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

This week we’re looking at Lemlist’s homepage, plus Linkedin ads from QuotaPath and Supermetrics.

Lemlist

Full Homepage

Homepage Hero

You Can Pretty Much Never Have Too Much Social Proof

Lemlist’s homepage has 3 separate social proof sections, plus a little company logo slider int he hero, so I would say they actually have 4.

Some may say this is too much.

It’s not. Some people may find this cliche, or say it doesn’t apply as much to B2B, but social proof is usually the most compelling element of your copy and promotional content.

It’s true that social proof is even more powerful in B2C. But when you have the right people saying the right things about your product, social proof is helping drive home your capabilities, outcomes, and features, in a way that humans are hard-wired to trust.

And yes, B2B buyers are humans. They eat and sleep and everything.

Steal Lemlist’s Super Clear Headline Structure

Over the course of this newsletter, I have found several reliable “templates” for headlines and body copy.

One super common one is “Capability” + “Outcome”.

What Lemlist has here is like the cousin of that template.

“Category” + Modifier

This is a great way to get really specific on what you do (category statements are very closely related to capabilities) and immediately handle a common objection, or in this case, what makes you different.

“Yeah, you’ve tried other cold outreach tools, BUT they don’t help you reach inboxes and get replies”

I think this immediately disarms the reader, and leads to more engaged reading further down the page.

QuotaPath

Linkedin Ad

Don’t Let Them Typecast Your Product

I wonder if Quotapath did some sort of interview or focus group, and found that prospects were convinced they were “just an automation tool”.

This copy, especially the fact that they start with “It’s not just about automation” shows that they are trying to rectify a percieved discrepancy between their tool’s actual capabilities, and what people say about them.

There is a lot to appreciate here. For starters, that recognition of your reputation, and addressing it head on probably has some measurable effect on prospect assumptions.

Then the rest of the ad is just pure meat and potatoes. Capabilities, outcomes, and some social proof.

If they are trying to gain recognition as “more than automation” an ad like this will likely do the trick for them in those key audiences.

Supermetrics

Linkedin Ad

What Do We Make of Vague Testimonials?

Supermetrics ad is far from the worst I have analyzed, but there is a fluff problem going on here, and unfortunately it extends past the testimonial and into the copy itself.

No one has control over their testimonials. The whole point is that they are customer written (even though some people will let you write theirs for them).

So it’s ok if you have a testimonial where your customer just says “we got great results from the product”. That does do the work of social proof.

BUT when you are using that in an ad, try to get more specific about how your product helped the customer get those results, or what those results were.

Can you even tell what category a tool is in if they tell you they are going to help you “master business growth”?

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.