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19 Great Landing Page Examples You’ll Want to Copy in 2022

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19 Great Landing Page Examples You'll Want to Copy in 2022

While many landing pages look different and use a variety of exciting strategies to pull in audiences, they all serve one major purpose — to convert to the next stage in the buyer’s journey.

Rather than serving as a basic advertisement that shows a customer a product, a landing page aims to engage and delight a customer by offering them something that relates to the product or the company’s industry. When they fill out the form and receive a reward of interesting content, they might be even more likely to trust your brand and become a customer.

Quick tip: Want an easy way to add a form to your landing page? HubSpot’s free form builder tool can help you fill your CRM with leads from your website.

Let’s talk through an example of when a landing page can be especially effective. If a business wants to sell an AI product that helps salespeople, they might create a landing page that offers audiences a free video on how to use AI in the sales industry. Interested audiences might offer their contact information in exchange for the valuable information. If they enjoy the video they’ve received, they might be more likely to respond to or purchase a product from a company rep who calls them.

In another scenario, a publishing company that targets an audience of chief executives might create a landing page that invites audiences to sign up for a webinar hosted by an executive at a major company.

After giving their email address on the signup form presented on the landing page, the leads get an email with the webinar dates and log in information, as well as instructions on how to sign up for the publication’s newsletter or subscription. If the user is pleased by the webinar, they might sign up for the newsletter or a subscription to keep up with similar publication content.

Although their purpose is simple enough in theory, actually designing a successful landing page requires some detailed planning and creative testing.

Even after launching your landing page, you’ll want to pay attention to conversion rates to see how well it’s doing.

To determine your conversion rate, simply divide the number of conversions a web page generates by the number of people who visited that page.

If your conversion rate isn’t close to the average just yet, don’t worry. Nailing those percentages can be a bit challenging at first, especially if you have a lot of regular page visitors. Luckily, there are a number of simple conversion rate optimization strategies that can help you boost your current rate quickly.

Regardless of what your business is selling or the conversion action you hope to instigate, it’s helpful to get inspired by seeing what other great landing pages look like.

And because there’s no one “right” way of designing a landing page, you’ll want to check out examples from lots of different industries for different stages of the buying process.

Want to get inspired? Check out the great landing page examples below.

We don’t have access to the analytics for each of these landing pages, so I can’t tell you specifically how well they convert visitors, contacts, leads, and customers. But many of them do follow best practices while also implementing a few new experiments that could give you ideas for your own landing pages.

19 Great Examples of Landing Page Design

1. AirBnB

This AirBnB landing page is a one-stop shop for visitors curious about hosting. It features testimonials from current hosts, articles offering advice, and even a calculator to estimate your weekly average earnings based on your location.

If all this info convinces you to start hosting, the vibrant pink CTA in the header makes it easy to convert on the spot.

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2. Wix

Wix has turned its landing page into a creative playground with a stunning and captivating digital illustration that follows you down the page. It’s not overwhelming or distracting — it’s carefully balanced with white space and clear text.

We love the use of design to emphasize certain touchpoints on the page. For instance, the mountain’s peak in the illustration points to the main CTA encouraging visitors to get started.

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3. ExpressVPN

What do we love most about this landing page? It’s not what it has, but what it doesn’t — a navigation bar! By removing the navigation bar, ExpressVPN shines a spotlight on the primary CTA.

Why do we take an anti-navigation stance for landing pages? They tend to distract visitors and lead them away from the intended action. Not only is this a landing page design best practice, but we’ve also conducted A/B tests that show removing navigation links from landing pages increases conversion rates.

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4. Row House

Besides its sleek design, this landing page gets bonus points for the autoplay video in the background, which adds a degree of movement to an otherwise static page. Speaking of movement, the video shows people working out at Row House, which offers a great introduction to the brand.

If it suits your brand, try enticing visitors with a video component. It could be the difference between passive and active engagement.

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5. Codeacademy

I like this page because it’s simple in both copy and design. The form on the page is simple and only requires an email address and password. Or, you can use your LinkedIn, Facebook, GitHub, or Google Plus login, shortening the conversion path even further.

The landing page also offers real-life success stories, testimonials, and other forms of social proof for visitors who need more information before creating an account. This helps make the potentially intimidating world of coding more approachable for beginners.

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6. Sunbasket

Sunbasket takes a competitive approach to its landing page, directly comparing its meal delivery service to its main competitor, Blue Apron. As you scroll down the page, a table highlights where Sunbasket’s features exceed those of Blue Apron.

By comparing your products or services to another, you can highlight why yours is the clear winner. It’s a smart way to provide “evidence” to potential customers as to why they should choose you.

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7. Curology

I’d argue that the top fold is the most important element of a landing page, alongside the CTA. Curology’s top fold is clean, visually appealing, and to-the-point — and the copy is less than 50 characters long. Users immediately understand the offer and how it can benefit them.

Even if the brand is new to you, its message is loud and clear — regardless of your skin issues, Curology has a custom solution for you.

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8. Breather

Here’s another example of clever, delightful design on a landing page. As soon as you visit Breather.com, there’s an instant call to action: indicate where you want to find a space. Plus, it uses location services to figure out where you are, providing instant options nearby.

We love how Breather used simple, to-the-point copy to let the visitor know what the company does, followed immediately by the CTA to select a city. The negative space and soothing color scheme also align with the product –– essentially, room to breathe.

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9. Mailchimp

For starters, check out that sunny yellow background color — it’s impossible to ignore. It’s a bold departure from its more subdued home page, yet still on brand.

Besides the color, this landing page gets a shoutout for its CTA placement. It displays a consistent CTA (“Sign Up”) not once or twice, but three times on the page. No matter how far down you scroll, you will see the same button.

This is a solid strategy since the CTA operates as a gateway for converting clients. It should be available to visitors as they move down the page — not just once on the top fold.

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10. Paramount Plus

This landing page design has it all. It’s visually appealing, interactive, and offers scannable yet descriptive headers – such as Peak Streaming, Peak Originals, and Peak Family Team. Plus, the background makes each fold look slightly different, creating a captivating scrolling experience.

The landing page also features a repeatable CTA (“Try It Free”) and several strategically-placed content offers, culminating in multiple touchpoints for visitors to convert.

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11. CarMax

CarMax is ready to empower visitors to do their own research right on the landing page. It features a search bar that leads to a large database of cars and a calculator that allows visitors to estimate their ideal monthly budget.

For those looking to sell their car, it also includes a form that users can fill out to receive a quote.

It’s clear CarMax wants the buying or selling experience to be as painless as possible. By translating the company’s customer-centric approach on its landing page, CarMax effectively turns a universally dreaded event — purchasing a new car — into a straightforward process without gimmicks or barriers.

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12. Edupath

Who is your landing page’s target audience? While most of Edupath’s website content is directed toward students, there are sections dedicated to advising parents on helping their teenagers through college applications and SAT preparation. The landing page below is in one of these sections.

When parents fill out their teenager’s name, email address, and mobile number, a link to download the Edupath app is sent directly to them. The folks at Edupath know students are likely to do something if their parents ask them to — especially if it means they don’t have to surrender their phones.

Plus, it’s an easy, one-click process. This whole conversion path is a clever and helpful way to get the apps on more students’ phones by way of their parents.

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13. Startup Institute

Visitors to your website won’t hand over their personal information without knowing what they’re going to get in return. On its landing page, Startup Institute makes abundantly clear what will happen after you apply by listing a Q&A right beside the form. It might prompt some people to say, “They read my mind!”

To avoid hesitancy to fill out a form, use your landing page to set expectations upfront. That clears the air, and can also weed out the people who don’t take your content, product or service seriously.

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Simple Landing Pages

14. Uber

People are flooded with information online. This is why creating a skim-able landing page is essential — like this one from Uber.

It features a black and white color scheme, short and easily-digestible sentences, and a simple form. The combination of these elements results in a professional and approachable page.

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15. Spotify

This landing page takes a dramatic detour from Spotify’s classic green and black colors — and perhaps that’s the point. It could be a way to signal to visitors that the page serves a different purpose from its other content.

Even though the landing page is relatively simple, the stark color contrast emphasizes the text and CTAs. To entice visitors even more, it lists the most played artist, song, album, and podcast of the year —all of which are available on Spotify. It’s a creative way to promote its content library while attracting visitors to sign up.

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16. Canva

Sometimes you need to admire a landing page for its attractive and straightforward design. Similar to the example above, this one features an abundance of white space that accentuates the text and balances the bright colors throughout.

To seal it off, the page ends with a FAQ section. If you suspect visitors will have additional questions about your products or services, you may want to include a similar section too. It lets potential customers better understand what you’re trying to sell them, and sends a message that you’re open to questions.

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Product Landing Pages

17. Mooala

Playful isn’t usually the first word that comes to mind when you think of dairy-free milk, but Mooala’s bright and colorful landing page is exactly that.

This example illustrates how you can embrace simplicity while using relatively bold striking colors — like neon green — to highlight important headers and CTAs. To pull this off, stick with colors that correspond with your brand while also capturing the attention of visitors.

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18. Nauto

When writing website copy for a product or service, a helpful rule of thumb is to expand on the benefits rather than the features. Such advice also applies to writing landing pages.

For example, instead of bombarding visitors with technical information, Nauto, a fleet safety platform, chooses to highlight its benefits with clear and engaging copy (“Your roadmap for fleet safety”). In doing so, Nauto makes its content offer more appealing.

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19. Rover

Putting your pets in the care of another person can be nerve-wracking. Which is why Rover, an on-demand pet care service, leans on social proof to build trust with visitors. The landing page includes testimonials from real clients and copy about its “Rover Guarantee” and 24/7 support. Of course, the cute pictures of animals help too.

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Ready to build your landing page?

Whether you’re using a landing page template or building one from scratch, it’s essential to keep these best practices top of mind. And remember to test your landing pages to improve their effectiveness.

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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.

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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.

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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.

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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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