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14 Copywriting Examples From Businesses With Incredible Copywriters

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14 Copywriting Examples From Businesses With Incredible Copywriters

We’re all familiar with Flo from Progressive, right?

Stephanie Courtney, the actress that plays her, makes Flo memorable by capturing Flo’s quirkiness — appearing in everything from commercials to print ads, and social media posts.

And do you know who is behind all of that marketing collateral?

Copywriters. The ability to find the exact right words to tell your company’s story isn’t an easy feat, and it’s even harder to do so consistently.

So when we come across companies that are doing it successfully, we think their copywriters deserve a pat on the back (and a raise?). Take a look at some of the companies we think have stellar copywriting, and if you’re looking, maybe get some inspiration for your own brand, too.

1. Omsom

Copywriting example Omsom homepage

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Why we like it: Omsom’s copy is playful and authentic. Company founders, the Pham sisters, are able to share a bit about their culture, the ingredients, and make home cooking accessible and quick for visitors of all skill sets.

I typically enjoy cooking, but I don’t always have the time. Omsom has made me step my game up. Their ready-to-use starter pouches of spices and sauces have helped me churn out Asian dishes quickly minus the hassle of store-hopping and buying larger quantities than I need. Still, I always end up buying more than intended when I’m on their site because it not only looks delicious, but the copy is a huge motivator to click add-to-cart.

Right at the start, the homepage (pictured above) invites you to “rip, pour, and fire it up” and get ready to stuff your face. By focusing on ease and three simple steps, they’re able to make the value proposition that their product is not only tasty, but time efficient.

copywriting example Omsom meet the founders page

There’s also plenty of wordplay used. The founders, who have the last name Pham have worked it into various spots on the site, including their note welcoming visitors to their “Phamily.”

Copywriting example Omsom Meet Us page

The language is the perfect balance of both playful — even calling out that the Pham sisters were rowdy youths in their definition of Omsom (above) — and no nonsense when it comes to ingredient quality.

2. Articulate

Why we like it: Articulate has nailed the pun game. It’s cheesy in a good way, and makes them more relatable to job seekers. Most people don’t want to just be a cog in a company’s machinery, so by adding some humor, Articulate sets itself apart from other corporate competitors.

Articulate, a HubSpot Agency Partner based in the U.K., is an inbound marketing agency, and their website copy is full of witty, confident copy on pages where you wouldn’t think you’d find it. Here’s exhibit ‘A’:

Copywriting on Meet the Team page by Articulate

The copy above introduces Articulate’s “Meet the Team” page — not a page you’d think can pull off witty copy, right? Well, Articulate’s page goes beyond employee photos and their job titles.

In addition to the playful header, “not the usual blah blah,” the copy above takes on a farm theme, assuring visitors that employees aren’t simply “caged hens.” Rather, they’re a “free-range, artisanal, cruelty-free team.” Funny on the surface, but helpful to job seekers who, much like food, want to know where their work comes from and how it’s made.

3. Moosejaw

Why we like it: Moosejaw’s use of humor builds an emotional connection with site visitors — delighting them while providing information they can use.

Not many brands are brave enough to touch the products they’re selling with unconventional copy … but Moosejaw isn’t afraid to have a little fun.

The outdoor apparel outlet store uses humor as a way to sell their products without being overly forward about it. By appealing to people’s emotions, they’re more engaging and memorable.

Here are a few examples:

copywriting example Moosejaw fastpackcopywriting example Moosejaw backpack

Same goes for the call-to-action buttons that show up when you hover your mouse over a product photo — like this one, which reads, “Look This Cool.”

copywriting example Moosejaw look this cool

Does their brand voice carry over to the product descriptions, you ask? See for yourself:

Copywriting example Moosejaw maverick mandy leggingsCopywriting example Moosejaw girlfriend kick you out camping

If you think the brilliant copy stops at their homepage, think again. They extend it to their return policy, too. Here, they do a great job of not sacrificing clarity for humor. Their copywriters successfully made people laugh while still being helpful.

Copywriting example Moosejaw return policy

4. First Round Capital

Why we like it: First Round Capital uses language to empathize with their readers. Starting a company is challenging, and First Round Capital understands that and conveys they are there to help.

While a sign of great copywriting is making people smile, another is making people feel understood. The copywriters at First Round do a phenomenal job at letting the value of their offerings for their customers sell themselves.

For example, they hold over 80 events every year connecting their community together. Instead of just explaining that they have events and then listing them out, they begin that section of their website with a simple statement that hits close to home with many entrepreneurs: “Starting a company is lonely.”

Copywriting example by First Round Capital starting a company is lonely

Using words like “imperfect,” “safety net,” and “vulnerable” encourages readers to let their guards down and feel understood by the brand and their community.

Plus, you’ve gotta love that last line about stick-on name tags. Those things get stuck in my hair.

5. Trello

Why we like it: Trello’s text is clear and concise, which is exactly what users need in order to learn how to use the product. Switching project management software can be a challenge. Trello’s copy makes sure new users don’t get left behind.

Do you know what Trello is? If the answer is no, then behold the copywriting on their website. Their product description — like most of the copy on their site — is crystal clear:

What is Trello workflow tool explainer

And then check out how clear this explainer content is:

How to use Trello boards example

Some of the use case clarity can be attributed to how smart the product is, but I think copywriters deserve some credit for communicating it clearly, too. They call it like it is, which ultimately makes it really easy to grasp.

And I couldn’t write about the copywriting talent at Trello without including the clever references in the microcopy of their login page:

Clever copy on login page of Trello ender@battle.eduClever Trello login microcopy dana.scully@fbi.gov

Each time you refresh the login page, you see a different, equally clever example email belonging to a fictional character, like Ender from Ender’s Game and Dana Scully from The X-Files — a great example of nostalgia marketing. This is a small detail, but nonetheless a reminder that there are real humans behind the website and product’s design. Delightful microcopy like this kinda feels like I just shared a private joke with someone at the company.

6. Velocity Partners

Why we like it: For David Kessler of Velocity Partners, less is more. His use of “word economy” delivers engaging, powerful content in a concise manner.

No post from me about excellent copywriting would be complete without mentioning the folks at Velocity Partners. A B2B marketing agency out of the U.K., we’ve featured co-founder Doug Kessler’s SlideShares (like this one on why marketers need to rise above the deluge of “crappy” content) time and again on this blog because he’s the master of word economy.

What is “word economy”? It’s taking care that every word you use is the right word. It means getting your point across concisely and not dwelling on the details when you don’t have to. In a world of shortening attention spans, this is the ultimate goal when communicating your message.

And since we’re talking about word economy, I’ll shut up and let you check out one of Kessler’s SlideShares for yourself:

Velocity Partners search for meaning in b2b marketing

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Whereas SlideShares are typically visual, Kessler’s is heavily focused on copy: The design stays constant, and only the text changes. But the copy is engaging and compelling enough for him to pull that off. Why? Because he uses simple words so his readers understand what he’s trying to say without any effort. He writes like he speaks, and it reads like a story, making it easy to flip through in SlideShare form.

The copy on Velocity Partners’ homepage stood out to me, too. Check out, for example, how humble they are when introducing their case studies:

Velocity Partners copywriting example

I also like how casual and honest they kept their email subscription call-to-action. The header is especially eye-catching — and it plays off of the popular SlideShare about crappy content we mentioned earlier.

Velocity Partners clever signup form

In fact, Velocity Partners’ Harendra Kapur wrote a blog post on what goes into to great B2B writing — starting with this disclaimer, of course.

Velocity partners funny blog post disclaimer

7. Scott’s Cheap Flights

Scotts Cheap Flights homepage

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Why we like it: The team at Scott’s Cheap Flights positions themselves as travel industry insiders with their handy pro-tips and down to earth lingo.

Scott’s Cheap Flights is known for finding discount airfare, but they’ve branched out with a variety of offerings, including guides. Adding a personal touch, the team at Scott’s has also offered up some pro tips of their own on their “Meet the Team” page.

Scotts Cheap Flights meet the team travel tips

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Members feel like they’re getting information from seasoned experts, and they’re able to pair these tips with photos of the employee that gave them. This small, but useful addition builds connection with site visitors and improves the company’s credibility.

8. Cultivated Wit

Why we like it: Cultivated Wit’s site copy is very on brand — humorous and witty. What better way to convey what you can offer to visitors than by demonstrating it in real time?

The copywriters over at the “comedy company” Cultivated Wit do a great job of embracing their own brand of quirk throughout their site. They already have one of the best “About” pages in the game, but their delightful copy is spread throughout their site — sometimes in the most unexpected of places.

For example, take a look at the copy around contact information at the very bottom of their homepage:

Cultivated Wit funny newsletter signup

This section of the homepage is an afterthought at best for most companies. But for these folks, it was an opportunity to have a little fun.

They also have two, unique email subscription calls-to-action on different pages of their website. They’re very different, but both equally funny and delightful. Here’s one from the homepage:

Cultivated Wit subscription copy

And one from the “About” page:

Cultivated Wit funny CTA

9. Cards Against Humanity

Why we like it: Their copy is abrasive and a little offensive, which perfectly lines up with their brand voice and audience.

You may or may not be familiar with Cards Against Humanity, the self-declared “party game for horrible people.” It’s a card game — one that’s simultaneously entertaining and inappropriate. The copywriting on the cards themselves are guaranteed to make you laugh.

The brand voice is very distinctive, and can seem a little abrasive, and even a little offensive. But that’s their whole shtick: They’re not trying to appeal to everyone, and that’s perfectly okay. What they do do a great job of doing is appealing to their target audience.

One look at their FAQ page and you’ll see what I mean:

Cards Against Humanity dumb questions FAQ

Here’s a sneak peek into some of the answers to these questions. You’ll see they make fun of both themselves and the reader — which is exactly what the card game is about.

Cards Against Humanity UK edition snarky answerCards Against Humanity snarky shipping FAQcards against humanity snarky email FAQ

10. R/GA

RGA homepage we humanize technology

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Why we like it: B2B companies are not exactly known for their humor. R/GA bucks that trend with hilarious hot takes via social media. This light approach makes them more relatable and helps build brand awareness.

I’ve been focusing a lot on site copy so far, so I wanted to check out some examples of excellent social media copywriting.

I know you all like to see some more B2B examples in here, too, so I surfaced one of the best examples of the holy grail: Twitter copy, from a B2B company, that’s funny. Behold, some recent highlights from the R/GA Twitter account:

R/GA funny tweets copywriting example

11. innocent

innocent smoothies copywriting example

Why we like it: Like Velocity Partners, innocent’s copy proves that simple language can be just as effective as its more descriptive counterparts. There’s no need for long paragraphs, innocent gets straight to the point.

Check out U.K.-based drink makers innocent, and you’ll see a language, style, and tone that matches their philosophy, product, and even their branding and design. It’s all just clean, straightforward, and simple. And believe it or not, simple is a really, really hard thing to nail in copywriting.

This stands out most on their “Things We Make” page. (Isn’t that page name even beautifully simple?)

innocent ingredients list

This same straightforward-but-charming copywriting philosophy extends to their site navigation:

innocent simple navigation bar copywriting example

Their meta description is pretty awesome, too:

innocent-meta-description.png

And my personal favorite:

innocent funny contact us via banana phone example

12. GymIt

GymIt homepage copywriting example

Why we like it: GymIt truly gets their users and expresses it with funny advertising about pretending to move to get out of a contract. The company knows their audience and knows just what to say to hook them and make them smile.

I’ve always loved the copy at GymIt. In fact, I check their site and social profiles all the time to see if they’ve freshened anything up. Luckily, they’re no one-trick pony. They continue to keep their site fresh with captivating copy.

Here are some of my favorites, all of which hit on the pain points of gym-goers that they try to solve — and actually do solve with their customer-friendly policies.

I can vouch for that one. I know how much of a hassle it is to move far away from your gym — and how refreshing it must be to be able to walk in and just … quit.

All of this rolls up to their philosophy, espoused eloquently on their “About” page, that gyms should just be about working out:

GymIt about page copywriting example

Talk about having an understanding of their core audience. The copy both in its value proposition and across its marketing materials reflects a deep understanding of their customers.

And how did their copywriters choose to make sure everyone knew what this new gym franchise was about if they didn’t read that “About” page? This tagline:

GymIt tagline Get in work out

Doesn’t get much clearer than that.

13. ModCloth

Why we like it: ModCloth is delightfully quirky and whimsy. Their copy speaks directly to their buyer personas with product copy that helps buyers envision their lives with the item.

ModCloth is a brand that has always had an excellent grasp of their buyer persona, and it comes through in their pun-filled copywriting. All of their products are silly plays on words — check out this screen grab of some of their new arrivals, for example:

ModCloth new arrivals copy

Dive into their product description copy, and it’s equally joyous, evocative, and clever — just like their customers. Often, it’ll also tell the story of what you’ll do while wearing their items:

ModCloth creative product description copy

After reading their descriptions, one can imagine what their life would be like if they owned this product. That’s Copywriting 101, but so few brands can actually pull it off like the folks at ModCloth do.

14. Ann Handley

Ann Handley homepage

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Why we like it: Despite an impressive portfolio and list of accomplishments, Ann Handley makes her site copy relatable instead of just reading like a resume. It’s the perfect balance of personality and professionalism.

When it comes to building up your own personal brand, it can be easy to get a little too self-promotional. That’s where the copywriting on your site can make a big difference.

On Ann Handley’s personal website, she added bits of microcopy that shows, despite her many accomplishments (like being a best-selling author and award-winning speaker), that she still doesn’t take herself too seriously.

Check out her email subscription call-to-action, for example:

Ann Handley clever CTA

Flex Your CopyWriting Muscles

Anyone can be a successful copywriter with the right brand voice — and a little editorial guidance along the way. Get inspiration from the brands above or start compiling your favorite examples.

This article was originally published January 17, 2019 and has been updated for 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.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • 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!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

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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