and outro templates or use/modify Premiere’s motion graphic templates to save time and simplify my workflow. Here’s a matrix of co...
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns, Adobe
Ideally, it's a combination of the GM, product management and product marketing. The GM would set the overall business goals for the year or quarter including revenue. The PM often drives the product launch adoption and revenue goals for that product. PMM often builds the plan with the metrics to help back into those goals.  The important thing is that if you see a gap, make sure that someone is owning all of these goals, otherwise, it will be meaningless to have launch metrics. 
Maria Jiang
Product Marketing, PagerDutyOctober 19
+1 on Camtasia.   
Priya Gill
Vice President, Product Marketing, Momentive
First off, I'll say that I'm never a fan of making someone create messaging/positioning and defining a GTM plan about the interviewing company's product because you're never going to get to the level of knowledge as someone in the company...and it takes way longer to do it right. OK, rant over. :) Typically when I ask candidates to give a presentation, it's less about the specific products they're presenting, but rather HOW they present it. Can the candidate articulate how they effectively approached their GTM strategy, from ideation to execution and beyond. Can they clearly understand t...
Gaurav Saini
VP of Network Success, WorkSpanOctober 4
I have recently really liked ScreenFlow for making our own videos. It is very easy to use and even someone who has never recorded of edited videos before can learn fast. 
Manav Khurana
GM & SVP Product Growth, New Relic
First the failure mode (for contrast): PMM does a kick ass job with product decks and slicks. There is a training session where some people seem to be paying attention, but most people are distracted by their day-to-day job of sales. Then when a sales person gets an opportunity, they ask the PMM or PM to come in and help. Or worse, the sales lead complains at the company QBR that her team is not enabled properly.    What I think is better: Start with what's in it for the sales person... Is it higher deal value to satisfy quota? Higher win rate? Then, think through how your sales people...