Background
The demo request page on secondstreet.com wasn’t resulting in as many meetings with qualified leads for our sales team as we wanted. Nearly half of the contacts submitting the form were customers, or their end users, looking for support. Of the demo requests from qualified leads, many of those prospects never ended up booking a meeting with someone in sales.
After conducting A/B tests, this simple demo request landing page performed best.
Objectives
I worked with our sales director on a project with the objective of reducing friction in the demo request workflow for our prospects – but also our sales team – and drive more sales conversations. We set the following key results:
Increase the number of sales qualified leads from demo requests by 25%
Decrease the number of support tickets and general inquiries coming through the demo request form by 75%
100% of qualified leads from demo requests book a meeting with sales
Execution
We started by adding more CTA buttons throughout the marketing website that linked to sales offers. This included a new “Let’s Talk” button that was linked in the top-level website navigation. This new page contained clear call-to-actions for contacting sales, support, and general inquiries. On this page, and those other CTAs through the website, we A/B tested different names for our sales offers instead of just “request a demo.” This included “contact sales” and “request pricing.”
We created a simple contact us page titled “Let’s Talk” that featured a menu of options for contacting sales, support, and more.
Now that we increased the number and quality of demo requests, we wanted to provide prospects with a link to book a meeting directly on their assigned salesperson’s calendar immediately after submitting the form. To do this, we updated the thank-you page to have smart content that would display a HubSpot meeting link, chatbot, and contact information for their Account Executive or SDR – which was determined based on their form responses. We also triggered an automated email to the prospect from their salesperson with a link to their calendar.
On the demo request thank-you page and automated follow-up email we included links to schedule a meeting and chat with their sales rep.
Results
As a result of these workflow changes, we doubled the number of sales opportunities created from the demo request campaign. Now sales reps have meetings booked directly on their calendar with Zoom links attached without needing to take any action.