How Oneflow improved product understanding across markets thanks to interactive demos

About Oneflow

The company serves businesses that need to close deals faster while maintaining legal compliance across different jurisdictions. They handle everything from simple NDAs to complex multi-party agreements, adapting to various industries and regulatory requirements. Oneflow's strength lies in making contract workflows feel natural rather than bureaucratic, helping teams focus on business outcomes instead of process friction.

Oneflow’s Product Marketing team, where Hanna Johansson works as a Senior Product Marketing Manager, translates complex contract automation capabilities into clear value propositions for diverse global markets. The team ensures that prospects quickly understand how Oneflow solves their specific contract challenges, regardless of their industry or technical background.

The team faced the unique challenge of demonstrating a feature-rich platform that looks different for every customer. Contract workflows vary dramatically between industries, company sizes, and regional requirements, making standardized demonstrations nearly impossible. They needed to showcase flexibility without overwhelming prospects with unnecessary complexity.

Challenge

This puts constant pressure on customer-facing teams to keep demo materials up to date while catering to an increasingly diverse audience. Success in this environment requires close collaboration between product teams, marketing specialists, and regional sales reps who have a deep understanding of their local markets.

Taming the feature-rich interface

"We struggled to effectively showcase our product because our interface was a bit crowded."  - Hanna Johansson, Product Marketing Manager

This visual complexity meant that prospects focused on navigation details rather than understanding how Oneflow would solve their contract management problems. The demonstration challenge became a barrier to communicating the platform's actual benefits.

Static methods missing the dynamic reality

"We found it difficult to show our product on our website, and have the customers truly understand what our platform is capable of."  - Hanna Johansson, Product Marketing Manager

The disconnect between what prospects saw in demonstrations and what they could actually accomplish with the platform created unrealistic expectations and longer sales cycles.

Global scaling without localization chaos

The traditional approach required hours of video editing for each variation, multiplied across regions and customer segments. This meant that regional teams either used outdated materials or waited weeks for customized demonstrations. The bottleneck prevented Oneflow from responding quickly to market opportunities and local customer needs.

Solution

‍

They could blur distracting elements, emphasize important features, and guide attention to the most relevant capabilities for each prospect's specific use case. This meant prospects could focus on value rather than getting lost in interface details.

Moving from static content and outdated videos to up-to-date interactive demos

"We wanted customers to be able to truly get a feel of what our product looked and felt like, while giving them the agency to 'explore' on their own."  - Hanna Johansson, Product Marketing Manager

The interactive format worked particularly well for contract automation, where understanding the workflow was more important than memorizing interface details. Prospects could experience how Oneflow eliminated common contract bottlenecks, making the value proposition immediately clear through direct experience.

Making a rich UI easy to understand through personalized interactive demos

To create a more focused experience, the Product Marketing team built guided demos that highlight only the most relevant features based on the viewer’s role or use case. By directing attention to key elements and streamlining the visual flow, they made it easier for prospects to understand how Oneflow solves their specific challenges without unnecessary distraction.

"HTML capture is probably the reason we chose you over others. Our UI is busy, and Guideflow allows us to simplify it."  - Hanna Johansson, Product Marketing Manager

Enabling fast localization with reusable demo templates

With editable interactive demos, the Product Marketing team could create a strong foundation that regional teams could then adapt independently. Local teams were empowered to translate demos, update messaging, and adjust flows based on market-specific needs without depending on designers, engineers, or central resources. This reduced turnaround time from days to minutes while ensuring brand and product consistency across markets.

"Everyone can take my interactive demo and make changes to it on their own, or translate it into their language."  - Hanna Johansson, Product Marketing Manager

This capability enabled rapid market expansion because regional teams could respond immediately to local opportunities with relevant, localized demonstrations.

Benefits

Enhanced customer understanding and engagement

This led to a measurable increase in qualified engagement: prospects better understood the value before talking to sales, which improved lead quality and shortened sales cycles. It also created stronger alignment across the funnel, with marketing content that not only attracted attention but actively moved prospects closer to conversion.

By giving prospects a clearer and more relevant view of the product from the first touchpoint, the team elevated the role of marketing in the buyer journey, driving impact well beyond awareness.

Accelerated global market entry

The localization capability meant that Oneflow could test new markets quickly and adapt their messaging based on local feedback. Regional teams could experiment with different demonstration approaches and optimize for their specific customer base without creating bottlenecks for other markets.

"We struggled to effectively showcase our product because our interface was a bit crowded. With interactive demos, we can now highlight key features and let prospects explore the platform themselves. As a result, customers finally understand what Oneflow really does, which has increased engagement and accelerated our sales cycle."  - Hanna Johansson, Senior Product Marketing Manager

2x faster demo creation and updates

"Creating and maintaining demo videos for each use case and region used to take hours, making it impossible to keep everything up to date. Now, I can update our demos instantly without re-recording anything, ensuring prospects always see the latest version of our product while saving our team a huge amount of time."  - Hanna Johansson, Product Marketing Manager

For the Product Marketing team, this shift unlocked far more than just efficiency: it gave them full ownership of the demo creation process. They could now react quickly to product launches, update messaging in real time, and personalize demos to support specific campaigns, personas, or markets. Demos became a flexible and strategic asset that evolved alongside the product and no longer a static deliverable that risked falling out of sync.

Why Guideflow

This smart approach lets Oneflow tailor the experience for different audiences using one foundation. Technical teams can dive into advanced features while executives focus on business outcomes, within the same interactive demo.

Instead of boring, one-size-fits-all presentations, Oneflow now delivers dynamic experiences that adapt to each prospect's needs. This eliminates the impossible choice between generic demos that miss the mark or custom content that costs too much to maintain.

The interactive demos also reveal how prospects actually engage with features, helping sales teams refine their approach based on real user behavior rather than guesswork about what resonates with customers.

With Guideflow's translation and customization tools, Oneflow scales globally without the usual headaches. Regional teams quickly adapt content for local markets while staying true to the core brand message and platform capabilities.

This scalability proves essential for a growing company serving diverse markets. The platform supports expansion without creating operational nightmares or demanding excessive resources.