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

This week we’re looking at Zendesk’s homepage, plus Linkedin ads from Triple Whale and Copper CRM.

Let’s dive in!

Zendesk

Full Homepage

Homepage Hero

Triple Whale

Copper CRM

Observations

Is AI a Differentiator in 2024?

Later this year will mark the 2nd anniversary of the release of ChatGPT. Since late 2022, every SAAS under the sun has worked to shoehorn AI into their product.

And sometimes it’s absolutely the right move.I’ll admit, a support platform like Zendesk makes a lot of sense for this strategy.

But in any category where AI makes sense, using it is increasingly becoming expected.

SOOOO If you can’t tell I had a hard time with labeling the above screenshot from Zendesk.

I decided that based on how they wrote it, the AI bit was meant to come off as a differentiator. I then marked it as fluff, because as I said, using AI in Zendesk’s industry is table stakes.

Return of Interface Hijacking

I swear I see this tactic in so many ads, then when it comes time to write an issue of TouchPoints, I can’t find them. I saved the above ad from Triple Whale to bring Interface hijacking back into the conversation.

Love how this ad uses a slack thread as social proof and manages to work in capabilities as well. Very efficient use of space.

Any Questions?

Looking for more explanation about the elements of messaging that I highlight? Check out my guide here.

Want to see all of my annotations in one big gallery? Check this out.

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.