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Home » Natalie Marcotullio — From Growth Hacking to Head of Growth: Lessons on Empathetic Messaging, Cross-Functional Collaboration, and Gamifying the B2B Buying Experience with Interactive Product Demos (TMMF #007)

Natalie Marcotullio — From Growth Hacking to Head of Growth: Lessons on Empathetic Messaging, Cross-Functional Collaboration, and Gamifying the B2B Buying Experience with Interactive Product Demos (TMMF #007)

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“Once you hear the messaging you put out, repeated back to you, that’s when you know that it’s pretty good alignment.”

— Natalie Marcotullio

Natalie Marcotullio is the Head of Growth and Operations at Navattic, an interactive product demo platform that helps B2B SaaS companies create better buying experiences. With a background in growth hacking and a passion for solving the puzzles of digital marketing, Natalie has unique insights into crafting compelling messaging and fostering seamless collaboration across teams.

In this episode, we dive into Natalie’s journey from growth hacker to head of growth, her strategies for gaining customer insights, the importance of infusing story into product demos, and the latest trends in leveraging interactive demos to skyrocket conversion rates.

Please enjoy!

Listen to the episode on your favorite podcast platform. Watch the interview on YouTube here.

Want to hear more episodes about not following the herd in your strategy? Check out our conversation with Marc Thomas on how he thinks counterintuitively about marketing campaigns.

What was your favorite insight or lesson from this episode? Share your thoughts in the comments below.



  • 02:10 Natalie Marcotulio’s Journey from Growth Hacker to Head of Growth
  • 04:21 Cross-Functional Collaboration and Messaging Strategies
  • 08:13 Leveraging Interactive Demos for Enhanced Customer Engagement
  • 09:33 The Power of Storytelling in Product Demos
  • 12:20 Optimizing Interactive Demos for Maximum Impact
  • 15:16 Aligning Website and UX Copy for Cohesive Messaging
  • 16:32 Interactive Demos vs. Traditional Marketing Channels: A Comparative Analysis
  • 18:57 The Role of Videos in B2B SaaS Marketing
  • 20:33 Interactive Demos in Product-Led vs. Sales-Led Companies
  • 21:27 Maximizing Team Alignment with Interactive Demos
  • 22:17 Tailoring Interactive Demos for Sales Success
  • 23:03 Evolving Website Messaging for Enhanced Customer Experience
  • 24:56 Leveraging Customer Feedback for Website Messaging
  • 27:05 The Power of Research in Crafting Effective Messaging
  • 34:02 Innovative Use Cases for Interactive Demos
  • 35:07 Utilizing AI for Efficient Demo Storyboarding
  • 36:14 Continuous Learning and Innovation in Marketing
  • 38:03 Navigating Messaging Challenges in a Competitive Market
  • 39:00 Closing Remarks and Additional Resources


  • “I think some good tips to make that match would be incorporating case studies or stats into your interactive demo, especially on the first or last intro or outro, especially one that you’ve used somewhere else on the website or just in when you are introducing a new feature or a new aha moment, rather than just diving into it, maybe just a quick line describing the value of that feature and even pulling again from another part of the website that maybe goes over that.”
  • “I think win-loss research also really helps with this. So yes, do your own research, but then ask customers specifically not just win-loss research. I think too often we do it at like the sales point and beyond, but ask them in the marketing point, like what was your first impression of, your company?”
  • “Once you hear the messaging you put out, repeated back to you that’s when you know that It’s pretty good alignment.”
  • “I went scoured G2, I looked at LinkedIn posts. That people talked about us. I looked at Slack communities where we were mentioned, and again, paid attention to what were the common themes that people brought up of why they chose us or why they liked us.”
  • “If you can find someone just talking about you natively in a Slack community, you’re gonna get a much more honest review than sometimes like you might find reviews where it’s just clearly they were paid for it and it’s this is great.”
  • “I’ve used AI to help take a video into a written storyboard.”
  • “To come up with something really innovative, you almost can’t learn from anyone else. You have to learn from a different industry or a different source or else someone’s done it and it’s not innovative.”
  • “It’s almost like cheating, but use what your customers say for messaging. It’s much easier than hoping they’ll resonate with it.”
  • “What we’re really trying to switch, the narrative is these shouldn’t [interactive demos] be like videos or something that might be good for simple how-to use. This is a story.”
  • “And the how we are seeing a rising trend in more like self-serve buying buyers have a lot more power in 2024 than they did before. They have less budget. There are way more, there’s way more competition than ever.”
  • “I think the biggest thing you can do is use the other teams as a resource versus looking at them as like a blocker.”
  • “When the messaging really hits and really resonates with the audience, it performs much better than maybe the average.”

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