With Thanksgiving weekend around the corner, many B2B companies may start noticing a seasonal slowdown. As decision-makers shift their focus toward the holidays, it’s a good time to take stock of where the momentum is coming from.
So, which industries are driving qualified demo requests as we head into the holiday season? Let’s take a closer look at the numbers and trends from this week.
The methodology
- We pulled the data from our internal customer data.
- We excluded data from customers who were using RevenueHero inside their app, in email campaigns, or for outbound use cases since we wanted to create this benchmark for website demo requests.
- We calculated form submission to qualified form submission as:
Qualified form submissions = (Total qualified form submissions/Total form submissions) x 100
- We calculated qualified booked meetings as:
Qualified booked meetings = (Total qualified booked meetings/Total qualified form submissions) x 100
- Whether the form submission was qualified or not is determined based on the rules that our customers set inside RevenueHero.
Overall numbers for form and lead conversion rates
This week, we’re seeing some promising upward trends across the board. Total form submissions hit 11,569, a 3.2% increase from last week’s 11,208 — proof that the top of the funnel is alive and well. But the real story lies in how those numbers translate into action.
Qualified form submissions climbed to 8,042, representing a 69.51% conversion rate — a solid improvement over the previous week’s 66.82%.
Even better, the qualified meetings booked metric kept pace. With 4,745 meetings scheduled, we’re looking at a 59.02% booked rate, edging out last week’s 58.99%. Small gains, yes, but consistent wins like these build the foundation for long-term growth.
As we dive deeper into the numbers, it’s clear that momentum is building. Let’s unpack what’s driving these results and where we can fine-tune for even bigger wins.
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How many demo requests did each industry get this week?
Now, 11,569 is a lot of form submissions and demo requests. Let’s break down what the data from this week tells us about which industry is trending up and which ones are starting to see the impact of the holiday season.
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Education & E-Learning Software
Current week: 10.66% of total submissions.
Consistently leading the pack with 1,233 submissions this week, this group is showing textbook dedication. If there were grades for form-filling, they’d be the valedictorians.
Marketing Software
Current week: 8.78% of total submissions, up from 8.14%.
Marketing software is on the rise, steadily increasing their submissions.
Retail & E-commerce Software
Current week: 10.51% of total submissions, down from 12.95%.
A slight dip this week. Perhaps their customers are busy prepping for Black Friday? Still, this segment remains one of the strongest contributors.
"Other" Software
Current week: 27.19% of submissions.
The mysterious “Other” category continues to dominate with nearly a third of all submissions. Whether it’s niche solutions, emerging industries, or simply hard-to-classify tools, they’re clearly making their presence known.
IT & Security Software
Current week: 6.66% of total submissions, down from 8.16%.
A small decline this week. Perhaps they’re busy tackling high-priority tasks like keeping systems secure. Priorities, right?
Legal & Compliance Software
Current week: 0.60% of total submissions, steady.
This group remains selective with their submissions. It’s possible they’re double-checking every detail to avoid any compliance concerns.
Healthcare Software
Current week: 4.13% of total submissions, up from 2.42%.
A notable increase this week. I wonder what their secret is. Because let’s be honest, everyone wants to bump up their numbers for Q4. It's great to see this momentum building!
But which industry is driving qualified demo requests?
When it comes to driving qualified demo requests, some industries saw some significant bump. Let’s dive in and see who’s setting the pace and who’s playing catch-up this week.
The MVPs of qualified demo requests
Real Estate & Property Management Software: 95.67%
Legal & Compliance Software: 78.26%
Once again, real estate software and legal industries are leading the pack with conversion rates so high they’re practically a mic drop.
Big winners this week
Financial & Accounting Software: Up to 79.64% (from 66.04%)
Some serious gains here — accountants must be doing their year-end math and realizing they need better tools. A 13.6% jump is nothing short of impressive.
Healthcare & Medical Software: 75.10% (from 61.99%)
Healthcare teams saw a significant 13% increase this week, reflecting growing interest in their tech stack and solutions for more efficient workflows.
IT & Security Software: 68.83% (from 60.65%)
The IT and Security industry showed a steady improvement in driving more qualified demo requests. We’re not sure how they did it, but a 8% jump in qualified demo requests is worth celebrating.
Wait. What about meetings booked?
Meetings booked. The holy grail of B2B sales. It’s one thing to generate leads, but it’s another thing entirely to get decision-makers to pencil you into their busy schedules. This week’s qualified booked meeting conversion rates reveal some clear winners and a few surprises.
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The Heavy Hitters
Financial & Accounting Software: 84.66% (up from 76.27%)
Accountants are not messing around. With nearly 85% of qualified prospects booking meetings, this category is officially the teacher’s pet of the SaaS world. Maybe it’s the budget season, or maybe they’re just wired to turn inquiries into action. Either way, the results speak for themselves.
IT & Security Software: 64.53% (up from 56.57%)
Security folks are stepping up and that 8% leap is worth celebrating.
Real Estate & Property Management Software: 79.57% (up from 73.60%)
When it comes to sealing the deal, the real estate crowd knows what’s up. A solid 6% increase from last week shows that these prospects mean business—and by business, I mean meetings.
Steady Performers
Marketing Software: 64.77% (slightly down from 66.46%)
Marketing software industry is holding strong, even if they slipped just a little. It’s a respectable number, proving they know how to drive up booked meetings.
HR Software: 62.10% (down from 68.33%)
HR professionals are reliable as always, though the drop suggests they might be juggling too many priorities (hello, end-of-year hiring plans).
Actionable insights and final thoughts
Initially, I was surprised to see a drop for certain industries. But then it made sense.
It’s the holiday season, and with your reps heading off on vacation, meeting slots are getting scarcer. Industries like Travel and E-commerce saw a dip in meetings booked this week, which isn’t surprising with BFCM and the long weekend just around the corner. Most teams in these sectors are likely deep in campaign prep mode, leaving little room to explore new tools amidst the hustle.
Ways to increase demo request to qualified conversion rates
In most cases, a drop in demo request to qualified conversion rate means you’ve started a new campaign, something is off with the targeting, or your competitors are messing with you. Either way, here are some ways you can increase your qualified conversion rates:
- For the longest time, I was trained to send form submissions as conversion events to ad networks. But it didn’t make sense to send unqualified leads as a conversion event.
So, I started sending only qualified leads and meetings booked as conversion events to our ad networks. This is apart from the offline conversion events that most of us would’ve set up.
This helps to train ad networks on the kind of leads that are right for our business and drive more qualified leads.
- Ads can be a puzzle, and Google Ads is like the expert-level version—especially with the data they’ve started keeping under wraps. That’s why I use a script to dig deeper, pulling clicks, impressions, and conversions for every possible combination of keywords.
Ways to increase qualified to meetings booked conversion rates
We covered a bunch of ideas in our report last week. But given that we’re in the Thanksgiving week, there are two things you can do today to increase your qualified to meetings booked conversion rates:
- If you’re using Strict Round Robin, where only the next sales rep’s calendar is shown to prospects, consider switching to Flexible Round Robin. This displays availability across all your sales reps, giving prospects a wider range of time slots to choose from and increasing the chances of booking a meeting.
- Most companies decide to display calendar slots for two weeks. Given that we’re going into a long weekend, especially if you sell primarily to the US market, consider extending it to three weeks to give your prospects more calendar slots to book a meeting with you.
It’ll be interesting to watch how the numbers look in the upcoming report given that it’s the long weekend in the US. Stay tuned for next week’s trends. And if you haven’t already, sign up to receive these trends directly in your inbox.
