No-shows at demos: what does it mean? A meeting was booked but someone bails on it. It's disappointing and frustrating, given the effort to drive demos in the first place.
Here are two easy ways to reduce no-shows.
#1: Market demos as opportunities for prospects to learn how your product could solve their problems.
Present a demo as a chance for prospects to explain their struggles, the products they currently use, and why they're exploring other options. Set clear expectations that a demo is about them, not about you.
#2: Deliver value between the time a demo is booked and when it happens. Far too often, the only pre-demo communication is a confirmation email.
Instead, send content that's relevant to a prospect's needs and interests: videos, eBooks, blog posts, infographics, or case studies. You can improve your communications by using a demo form that asks for more details. A dropdown with four or five options works, or a text box where comments can be left.
Use these two techniques and you'll better align your product with what a prospect needs. For more on closing the gap between marketing and sales conversations, see B2B sales and marketing alignment.
By the way, I'm not fussed about CTAs. There's a feeling that "Book a Demo" is too forward, but if a prospect is interested in your product, all they care about is whether they can schedule a meeting quickly.
If you want a structured look at where your demo funnel is leaking, the free marketing audit is a fast first step.
