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

This week we’re looking at Dimmo’s homepage, plus Linkedin Ads from Mural and Instantly.

Dimmo

Full Homepage

Homepage Hero

What Makes a Service a SAAS?

I wanted to include Dimmo this week because, having just learned about them, I think they are providing a great free service to SAAS buyers.

In addition, their tool can be used to get a better idea of how a competing tool works, what its features are, and how they run a demo.

In short, Dimmo allows you to watch demos from top SAAS companies without getting yourself into any type of sales process.

This is useful to so many people who use or make software.

Their homepage is one of the most unique ones I have ever analyzed.

Unlike most SAAS companies, there is no pricing, no trial, no demo, and the outcomes are fairly open ended.

What they do is simple and powerful.

If you are researching several tools for your company, you can view demos for those tools without becoming part of that companies lead list.

Try it out next time you are looking at a SAAS company's homepage and want to see what's "under the hood".

Mural

Linkedin Ad

If You've Got Integrations, Flaunt 'em

In 2024, the idea that a company will be using just one tech platform is a complete fantasy.

Even the most powerful tools only cover one or a few areas of their businesses needs.

A huge concern to buyers is how well a new tool will integrate with their existing tools.

That's why I like this ad from Mural. They are putting this key feature front and center.

On average, integrations are brought up in approximately 60% of all sales cycles (according to Webstacks)

Also, internal teams report 84% of companies reported that integrations were either very important or a key requirement (dealbreaker) for their customers. ( according to Partner Fleet).

So if you work in product or engineering, make sure you have integrations.

Since you're reading a newsletter that focuses on marketing, I'll assume you actually work on marketing.

Push your product leaders to prioritize integrations. If you have them, make sure they are front and center in your ads and landing pages where contextually applicable.

Instantly

Linkedin Ad

Repeating One Selling Point 3 Times is Better than Glossing Over 3 Different Selling Points

In Instantly's ad, we see the same selling point repeated in the caption and the ad image.

If you remember just a few issues ago, we looked at their homepage. While not quite verbatim, their hero headline hits on a very similar issue.

There are only two ways to interpret this:

1. It's been shown by their internal team to be a winning value proposition.

2. It doesn't work, but someone in leadership really likes it, and the marketing team is basically being held hostage.

I think it's probably the first one, but who knows.

The moral of the story here is that you don't need to go through a laundry list of reasons-to-buy in an ad, multiple ads, or even across multiple channels.

The chances are high that you have one selling point that will convert 80% of your prospects, while the others will just help you round out your ICP's needs.

Don't be afraid to hammer these points home.

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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.