Pandadoc, Klaviyo, & Shopify

Touchpoints 3: A Linkedin ad from Pandadoc, a Linkedin ad from Klaviyo, and an email from Shopify

November 28, 2023

Welcome to this week's edition of Touchpoints - your weekly insider's view into modern SaaS marketing.

Inside you'll find three real-world examples of marketing collateral from today's leading SaaS companies.Study their tactics, apply their formulas, and use their success to accelerate your own. Let's dive in!

Pandadoc

  • Sales Document Platform

  • Founded 2011

  • 501-1000 employees

Linkedin Ad

  • Before & After

  • Request Demo

Klaviyo

  • Email & SMS Marketing

  • Founded 2012

  • 1001-5000 employees

Linkedin Ad

  • Partnership

  • Integration

  • Feature Update

Shopify

  • E-Commerce

  • Founded 2006

  • 10,001+ Employees

Email

  • Integrations

  • Enablement

Observations

This issue's first example, the ad from Pandadoc, uses a design & copy tactic that seems to never go out of style:

"With / Without" AKA "Before & After"

The last few weeks, I have looked at dozens of ads, emails, and landing pages, and I see this tactic all the time.

There's a powerful psychological pull when you see the "before" and it so much resembles what you have. The example from Pandadoc is paired nicely with copy touting outcomes, capabilities and features.

While we won’t be adding before and after to our Elements of Copy yet, it is a tactic we will likely see again.

Acknowledgements

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

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.