B2B SaaS is a competitive industry, and showing a user a “book a demo” is crucial. But the real victory lies in converting that prospect on your website or landing page into a paying customer.

This is where the B2B SaaS book a demo form becomes your go-to tool for turning a visitor’s interest into a sale. The book a demo form is fine, but how do B2B SaaS companies make such a form?

Let’s understand it step by step to improve your B2B SaaS inbound sales funnel.

B2B SaaS: Data First, Sales Later.

Focusing on sales is not the starting point. Abandon the cookie-cutter approach to request a demo form. Start with the goal of understanding your audience's specific B2B challenges.

A quick research on B2B SaaS companies and their categories will tell you which “categorical” and “industry-specific” issues users face.

For example, “What are the pressing issues for marketing automation experts?” or “Which key data points drive business loan purchases?”. Design your form to find these insights, going beyond mere contact details to check for the pain points.

Find Champions via Book a Demo Form.

A strategic B2B SaaS demo form does more than capture leads. It identifies potential champions if you have criteria for who qualifies. A champion would be someone who would help you break the sales ceiling by referring and recommending you to other potential customers.

Set up criteria to identify such a champion. List their industry, company size, role, particular challenges, and budget to distinguish them from other potential customers who come in via the “request a demo” form.

Personalize Your Demo Request Forms.

B2B SaaS companies focus a lot on personalization for higher conversion rates because of increased trust. This is why it makes sense to know one key thing that will help you tweak your SaaS demo to a customer's specific problems. A data-rich form can help you achieve this.

Start by identifying the key data points that separate a customer - company size, location, number of teams, seniority, current B2B SaaS tool in use, or anything else. Utilize the gathered information to demonstrate relevant features, tackle specific pain points, and fine-tune your pitch.

Book a Demo Form: Top 3 Tools.

• Typeform: If you want to create visually engaging forms that capture one data point on one page, Typeform is a good option. Typeform Labs recently launched Formless, a conversational form that captures text inputs and will make sense to know your customer’s problems at a deeper level.

• WorkHack: The fasted lead capture form company WorkHack has advanced data analytics highlighting funnel leaks at different steps. It has an intuitive design and offers an A/B testing feature to constantly iterate and eventually come up with the perfect form to request a demo.

• Jotform: Another platform to build the form for booking a demo. Like any form builder, Jotform gets the job done. It is smartphone-friendly and highly secure, and its signature capture feature is often priced upon.

Book a Demo Form: Avoid These Mistakes

• Avoid Information Overload: Keep forms concise, focusing on questions to qualify leads as useful and categorize them later as champions. Irrelevant questions can deter potential customers, especially if you’re asking for more than one way of communication. If you’ve asked for an email, avoid asking for a phone number. Or at least do an A/B test to know how suitable this approach is.

• Minimize Friction: Ensure mobile compatibility and brevity. Embed relevant tools to book calls, such as Calendly. Let the user check the boxes to get an email reminder. If a question is not needed, do not set it as required.

• Inject Engagement and Personality: Bring life to your forms. Try a bot that can conversationally book a demo. Use industry-relevant humor or speak in the voice of your mascot. Adding a few gamification elements, like unlocking a discount coupon, would add value to the customer experience.

Key Takeaways for B2B SaaS Book a Demo Form

A well-crafted B2B SaaS demo form is pivotal in transforming leads into customers. By capturing enough data, spotting your champions, and listing the variables to personalize your pitch, you’ll make the best use of the “request a demo” form.

Remember that it's not just about booking demos; it's about spotting the pain points of a potential lead before they turn into a customer. Only if the pain points captured are relevant can you improve the health of the B2B SaaS inbound sales funnel.

Check out this resource to learn the science behind the perfect demo booking forms based on the analysis of 100 such forms.

If you're feeling experimental and ready to build, book a demo form of the future and get started with WorkHack Forms for free.