How One Line of Code Increased Our Demo Requests by 30%

For months I was trying to improve the conversion rate of my demo request form.

Like most B2B SaaS companies, demo requests were one of our highest-intent lead sources. If someone filled out the form, they were usually pretty close to buying. So naturally I wanted to make sure we collected enough information to properly qualify them.

The problem was the form kept getting longer.

At one point our demo form had 8 fields:

• First name

• Last name

• Company name

• Company website

• Email address

• Employee count

• Annual revenue

• Location

And there was a reason for every one of them.

We were using this data to pre-qualify leads before letting them book a meeting.

If a company had less than 20 employees or less than $1M in annual revenue, we considered them unlikely to be a good fit for the product. Instead of booking a demo, those leads were redirected to a pre-recorded demo video so they could explore the product themselves.

If they met the threshold, we showed them my Google Calendar so they could instantly book a meeting.

And if they had more than 50 employees, we actually showed a calendar that included both me and our CTO, because those deals were usually bigger and required more technical questions during the first call.

In theory, this system made sense.

In practice, it created two big problems.

Problem 1: The Form Was Killing Our Submission Rate

Eight fields might not sound terrible, but every extra question adds friction.

People start thinking:

• “Why do they need this?”

• “Do I really want to give them my revenue?”

• “This is taking too long.”
  
  

Even if someone wants a demo, long forms introduce hesitation.

And the worst part is that most of these fields were required because we needed them for qualification.

If we removed them, we would lose the ability to route leads correctly.

So we were stuck.

Either:

• Keep the form long and hurt conversion
  or

• Make the form short and lose the data we needed
  
  

Problem 2: The Data Was Often Wrong

Even when people did complete the form, the data wasn’t always reliable.

Because it was self-reported, some leads would:

• Inflate employee counts

• Guess revenue ranges

• Skip fields

• Enter messy company names

And since our routing rules depended on those values, sometimes the wrong calendar was shown.

We were using Chili Piper for routing, but building and maintaining those rules became frustrating.

Sometimes fields didn’t map correctly.

Sometimes the routing logic didn’t trigger properly.

And on top of that, it was extremely expensive relative to the number of leads coming through the form.

At that point I started wondering if we were approaching this whole thing the wrong way.

The Simple Change That Fixed Everything

Instead of trying to optimize the form itself, we changed the way we collected the data.

We stopped using Chili Piper and switched to Inleado.

And the biggest difference was this:

We no longer needed to ask for all that information on the form.

Because Inleado automatically enriches the lead data the moment the form is submitted.

So we removed most of the fields.

Our demo form went from 8 fields down to just 3:

• First name

• Last name

• Email address

That’s it.

No company name.

No revenue.

No employee count.

Which sounds crazy if you’re doing lead qualification.

But here’s the key part.

We Actually Ended Up With More Data

The moment a lead submits their email address, Inleado looks up the company associated with that domain and enriches the lead with firmographic data.

Within seconds we automatically receive things like:

• Company name

• Employee count

• Annual revenue

• Industry

• Location

• Website

• Social URLs

• Company description

So instead of relying on self-reported information, we now receive standardized company data instantly.

In other words:

We asked fewer questions, but ended up with more information.

The Routing Rules Stayed Exactly the Same

The best part was that we didn’t need to change our qualification logic.

We still route based on company size.

The rules are basically the same as before:

• If employee count < 20 then redirect to recorded demo

• If employee count ≥ 20 then show my calendar

• If employee count ≥ 50 then show calendar with me + CTO

But now those decisions are based on enriched data instead of form fields.

Setting this up was surprisingly simple.

Inside Inleado I created a workflow that said:

• If employee count > 20 → show this calendar

• If employee count > 50 → show this team calendar

I also added a couple of extra actions:

• Automatically create the contact in our CRM

• Set the contact and company owner to me

The entire workflow took less than five minutes to build.

The Setup Took One Line of Code

After the workflow was ready, Inleado gave me a single script to add to the page where the form lives.

That’s it.

The tool automatically detects the form submission, captures the data, enriches the lead, runs the routing rules, and then either:

• Shows the correct calendar
  or

• Redirects the user to the video demo page
  
  

It works with any form on any CMS, so we didn’t have to rebuild anything.

What Happened After the Change

The impact was immediate.

The biggest improvement was our form submission rate.

Simply removing those extra fields increased submissions by around 30%.

But something else happened that I didn’t fully expect.

Sales calls started improving too.

Because now when someone books a meeting, I already know:

• What industry they’re in

• How big their company is

• Where they’re based

• What their company does
  
  

That means the call can start with their actual pain points, not basic discovery questions.

Deals started moving through the funnel faster, and conversion rates improved because the conversations were more relevant from the start.

Better Data Also Improved Our Nurture Campaigns

For leads that weren’t ready to buy immediately, we placed them into nurture sequences.

But now those campaigns could be much more personalized.

Because we already know the company profile, we can segment emails based on:

• Industry

• Company size

• Geography

Instead of generic nurture emails, we send content that’s directly relevant to their type of company.

That alone improved engagement with our follow-up campaigns.

We Also Cut Our Costs in Half

After everything was working, we cancelled our Chili Piper subscription completely.

Inleado ended up costing roughly half the price for our team.

So the final result was pretty simple:

• More demo requests

• Better lead data

• Faster sales conversations

• Higher conversion rates

• Lower software costs

All from one change.

The Big Lesson

For a long time I thought optimizing a demo form meant tweaking the fields.

But the real breakthrough came from realizing that you don’t actually need the prospect to fill out most of that information.

If you enrich the data automatically, you can keep your forms extremely short while still giving your sales team everything they need to qualify and route leads properly.

Shorter forms increase conversions.

Better data improves sales conversations.

And when both happen at the same time, the entire funnel gets stronger.

If you’re running a B2B SaaS product and your demo form still has 6–8 fields on it, it might be worth testing the same approach.

Sometimes the easiest way to get more leads is simply asking fewer questions.