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27 Best About Us and About Me Page Examples [+Templates]

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Your about page summarizes your history, values, and mission — all in one place. That’s a tall order for just a few paragraphs. If you’re feeling stuck, turn to these about-page examples for inspiration. 

about us page example: laptop held in palm of hand

→ Download Now: About Us Pages Guide [Free Lookbook]

In this post, you’ll learn the ins and outs of creating the perfect about page. That includes best practices for writing about your mission, design tips, and templates to emulate.

Table of Contents

Featured Resource: Our 29 Favorite About Us Pages

about us pages examples

Download the guide to review what we love about these amazing about us page examples, plus a few tips about how to make one of your own.

What makes a good ‘About’ page?

A remarkable about page is genuine, approachable, and distinguished. Visitors should get a glimpse into what working with you might be like. You can include personal interests, stories, and photos that convey the unique story of your business. You may also include information about who’s on your team and what their roles are.

About pages are personal to you and your company, so the structure of your about page will vary based on what you want to highlight. However, you’ll start with the same writing process.

Let’s explore the set-by-step guide to building your about page.

1. Establish a mission statement.

Your about page can and will be more comprehensive than a single mission statement. However, to draw people in, you need to succinctly state your goal in the industry up front.

What is your business here to do? Why should your website visitors care? This information will give the reader something to remember about your company long after they leave your website.

2. Outline your company story.

Every business has a story to tell. Even if you’re running a startup with a brief history, you’ll want to share your company’s progress. Talk about how you got to where you are today on your about page.

Pro tip: Isolate the milestones before your company’s founding, and use them to give readers some backstory on your current venture.

3. Reveal how you’ve evolved.

There’s no shame in admitting how your business strategy — or even your way of thinking — has changed since you began. In fact, these evolutions can improve the story you tell to website visitors.

About pages are perfect spaces to talk about where you started, how you’ve grown, and the ideals that have helped your organization mature. Use these moments to show people that you’re always ready to change and adapt to the needs of your industry.

4. State your “aha!” moment.

Every good company was founded on an idea — something the current marketplace might not yet offer. What was your idea?

Use this “aha!” moment as a pivot point when telling your company story. What was a challenge you faced while developing your company? How did this challenge or discovery shape what you are today?

5. Explain whom you serve.

You want as many eyeballs on your about page as possible. However, you won’t do business with every single website visitor. That’s why you must identify and mention your core customer.

Your about page should explain the exact people your business helps. This allows prospects to know if your service aligns with their needs.

6. Explain what you’re offering them.

Companies often generalize their offering in the website copy, making it hard to understand what the customer is actually paying for. In a sentence or two, explain exactly what a potential customer will gain from your business.

This succinct summary will keep visitors on your website for longer and get them interested in learning more.

Pro tip: Sometimes, businesses are afraid that in-depth explanations of their products aren’t interesting enough or will sound unappealing in writing. That’s a fair concern. Start by explaining what problem your offering solves. Then, link to a page with more information.

7. Cite examples of whom you’ve served.

Got some loyal customers in your portfolio? Use your about page to tell the world about them. Consider naming your most successful clients and linking to a case study.

Case studies can influence your prospects’ purchasing decisions since they show your company’s past successes. Plus, they help prospects to envision their future success through the stories of your best customers.

8. Describe your values.

Customers want to be treated like human beings. For that to happen, they need to feel that they’re being served by human beings. When finishing your about page, describe who you are as a person or a team. What’s your company culture like? What bigger picture in life drives your business?

Pro tip: Future employees are a secondary audience of your company’s about page. This is another reason to describe your personal values on your about page. Done right, this allows you to hire job candidates who align with everything your company represents.

A brilliant about page design goes beyond just incorporating your company color schemes. It includes your choice of fonts, visuals, icons, and more. Here are seven tips for designing a great about us page.

1. Choose the right color scheme.

Humans have a natural response to different colors, and the colors you choose can impact your conversion rates. That’s why you need color psychology.

For instance, blue connotes security, strength, wisdom, and trust. Both BlueCross BlueShield’s logo and webpage make use of the color to reinforce that their patients are in knowledgeable hands.

About us page design branding infographic

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2. Include creative visuals.

The visuals on your about page make your brand more human. What’s even more important is to use visuals of real people, not stock photos. For instance, the HubSpot about us page has an image of our founders.

HubSpot founders

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And let’s not forget the cute dog beside our CTO. This photo makes our brand warm to users and helps us show the faces behind the HubSpot brand.

Go a step further by using videos to tell your company’s story. People seek connection. And there’s no better way to connect than to appear on camera. Here’s an example of a video from HubSpot’s about us page.

3. Choose the right staff photos.

Most about us pages include photos of staff — whether that be the C-suite, the founders, or all members of your team. If possible, opt for professional headshots on a neutral background.

Ideally, your team’s photos will have a similar color scheme to your company’s colors. Make sure both headshot backgrounds and your team’s outfits do not clash with the colors already on your site.

Pro tip: If you’re having trouble standardizing your staff photos, consider a black-and-white filter.

4. Use readable fonts.

Finding quality fonts is crucial when designing an about us page. If you want to use more than one font, tools like fontpair will provide you with excellent font combinations.

about us page design font combinationsImage Source

Additionally, you want to make sure your font is accessible to individuals with disabilities. This ensures all your visitors have a rich experience when going through your about page.

5. Avoid long paragraphs and sentences.

Long sentences and paragraphs make your content difficult for readers to consume. As a general rule, your paragraphs shouldn’t exceed 3-4 lines, and each sentence should be under 20 words.

6. Make the page responsive.

Not everyone will visit your page on their desktop browsers. Many will visit from their tablets and smartphones. Responsive design makes sure your page looks great on all devices.

There are several paid tools to check your about page responsiveness. But if you prefer free tools, this responsive design checker is an excellent option for testing the appearance of your about us page on 26 ​​screen sizes.

responsive design checker for content estate about us page

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7. Focus on load time.

No matter the size of your business, you’ll want your about page to load fast. If your page takes too long to load, visitors will click away.

You can check your page speed using Google’s PageSpeed Insights. If you find your about page takes too long to load, consider reducing the size of your images.

About Us Page Templates and Examples

About Us Template

You can create an about us template for your company website easily. Here’s how a standard layout for an about us page looks.

Hubspot about me template

No matter your business, your about page should include:

  • A mission statement. This describes the purpose of your business as it relates to the industry or market you serve.
  • A vision statement. Outline the future of your business in this section.
  • Your values. Core values help the reader connect with you and your business on a personal level.
  • A target market summary. Your site visitors want to know that they’re in the right place and that your company can help them.
  • A brief company history. Besides piquing your visitors’ interest, a brief company history can help the press describe your business accurately.

After you write a draft, you can use one of HubSpot’s done-for-you website templates to create your about page’s layout. These templates can be installed and customized in minutes.

Done-for-you About Us Page Templates

While the copy is an important element of your about page, you’ll also want to showcase your brand story and identity to the world. These about us page templates create a compelling, customizable user experience.

1. Touraza Template (WordPress)

If you want something with a little flavor, the Touraza template is a tasteful choice. With the “meet the team” section near the top, geometric designs, and striking typography, you’ll be able to showcase the humans behind your brand.

about me template example, Touraza

2. Logan Template (Shopify)

This template makes use of large images in a modern layout to break up the ample white space. The result: a clean and enjoyable reading experience.

The top of the page puts the brand story (or other introductory text) first, supported by a large image that speaks for itself. The pops of color can be customized to your brand style, drawing emphasis to your CTA.

About us page template, logan

3. Munchies Template (WordPress)

This theme is great for small businesses with a brief company history. You can start by explaining your mission concisely, then jump right into important links.

about us template, munchies theme

4. Mobirise Template (WordPress)

This visually compelling page allows you to disperse information evenly. The excellent use of white space means there’ll be no giant wall of text to impede readability for your webpage visitors.

You can briefly describe your history at the top of the page. The three icons allow you to lay out your most important values. Plus, the page features a carousel, so you can include headshots and titles for your teammates.

about us template, mobirise theme

Best About Us Page Examples

1. Yellow Leaf Hammocks

Good stories humanize your brand, providing context and meaning for your offering. What’s more, good stories are sticky — which means people are more likely to connect with them and pass them on.

Yellow Leaf Hammocks tell users about its product by describing how the hammocks empower artisan weavers and their families. The company breaks down different pieces of the story into sections that combine words and easily digestible graphics.

About Us template example, yellow leaf hammocks

Pro tip: Put your storytelling skills to work on your about us page. Using descriptive and emotive copy and gorgeous graphics, an about us page with a story works harder for your business than a generic one.

2. Eight Hour Day

Some people think about us pages have to sound formal to gain credibility and trust. Well, that’s not entirely correct, because most people find it easier to trust not-so-formal human beings. So keep your us page friendly and real.

Take inspiration from Eight Hour Day. They humanize their brand by showcasing the people behind the company.

About Us template example, eight hour day

What we love: Introducing the founders with inviting photos on this about us page drives home the point that Nathan and Katie are “two individuals with a passion for creativity — creativity makes us happy.”

3. Apptopia

People want to know what your business does and how it can help them. After all, if people can’t figure out what you do, how will they know they need your product or service?

So, skip the industry lingo — that’s what Apptopia does on its about us page. Their simple but polished language effectively communicates the company’s offering while still allowing the average person to understand it.

About page example, apptopia

What we love: Apptopia uses short and punchy sentences to explain complex products and ideas in a way that isn’t patronizing. The copy on this about us page leads with empathy.

4. Moz

Instead of following the classic about us script, try something different. Take Moz, for example. A lot has happened since they found the company in 2004. This page shares the company’s milestones using a fun and clean design.

Moz’s about us page incorporates clear headers, concise blurbs, and little graphics to break up the text.

about us example, moz

What we love: Note the humble references to how Moz received funding, how it switched its brand positioning — and, most importantly, how it switched back to its original model. This speaks volumes about the value that honesty and humility can play to your customers.

5. Yokel Local

On its about page, Yokel Local spotlights its clients, its story and mission, and the team behind the brand.

This last element is key because Yokel Local knows that its vibe wins over prospective clients. After all, when you hire an agency, you’re hiring its people. And people have personalities.

Yokellocal about us page

What we love: Because “Yokel Local” is a bit of a kooky name that gives people pause, the company pokes fun at it by providing the definition. This then leads to photos of the team at work (and at play), the agency’s story, its mission and values, and the people who make the magic happen.

6. Nike

Nike began on the campus of the University of Oregon at the hand of the college’s track coach, Bill Bowerman.

Even though he no longer works at the company, one of his beloved quotes still brands the bottom of Nike’s about us page: “If you have a body, you are an athlete.”

about us example, nike, bringing inspiration and innovation to every athlete in the world

This bold sentence, referenced by the asterisked “athlete” in the words right above it, sheds important light on Nike’s audience.

The brand may be big today, but Nike is all about the rising stars whom the company depends on, according to the rest of its about us page, to “expand human potential.”

What we love: Nike clearly knows its audience and makes its mission obvious to them as soon as they land on the about us page. There’s no question that the visitor is in the right place and understands exactly what Nike has set out to do.

7. Bulldog Skincare

The best about us pages use a good mix of color, have personality, and stay true to a company’s unique brand voice. Let’s look at Bulldog, a skincare brand for men.

The about us page is pithy and leads with a cute bulldog — fitting the name and the brand. It also states the purpose of the products — to help customers from waking up with the (admittedly adorable) wrinkly face you see when you visit Bulldog’s website.

About us example, bulldog

What we love: Bulldog isn’t afraid to have fun with its brand. That bit of humor makes this about us page anything but typical. It primes visitors for a story in a way that makes them immediately feel connected to Bulldog’s mission and vision.

8. Doomtree

Made up of talented artists with thriving solo careers, Doomtree brings these musicians together to work on creative projects as a crew. The group “started as a mess of friends in Minneapolis, fooling around after school, trying to make music without reading the manual.”

As soon as you arrive on Doomtree’s about us page, you’re greeted with big, bold photos of those friends.

About Us Page Examples: Doomtree

As you scroll down, you get more interaction with the crew’s events and music tracks. That makes sense because it gives visitors an instant sample of Doomtree’s product.

About Us Page Examples: doomtree events

Pro tip: Find ways to use multimedia elements. If a picture is worth a thousand words, a video will be worth many times more. Consider combining your unique story with audio and visuals like Doomtree.

9. Below the Fold

Below the Fold is a company committed to “sharing news stories you aren’t hearing anywhere else.”

With that in mind, the big headline on the about page introduces the company’s purpose. Further down, you’ll find four core values, how the business generates revenue and more details about the team behind the scenes.

about us example, Below the Fold

What we love: This page gets straight to the point about what Below the Fold is, who it serves, and why it exists. The simple design lacks color, embellishments, and sensational imagery, so the reader can focus on what the company has to say — a direct nod to the mission statement.

10. Ceros

Ceros’ about us page is interactive and engaging. As you scroll, you see a timeline of the company’s achievements since the year 2006.

Next, there’s the awesome design of awards the company has received. This positions Ceros as the choice brand for potential job seekers.

Ceros about us page

What we love: Ceros keeps the text on the page short and sweet, with powerful statements like “our mission is to inspire & unlock creativity.”

 Ceros about us page1

11. Sweet Loren’s

From start to finish, Sweet Loren’s about us page is playful, engaging, and colorful. The page starts with a 60-second video and even incorporates cookie dough-scooping gifs. As you scroll, you’ll move through some of Sweet Loren’s impressive values, including inclusivity and refusing to compromise.

What we love: Sweet Loren’s yummy products are last on the page, ensuring you’re fully primed to purchase only after learning about Sweet Loren’s mission.

about us page example, Sweet Loren's

12. TalEx

TalEx began when two women left a major recruiting firm to build their own. TalEx has since seen unprecedented growth at 4,900% in the three years. The company’s about page captures this history and more.

What we love: The company’s emphasis on social responsibility takes up nearly half the page, making this core value clear. The statement explains TalEx’s commitment to donate 5% of its annual net profit to philanthropic organizations. People who visit the website know immediately that giving back is important to the team at TalEx.

about us page example, TalEx

13. LoveBug Probiotics

LoveBug Probiotics’ page effectively includes all the information you’d need on the company to make an informed purchasing decision. That includes how the founder came up with the idea, her personal ties to the vision, and the science behind her probiotic.

While the products are science-backed, the about us page doesn’t confuse visitors with difficult-to-understand facts. Instead, the page is straightforward and helpful.

About us example, lovebug

What we love: This about us page features an image of the founder’s four young children wearing “Chief Fun Officer,” “Chief Giggle Office,” “Chief Silly Officer,” and “Chief Humor Officer” T-shirts. There aren’t many pages with cuter introductions than that.

14. Brown and Coconut

Sometimes, simpler is better — as is the case with Brown and Coconut. This about us page features a photo of the two co-founders alongside a few paragraphs of text outlining the brand’s vision.

Brown and Coconut’s about page uses no-fuss language to describe the business.

What we love: Rather than ending with a CTA directing visitors to its products, the co-founders choose to include a CTA for visitors to follow the business on its social channels, thus promoting a more effective, long-term lead generation strategy that starts with brand awareness.

Brown and coconut about us page

15. Kuno Creative

Kuno Creative’s about page effectively focuses on what makes the company different: its people. While the first paragraph describes the origin of the digital marketing agency, black-and-white headshots of all its employees take most of the page up, along with descriptions of each member.

What we love: If you’re unsure what you want to include on your about us page, consider noting how Kuno Creative focuses on its people, rather than its product. This offers a great way to humanize your brand.

about us example, kuno creative

About Me Page Templates and Examples

About Me Template

About me pages vary‌, but most great pages include a few standard elements. You can see a suggested template from HubSpot below.

about me template, Hubspot

Make sure you include the following information on your page.

Next, you’ll see these elements in action in the examples below.

Done-for-you About Me Page Templates

1. Coax Template (WordPress)

The Coax template allows the typography and copy to take center stage. This text-centric approach highlights your personal accomplishments and sells your services. Consider laying out content like a resume with big subheads on the left and descriptive text on the right.

Plus, this template is powered by Elementor, a page builder that makes customization easy.

2. One-page Portfolio Template

Instead of a wall of text, this about me page is neatly divided into separate sections. The text at the top of the page allows you to describe your mission and background.

The icons in the next section call attention to three specific services you provide. Further down the page, you can explain those services in greater detail. You can also include photos to show what you can do.

about me template portfolio

3. Beckham Template

Your about me page should provide a highlight of your accomplishments, as well as an overview of your service. This template can help you put your best foot forward.

The Beckham template includes a suggested place to link your resume, as well as sections to show off previously completed projects.

What we love: Near the bottom of the page, you can show off important numbers. That includes how many clients you have, how many projects you’ve completed, and how much coffee you drank.

about me template, beckham

4. Calvin Template

For personal websites, consider placing your contact information front and center. Your visitors shouldn’t have to search to see how they can reach out.

The Calvin template makes integrating your contact information and personal story seamless. This template leads with email and phone numbers, and you can outline your services before including links to your work.

about me template, calvin template

Best About Me Page Examples

1. Joe Payton

The style and tone of your about page should match the services you provide. Let’s look at Joe Payton’s website as an example.

Not only do Joe’s illustrative self-portraits give him a personal brand that customers will remember, but also they show his expertise as a designer and animator. His website visitors can learn what he does in an easily digestible way.

about me example, joe payton

What we love: Joe freely expresses his values as a creative professional on a well-organized page. He tells a story that guides the reader through each section, without having them scroll endlessly to the bottom of the page.

2. Kero One

Kero One is a hip-hop artist and DJ from San Francisco. His about me page carries a valuable lesson to personal brands that cater to over one audience, especially if those audiences speak different languages.

Kero One’s about me page tells his story in English, Japanese, Korean, and Chinese. Including these East Asian languages helps Kero One connect with listeners in these different communities.

Pro tip: If your services are global or your offerings come in multiple languages, consider having your about me page in several languages.

About me page, Kero One in english

3. Aja Frost

All right, we might be biased in highlighting this professional, as Aja is our very own director of English growth at HubSpot. Nonetheless, the ingenuity she brings to the company isn’t lost on her website’s about me page.

Being a data-driven professional, Aja knows her clients are looking for more than her writing skills.

They want to see how her content has performed. With that in mind, her about me page tells a story of her career growth, which peaks — no pun intended — at an impressive line graph showing the result of an SEO strategy she implemented for the HubSpot Blog.

about me example, aja frost

What we love: Aja understands the value of being personable even in a digital space like an about me page. She closes out her about page with a personal note on what she does in her spare time — a great way to humanize yourself in the eyes of your potential customers.

4. Madison Butler

Madison Butler is an HR change-maker “committed to deconstructing the status quo and rebuilding corporate America, one organization at a time.” She does this through her DEI work and her advocacy.

Her about page, which doubles as the site’s homepage, calls this out at the very top in one bold statement: “I am here to ensure organizations know how to make space for everyone.”

What we love: Madison’s about page is effective because it stays true to her mission while being simple, effective, and to the point. The second sentence in the headline, “You belong here,” underscores the inclusivity of Butler’s mission and work.

About me example, Madison Butler

5. Sara Dietschy

This professional YouTube content creator has an eclectic collection of videos related to technology and culture and expresses that diversity all over her about me page.

Besides the vibrant self-portrait at the top of the page, Sara’s first sentence tells you just how many people subscribe to her channel: 835,000.

This is an important number to know for her potential video advertisers and collaborators who want to know how much exposure they’d get by working with her or advertising on her channel.

Sara Dietschy about me page

What we love: The color text on her page highlights key information. This helps the reader navigate the page and understand what’s important for them to know.

6. ShaDrena

ShaDrena is a graphic artist whose mission is to “visually build creative rebellious brands beyond a logo.” In three sections — about, bio, and random facts — the audience gets the full ShaDrena experience, which is more than just design. It’s also about voice and personality.

As a self-described “creative hustler,” “rule-breaker,” and “designer of dope brands,” the language ShaDrena uses on her site comes across as edgy and authentic.

What we love: ShaDrena’s about page is counterintuitive to what someone might expect from a graphic artist. ShaDrena presented most of the content in black, white, and gray, which puts all the focus on the composition of her design.

About me example, ShaDrena

7. Marc Ensign

On his about page, Marc Ensign takes his work seriously without taking himself too seriously. Marketers know there’s value in keeping a casual tone in the content they create, but to attract customers, you need to prove you have discipline and integrity. This often proves to be a tough balance to get right.

What we love: Marc Ensign nails the balance between friendly and formal with a confident opening statement. This draws the reader in and establishes Marc as a relatable partner to work with.

about me example, Marc Ensign

8. Miracle Inameti-Archibong

With an excellent design that emphasizes her copy, Miracle Inameti-Archibong’s site is a master class on how to do a one-page website well. Miracle presents the content with large clear images, bold colors, dynamic angles and blocks, and simple typography.

What we love: Miracle’s about me section spans over a decade, but it’s laid out in just four sentences. The reader can easily understand her career span without being overwhelmed with excess information.

9. Haley Shapley

Haley is a freelance writer and editor who uses a single-page format for her website to showcase her personality, writing samples, and professional services. The site also features a very cool animated video effect in the background, creating a sense of space and movement.

About me example, Haley Shapley

What we love: Haley leads with an important number: She can write over 100 articles a year. Starting with an impressive data point helps show her level of experience.

10. Amy Blaschka

Amy Blaschka’s portfolio features plenty of white space, balanced out with a bright blue header that really pops, and orange buttons for conversion actions (i.e., “Let’s talk”). Her use of video to explain what she does also helps her stand out in a crowded space.

about me example Amy Blaschka

What we love: To showcase her creativity and individuality, Amy has a list of bullet points of things she loves and things she doesn’t love. She also provides website visitors with three (yes, three!) different versions of her bio: a short one (under 75 words), one that’s longer (under 150 words), and her full bio, which takes up an entire page.

By doing this, she’s showing her talent for crafting messaging and educating prospective customers about who she is. Very sneaky, Amy!

11. Cathy Derus

Cathy Derus’ site features bold images and crisp text. The site also highlights Cathy’s appearances in major media outlets and publications, like Entrepreneur and Cosmopolitan.

About me template, Cathy Derus

What we love: Cathy’s about section features a full-page image of Cathy on her laptop, with a brief text introduction directly to the right of her. Instead of breaking up the image with text, Cathy overlays the text on the actual image, so website visitors get the feeling they are actually in her office with her. This is a great way to build credibility.

12. Matt Gray

Matt is a serial entrepreneur who now manages a portfolio of “soulful businesses.” His website promotes the paid courses he’s developed for entrepreneurs and the one-on-one coaching he provides to those looking for a more personalized touch.

Matt’s site provides plenty of content to help visitors understand who he is and what he does. The focus of the site is very simple: to get visitors to convert by signing up for his email newsletter.

about me example, Matt Gray

What we love: Below the bio section, Matt breaks down his offerings in a simple 1-2-3 format, providing something for everybody. Lower on the page, visitors find a mailing list sign-up form with a commitment of what subscribers will receive by signing up.

Tell the World All About You

Now that you’ve seen examples, it’s time to build your own about page. With a good story to tell, creative copy, humility, and digestible visuals, you’re on your way to an eye-catching user experience.

You’ll be standing out from a sea of about us and about me pages in no time. So, tell us, what makes you different? We’re eager to learn more about you.

Editor’s note: This post was originally published in October 2020 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

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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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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.

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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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