The two-field demo form

Most B2B demo forms ask for seven fields and a gated white paper to qualify a stranger who hasn't seen the product yet. The default we'd ship is two fields, name and work email, and let Sales qualify on the call. Here's the defense.

The counterintuitive part

Sales is almost always nervous about the change. Fewer fields means less qualification data upfront. But the math runs the other way: more demos at a higher qualified rate means Sales spends less time qualifying through forms and more time selling on calls. The buyers you don't want to talk to self-select out before the demo, not after the form.

Patience is not a buying signal. Intent is. The buyers who fill out seven fields aren't more serious. They're just more patient. A founder researching at 11pm and a competitor's intern researching at 11pm both get patient with seven fields. Only one of them is going to buy.

What we'd actually keep

• Name. First name only is fine.
• Work email. The personal-email filter does more qualification than five other fields combined.
• One optional dropdown asking 'what are you trying to solve?'. Three to five options, max. Skippable.

That's the form. Everything else (company size, role, timeline, budget) is a Sales conversation. Make Sales do Sales work, not data entry on visitors who haven't seen the product yet.