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11 Amazon Storefront Examples [Best Designs for 2023]

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11 Amazon Storefront Examples [Best Designs for 2023]

Amazon Stores allow brand owners to design and create multipage stores to showcase their brands, products, and value proposition on Amazon. Long gone are the days when Amazon sellers didn’t have the tools they needed to build brand equity and promote shopper loyalty.

Once launched, Amazon Stores quickly shifted from being a trending Amazon feature to becoming a brand essential for Marketplace success. Not only do the creative features of Stores help to improve the aesthetics of brands on the Amazon Marketplace—they also provide new opportunities to drive traffic (on and off Amazon) to a brand’s entire catalog.

If you’re actively trying to provide a curated collection of your brand’s products—or your full catalog—in a custom-tailored shopping experience, Amazon Stores is where you should be investing your marketing dollars.

But don’t just take our word for it. We’ve got 11 of the best Amazon Storefront examples to prove it.

Amazon Store Examples

 

What is an Amazon Store?

 
Amazon Stores are a free, self-managed product that allows sellers to create a customized, brand-centric shopping experience within Amazon.com. Leveraging Amazon’s intuitive, user-friendly template and feature options, brands can design multi-page stores that help shoppers easily navigate to the products and categories that brands choose to showcase. Through the use of customizable colors and an array of image, video, and text modules, they are able to translate their own site and overall brand experience to the Amazon platform.

The primary benefit of Amazon Stores is providing customized content to potential customers while introducing them to your brand. Each page gives brands the opportunity to ‘design it your way’ with lots of supportive content and freedom. It’s basically like creating your own ecommerce website on Amazon.
 

Modern Amazon Store Examples that Inform, Engage, and Inspire

 
As leaders in Amazon advertising, creative development and operations, the experts at Tinuiti have been helping clients build, design and optimize their Amazon Stores for years. We’re always on top of the latest and greatest features, often having beta access so we can experiment with them first. Simply put, we know what works and what doesn’t, and we know a good Amazon Storefront when we see one!

All of the Amazon Stores featured below are well-designed and optimized. We can’t touch on everything we like about each one, but will provide an overview of some of our favorite elements that can inform your own Amazon Store optimization. Let’s dive in!
 

Peloton Amazon Store

Source: https://www.amazon.com/stores/page/08F7A78F-F893-478F-975C-27223FD08B5F

By their nature, Peloton bikes and fitness equipment are all about movement, and they immediately speak to that movement with a looping video at the top of their Amazon Store home page. Conveying a lot of information in a short video, Peloton showcases a cyclist enjoying a class and using Peloton weights and other equipment in the comfort of their home.

Immediately beneath the video, Peloton makes it easy for shoppers to find the product category they’re looking for, with clearly labeled modules for Peloton Bikes, Peloton Guide, Accessories, and Apparel. Each features a singular clean image of a product example, centered in a box with ample white space on all four sides.

Peloton Amazon Store categories

Their top navigation also includes links to these four categories, with the addition of App, Posts, and a Follow button rounding it out.

Peloton Amazon Store navigation

Within different modules across the home page, Peloton uses image text overlays thoughtfully and sparingly, including just a few words to provide clarity without overwhelming the image.

They also leverage the ability to tag products within an image with a Shoppable Image module. These allow brands to add hotspots to images that display available products, enabling shoppers to add them to their cart right from the image. This brings benefits for the merchant and the consumer alike, as they can be more certain than ever before that they’ve chosen the exact item they’re interested in.

Peloton Shoppable Image module with hotspots for items available for purchase including Peloton bike+

Another exciting benefit of the Shoppable Image module is that it allows brands to showcase beautiful, branded lifestyle photography without sacrificing ‘add to cart’ convenience. By giving shoppers the flexibility to easily purchase your showcased products directly from the attractive imagery that helped earn their interest, brands are given the best of both worlds.

Peloton technical requirements

At the bottom of their Amazon Storefront home page, Peloton answers any technical questions shoppers might have by making it clear where you can view classes, and which popular devices are compatible.
 

Weber Amazon Store

Weber Amazon Store hero image

Source: https://www.amazon.com/stores/page/196AE405-0213-4626-8BBF-F4C33492AEC7

Most folks can agree that nothing says summer quite like firing up the grill for a cookout, but where we differ is on what type of grill we prefer! Weber prominently lists all the available grill types they offer on their Amazon Store home page, with large, clear images and simple text.

Weber Amazon Store links to grill categories

Weber Lumin electric grill

In the large hero image above, Weber hits on a sticking point for many customers—regulations on which types of grills they can use within the small spaces city-living typically offers. This is helpful for shoppers who already knew they had restrictions to consider, leading them directly to the product that will meet their needs. It’s also helpful for shoppers who may not have even considered that they might need a specific type of grill for their living situation.

By making mention of potential limitations in the text overlay, Weber may also be helping prevent returns by leading customers to the right choice the first time.
 

Honest Co. Amazon Store

Honest Company Amazon Store hero image

Source: https://www.amazon.com/stores/page/BAD7E810-E154-4601-91C4-EBD6F15F7C2D

The Honest Company—or Honest Co.—was founded by Jessica Alba in 2011, and has consistently put their commitment to producing gentle, high-quality products at the forefront of everything they do. Once a brand-new lifestyle brand, Honest has grown leaps and bounds in 12 years, now finding themselves a household name.

Honest Co. devotes the above-the-fold real estate to their extensive collection of baby care products, helping busy parents get right to what they need. And for those shopping for themselves, a visually appealing banner of adult-oriented products—including a Registry option for parents-to-be—catches the eye immediately below.

Honest Co. Amazon Store screenshot of categories for adults

Importantly, while Honest Co. has grown in popularity, they have never wavered in making their brand message loud and clear in all their marketing initiatives, including on their Amazon Store.

Honest Co Amazon Store brand message example

Learn more here about work Tinuiti has done with Honest Co.

Bonus Feature: Honest Baby is honestly just as great!
 

KIND Amazon Store

KIND Amazon Store hero image

Source: https://www.amazon.com/stores/page/C29CB7EA-CC14-43C6-96C7-5BE785EB1D45

KIND bars are the perfect on-the-go snack for kids and adults alike, with flavors and sizes to suit every palate and appetite. While many of us might simply refer to them as “KIND bars,” there are actually a number of different bar types offered. KIND makes it easy to get right to their nut bars, 100 calorie bars, protein bars, and breakfast bars by offering dedicated links to each category in their top navigation.

KIND Amazon Store navigation

Looking closer at KIND’s product detail pages, we find they’ve included all the information a shopper would need to know about those specific bars to make an informed purchase. In addition to more practical information like whether an item is gluten-free or Kosher, KIND also includes product reviews so interested customers can rely on social proof before purchasing.

KIND video review

KIND closes their Amazon Store home page with a reminder of their mission, and their Instagram handle for easy following.

KIND Amazon Store mission statement

Learn more here about Tinuiti’s work with KIND.
 

Lenovo Amazon Store

Lenovo Amazon Store hero image

Source: https://www.amazon.com/stores/page/2C6395BA-C701-4025-9D7E-BAE1BD647EEE

As more businesses focus on sustainability in their packaging and product design, its importance becomes even more obvious to consumers. Lenovo highlights the sustainability steps they’re taking in an eye-catching, informational video at the top of their Amazon Store home page.

Lenovo recycled plastic fiber video still

The short looping video shows how old computer parts are being recycled for inclusion in new Lenovo products, with a clear goal: “By 2025, Lenovo aims to integrate 136 million kilograms of recycled material into all of our PC products.”
 

Beats Amazon Store

Beats Amazon Store hero image

Source: https://www.amazon.com/stores/page/395474F7-47DA-4331-929B-3ED7C7DC2C43

A brand that has grown to be synonymous with headphones for many, Dr. Dre and Jimmy Iovine brought the first pair of Beats onto the scene in 2006. And, as the saying goes, the rest is history.

Beats proves that they know about more than just music with their well-designed Amazon Store that makes it easier to find what you’re looking for than a song in your playlist. Beats takes advantage of valuable above-the-fold real estate to feature one of their newest products, Beats Studio Buds+, immediately followed by clear, clickable images that lead to top categories for all their products—in ear, over ear, on ear, and wireless headphones and ear buds.

Beats Studio Buds+

Beats Amazon Store category options

Beats provides the most important product specs for easy comparison across images on their Store, diving more into the science and details behind the technology in videos users can rely on for further information once they’ve narrowed their options.
 

La Colombe Coffee Roasters Amazon Store

La Colombe Amazon Store hero image

Source: https://www.amazon.com/stores/page/48DAAEB7-CEEE-4A22-BC19-0FB4F3D7A868

La Colombe has come a long way from the day they opened their first location near Philadelphia’s historic Rittenhouse Square nearly 30 years ago. But even if you can’t make it to one of their cafes across the US, you can still enjoy the rich flavors and unique beverages they’re best known for.

La Colombe Oatmilk double latte

We love La Colombe’s use of oversized images highlighting their newest creations and seasonal offerings, including the delectably frothy Oatmilk Lattes. While the focus is undeniably on the drinks themselves, La Colombe makes every word count in the complementary text overlay, highlighting the most important elements of each respective beverage.

In the short snippet of accompanying text, La Colombe gives us some important top takeaways about the beverage, including:

  • Product name
  • Type of beverage (cold brew coffee base)
  • Dietary considerations (plant-based)
  • Note of flavor options

Just enough information to ensure clicks will be qualified, but not so much information that it overwhelms the image. We’ll drink coffee to that!

La Colombe draft chocolate milk on amazon

Clicking into the respective categories in the top navigation, we find that La Colombe has artfully combined imagery and accompanying text throughout. On their Draft Chocolate Milk page, we are tempted not only by the slow drip of chocolaty goodness down the glass but also the assurance that this is a high-quality beverage made from premium cocoa and real milk.
 

Merrick Amazon Store

Merrick Amazon Store hero image

Source: https://www.amazon.com/stores/Merrick/page/19286EDE-B932-4C0D-9768-FA5079B2F4A0

Quality pet food brands understand that modern consumers have a lot of options to choose from and to earn a name for themselves in a competitive space, it’s imperative that they produce nutritious food that pets will enjoy.

Merrick highlights that they work with veterinarians, animal nutritionists, and scientists to craft recipes that meet your pets’ needs. Instead of showcasing a background video module highlighting the food itself, they give the most screen time to playful pups and a leaping kitty. While the adorable factor draws eyes in, it also serves to show that Merrick food is designed to keep your pets happy, healthy and active, providing the nutrition they need to be their energetic best.

Merrick Amazon Store dog food options

Scrolling further, we see they’ve made shopping directly from the home page oh-so-easy, breaking out products into high level categories that help you quickly find the options available in the categories that most interest you. A “Best Sellers” section works well for pet parents who aren’t sure where to start, while the final images on their store homepage underscore the most important elements of their food, including each aspect of their 5-Star Promise, with a button to “Learn More” if you want the full Merrick story.
 

Zinus Amazon Store

Zinus Amazon Store featured image

Source: https://www.amazon.com/stores/page/D15FE033-64D1-4ED7-B733-0058DA3BD71C

If you’ve shopped for a mattress, bed frame, or sofa – or even plush dog stairs to help your pooch easily access a comfy spot on a bed or couch – you’ve likely seen Zinus products returned in the search results more than once.

Zinus makes strong use of an array of Amazon Store features, including a robust navigation, modern lifestyle images featuring their products, popular catalog categories, and best seller and recommended product modules. With the Shoppable Image module below, shoppers can easily build a room styled just like the one pictured in a few clicks.

Zinus Amazon Store Shoppable Image module

While the store is on Amazon, it feels definitively Zinus, accomplished in part through carrying over the same language style and color scheme they employ on their own website. They do a great job at connecting their brand and value propositions to living the life you deserve.
 

Verilux Amazon Store

Verilux Amazon Store hero image

Source: https://www.amazon.com/stores/page/6A61A763-4FBB-4225-8DF6-11CDB1B4D608

Founded more than 50 years ago, Verilux light boxes mimic daylight by providing full-spectrum light without the harmful UV rays. For those who can’t get outdoors, or there’s not enough natural light available, HappyLight® Therapy Lamps are a perfect product choice aimed at improving health and overall well-being.

In March 2018, our Amazon Creative Team worked directly with Verilux to design, develop and deploy a customized and responsive Amazon Store site map with multi-level category & product pages optimized to promote an immersive shopping experience. One of the most important aspects of Verilux’s Store was to educate their consumers on their products.

Our team worked directly with Verilux to select the best hero images, graphics, and charts to educate visitors on the unique benefits of their light therapy technology. We also managed all aspects of the Amazon Store submission process. There are a lot of policies and requirements for Amazon Creative. Because our team understands those restrictions and policies, we saved Verilux a significant amount of time on revisions & resubmissions.

Click to read Verilux’s full case study.
 

Protein Puck Amazon Store

Protein Puck Amazon Store hero image

Source: https://www.amazon.com/stores/page/E4ADAE5F-11FD-4715-B478-F1CE6B478283

When it comes to food and supplement shopping in particular, many of us pay especially close attention to details, especially if we’re navigating allergy concerns or food sensitivities, or want to be certain given criteria are met. Providing us with all the information we need to make an informed decision can quickly become visually overwhelming—unless that same attention to detail is applied to the design of how that information is conveyed.

Protein Puck does an excellent job at quickly providing shoppers with the most important information about their products right from the Storefront homepage, including that they contain plant-based protein, and are vegan and certified gluten-free.

Protein Puck Amazon Store screenshot

Shoppers who are in the market for protein bars are already among those who are likely to be careful or particular in their shopping habits, and are looking for certain keywords to quickly determine if something is a good fit for them. It’s important that those stand-out terms be quickly visible, and from there you can further explain what each means and why it matters. You capture the attention first using familiar imagery and language that people of a certain diet are wired to look for.

Protein Pucks Amazon Store easy click options for subscribe and save or a trial pack

We also love the easy click access to purchase a low-commitment 4-flavor sampler pack, and are given added confidence that we’ll like what we receive given the prominence of the Subscribe & Save option.
 

Amazon Store Optimization: Top Takeaways and Best Practices

 
We covered a lot about what we like from each of the above Stores, but it all boils down to a few beautifully executed musts any brand can employ…
 

Make it Easy to Navigate from the Top Down

Your top navigation should include links to the most important categories and pages of your Store, including a Follow button and Posts button, if those are available for your brand.

Jake King, Sr. Art Director, Creative at Tinuiti, encourages brands to also include links to live ASINs (product pages) within their category pages navigation…

“Each category page should have live ASINs built into module selection, not just a “menu” of subcategories.”

 

Hero Banner

Just like a first impression, your first image or video makes a huge impact. Be sure to use this space thoughtfully, giving shoppers an overview of what they can expect from your brand, highlighting a new product, or leading them to your most important or popular category page. Also inject motion whenever possible, whether through a looping video or simple GIF.
 

Text Overlay Considerations

Text overlays help convey the most important information about your products. This will vary depending on the product type, but might include charge time for electronics, material takeaways for clothing, or notable product features and differentiators.

That said, there is one concern with over-relying on text built into the image: It can’t be automatically translated.

“Crafting store modules with fixed-on graphic text-overlay might allow for your brand to have full control over the design, but will highly limit browser text translation.”

Jake King

Jake King, Sr. Art Director, Creative at Tinuiti
 

Use Clickable Images and Videos Thoughtfully

Provide quick product highlights through images—like how long a battery lasts between charges—relying on videos for more in-depth information.

“Fully clickable modules will effortlessly enhance the user experience while driving interaction. Including button-like elements encourages users to click and explore.”

Jake King, Sr. Art Director, Creative at Tinuiti
 

Don’t Forget the Consumer Journey Goes Beyond the Storefront

Having a beautifully designed Amazon Store home page is just the beginning, and each successive click should lead customers on a thoughtfully designed journey.

If you’re selling a large number of products on Amazon, sub-categories may be essential for the best user experience. For example, if users clicking through to your Menswear page are met with 100+ loose ASINs, they may quickly navigate away from the chaos. Breaking Menswear out into sub-categories will provide you with richer insights, and make the shopping experience more enjoyable.

“Consistency across Amazon creative will increase a consumer’s brand trust and loyalty. When A+ and DPI content align to your storefront, the consistent experience can positively influence purchase behaviors.”

Jake King, Sr. Art Director, Creative at Tinuiti
 

Inform, Engage and Inspire

Remember that while there are differences in approach and audience considerations when designing an Amazon Store compared to your own ecommerce store, many of the foundational elements apply no matter where you’re securing shoppers.
 

Final Thoughts

 
While brands can’t change the look and feel of Amazon itself to suit their target customers, Amazon Stores give you an unprecedented opportunity to carve out your own corner of the Amazon web. Luckily, this corner comes fully stocked with attractive features to help reflect who you are as a brand, and put what’s most important to your customers front and center.

Learn more here about how we can help you take your Amazon Creative strategy to the next level or contact us today to chat!

Editor’s Note: This post was originally published by Shannon Mullery in December 2020 and has been updated for freshness, accuracy, and comprehensiveness.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

​​

via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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