Welcome to TouchPoints, the newsletter that breaks down marketing collateral from top SAAS brands for inspiration and analysis.

This week we’re looking at Constant Contact’s homepage, and Linkedin ads from Ramp and Pictory.

Constant Contact

Full Homepage

Homepage Hero

Broad product? Let Visitors Choose Their Own Adventure

Constant Contact's platform is broad and multi-faceted.

People on their homepage are probably looking for something having to do with email marketing, but their features and differentiators offer a variety of reasons for choosing them.

Some software would make an all-or-nothing choice here.

Make the homepage appeal to the CEO/CMO/potiential buyer.

Or make it appeal to the end user, the champion.

Or let people pick an industry.

Constant contact chose to let people choose an experience level.

These three niche callouts likely take you to pages that explain Constant Contact's capabilities and features, adjusting for the level of jargon you understand, and how advanced your needs are.

The traffic to these three pages could serve as a barometer for who is researching constant contact.

They also can split off self-serve, small businesses from enterprises fairly quickly.

Ramp

Linkedin Ad

Creating a Category is Tough. Try Creating a Sub-Category.

Ramp has the right idea about sub-category creation in this ad.

They are far from the first automation tool in the world.

They are definitely not the only accounting software out there.

But it's quite likely that by labeling themselves "Automation for Accounting" they immediately demonstrate that they have capabilities that Zapier (leading automation software) and Quickbooks (leading accounting software) lack.

They back this up with specific and broad outcomes & capabilities.

This ad gets right to the heart of Ramp's audience, and cuts through the noise in their industry.

It's specific and is addressing a need that I would assume they have researched and shown to exist in their target market.

Pictory

Linkedin Ad

People Believe Numbers.

Pictory is a fairly general purpose video creation tool.

But no one with a need picks a generalist.

This is a classic example of researching the field, finding a specific use case, and positioning yourself as the best tool for that use case, even when your product has other capabilities.

And they did their homework and got super specific on the outcome.

"Save money on training video production" probably would have worked, but Pictory wanted to really paint a picture.

They numerical stats are much more effective at making the outcome feel very clear, and give the prospect an expectation that can be easily analyzed.

Want My Help with Your Ads?

Are you tired of watching your paid advertising budget disappear with minimal results?

I can help.

I've spent the last 8 years helping businesses of all sizes escape the endless cycle of chasing clicks and impressions, and I'm ready to share my secrets with you.

My approach to paid media centers around two reliable strategies. Video View Retargeting, and Growth Implementation. They have already helped dozens of businesses transform their campaigns and achieve sustainable growth.

Want me to help you get more customers from your ads?

Acknowledgements

I would like to extend our thanks to the following companies for providing examples and insights that made this edition of TouchPoints possible:

• Adfolio - For their awesome repository of B2B ads, with excellent commentary.

• Founderway.AI - An awesome resource that helped me better figure out how to run this newsletter, and forever friends of TouchPoints.

• Concise Copy - Pavlo is an absolute expert at homepage copy. Check out his value prop canvas for a super useful resource.

• Growth Therapy - Amanda is more B2C than me, but her insights about paid media and growth marketing are always welcome.

I sincerely appreciate these folks for providing great content and inspiration. It's great thinkers like these that allow me to deliver the best of modern SaaS marketing to you, our subscribers, every week in TouchPoints.