How to get more demo bookings for B2B software

Count the right things

Before changing anything, measure four numbers each week:

1. Visitors to the demo page.
2. Demos booked.
3. Demos attended.
4. Demos that became paying customers.

The gap between each pair tells you where to work. Lots of visitors and few bookings means the page or form. Lots of bookings and few attended means reminders and qualification. Lots attended and few customers means the demo itself, or the wrong people being booked.

One page, one ask

The page an ad sends people to should do one job: book the demo. Take away the navigation, the blog links and the five other buttons.

• A headline that repeats the promise from the ad, so the visitor knows they're in the right place.
• Three or four lines on what they'll see in the demo, in their terms: "price a patio job in under five minutes".
• The booking calendar on the page, not behind another click.
• One short piece of proof: a named customer, a quote, a short clip.

Make it effortless on a phone

If your buyers work on site, most of them will book from a phone. Test the whole path on one yourself, on mobile data, with one thumb.

• Keep the form to what you need: name, email, phone, and one qualifying question.
• Use the right keyboard for each field (numbers for phone).
• Make sure the calendar fits the screen and shows times in the visitor's time zone.
• Offer evening and early-morning slots if your buyers are on the tools during the day.

Make the demo sound worth the time

"Request a demo" sounds like a sales call. Tell people exactly what they get: how long it is and what they'll see.

Follow up in minutes, not days

Someone who has just asked for a demo is at their most interested. Every hour you wait, some of them cool off or book with someone else.

• Send a confirmation straight away by email and text, with the time, who they'll meet and a calendar invite.
• If they filled in a form but didn't pick a time, call within the hour during working hours.
• Send a reminder the day before and an hour before. Text reminders tend to get noticed by people who rarely check email.

Recover the no-shows

No-shows aren't lost; they got busy. A friendly message within the hour ("Looks like today got away from you, here's a link to pick another time") rebooks a good share of them. Track how many you rebook, so you know it's working.

Then buy better traffic

Once the path converts, more traffic pays. Ads that say who the product is for, and roughly what it costs, put off the wrong people before they click. You'll get fewer clicks, more of them will book, and you'll pay less per customer.