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

This week we’re looking at Freckle’s Homepage, plus linkedin ads from Veed and Algolia.

Freckle

Full Homepage

Homepage Hero

Competitor-facing Positioning Done Right

Many SAAS companies can say they are like a more established player, but for a different niche/use case.

This is great, especially when that established player is a fast-growing powerhouse like Clay.

If you don't have that big competitor to point out, try breaking down your headline like this: We do [Category], except we have [Differentiator].

That differentiator can be callout to a niche, a use case, or general difference like ease of use or cost. Back it up with capabilities and outcomes like Freckle does here, and you have a solid headline for an up-and-coming SAAS product.

Veed

Linkedin Ad

Video Editing Software? No. We Do Training Videos

I have seen this trend across multiple video tools lately.

They advertise one specific use case on linkedin: training videos.

Veed is a versatile piece of software, but no one uses a multi tool to cut a pizza.

So along with others, VEED has seen the B2B interest in tools specifically for creating, editing, and distributing training videos.

If you have a product that has a lot of uses, this technique can be used to make a beachhead in a new market, or expand on business you already have.

Algolia

Linkedin Ad

Want Your Social Proof to be Effective? Don't Do This

Algolia's ad breaks my cardinal rule of social proof: make it specific.

This social proof is one of the vaguest I have seen ever.

Not only is it vague, it's a sentence fragment. It does not add any information.

You might as well just have a visual indicator of "5 stars" and this person's name and role.

They really only have one short mention of their core capabilities/category, at the end of the caption.

TLDR: Don’t do this!

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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.