Tactic #13: Increase demo signups by collecting buyer input

Tactic #13: Increase demo signups by collecting buyer input

Fast marketing tactic successfully tested by INEVO.

The company: Digital marketing agency INEVO, working with a client from the digital asset management (DAM) industry.
The goal: Increase demo signups.
The tactic: Collect buyer input through an added field in the demo form, and use it to improve landing page messaging.
The result: 250% increase in demo signups.

The goal: Increase demo signups

INEVO was working with a client from the digital asset management (DAM) industry and needed to generate more demo leads. Their landing pages were previously generating around 20 demo signups per month.

The fast marketing tactic: Collect buyer input to improve landing page messaging

INEVO updated their client’s demo contact form to include the question, “What is the biggest challenge you face when managing digital assets?”

The team collected over 50 responses and categorized them into different pain points. This revealed that "finding digital assets" was by far the most usual challenge. They then used this buyer input to improve the messaging on their relevant product page.

They did this by using the actual language that prospects used to describe their challenge in the headlines, subheadings, and body content of the landing page, combining it with the previous product page copy, which was feature-oriented.

The demo contact form, featuring a question regarding the customer’s biggest challenge.

The result: 250% increase in demo signups

In the first 30 days after updating the landing page, INEVO’s client generated 53 demo signups.

Since the tactic was implemented, the site increased its demo leads per month from 20 to over 70 (a 250% increase).

This increase in demo leads was remarkably high, since the company sells to enterprise clients and has an average deal size for new customers of $100K.

Why does it work?

Collecting real buyer feedback is a great way to get input on your customers' pain points in their words, which you can then use to feed your messaging and copy.

How to implement this tactic yourself

Update your contact form(s) to ask what is the biggest challenge your buyers face.
Wait until you have a high enough sample size for your industry (for INEVO, this was 30-50 responses), and categorize the challenges depending on the pain point they’re related to.
Use the feedback to edit and improve the messaging on your relevant landing pages.

Meet the specialist behind this tactic

Steven Macdonald is a digital marketer who specializes in content strategy. He is currently the Head of Content at INEVO.

Follow Steven on LinkedIn for more insights.

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