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

This week we’re looking at Clickup’s homepage and Linkedin ads from Otter AI and Yotpo.

Clickup

Full Homepage

Homepage Hero

Observation: Specificity Wins

I feel like criticizing the claim that you do “everything” is beating a dead horse at this point, so let’s gloss over the headline, which I am not a fan of, and focus on the positives of Clickup’s homepage hero.

The capability statement just below the headline is a much better way of describing how many point solutions Clickup can replace.

But “everything” might imply that they replace accounting software or graphic design tools. Which they do not.

The feature slider at the bottom is another useful and more visual way for them to drive home all of the ways teams use Clickup.

Although these features are a little mismatched in terms of scope.

Particularly, I would assume that “AI” is actually used across the board in all of these other feature sets.

That might warrant for it to be taken out of the slider, and included in each other feature, but hey, everyone wants to drive that AI point home nowadays.

Overall, the only big problem I see with this hero section is that old refrain:

“Everything” means nothing.

Otter AI

Linkedin Ad

Observation: “Save Time” is Vague. Tell Them How

Otter’s ad is very simple, and really only contains 3 core elements of messaging within it, but there are two aspects of this ad I find successful.

Repetition

Don’t just mention a free trial or free version once. Say it in two different ways, and mention it in the caption, and on the ad creative itself.

People who are scanning and scrolling by will have a much higher chance of noticing that and remembering it, whether they click on the ad, or look you up later.

Clear Capabilities Imply Outcomes

Many advertisers on Linkedin might have just written “save time on email follow ups” without getting into a more detailed description of how their customers save time.

Instead of making that more vague outcome claim, Otter went for a more wordy but more specific capability statement.

They don’t need to tell you you’ll save time. It’s quite clear that if you use Otter to automatically generate call summaries and email follow ups, your sales team will save time in doing so.

Yotpo

Linkedin Ad

Observation: Focus on One Selling Point

Yotpo’s ad is a great example of using one specific feature-outcome pair to get people into the ecosystem.

My one criticism? the graph is very obviously just a visual tool to illustrate that point. It doesn’t have any sense of measurement, and it basically amounts to “number go up”.

Many buyers in B2B saas are inundated with claims to increase ROI, so I don’t think this graph achieves very much. It’s probably still better than a stock photo of people in an office, though.

The winning element here is the correlation between one feature (Yotpo’s SMS budget calculator) and ROI specifically from SMS marketing.

Both the caption and the creative seem to skip over the capability, opting for a diret pairing of their features (sms marketing, the sms budget calculator) with the outcome, ROI.

This is a case where being more specific about that ROI, and including some social proof, would help drive the point home.

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.

• 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.