In this episode of Scrappy ABM, host Mason Cosby chats with Catie Ivey, CRO of Walnut, about how interactive product demos can supercharge account-based marketing by delivering hyper-personalized, use-case-driven experiences that actually convert.

Best Moments:

(01:31) What interactive demos are—and why they matter in ABM

(03:37) Going beyond generic walkthroughs to build tailored demo flows

(06:01) Case study: boosting PLG conversion with demo customization

(08:26) How to personalize even when you don’t have access to a customer’s product

(11:27) Why AI alone isn’t enough—industry-specific context is key

(13:34) Avoiding common demo mistakes: keep it simple, keep it relevant

(15:15) The 12-click rule for building demos that people actually finish

Guest Bio

Catie Ivey is the Chief Revenue Officer at Walnut, a platform that helps companies build interactive product demos that resonate. A leader in revenue operations and GTM strategy, Catie champions a “product-led everything” mindset—bringing the product experience into every stage of the buyer’s journey to fuel engagement, conversion, and long-term adoption.

Ep. 169 - Interactive Demos: The Secret Weapon for Personalized ABM Success