SaaS demo request form template
This five-step demo request form asks the prospect’s current CRM, their goal, the features they need and their company size, followed by the contact details. You can clone it into your Growform account and add your own options.
What the form asks, step by step
The template was written for a sales tool, so the options are examples. A request a demo form should ask whatever your reps ask first.
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Step 1: “Which CRM are you currently using?”
The CRM question tells sales which integration story to lead with.
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Step 2: “What do you need from our SaaS tool?”
The goal comes in the buyer’s own words, ready for the demo script.
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Step 3: “Which features do you require?”
Ten features can be selected at once, which is where the demo gets tailored.
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Step 4: “How many employees do you have?”
A dropdown from “Just me!” to 500+ employees drives routing.
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Step 5: “How shall we contact you?”
Name, email and phone come last.
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After submitting
The customer sees a standard thank-you message, which you could replace with a calendar link.
Who it’s for
This template is for marketing teams at B2B software companies whose “request a demo” page is where paid and organic traffic lands, and whose sales team wants to stop qualifying by email. As a lead qualification form it suits products with a defined ideal customer, where CRM, feature needs and headcount decide who gets a live demo and who gets a self-serve trial link. Demand-generation agencies use the same SaaS lead form structure on client landing pages, as described in the guide to lead form optimization.
Why this structure converts
- The prospect qualifies themselves while telling you what to demo, so the questions read as help rather than gatekeeping.
- Work email and phone are asked on step five, after four answers about stack, goal, features and company.
- CRM, features and headcount map directly to the routing and scoring rules in your own CRM.
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Make it yours
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Replace the example options
The CRM list, outcomes and features are placeholders for a lead-generation tool. Put your own integrations and feature names in, and keep “Other”.
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Require a work email
Turn on business-email validation on the email field so free-mail sign-ups go to the trial flow instead of a rep’s calendar.
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Send small companies to self-serve
Use the company-size answer to show a different thank-you, with a trial link for the smallest companies and a calendar for the rest.
Send every lead where your team works
Frequently asked questions
What should a demo request form ask?
It should ask enough to route and tailor the demo without deterring the prospect. This template asks the current CRM, the desired outcome, the required features and the company size, then name, email and phone. Add budget or timeline only if your sales team acts on them.
Will more questions reduce demo requests?
Usually not. A multi-step form with one question per screen and contact details last converts at least as well as a short single-page form, because each step is easy and the visitor sees progress.
Can the answers go straight into HubSpot or Salesforce?
Yes. Growform integrates with HubSpot, Salesforce, Pipedrive, Zoho CRM, Close and thousands of other tools, mapping each answer to a property on the contact or deal.
Can I show a calendar after the form?
Yes. Redirect to a booking page on submit, or embed the form on a page with your scheduler below it and pass the answers to the calendar link as hidden fields.
What happens next?
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Step 1: Clone this form template
Clone this template into your Growform account (create one first if you don’t already have one). -
Step 2: Edit your form
Get creative and adjust your form's theme options, questions or layout in the Growform form builder. -
Step 3: Share or embed your form
Share a link to your form, or embed it in your existing website. Receive new submissions by email or send them to 7,000+ apps via Zapier.
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