For Homepages, First Impressions Really Matter
Sometimes, you can’t judge a book by its cover. It’s an adage that, sadly, doesn’t apply to B2B homepages. If your homepage doesn’t quickly engage, visitors bounce and likely never come back. It’s like showing up for a first date in a ripped, dirty t-shirt, cargo shorts, white socks and sandals. Homepages create first impressions. […]
How Marketing and Sales Can Avoid Silos
Many B2B SaaS companies sadly operate in silos or fiefdoms. Different departments have their own mandates, goals and priorities. They battle against each other for resources and attention as much as they battle other companies. Without collaboration, partnerships and shared mission, it’s an inefficient way to do business. But it’s a reality, especially for early-stage […]
It’s Time to Jump into the Marketing Waters
For anyone who has been to a cottage, getting into the water is an adventure. You’re excited about swimming in the lake. Then, you stand at the edge of dock looking at the water. You start to think that the water is cold and maybe swimming isn’t such a great idea. Finally, you jump in […]
How to Get B2B SaaS Prospects to Embrace Change
I’m a sucker for shiny, new online services. Even when I’m happy with what I’m using, it is tempting to try something else. For example, I participated in a conference call with someone using Sessions.us, an AI-powered platform. A friend who raved about it (and the sweet deal he purchased on AppSumo) piqued my interest. […]
Jiaqi Pan talks about AI chatbots, Landbot
In this episode of Marketing Spark, I speak with Jiaqi Pan, Co-founder and CEO of Landbot, an AI-powered platform for creating conversational chatbots. We discuss the origin story of Landbot, the company’s pivot from a B2C model, strategies for B2B SaaS entrepreneurs, and the impact of AI on customer service. The conversation also dives into […]
Is the value of brand positioning over-rated?
Is the value of brand positioning over-rated and over-hyped? Does it make as much of a difference that marketers proclaim? Josh Lowman threw cold water on brand positioning. He declared it the “Great Positioning Scam” and that almost all positioning fails. So, what’s the problem? In Josh’s opinion (and I agree), prospects need to see […]
Why Brand is Key for B2B SaaS Success
Sadly, brand building isn’t a priority for most B2B SaaS companies. But it’s a missed opportunity and a strategic mistake. Instead, B2B SaaS companies are focused on non-brand-building activities up and down the sales funnel. There’s a lot of brute force being deployed to drive leads and sales. Let’s spend a bunch of money on […]
For B2B SaaS Companies, AI Doesn’t Matter
For B2B SaaS companies, AI is not a differentiator. It’s no longer what makes your product better or unique. It’s table stakes for any software company. So, what do many companies slap “AI-powered” on their homepages? Would prospects have less interest if “AI” didn’t appear, even if the product was interesting, inspiring, or exciting? Probably […]
The Best Structure for a B2B Saas Homepage
What’s the best structure for a B2B SaaS homepage? Here are the key sections and why they matter: Hero section: It has a value proposition that clearly spells out what the product does, who it serves, the benefits and how it’s different or better. The hero section should also display the experience of using the […]
Why it’s Getting Tougher to Hire a Fractional CMO
Hiring a fractional CMO is tougher than ever. The problem: the number of people jumping on the FCMO bandwagon. It’s a sexy title (a heck of lot better than calling yourself a “marketing consultant). But for companies, it’s more challenging to determine the right option for a key hire. Here are some thoughts from somone […]