Dotmatics transforms their demo process with micro tours

About Dotmatics

Dotmatics is a leading provider of Life Sciences, Laboratory Informatics, and Scientific R&D Software. Their platform enables scientists and researchers to streamline workflows, accelerate discoveries, and improve collaboration through advanced data management and analytics.

The Challenge

Before implementing Tourial, Dotmatics faced several challenges in their sales and presales processes. Their highly technical audience—scientists and researchers—preferred in-depth, product-focused content before engaging with sales. This led to:

• Sales engineers spending excessive time on repetitive demos for smaller, less complex deals, delaying progress on larger opportunities.
• A lack of engaging, scalable sales assets for BDRs and AEs to use in prospecting.
• Low engagement with traditional sales and marketing assets, resulting in missed opportunities and lower meeting conversion rates.
• Presales teams struggling to keep up with demo demand, often tied to low-value deals.

Why Tourial

Dotmatics needed a way to scale their sales process and qualify prospects earlier while still providing a highly engaging and informative experience. Tourial enabled them to:

• Create interactive, self-guided product tours that allow prospects to explore the platform at their own pace.
• Reduce the pressure on live demos, ensuring presales teams could focus on higher-value discussions.
• Equip BDRs and AEs with impactful product content to improve outbound prospecting.
• Shorten sales cycles for smaller deals by allowing prospects to self-educate before engaging with sales.

The Results

Since adopting Tourial, Dotmatics has seen impressive results:

• 6 out of 8 North American sellers ranked Tourial as their #1 tool during QBRs.
• Significant increase in meeting conversions from cold emails containing interactive product tours.
• Shorter sales cycles for smaller deals, as prospects can make informed decisions faster without requiring lengthy sales interactions.

Beyond the metrics, Tourial has changed how Dotmatics engages with prospects. Sales teams now have a scalable, self-service tool that gives prospects the ability to explore the product before and after formal sales meetings. This has reduced the "high-stakes" nature of live demos, making them more about answering nuanced questions than being the sole decision-making moment in the process.

Additionally, buyers have responded positively—many noting that Tourial’s interactive demos make the evaluation process much easier and allow them to share key product insights with their internal teams effortlessly.