Introduction

Most B2B companies ignore the most important metric in their funnel: turning demo form fills into real meetings. This report explains why that’s a huge mistake and how to fix it.

What's the problem it solves?

Many marketing teams focus only on getting traffic, while sales teams aim to close deals. But between those two sits a key stage that often gets ignored: getting people who fill out demo forms to actually book meetings. This report shows how companies lose pipeline at that step-and what to do to fix it.

Quick Summary

The report looks at nearly 4 million form submissions and finds a huge gap between people who ask for demos and those who end up talking to sales. Most companies only convert around 30% of demo form fills into meetings, wasting valuable leads. But with better systems like form scheduling and live calls, that number can more than double.

It turns out that things like slow-loading calendars, double form fills, and missing live call options can destroy your chances of converting interested leads. The report also shows how industry, buyer type, and company habits impact success. It explains why marketing should own the funnel until a lead shows up for a meeting-not just until the form is filled out. And it urges teams to move fast when leads raise their hand, because delay kills interest.

Key Takeaways from the article

• Only 30% of demo form fills on average book a meeting-but the best companies reach 66.7%
• Adding form scheduling doubles your meeting rate
• Live call options increase conversion by another 3.75%
• A slow-loading calendar can lose you leads; fast loading matters
• Avoid double form fills-keep booking as part of the same flow
• Different industries have very different disqualification and conversion rates
• Legal, healthcare, and real estate software have the highest booking rates
• Deskless industries like restaurants or manufacturing need faster, simpler options
• There’s no “best month” to improve conversion-start now and see results fast
• Marketing should stay involved past the form fill and help guide leads to booked meetings
• Hand-raisers (people filling out demo forms) are your hottest leads. Don’t make them wait.

‍