Demo requests increased by 37%!!!

One (small) change had a massive impact on conversion rates.

Within 4 weeks, demo requests had skyrocketed and in terms of contract value,
we're looking at hundreds of thousands of dollars in additional revenue.

It was literally 10 minutes work. Incredible!

So, what did I change?

It doesn't matter.

Those demo requests didn't match our ICP.

We were optimizing based on quantity, not *quality*.

Therefore, it wasted marketer's time.

Worse, it wasted sales time.

Here's the thing:

Data and A/B tests only tell half the story.

In this instance, demo requests increased, but the value didn’t. In fact, that
increase made no difference to the bottom line whatsoever.

In the end, it wasn’t worth it.

The lesson?

You need to have conversations with sales teams and ask for feedback.

Without it, you’re optimizing for the wrong metrics.

Work with sales, listen to them and collaborate.

When you do this, you'll see an increase quantity AND quality.

Marketing wins.

Sales wins.

The business wins.

#sales #marketing #business