Walnut Full-Funnel Analysis Quick Start Guide

Overview

Welcome to the Walnutverse. ✨

Unlock a full-funnel understanding of your go-to-market engine with Walnut Insights — connecting product demo engagement data across your entire revenue stack. This guide shows how to integrate Walnut into your ecosystem, interpret key analytics, and turn demo interactions into actionable revenue signals.

Connect the stars. Watch your product shine.

From the first demo view to a signed deal and beyond, Walnut’s analytics and integrations help you visualize buyer intent, qualify leads faster, and measure impact across the funnel — empowering Marketing, Sales, and Success teams to move in sync.

In This Article:

• • Your Walnut Insights & Analytics Toolbox
  • Full-Funnel Analysis At-a-Glance
  • Full-Funnel Analysis Framework
  • Walnut Engagement Data at a Glance
    • Demo Session Data Points
    • Playlist Session Data Points
  • Key Resources & Next Steps

Your Walnut Insights & Analytics Toolbox

Everything you need to capture, analyze, and activate engagement data.

• • Built-In Walnut Insights
    • Demo Insights — granular data on every interactive session.
      • Screens Funnel — visualizes where viewers drop off or complete screens within non-guided or hybrid demo flows.
      • Guides Funnel — shows step-by-step progression through guided or hybrid experiences.
    • Playlist Insights — consolidated engagement across bundled assets.
  • CRM Integrations — Salesforce, HubSpot (deal attribution, activity tracking).
  • Marketing Automation — Marketo, Pardot, HubSpot (lead scoring, nurturing).
  • Webhooks & Zapier — send real-time demo and playlist session data anywhere in your stack.

Full-Funnel Analysis At-a-Glance

Walnut transforms demo engagement into measurable business outcomes — aligning marketing, sales, and customer success around shared data signals. Every interaction across your funnel contributes to a unified visibility loop: engagement → intent → pipeline → revenue.

Quick Reference

• • Top of Funnel: Trigger lead scoring and nurture workflows from demo events.
  • Mid-Funnel: Qualify based on completion, time spent, and interaction depth.
  • Bottom of Funnel: Map demo types to opportunity stages and follow-up plays.
  • Post-Sale: Track adoption, measure enablement, and surface expansion intent.

Full-Funnel Analysis Framework

Every demo interaction tells a story. By mapping Walnut’s engagement data across your entire funnel — from first view to closed-won — you can identify intent signals, measure content effectiveness, and connect demo influence directly to revenue outcomes.

Top of Funnel (Attract & Identify)

Primary goals: Maximize reach, capture curiosity, and turn anonymous engagement into known leads or accounts.

Key Data Points: Sessions, Viewers, Bounce Rate (%), Median Time Spent (seconds), Screens Viewed (%), Completion Rate (%).

Tooling & Signals:

• • Use Walnut Insights Summary Metrics to track Total Sessions, Total Viewers, and Total Time Spent — your top-of-funnel visibility indicators.
  • Increase identification coverage using email parameters (?email={{contact.email}}), embedded lead forms, or Walnut Uncover for account-level recognition.
  • Log session_started and demo_session_finished events in your MAP/CRM to connect views to contacts and campaigns.

Full-Funnel Power Plays:

• • Add Demo Viewed as a behavioral trigger for lead scoring and nurture sequences (+10 for any demo view, +20 for median time ≥ 45s or screens viewed ≥ 25%).
  • Use Guide Funnel and Screens Funnel to pinpoint weak openers and optimize early-screen engagement before gating.
  • Embed demos in campaign landing pages to generate engagement data even before form submission.

Mid-Funnel (Engage & Qualify)

Primary goals: Measure engagement depth, identify high-intent prospects, and inform personalized outreach.

Key Data Points: Session Duration, Completion Rate (%), Guide Completion Rate (%), Screen Completion Rate (%), FAB Conversion Rate (%), Engagement Score (1–10).

Tooling & Signals:

• • In Walnut Insights, review Completion Rate, Guide Completion Rate, and FAB Conversion Rate to gauge story resonance and next-step intent.
  • Use Guides Funnel and Screens Funnel to identify friction points and pacing issues in your narrative flow.
  • Track Engagement Score to benchmark each demo’s performance against top-performing assets.

Full-Funnel Power Plays:

• • Flag leads completing ≥25% of guides or spending 5 minutes as high-intent MQLs.
  • Combine Completion Rate, Median Time Spent, and FAB Conversion for a simple engagement health index.
  • Delay gating until after early value moments (steps 3–5), using incentive-based copy like “Unlock sandbox access” or “Continue the experience.”

Bottom of Funnel (Convert)

Primary goals: Accelerate decisions, influence late-stage deals, and surface multi-threaded buying signals.

Key Data Points: Demo Name, Template Name, Last Section Viewed, FAB Conversion Rate (%), Return Sessions, Guide Completion (%).

Tooling & Signals:

• • Use Session-Level Drilldowns to identify re-engagement patterns — especially multiple sessions from the same account within a short timeframe.
  • Correlate FAB Conversion and Completion Rate with deal velocity in your CRM or BI dashboards.
  • Tag late-stage assets like Pricing, Security, or Integrations demos to specific opportunity stages for pipeline attribution.

Full-Funnel Power Plays:

• • Trigger CRM alerts when key accounts re-engage or multiple stakeholders view the same demo (“buying committee” signal).
  • Use Session Journey data to replicate high-performing buyer paths in future demo sequences.
  • Compare Stage Conversion Rate (with vs. without Demo Views) and Average Sales Cycle Length by Demo Activity to quantify demo influence.

Post-Sale (Adoption & Expansion)

Primary goals: Drive onboarding success, feature adoption, and identify upsell opportunities.

Key Data Points: Repeat Session ID, Completion Rate (%), FAB Conversion Rate (%), Median Time Spent (seconds), Engagement Score (1–10).

Tooling & Signals:

• • Track repeat demo sessions to measure product adoption and ongoing learning engagement.
  • Use Completion Rate and FAB clicks to assess how effectively customers engage with advanced features.
  • Compare Playlists vs. standalone demos to evaluate self-guided education performance.

Full-Funnel Power Plays:

• • Trigger enablement or upsell workflows when customers complete “Advanced Features” demos or click in-demo CTAs related to premium add-ons.
  • Use Playlist analytics (Average Time Spent, Completion, Bounce) to refine post-sale content sequencing.
  • Measure Engagement Score across accounts to forecast expansion readiness.

Cross-Funnel Alignment (Attribution & Continuous Optimization)

Primary goals: Tie engagement data to revenue outcomes and continuously optimize demo and content performance.

Key Data Points: Identified vs. Anonymous Sessions Ratio, Win/Loss Rate by Demo Activity, Average Sales Cycle Length by Demo Activity, Stage Conversion (With vs. Without Demo Views), Open Opportunities with Low Engagement.

Tooling & Signals:

• • Use Walnut Insights + CRM/MAP Integration to connect engagement metrics with opportunity data.
  • Track Engagement Score, FAB Conversion, and Completion Rate alongside pipeline KPIs to evaluate demo impact.
  • Leverage Guides Funnel, Screens Funnel, and Top Screens for continuous content optimization.

Full-Funnel Power Plays:

• • Build dashboards linking Demo Viewed → Pipeline Created → Closed-Won via the Walnut App for Salesforce.
  • Run a monthly loop: review top 5 demos → apply one narrative or CTA improvement → measure lift in Completion, FAB Conversion, and Stage Conversion.
  • Use Open Opportunities with Low Engagement reports to trigger re-engagement sequences (short guided demos or curated playlists).

Walnut Engagement Data at a Glance

In addition to built-in Walnut Insights, every Walnut session captures structured JSON data that can be sent via webhooks or Zapier to:

• • Analyze behavior and drop-off points
  • Trigger automations in marketing or CRM systems
  • Enrich leads, contacts, and opportunities

Session Event Schemas:

• • Demo Session Data Points: Tracks engagement with a single interactive demo.
  • Playlist Session Data Points: Captures multi-asset engagement (videos, decks, demos).

👉 Use these data structures to feed your analytics stack, marketing automation, or custom dashboards.

Demo Session Data Points

*Webhook object data points. For Insights dashboard metrics, see Track Demo Engagement and Performance with Built-In Walnut Insights.

Demo Session JSON Object (Webhook Payload):

{
  "data": {
    "demo": {
      "id": "7a8e73ec-93ef-4f35-aadf-33c2ada9b887",
      "name": "Meet Crunchy AI",
      "template_id": "473e5dd0-7447-4c84-9a09-d0cd51442c0a",
      "template_name": "Crunchy AI Demo Template",
      "url": "https://app.teamwalnut.com/player/?demoId=7a8e73ec-93ef-4f35-aadf-33c2ada9b887&showGuide=true&showGuidesToolbar=true&showHotspots=true&source=playlist"
    },
    "demo_engagement": {
      "fab_clicks": 8,
      "guides_completion_rate": 72,
      "last_guide_shown": "Closing Summary",
      "last_section_viewed": "Crunchy AI Overview",
      "screen_completion_rate": 84,
      "session_duration": 123
    },
    "session_id": "eb8af248-a970-46fa-bfb0-cb675b6780e1",
    "session_started": "2025-09-10T14:22:17.905000Z",
    "user": {
      "email": "shellvis.sil@treebase.io",
      "user_agent": "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_15_7) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/118.0.0.0 Safari/537.36"
    }
  },
  "event": "demo_session_finished",
  "timestamp": "2025-09-10T14:24:20.666248Z"
}

Playlist Session Data Points

*Webhook object data points. For Insights dashboard metrics, see Track Demo Engagement and Performance with Built-In Walnut Insights.

Playlist Session JSON Webhook Payload:

{
 "data": {
   "items": [
     {
       "demo_id": null,
       "description": "An introductory demo to meet Crunchy AI and explore its core value.",
       "duration_secs": 123,
       "file_url": "https://example.com/assets/meet_crunchy_ai.mp4",
       "id": "item_1",
       "name": "Meet Crunchy AI",
       "number_of_views": 403,
       "position": 1,
       "screenshot_uri": "https://example.com/screenshots/meet_crunchy_ai.png",
       "selected": true,
       "type": "video",
       "visited": true
     },
     {
       "demo_id": null,
       "description": "A short intro deck overviewing Crunchy AI’s main features and benefits.",
       "duration_secs": 144,
       "file_url": "https://example.com/assets/intro_deck.pdf",
       "id": "item_2",
       "name": "Crunchy AI Intro Deck",
       "number_of_views": 121,
       "position": 2,
       "screenshot_uri": "https://example.com/screenshots/intro_deck.png",
       "selected": false,
       "type": "pdf",
       "visited": true
     },
     {
       "demo_id": "demo_id1",
       "description": "A demo showing how Crunchy AI unlocks smarter workflows and automation.",
       "duration_secs": 160,
       "file_url": "https://example.com/assets/smarter_workflows.mp4",
       "id": "item_3",
       "name": "Crack Open Smarter Workflows | Crunchy AI",
       "number_of_views": 90,
       "position": 3,
       "screenshot_uri": "https://example.com/screenshots/smarter_workflows.png",
       "selected": false,
       "type": "video",
       "visited": true
     },
     {
       "demo_id": "demo_id2",
       "description": "An overview of Crunchy AI’s integrations and how they connect across platforms.",
       "duration_secs": 158,
       "file_url": "https://example.com/assets/integrations.mp4",
       "id": "item_4",
       "name": "Crunchy AI Integrations",
       "number_of_views": 54,
       "position": 4,
       "screenshot_uri": "https://example.com/screenshots/integrations.png",
       "selected": false,
       "type": "video",
       "visited": true
     }
   ],
   "playlist": {
     "description": "This playlist walks through Crunchy AI’s introduction, core features, workflows, and integrations.",
     "id": "9dad64b8-ff58-4874-ae5d-020d356c514c",
     "name": "Crunchy AI Overview Playlist",
     "url": "https://app.teamwalnut.com/player/playlist?playlistId=9dad64b8-ff58-4874-ae5d-020d356c514c"
   },
   "session_duration_secs": 310,
   "session_ended": "2024-10-07T15:31:30.606000Z",
   "session_id": "80804ad4-6422-4f77-8667-7ae6aa05edad",
   "session_started": "2024-10-07T15:26:20.606000Z",
   "user": {
     "domain": "treebase.io",
     "email": "shellvis.sil@treebase.io",
     "identification_method": "email_gate",
     "ip": "123.213.123.43",
     "type": "external",
     "user_agent": "Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/85.0.4183.121 Safari/537.36"
   }
 },
 "event": "playlist_session_finished",
 "is_test": true,
 "timestamp": "2025-07-11T13:19:39.526213Z"
}

Key Resources & Next Steps

For deeper implementation and advanced optimization:

• Walnut Optimize: Explore guides and best practices for improving demo flow, structure, and performance.
• Walnut Impact & ROI Playbook: Turning Demo Engagement into Measurable Business Outcomes
• Guide to Walnut Integrations & Analytics: Learn how to connect, sync, and activate your engagement data across your stack.
• Track Demo Engagement and Performance with Built-In Walnut Insights: Understand every click, view, and completion signal.
• Walnut Salesforce Reports: Visualize demo impact directly within Salesforce.