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

This week we’re looking at a Deel’s homepage, a Linkedin ad by ActiveCampaign, and an Email by the email pros themselves, Beehiiv.

Deel

Full Homepage

Homepage Hero

ActiveCampaign

Linkedin Ad

Beehiiv

Marketing Email

Observations

The Best Type of Testimonial

In ActiveCampaign’s Linkedin ad above, we see a very simple testimonial, with a few words highlighted.

I added my own highlight to point out the embedded nature of this testimonial.

All testimonials fall under the “social proof” element of messaging.

The best testimonials also cover another element. Often it’s outcomes, sometimes it’s features, capabilities, differentiators, or another of the elements of messaging.

The actionable tip here? When you are looking through reviews or asking happy customers for testimonials, with the end goal of using these as marketing collateral, look for ones that organically mention outcomes, capabilities, differentiators, etc.

Email = Incentives

While I am making an effort to change this, currently email is the least represented TouchPoint type across the entire database.

My correlational data is forthcoming, but anecdotally I can say 1 thing for sure about marketing emails from top SAAS brands:

Push Incentives

Almost every marketing email we have analyzed has a free trial, discount, or special time-sensitive offer attached to it.

As always, I don’t have backend access, so I can’t say for sure all of these companies have tested this technique, but at a certain point, it’s obvious which way the wind is blowing.

Any Questions?

Looking for more explanation about the elements of messaging that I highlight? Check out my guide here.

Anything further? I'm happy to take a break from exploring the wider world of marketing & eating chocolate chip cookies to address your questions.

Email me here.

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.

• Beehiiv - For being an awesome provider of newsletter creation and delivery services.

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

I sincerely appreciate these companies for providing great tools for research. It's collaborators like them that allow us to deliver the best of modern SaaS marketing to you, our subscribers, every week in TouchPoints.