Welcome back to TouchPoints. We’re doing things a little different now. Here’s how:

1x/month sends
In order to make better issues, I’ll be downscaling to 1x/month issues

Head to Head
I am trying a new format for the homepage analysis. Instead of sections and the hero from one SAAS company, we’ll be looking at two homepage hero sections from two competing products. And then, instead of two unrelated Linkedin ads, we’ll be looking at two ads from two similar SAAS products.

Head to Head: Grain Vs Fathom

Here are the homepage hero sections of two very similar tools: Grain and Fathom. Below, I’ll give you my analysis.

What Does #1 Rated Even Mean?

My winner here should be obvious from the header. But let’s dive in.

Header & Subheader

Where Fathom cites a vague and easily misunderstood “Rated #1”, Grain uses an appeal to emotions & pain points.

Both are effectively citing their category/capabilities, and outcomes in their header and subheader copy, so it’s close.

For the headline and subheader, I have to give the #1 prize to Grain. So as far as homepages go, they are #1 rated.

Header & Subheader winner: Grain

Visuals

The right-side visuals are closer, but I still see a clear frontrunner. Both show their interface, but Grain has a lot more detail, and callouts to their integration abilities.

visuals winner: Grain

Social Proof

Both hero sections use social proof in two key places: Near the header, and down towards the fold.

Both have a very sleek and prestigious collection of social proof icons and callouts.

Social Proof winner: Tie.

Head to Head : Clari Vs Gong

Clari and Gong are both very well regarded. How are they messaging their complex products on Linkedin ? Let’s look.

The Message

Both tools are pushing a sales success outcome, but while Clari touts “high pipeline attainment” via "standardized workflows”, Gong just gets down to forecasting and prediction.

Gong’s feels more specific and real. It doesn’t feel like a magic bullet. They are just saying you will know better how your pipeline is performing.

Message winner: Gong

CTA

Again, Clari is less specific here. “Tune in to repeatable, consistent pipeline engagement” may sound cool, but I’m not sure what I’m getting when I click.

When you click Gong’s CTA, you will learn about how Gong helps predict revenue more accurately. They even throw a figure in there (300+ Unique signals).

CTA Winner: Gong.

Visuals

To be honest, I don’t think either of these ads are that special when it comes to visuals. BUT Gong’s is DRIPPING with their brand aesthetics and jumps out as more unique. They also show more of what they are trying to communicate.

Clari’s ad looks like a canva template for “Corporate Presentation”. The stock photo doesn’t help much.

Visuals winner: Gong.

Want My Help with Your Ads and Website Copy?

Is your SAAS website underperforming? Spending money on ads and not seeing much traction?

It’s possible you have miscalculated your messaging or positioning.

But don’t worry, 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.

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.