Welcome to the tenth edition of Breaking Inbound, your weekly deep-dive into inbound numbers and form-to-demo conversion rates across industries.
Last week, we highlighted what makes RevenueHero’s fintech customers hit 70%+ form-to-demo conversion rates for six consecutive weeks (make that seven now 🤯)
There’s another industry that’s quietly dominating alongside them: healthcare tech 🏥
Healthcare tech companies on RevenueHero hit 77% form-to-demo conversion rates. The overall average across all industries was 63.4% this week, which means healthcare was 14% ahead.
The stakes are high if you’re in healthcare tech. Your buyers demand HIPAA compliance and SOC2 certification before booking. You’re selling to 3–5 stakeholders (practice manager, physician, IT director, billing team). And, your CAC ranges from $921 (SMB) to $11,021 (Enterprise).
The opportunity is massive, but the conversion challenges remain stark as well. But our healthcare tech customers are crushing it:
- 84% are hitting above 62% median benchmark
- 63% are converting at 70%+
We studied their demo pages to find out what they’re doing differently, and we found three winning patterns.
Dive in for the full breakdown (and for the usual weekly numbers!)
3 winning tactics from top healthcare tech companies
We looked at the data for the last 4 weeks, where RevenueHero healthcare tech customers always hit above-average form-to-demo conversion rates:
Here’s what we found upon analyzing their demo forms and pages:
Tactic #1: Stronger action words in CTA
“Request” implies a gatekeeper, signalling the possibility of denial after permission. It introduces psychological friction at the worst possible moment, i.e., right when the prospect is ready to book.
“Get” and “Schedule” outperform “Request” significantly, with 21% better form-to-demo conversion rates.
If you're using "Request a Demo", change it today. This is the fastest conversion win you'll get.
Tactic #2: Purposeful filtering
When we looked at the number of fields on their demo form vs. their conversion rates, we were slightly surprised:
Our customers who hit 70%+ consistently have a cardinal rule: rigorous qualification. Those who use 5 fields have at least one qualifying field:
- No. of locations
- Type of EHR/PMS software used
- Zip code
They all include one smart qualifying field that helps route or personalize the demo. These fields serve both parties: the prospect feels like the demo will be relevant, while the sales team gets context to personalize outreach.
Audit your form this week. If you don't have a qualifying field that helps with routing or personalization, add one. Companies using "What EHR/PMS do you use?" saw 86% meeting rates.
Tactic #3: Trust signals that actually work
The presence of testimonials show a 4% improvement in form-to-demo conversions. The most important thing is quality: named individuals with titles, outcome-focused quotes, and persona matches are essential for a good testimonial.
Customer logos and G2/Capterra badges don’t seem to move the needle on form-to-demo conversions, but they’re essential to build trust, especially for SMB companies.
Certifications (HIPAA, SOC2) help prevent disqualification. A missing HIPAA badge is a dealbreaker for compliance-aware buyers. You won’t see the meetings you didn’t get because a CISO bounced. Ideally, display the certifications in the sidebar or the footer.
Things to do today
- Replace “Request” with “Get” or “Schedule” in your primary CTA.
- Go through your form fields and make sure you have one field that helps in routing the lead or personalizing the demo.
- Add one detailed testimonial (outcome-focused and persona-matched), and display HIPAA, SOC2 certifications
These changes might take an hour of your time, and close the 21% conversion gap.
Onto the regular weekly numbers now ⬇️
Weekly Highlights ✨
Inbound Snapshot
Fewer people filled out demo forms last week. But the ones who did converted better. Demo requests dropped 8% to 34,018, while meeting rates climbed to 63.4%, up a point from last week.
Segment Snapshot
- Demo requests volumes were slightly better for SMBs (1.2% up) and Enterprise (2.1% up), while Mid market companies saw a 14.5% drop in demo requests
- SMBs bounced back: SMB companies saw a 4.3% surge in form-to-demo conversion rates, and a 1% improvement in qualification rates.
- Mid market faced headwinds: Mid market companies saw a 2.9% drop in form-to-demo conversion rates while maintaining steady qualification rates.
- Enterprise stayed strong: Enterprise companies improved their form-to-demo conversion rates by 2.5%, despite a 2.7% dip in qualification rates.
If you're mid-market and saw a similar dip: check your calendar availability and round-robin distribution before blaming your form.
Funding Stage Analysis
Industry-wise Meeting Rates
- All industries except developer tools & data & analytics converted 50%+ of their qualified inbounds.
- Healthcare saw the best improvement in form-to-demo conversion rates this week with a surge of 9.1%.
- Sales software bounced back to 62% form-to-demo conversion rates with a 7.6% improvement.
- Data & Analytics saw the steepest drop this week with a 13.9% dip, putting it below the 25th percentile
- 53% of industries saw steady or better conversion rates last week.
Top Performers
FinTech reclaimed the Iron Throne of Conversions, with a form-to-demo conversion rate of 78.2% 👑
Key Observations
- Volume cooled, efficiency improved. Qualification ticked up to 77.6% and meeting rates rebounded to 63.4%.
- SMB led the recovery with a 4.3-point jump in meeting conversion to 68.1%.
- Mid-market struggled most. Demo request volumes fell 14.5%, with meeting conversion dropping despite stable qualification.
- FinTech and Healthcare were the only industries above the 90th percentile, reinforcing strong buyer intent in regulated verticals.
- Biggest winners: Healthcare (+9.1%), Sales software (+7.6%), and Manufacturing (+5.3%).
- Biggest drops: Data & Analytics (-13.9%), Developer Tools (-9.9%), and Legal & Compliance (-8.8%) saw steep pullbacks.
- Series C mid-market improved form-to-demo conversion rates by 9%, while Bootstrapped companies saw the steepest decline.
- Series E enterprise companies jumped 13.5% in meeting rates compared to last week.
We’ll be back with next week’s numbers (on Substack!) ✨
Until then, keep those meetings flowing 📈
