How NetApp cuts demo production time by 90% with Supademo
NetApp assessed 52 demo platforms, tested eight hands-on, and chose Supademo. The Fortune 500 data infrastructure company now runs a public demo gallery on netapp.com: HTML and video in one flow, offline-ready for 5,000-person audiences, published with enterprise version control.
52 to 1
Vendors in the G2 category NetApp assessed before choosing Supademo, eight of them hands-on
90%
Faster demo production than the PowerPoint and Camtasia workflow
Weeks
Turnaround on enterprise requests, from versioning to publish permissions
- Industry
- Intelligent data infrastructure
- Company size
- 12,000+ employees, Fortune 500
- Use cases
- Public demo gallery, technical marketing, events, sales enablement, support, and documentation
- Challenges
- PowerPoint and Camtasia overhead, conference Wi-Fi risk, a layered UI that broke capture tools
- Outcomes
- 90% faster production, HTML and video in one demo, versioned publishing on netapp.com
"We actually did evaluate several of Supademo's main competitors extensively, and Supademo was our choice in a fair fight."
About NetApp: intelligent data infrastructure
NetApp is a Fortune 500 company that helps organizations store, manage, and protect data across on-premises and cloud environments.
NetApp's buyers are deeply technical, and infrastructure purchases are high-consideration: people want hands-on proof before they commit to a proof of concept. That makes demos strategic, and it makes demo production a bottleneck worth removing. The technical marketing team, led by VP Jeff Baxter with Principal Architect Jeff Steiner and Scott Gentry, owns that motion across netapp.com, flagship events like NetApp INSIGHT, and field enablement worldwide.
The challenge: a demo pipeline built for a different era
- PowerPoint, Camtasia, and a handful of specialists. "A traditional practice really was you make PowerPoint, you have embedded videos that you made through Camtasia... and then we either use that as a demo or we actually do it while recording it," explains Jeff Steiner. Every product update rippled through decks, re-records, and re-edits, and only a few people could operate the stack. Across a portfolio as broad as NetApp's, demand for demos always outran the people who could build them, and content lagged the product it was meant to sell.
- Flagship moments hostage to conference internet. NetApp's biggest demo audiences of the year are at INSIGHT. "It's hard to rely on convention center internet with 5,000 attendees," says Steiner. The team needed demos that run fully offline and export cleanly into PowerPoint.
- A layered product that is hard to capture. "Our UI environment can get very complicated," Steiner notes: lots of layers, nested elements, modal dialogs. During NetApp's evaluation, several capture tools buckled and missed steps or elements.
- Content that needs more than one format. A real NetApp demo needs interactive UI, CLI recordings, architecture diagrams, and talking-head explanations in one flow. Most vendors forced a choice. "A few competitors mentioned outright they're moving away from HTML toward video," Steiner recalls. Stitching tools together meant multiple licenses, multiple review cycles, and no single analytics trail.
- Many teams, many skill levels. NetApp has multiple products, marketing teams, and content creators with different skills and interests, so the platform had to go into service quickly across the enterprise.
Why NetApp chose Supademo over 51 other vendors
NetApp ran one of the most rigorous evaluations in the category. The team laughed when they pulled up the G2 grid: 52 interactive demo vendors that all looked the same at first glance. Over two months of hands-on testing they cut the field to five contenders, then two finalists. In March 2026, Supademo won on five things.
1. Simplicity that turns product experts into demo creators
"We absolutely love the ease of use. I think we've looked at a lot of different tools now, and [Supademo is] way out ahead of the competition as far as I'm concerned," says Steiner. Recording happens straight from the browser, editing feels obvious, and demo creation stops routing through a specialist team.
"It's a big win in terms of simplicity, which is the main factor that led us to choose Supademo."
2. HTML capture and video in one demo
A NetApp walkthrough might move from clicking through the UI, to a 30-second CLI clip, to a spoken voiceover step, to an architecture diagram, and back. One link, one production pipeline, one analytics trail, instead of three tools per asset. With several competitors deprecating HTML capture outright, choosing the vendor still investing in it protects the roadmap. Editing video frame by frame is often too slow, and an HTML step can be changed in place.
3. Editing that survives an enterprise UI
Supademo's AI-assisted HTML editing removed large elements and anonymized sensitive fields across NetApp's layered interface without breaking anything. "HTML editing actually works great, and it preserved the fonts and everything. I was impressed," says Steiner. NetApp can demo the real product without exposing sensitive data, and when the UI changes, teams update steps in minutes instead of re-recording, so public demos stay current.
"My experience editing my latest demo was really, really positive... The editing worked perfectly across the board. The ability to make global edits was especially helpful."
4. Production-quality demos that run anywhere
The interactive demo and the video export come from the same source, so one build serves the INSIGHT stage, the PowerPoint embed, and the seller presenting offline. No second production pass, no degraded fallback.
"You'd be surprised how little people actually do that. Having the ability to export in 4K and change the frame rate has a lot of use cases for us."
5. Enterprise governance, shipped in weeks
A Fortune 500 brand can't have a live demo silently edited mid-view. NetApp needed draft states, review, and a restricted publisher group, with links that never break. Supademo scoped versioning, publish permissions, and the gallery view in May and delivered in June. An audio-control request was committed the same week it was raised. "It doesn't seem like you do anything that's measured in longer than [weeks]," Baxter observed.
How NetApp uses Supademo
1. A public, ungated demo gallery on netapp.com
A filterable gallery at netapp.com/demos, hosted on NetApp's custom domain, is the first rung of NetApp's demo ladder: interactive demo, then SE-led demo, then a full VM lab environment. Buyers self-qualify hands-on before an SE hour is spent, and chapter forms sync engaged accounts into Marketo with full viewer and session analytics.
2. Hybrid demos that match how NetApp sells
Guided click-throughs with inserted video steps for CLI sessions, diagrams, and explanations, plus free-click sandbox demos where hotspots jump to any chapter. Technical buyers explore at whatever depth they want, inside a single trackable link.
3. Conference-proof demos at INSIGHT
Offline demos and 4K exports embedded in PowerPoint keep the year's biggest stage independent of convention internet.
At INSIGHT 2026 in Las Vegas, the NetApp Platform Experience asked attendees to complete four Mission to AI stations and the NetApp Platform demos at each one. NetApp's public gallery carries four Mission to AI demos: Unified Storage, AI Ready Data, Complete Control, and Proactive Protection.
4. Versioned publishing across a growing creator base
Anyone drafts, stakeholders review, and a small publisher group promotes versions live. As demo creation spreads across teams, editorial control scales with it instead of becoming the bottleneck all over again.
5. Product documentation
Sometimes text or still images can't explain a feature. NetApp has begun using Supademo to embed demos in its official documentation site and inside certain products.
What's next for NetApp and Supademo
NetApp is extending demo creation to more departments with targeted lunch-and-learns, growing the gallery well beyond its launch set, completing the Seismic integration so demos live inside digital sales rooms, and exploring AI Demo Agents trained on approved enablement content, so buyers self-serve the right demo, video, or PDF in real time.
Put your product in front of buyers before the first call
Capture HTML and video in one demo, publish with version control, and run it anywhere from a public gallery to a conference stage.
FAQs
Commonly asked questions about Supademo. Have other questions? Reach out and our team will be happy to help.
NetApp started with a basic assessment of all 52 vendors in the G2 interactive demo grid, then spent two months testing hands-on, narrowing the field to five contenders and two finalists. The team scored vendors on ease of use, HTML capture across a complex UI, offline and 4K export, and enterprise governance, and chose Supademo in March 2026. VP of Technical Marketing Jeff Baxter called it "our choice in a fair fight."
Yes. A NetApp walkthrough might move from clicking through the UI, to a 30-second CLI clip, to a spoken voiceover step, to an architecture diagram, and back, all in one flow. Mixing HTML capture with video steps means one link, one production pipeline, and one analytics trail instead of three tools per asset.
Supademo's AI-assisted HTML editing removes large elements and anonymizes sensitive fields across layered interfaces with nested elements and modal dialogs. "HTML editing actually works great, and it preserved the fonts and everything," said NetApp Principal Architect Jeff Steiner. Because the capture stays editable, teams update steps in minutes when the UI changes instead of re-recording, so public demos stay current.
Yes. NetApp's biggest demo audiences of the year are at NetApp INSIGHT, where "it's hard to rely on convention center internet with 5,000 attendees." Supademo demos run fully offline and export in 4K with an adjustable frame rate for embedding in PowerPoint. The interactive demo and the video export come from the same source, so one build serves the event stage, the deck, and a seller presenting offline.
A Fortune 500 brand can't have a live demo silently edited mid-view. NetApp needed draft states, stakeholder review, and a restricted publisher group with links that never break. Anyone drafts, stakeholders review, and a small publisher group promotes versions live, so editorial control scales as demo creation spreads across teams.
NetApp's filterable, ungated gallery at netapp.com/demos is the first rung of a demo ladder: interactive demo, then SE-led demo, then a full VM lab environment. Buyers self-qualify hands-on before an SE hour is spent, and chapter forms sync engaged accounts into Marketo with full viewer and session analytics. See how sales teams use interactive demos.
At NetApp, Supademo spans technical marketing, the public demo gallery on netapp.com, flagship events like NetApp INSIGHT, sales enablement, customer support, and product documentation, where demos are embedded in the official docs site and inside certain products. The team is extending creation to more departments with targeted lunch-and-learns.