B2B demo request
Paid search and LinkedIn to a demo page, a request form, a qualification call, the demo, and a closed deal.
How this funnel works
Sales-led B2B has a long tail after the form: qualification, demo, proposal, close. The site part is short, so most of this canvas is offline steps fed by the CRM. Map the deal as a purchase with the annual contract value so CAC and payback show on the same canvas as the ad spend.
Benchmarks
Low, typical, and high values a marketer would recognize. The forecast preset uses the typical column.
| Step | Low | Typical | High |
|---|---|---|---|
Landing to demo page Conversion rate · paid search and LinkedIn | 10% | 18% | 30% |
Demo form completion Conversion rate | 8% | 15% | 25% |
Request to qualified Conversion rate · SDR qualification | 40% | 55% | 70% |
Demo to closed won Conversion rate | 15% | 25% | 35% |
Cost per demo request Cost per lead · B2B SaaS, US, paid search and LinkedIn | $80 | $200 | $500 |
Setup checklist
In the app, items flip to done when the Setup Assistant verifies the matching node.
- 1Landing and demo pages tracked
- 2Demo request captured as a form event and identify (HubSpot form recipe)
- 3Confirmation page tracked
- 4Qualified, demo held, and closed won pushed from the CRM webhook
- 5Closed won carries annual contract value
More saas templates
All in this categorySaaS free trial
Landing page to sign-up, an activation milestone inside the product, and the trial-to-paid conversion.
Freemium upgrade
Free accounts hit a limit or a locked feature, see the upgrade prompt, and convert to a paid plan.