Key takeaways
- Paid plays for Meta, Google, LinkedIn, and TikTok that drive demo conversions
- Lifecycle and email sequences that re-engage stalled demo requests
- Sales-led plays your AEs can run from inside HubSpot or Salesforce
- Landing page and form changes that lift demo conversion rates
- Tracking and attribution checks that prevent demo leaks
Chapter 01
Where the 49 tips come from
Every play in this guide has been run inside a real B2B SaaS GTM team. We pulled them from interviews with 30+ Cometly customers, plus our own playbook for booking demos for the Cometly platform.
Treat it as a checklist, not a script. Pick the plays that fit your stage, your ICP, and your team's bandwidth.
Chapter 02
The first 10 plays to run this week
If you only have a week, start here. These ten plays consistently move the needle across the customers we work with, and most can be set up by a marketing manager without engineering help.
- Add an inline demo CTA to your three highest-traffic blog posts
- Turn your pricing page into a self-qualifying demo form
- Run a one-week LinkedIn retargeting campaign to anyone who hit /pricing
- Trigger a Slack alert when a target account books a demo
- Re-engage no-shows with a one-line email + reschedule link
- Add a calendar widget to your AE's signature
- Sync demo_booked events to Meta and Google with the Conversions API
- Test a soft-CTA, 'Watch a 5-min demo', alongside the standard demo CTA
- Add intent data to your audience layer for in-market accounts
- Run a quarterly opp-to-demo audit to find drop-off in your pipeline
Chapter 03
Measure what's actually working
Most teams running these plays don't know which ones drove pipeline because their attribution stops at the form fill. Multi-touch attribution closes the loop and tells you which channels, campaigns, and ads booked the demos that converted.
Cometly · Guide
