Case Study: CEB (Corporate Executive Board) achieves 105% increase in form conversions and 38% fewer required fields with Demandbase Forms

CEB Increases Customer Engagement And Boosts Form Conversions

CEB (formerly Corporate Executive Board) is a global, member-based advisory firm that needed to increase web form completions without losing the firmographic data required to score and route leads. Their forms had too many visible fields, which depressed completion rates, but simply removing fields had previously sacrificed important account intelligence.

By integrating Demandbase Forms with Eloqua, CEB captured up to 45 account attributes behind the scenes (country, industry, revenue), shortened visible forms, and personalized follow‑up pages and routing. The changes doubled form completions (105% increase) while cutting required fields by 38%, improving lead scoring, routing to practice areas, and the quality of sales conversations.

CEB

Brian Conway

Director of Marketing Operations