In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén welcome Tas Bober, Digital Strategy Advisor at Delphinium, to discuss effective strategies for creating high-converting landing pages in B2B SaaS marketing. Tas shares her expertise on crafting landing pages that drive conversions and maximize marketing spend, introducing her innovative “Chipotle Method” for efficient content creation.
Tas begins by highlighting a common issue in B2B marketing: many companies either don’t use landing pages or use them ineffectively, often sending traffic to their homepage instead. She emphasizes the importance of dedicated landing pages in converting leads and explains how her focus on this area has led to significant growth in her business. Tas then introduces her “Chipotle Method,” a framework for creating landing pages that treats content elements like ingredients that can be mixed and matched for different campaigns.
The conversation delves into the importance of mapping the buyer’s journey before creating landing pages. Tas outlines a process that involves understanding the market, identifying the ideal customer profile, analyzing competitors, and detailing product features and benefits. This thorough mapping allows marketers to create more targeted and effective landing pages that address specific customer needs at each stage of the buying process.
Tas also shares practical advice for marketers looking to quickly improve their landing page strategy. She suggests starting by cloning existing website pages, removing unnecessary elements, and adapting them for specific campaigns. This approach allows marketers to create dedicated landing pages without requiring extensive approvals or resources. Tas emphasizes the importance of testing different variations and using data to inform decisions about website content and design.
The episode concludes with a discussion on the value of high-quality gated content and the importance of transparency in marketing efforts. Tas shares her biggest “content marketing ick” – gated content that fails to provide real value to the reader. She advises marketers to focus on creating content that justifies the exchange of personal information and builds trust with potential customers. Throughout the episode, Tas provides actionable insights and strategies that B2B marketers can implement to enhance their landing page effectiveness and overall digital marketing efforts.
Featured Guest
Name: Tas Bober
What she does: Digital Strategy Advisor
Company: Delphinium
Noteworthy: Tas Bober is a digital marketing leader specializing in high-converting landing pages for B2B SaaS companies.
Featured Guest
Key Insights
The Chipotle Method: A Framework for Efficient Landing Page Creation
Creating effective landing pages doesn’t require reinventing the wheel for every campaign. The Chipotle Method treats content elements like ingredients that can be mixed and matched. By mapping out the buyer’s journey and product features, marketers can create 5-9 core landing pages adaptable for various campaigns. This approach allows for efficient content creation, consistent messaging, and easier testing. Marketers can focus on key elements like market overview, product details, and differentiation, then assemble these “ingredients” based on specific campaign needs. This method is particularly valuable for lean teams, enabling them to do more with less while maintaining quality and relevance across different marketing efforts.
Anchored Navigation: A Secret Hack for Improving User Engagement
Contrary to common belief, including navigation on landing pages can actually boost user engagement. By using anchored links within the page, marketers can guide visitors to key sections like FAQs or testimonials without risking them leaving the page entirely. This approach addresses the tendency of users to scroll quickly past the top fold, increasing the likelihood they’ll interact with important content further down the page. Implementing anchored navigation can significantly improve content consumption and potentially increase conversion rates by making it easier for users to find the information most relevant to their needs.
Gated Content: The Fine Line Between Value and Frustration
Gated content remains a contentious issue in digital marketing. While it can be an effective lead generation tool, it often frustrates users when the content doesn’t deliver on its promise. High-quality gated content should provide immediate value, such as actionable templates or unique insights not readily available elsewhere. Marketers should critically evaluate whether their gated content justifies the exchange of personal information. Transparency about the content’s value and respecting user data can build trust and credibility. Consider offering some high-value content ungated to demonstrate expertise and build goodwill, potentially leading to stronger, more qualified leads in the long run.
Episode Highlights
The Importance of Landing Pages in B2B Marketing
Tas Bober shares her journey into specializing in landing pages for B2B SaaS companies. She emphasizes the critical role of landing pages in converting leads and maximizing marketing spend. Many B2B companies either don’t use landing pages or use them ineffectively, often sending traffic to their homepage instead. This practice can waste marketing budget and miss opportunities to engage potential customers with targeted messaging. Tas explains how her focus on landing pages has led to significant growth in her business and expertise.
“I changed everything that night. The next day I had like two notable B2B SaaS companies… Through the agencies, we did some bids, won one of their businesses. So Snagit was one of the first companies that I worked with… Now I’ve done landing pages for multiple companies, small to big.”
Mapping the Buyer’s Journey for Effective Landing Pages
Tas discusses the importance of mapping out the entire buyer’s journey before creating landing pages. This process involves understanding the market, identifying the ideal customer profile, analyzing competitors, and detailing product features and benefits. By thoroughly mapping this journey, marketers can create more targeted and effective landing pages that address specific customer needs and pain points at each stage of the buying process.
“I map out this whole journey, which starts with market at a 30,000 foot view, which is, who’s your ICP? What product category you’re playing in and what is like your positioning anchor? Are you positioning against a competitor? Are you doing it based on a use case?”
The Six Frameworks for Landing Pages
Tas outlines six different types of landing pages that can cover most B2B marketing needs. These include a primary offer page, product-specific pages, comparison pages, trust pages, demo pages, and pricing pages. Each type serves a specific purpose in the buyer’s journey and can be adapted for different campaigns and audiences. This approach allows marketers to create a core set of landing pages that can be reused and optimized over time, rather than creating new pages for every campaign.
“Essentially there are like six frameworks… You don’t need 60 landing pages and you don’t need to send them to your homepage. You can just create this core set of like six, seven, eight, maybe nine landing pages eventually, depending on your mix, and you can run them forever.”
Quick Wins for Improving Landing Pages
Tas provides practical advice for marketers looking to quickly improve their landing page strategy. She suggests starting by cloning existing website pages, removing unnecessary elements, and adapting them for specific campaigns. This approach allows marketers to create dedicated landing pages without requiring extensive approvals or resources. Tas emphasizes the importance of testing different variations and using data to inform decisions about website content and design.
“Go to your website, clone your homepage. Take off the nav. Create, add a URL that says LP slash, whatever your software name is, right? And that’s your primary offer page. You’re gonna kill a bunch of the award blocks and all the other stuff that’s on there, things that don’t really matter.”
