Generate more B2B SaaS demo requests: 7 tips that work today (2026)

7 tips for more B2B SaaS demo requests

1. Create a list of Ideal Customers

If you’re not entirely sure yet who your ideal customer is, it’s usually best to hold off on trying to generate more demo requests. Before you know it, your inbox will be filled with inquiries from companies that are unlikely to close.

Instead, work on creating a clear Ideal Customer Profile (ICP). Which companies can make the best use of your SaaS product? What does the Decision-Making Unit (DMU) look like? Who are the deal influencers and potential blockers? And what other software do they use in their tool stack?

Based on these insights, you can start creating a list of companies you would love to have as customers. This makes your marketing more targeted and ensures that the demo requests you receive are actually relevant.

2. Research the pain points of decision-makers

Research the individuals that are in charge of deciding whether or not to purchase your SaaS product: what are their challenges, and what pain points do they deal with on a daily basis?

Conduct thorough research here, as this will help you figure out how to sell your SaaS product to them.

Researching pain points can start with desk research, but ideally, you should also discuss them directly with your (potential) customers. Qualitative research in the form of interviews or surveys with your current most successful customers is a great place to start. 

Pro tip: Add a required field to your demo request forms: ‘’What is your biggest challenge in [field] right now?’’ This way, you get insights into any potential pain points you might not be aware of yet.

3. Work on your content marketing strategy

Do you now have a clear picture of who your ideal customers are and what challenges they face? The next step is to create content that clearly shows how their pain points can be solved.

You position yourself as the expert that knows how to solve their problems. First, you’ll need to outline this in a solid content marketing strategy.

Next, choose the right channels to distribute your content. If you’re selling B2B SaaS software, there’s a good chance LinkedIn and Google will be key platforms. Start creating articles that clearly address one specific pain point. Make sure you position your SaaS product as a solution to their problems. 

Also don’t forget to optimize the LinkedIn profiles of your company’s founder and key team members in marketing, sales, and customer success.

Ask them to regularly connect with decision-makers from your target audience on LinkedIn. You can automate this, if needed, using a tool like Expandi.

Ideally, their posts should address the problems your target audience is facing. This kind of social selling is a guaranteed way to put your B2B SaaS company on the radar of your ideal customers. 

Pro tip: for SEO, hold off on keyword research for now. Doing it too early will probably lead to content ideas that focus on the top of the funnel and will generate few conversions.

First, focus on search terms like “[competitor] alternatives,” “best [product category],” or “best [product category] for [use case].” This way, you can quickly start seeing results in the early phase of your SEO content strategy.

4. Consistently staying on your ICP’s radar

If you're just getting started with the tips above, you might not have direct access to your target audience yet. Perhaps the founder of your company doesn't have relevant LinkedIn connections among your ideal customers just yet.

On top of this, your YouTube channel might only have a few B2B marketing videos so far. Your website’s domain may still be underdeveloped.

The differences between demand generation and lead generation

Luckily, you can easily buy attention online. By running ads on LinkedIn, Google, YouTube, and Meta, you can ensure that your proposition gets seen by the right people in your target audience

When you start running ad campaigns that help with continuous visibility, be sure to keep the difference between demand generation and demand capture in mind.

On LinkedIn, you'll mostly want to focus on demand generation ads, while on Google, you're primarily capturing existing demand.

5. Experiment with conversion tactics

There are various ways to get potential customers to convert and to generate demo requests. It's wise to take different levels of intent into account, since not everyone is ready to book a demo right away!

We previously wrote an article about demand capture tactics to get conversions, but here’s a quick recap:

• Launching Google Ads, targeting high-intent search queries
• Presence on review platforms (GMB, G2, Capterra)
• Smart retargeting campaigns based on website visits (LinkedIn, Reddit, Meta)
• Lower the barrier to interaction with a quick scan, chatbot, or calculator on your website
• IP-reveal data and Slack notifications for sales teams to identify website visitors

For that last tactic, you could use a tool like Leadinfo. This tool is also great to use for our next tip.

6. Keep an eye on signals

Once you’ve implemented the tips above that will help you generate more demos, it’s extremely important to closely monitor results. What signals of success can you identify?

By signals, we don’t mean meaningless metrics, like the amount of people that submitted their contact details, to download one of your gated lead magnets.

That’s the old way of doing B2B marketing. Instead, focus on qualitative signals.

What type of demo requests are coming in, and what is the quality of those? And through which channels are they coming in? Where did they first hear about your company??

What site behavior did they show before booking that demo? You can use all these signals to build the next iteration of your strategy.

Make sure to closely monitor where the demos are coming from.

Your marketing attribution software might show that most inbound demos come through Google, but those people may have been following your company’s founder on LinkedIn for a while.

And maybe you notice that demos are booked more often after a specific customer case is read. If so, consider writing more similar case studies.

7. In conclusion: keep experimenting and optimizing

Cologne, Aachen, nor Rome were built in a day. The same applies to your B2B SaaS demo requests. They won’t start coming in immediately after you implement the tips above. It takes time. With that in mind, here’s the final piece of advice: cultivate a growth-oriented mindset.

What this means is that you should make a habit of continuously experimenting. For example, try removing the header navigation on your ‘book a demo’ page and see what happens.

Hint: conversion will likely increase because there are less distractions to other pages that a visitor can check out.

Even when it comes to your B2B SaaS LinkedIn (advertising) strategy, you don’t want to stand still. Experiment with video marketing, frequently change your creatives, and try an ad that highlights a slightly different angle of the same problem. What effects do you see? With the right mindset, dedication, and consistency, you’ll generate more than enough B2B SaaS demo requests in no time.

Still not seeing results? Maybe it’s time to get in touch with Unmuted. We’ll be happy to help out.