How Navattic increased demo conversions by 15% with Chili Piper

As Head of Growth and Product Marketing at Navattic, Natalie Marcotullio is responsible for everything from brand to RevOps. One of her top priorities? Ensuring the buyer journey starts off right, and that begins with a smooth, frustration-free demo form.

“It kind of sets the tone up front... this company does care about my ultimate experience with them.”

Too many steps and not enough speed

Before Chili Piper, booking a demo at Navattic wasn’t broken, but it wasn’t smooth either. There were multiple steps, dozens of form fields, and the routing logic was mainly manual, creating friction for both the prospect and the team. The team was juggling enrichment, ownership matching, and manual handoffs.

Natalie knew it was a risk, and she worried that if the forms felt like too much or were too complicated, prospects might never make it to a meeting.

“We had people filling out the form, and then not showing up for the meeting, or not getting through the calendar flow.”

A smoother way to qualify and route

Natalie had already heard of Chili Piper from her time in B2B SaaS. But what made it the right choice for Navattic was the Clearbit integration and automated routing. 

“We liked that it was Clearbit-integrated and that the routing was flexible.”

Chili Piper helped them shorten the forms, enrich data automatically using Clearbit, and route the leads behind the scenes, making the experience faster and more intuitive for everyone.

The demo conversion rate went up by 15%

Once Chili Piper went live, Navattic saw their form-to-demo conversion jump from 70% to as high as 85%. 

“It’s just one screen for you to then go and book time... It’s pretty immediate.”

With their new system in place, the extra speed mattered more than Natalie expected. Prospects noticed how quickly and easily they could connect, and it set the right tone for the rest of the relationship.

“We hear all the time from prospects how much they appreciate how fast it was to get in touch with someone.”

With data enriched behind the scenes, reps no longer had to spend time asking about company size or title. Instead, they could jump right into meaningful conversations that felt more relevant to the prospect and less like a checklist. 

Beyond forms: booking built into the product

Navattic primarily uses Chili Piper’s Concierge to manage their website form, but they also found a use case right inside their product. 

Navattic wanted to make it easier for prospects to connect during upsell or educational moments. So, they embedded Chili Piper calendars directly into their interactive demos.

“It’s really seamless. They can just go ahead and book time.”

For Natalie’s lean time, losing Chili Piper wouldn’t just slow things down. It would bring things to a halt as they would have to entirely change their routing process. 

“ I would basically have to pause all the other work I’m doing for a few days and refigure this out.”

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