Bottom-of-funnel Content for Growth-Stage B2B SaaS | Content Strategy Vibe Marketer⚡️| Founder @ BOFU.ai

I was an in-house content strategist for over a decade. 
I got amazing results running BOFU programs in-house.
But since becoming a consultant I've been able to:

✅ Increase blog conversions from 6 to 30/mo ~ 5 months
✅ Achieve over two dozen first page rankings for teams 
✅ Take blog conversions from 5% to 30% ~ 90 days
✅ Drive 7-figures in attributable inbound pipeline
✅ Empower content teams to learn BOFU marketing 

When clients come to me they have a very specific goal:
Drive inbound leads, sales and customers from their blog 

But they're usually running into the following problems:
❌ Too much (or only) top-of-funnel content on the blog 
❌  Seeing an increase in traffic but not leads 
❌  Most of the leads are coming from paid ads vs oragnic
❌  Their content team is lean and limited on resources 
❌  Content and SEO agencies aren’t delivering
❌  In-house writers have knowledge gaps about BOFU 
❌  Not able to clearly attribute content to pipeline 

Here's how I help content teams:
- Creating a bottom-of-funnel comparison page strategy 
- Showing clear content to pipeline attribution 

If you’re a VP of Marketing or Marketing lead and you’re facing one or more of these problems: 

- Producing content there’s a lack of strategy and direction
- Not seeing attributable inbound signups from blogs
- Working with SEO agencies but not seeing inbound leads
- No or limited inbound leads coming from the blog  
- You or your team's knowledge of BOFU is limited 

I'm here to help you out. 

Let's talk!

Lashay Lewis

BOFU.ai is officially open and taking users. 

Below I’ve done a quick demo walkthrough that I said in the beginning would be 2 min. 

Spoiler: It’s not 2 min because even in 2026 I can’t get any video under 2 minutes apparently. 

Some capabilities include:

Feature capability extraction
Documentation upload
Image editing

There are only two prerequisites to signing up:
1. You must be a SaaS company so BOFU can run through your product.

2. You must have some sort of account for BOFU to use (like a demo or dummy account) 

This has been a long time coming with lots of lessons learned. 

We’re excited to welcome you in and are ready for feedback to make this the best product we can.

Lashay  Lewis

Founder @ BOFU.ai | Bottom-of-funnel Content for Growth-Stage B2B SaaS | The BOFU Queen

Paid ads landing pages for growth-stage B2B SaaS | 400+ websites, 3x B2B Digital Marketing leader

Hi! I'm Tas (rhymes with SaaS. Coincidence?)  

Real talk: we do landing pages wrong in B2B. We're so focused on conversions that we completely forget that the B2B buying journey is non-linear, the buying committees are larger than ever, and the marketing teams are drowning in lack of resources with unrealistic targets.

This means that on-page conversions aren't a good indicator of success. Consumption of information is. 

We need to create landing pages that give buyers the information they need to make a business case and put us on the shortlist for evaluation. 

We need landing pages that match how B2B buyers buy. 

So I created The Scroll Lab (by Delphinium), a niche B2B marketing consultancy specializing in paid ads landing pages for B2B SaaS companies.

Here, we help you create a foundational set of landing pages that you never have to turn off. 

Here's our process: 

1. Create a killer business case for your buyer. 

We explore keywords, competitive solutions, buyer motivations, use cases, and objections to assemble exactly what your buyer needs to know. 

2. Build core landing pages (wireframe + copy)

Once we know what exactly your prospects need to see, we'll build a set of landing pages that ensure they see it. 

- Product Overview Page - your core value propositions 
- Comparison Page - you vs the alternatives in the market 
- Trust Page - proof of your credibility (both owned and sourced) 
- Pricing or Demo Page - time to decide 

3. Measure and Optimize 

In B2B, where it can take anywhere between 30 - 50 touchpoints before a buyer decides to interact, we will measure effectiveness and make optimization recommendations based not just on conversions, but how buyers are consuming the information. 

We stay with you for 2 testing cycles then build a testing roadmap that your team can manage independently after.

--- 

The results of putting the buyer first and focusing on consumption: 

- 265% increase in purchases for SnagIt (screenshotting tool) 
- 0.13% to 3.43% increase in meetings booked for Conveyor (security questionnaire automation) 

After managing over 400 websites in my 15-year career and making a TON of mistakes, I now help B2B marketing teams create landing pages for their paid media programs that do exactly all of the above. 

How I can help you: 

1) Follow along for content about B2B SaaS landing pages, B2B marketing, and niche consulting. 
2) Sign up for my free resource hub with 150+ pieces of actionable landing page & website tips.
3) Work with me for 1:1 help

Tas Bober

I moved here 15 years ago for a better life. 

Because America, in my mind, was a place where me, a woman of color, would have:

1) More freedom and less restrictions 
2) A safe place for my future family 
3) Opportunities that weren’t limited because of the color of my skin or gender 

Was I wrong? I felt good about that decision the first few years. 

In 2019, I was a permanent resident - same rights as a citizen except jury duty and voting. I was eligible for citizenship but wasn’t in a hurry. 

Then the political landscape changed. Drastically.  I was pregnant with my daughter and my husband urged me to get citizenship as an additional protective layer. 

He, a Caucasian US American man, was worried his wife and daughter would be taken from him. This was 2019. 

So I got it. But it doesn’t mean anything today. 

Today, my friends back home are checking in on me daily. They’re asking me if I’m okay, if I feel safe, and that if I need to come back, I’d have a safe place to go to. 

It doesn’t feel right to sit here and talk about landing pages or pipeline or comment for your inconsequential playbooks. 

Today, I worry because I’m helpless. Everything can be lost in a second. I feel like I’m just biding my time, even with every single piece of legal documentation to be here. 

Ironically, my only saving grace is that I live in a red state. 🫠

I worry for my interracial children, I worry for myself, I worry for my friends, I worry for the people who think this is okay, and I worry for this country.

Paid ads landing pages for B2B SaaS | 400+ websites, 3x B2B Digital & Website leader | Co-host of Notorious B2B 🎙️

Everything feels like it’s on fire.

But sitting on the sidelines isn't really an option anymore. Our kids are watching. The best way to teach is to model. 

The best way towards "better" is to be the change. 

So I did one thing that at least moves in that direction. 

I joined the Marketing Committee for Seeds of Caring.

This org teaches kids empathy, not just by talking about it but by doing. It gets kids involved in: 

- Packing meals for food banks.
- Making care kits for shelters.
- Volunteering with their hands, time, and hearts.

And being surrounded by families trying to raise kids who give a sh*t about each other.

Because I don’t know how to fix the country, but I can help raise kids who’ll do better than we did.

Here's how our week has gone: 

- Witnessed horrific situations across the country 
- Attended client meetings with a smile 
- Printed copies of my legal documents 
- Taken care of two sick kids with 102 fevers 
- Shoveled through 3 feet of snow (twice) 
- Placed copies of documents in each vehicle 
- Built a landing pages for ABM deck for a talk 
- Arranged backup care for no school all week 
- Joined the marketing committee for a nonprofit 
- Recorded the latest episode of Notorious B2B 
- Reviewed episodes with the YT agency 
- Reviewed landing pages 
- Planned for 2026 content 

Not all of these are normal. 

Please give each other grace this week.

Marketers gearing up for another year in B2B.

Paid ads landing pages for B2B SaaS | 400+ websites, 3x B2B Digital Marketing leader | Co-host of Notorious B2B 🎙️

Ok, I'm going to go out on a limb here and say: 

No one has ever bought software because you used their logo on a landing page. 

"But it's personalization!" 

Sir, it's a parlor trick. You know it. I know it. Your buyers know it. 

I've seen it 1,000 times. 

"ABM personalization AT SCALE" is an oxymoron. 

It's not meant to scale. Or have a template that you can create across 1,000 accounts. Wut. 

It's meant to be personal. But personal doesn't mean slapping their logo, first name, and mom's SSN on the page. 

For B2B buyers, it's justifying the purchase. It's answering key questions based on where they are, like: 

Need CFO buy-in? Here's your cost breakdown. 
Need Legal buy-in? Here's how we're compliant. 
Need IT's help? Here's our implementation package.
Need references? Here's how your peers used us. 
Need reassurance? Here are our baseline results. 

Now, not ALL of these on the page. But one or some of these based on where buyers are in the decision process. 

THAT'S ABM personalization. 

Not "Hey Rick, I see you on this page. How's little Sammy doing? 😏" 

I’m going deeper into this at the 2026 LinkedIn ABM Bootcamp hosted by ZenABM.

My session: Why your ABM campaigns deserve better landing pages.

The cohort starts Jan 26. It includes workshops on by ballers like: 

Tim Davidson, Patrick Spychalski, Gabriel Ehrlich, Ali Yildirim🌲, Philip Ilic, Maximilian Herczeg, Kamil Rextin, Casper Emil Sciuto Rouchmann, Katya Tarapovskaia, and Emilia Korczynska

On topics like: 

- Building your first ABM strategy
- Using Clay for ABM 
- Target account list building
- Campaign strategy and LinkedIn ad planning
- Follow up sequences for high intent accounts
- Campaign setup and live teardowns of your ads

I would've cried TEARS of joy if this existed when I was in-house, and then cried TEARS of sadness if I missed out. 

So grab a spot because they are limited. 

zenabm(dot)com/abm-bootcamp

Next up in using my B2B skills for good: 

I’m part of the first diversity and inclusion PTA committee at my daughter’s elementary school. 

This is our second year throwing an International Festival where we teach kids about different cultures through food, activities, and performances. 

This year, I was in charge of performances. So I did it the B2B way: COLD OUTREACH, BABY. 

I reached out to local music, dance, and cultural organizations around the Columbus area. 

I knew I’d get a response but not THIS kind of response: 

- We had a community artist bring a mandala for the kids to color together 

- We had karate coaches and dance rooms 

But…the most amazing and shocking: 

We had volunteer performances by the Columbus Cultural Orchestra and the Columbus Symphony. 

All at our little elementary school in a little suburb in our city. 🥹

It’s so comforting knowing there is still so much good in the world. 

Most importantly - the kids had a blast and left knowing that being different and together is a beautiful thing. 

So glad to be part of the change and such meaningful work. 

Here’s the cultural orchestra doing a classical rendition of “Unthinkable” by Alicia Keys, one of my favorite songs ever. 

I’m still recovering from last night 🥲

Part 2 of reinvesting our sponsorship dollars back into Notorious B2B: 

We hired a YouTube growth agency. 😬

We’ve spent years building our followings on LinkedIn, but YouTube is a completely different beast.

Like a scary beast. 

Options: 

1) Do it ourselves (we did that poorly the first year). 
2) Learn about it (lol, ain't nobody got time for that) 
3) Hire someone who knows wtf they're doing 

We're specialists. We are hired because we know LinkedIn Ads and Landing pages best. 

It costs money, yes, but the quality and time saved is worth it. 

We get the value of hiring niche talent. 

Same with YouTube. 

We've worked with them for ONE week and here's what we’ve already learned so far:

1. Embrace the cringe. 

The agency had us take a series of photos with exaggerated expressions. Shock, anger, confusion. It feels ridiculous. It goes against every professional instinct I have. 

I got over it with LinkedIn, I can do it for YT. We're playing the game.

2. Goodbye Zoom. 

We officially upgraded to Riverside. The video quality is higher, and the editing workflow is actually built for podcasts. Are we big time now? 

Actually, don't answer that because regardless, Tim Davidson bought an annual contract, so no going back now. 

Here's a weird image Riverside gave us lol

3. Better research. 

Tim and I love to riff, but we’re becoming more intentional with our hero stories. Better research means better arguments, which means a better show for you. (Mostly).

4. Shorts are non-negotiable. 

We did some of it, but with experts behind the wheel, we're going to have very intentional ones that go out with each long form that we can then repurpose. 

5. Optimizing our channel page 

Just like your LinkedIn profile, you need to make it work for you. 

6. Better accompanying content 

We were winging our episode titles, descriptions, and thumbnails. They'll a/b test them, tell us the best ones, run them, and analyze what went wrong/right. 

--- 

Will this actually move the needle for our listener numbers?

TBD. 

But we’re going to share the results regardless. 

Our goal is incremental growth and visibility for both the podcast and our sponsors. 

Really excited to see where this version of the pod goes.

PS: Speaking of, we are open for sponsorships mid-February with first right of renewal for our existing amazing sponsors, of course. Like Tim says, "it's like getting with NVIDIA ground up, baby"

B2B marketing is harder than it was two years ago. 

Budgets are lower than they've ever been 
Growth targets are higher than they've been 
Oh, and go do it with 2 people and AI! 

The B2B way 😅

The old playbook of "lead gen at all costs" is broken. Buyers don't want to talk to you yet. They want to research, consume, and build their own internal case first.

The companies that win are the ones who: 

1) Are information forward 
2) Create memorable experiences 
3) Ultimately own *mindshare* with the buyer. 

I recently launched a free Masterclass with Goldcast to show you exactly how to build and measure landing page experiences for this new reality.

We broke it down into two core sessions:

---

SESSION 1: 6 things your buyer needs to see before they ever talk to you. 

Spoiler alert - it has nothing to do with AI. It has everything to do with the context they need before you ever ask them for their information or time. 

---

SESSION 2: The metrics that actually matter 

Conversion rate is a lagging signal. Buyers have completed 80% of the research before they talk to you. 

Sooo...what should you be looking at? I show you how to track behavior signals and see if they're trending in the right direction. 

Then we walk through 2 examples (one PLG and one SLG) of how behavioral optimizations work for B2B. 

---

The full Masterclass is free. Go get 'em. 

Access it here: goldcast(dot)io/learn-mindshare

PS: There are a whole host of other masterclasses they're releasing with amazing people so still give it a looksie even if you aren't as obsessed with LPs as I am. 

*This post took me 21 minutes to write*

If you need a single reason to come to Above the Fold in 2 weeks, this is it. 

And no, not because it's Florida in February
OR that it's straight workshops, zero talks 
OR that there's no crappy swag 

It's that I need to win. 

Sahil Patel gave all the speakers a specific code people could use. 

He wants direct attribution. 
People love discounts. 
And I LOVE to win. 

It's like a content creator Hunger Games 

(Siri, add this to my list of future ideas) 

It's as easy as that. 

But if you need more justification for your boss, here you go: 

Treat it like paying for consulting hours in bulk. Nowhere else would you get masters of craft like this in one place to pay attention to YOUR specific website.

- Homepage Positioning (Anthony Pierri + Rob Kaminski)
- Agentic workflows (Alina Vandenberghe 🌶️)
- Interactive Demos (Eric Holland 💀)
- Content strategy (Jess Cook)
- Pricing Pages (Sahil Patel) 
- Paid Landing pages (Hi, it me)
- Comedic relief (Tim Davidson) 

+ Tim and I will be doing a live recording of Notorious B2B 
+ Sahil will be doing a live recording of CRO Crimes 

This is the last week to get me to win... I mean... last week to get tickets and go home with a list of things to implement for your website. 

WHEN: Feb 9–11
WHERE: Ft. Lauderdale, Florida 
DETAILS: spiralyze(dot)com/abovethefold 
CODE: ATFTAS for 10% off

Fun fact: While we're obsessed with comparison pages with our competitors, about 60% of our deals are lost to this 1 thing - 

No decision. 

According to various studies (including those by our fave homies at Gartner, Harvard Business Review, Sales Lion, and Sharp Stance), here's what we're facing: 

The "No Decision" Reality: 

- 60% of all deals in a typical pipeline are lost to indecision rather than a direct competitor.

- 87% of all sales conversations show medium to high levels of buyer indecision.

Why Buyers Stall: 

1) Fear of Messing Up (FOMU): 56% of "no decision" losses are driven by a buyer's anxiety of making a mistake rather than preference for the status quo.

2) Complexity: 77% of B2B buyers described their latest purchase as very complex or difficult.

3) Stakeholder consensus: Buying groups now involve 6 to 10 stakeholders on average.

4) Overload: Indecision is frequently triggered by a combination of choice overload, information overload, and uncertainty about the final outcome.

Decision trends to watch for in 2025-2026: 

1) Longer cycles: 75% of B2B buyers are taking longer to make purchase decisions now than they did in 2023.

2) Digital research: Buyers complete 70% to 80% of their research before ever contacting a salesperson.

3) The "rep-free" preference: 75% of B2B buyers prefer a sales experience without a representative if it can be entirely self-serve.

SO WHAT DO WE DO ABOUT IT? 

Stop fighting over who has the better "best-in-class" solution. Start fighting the friction of doing nothing.

1) Empathize with the pain of staying the same

Changing a process is risky, expensive, and involves office politics (whether they go with you or the other guy). 

2) Emphasize the hidden costs 

Staying the same is going to cost them more over time - either in more resources, time, and/or money to keep it going. 

3) Help with internal risk 

If the buyer can't build a business case with your data, they won't risk their reputation to champion you.

4) Address the real objections 

Buyers know change also costs time and resources (maybe more upfront at first). If you don't address implementation timing, the support they'll get, and how this fits into their messy current reality, they'll assume it’s too hard.

5) Let them self-qualify 

Give them the information they need upfront so they feel respected and comfortable enough to take the next step with you. 

---

Make the change feel safer and the deal will move. 

Give the buyer the "buying memo" they need to convince their team that the risk of staying put is higher than the risk of switching.

*This post took me 36 minutes to write, not including research time*

Here's a process that helped me pick the RIGHT paid media agency when I was in-house. 

CONTEXT: 

1) I saw a few posts floating around in the Exit Five community about agencies - pricing, how to pick the right ones, etc. 

2) Before I became the purple landing page troll on LinkedIn, I spent 15 years in-house, either part of or leading Digital and Website teams at B2B companies.

Managing agencies was a large part of my job. 

And yes, I have been burned by many. Like more than some of my past relationships, burned. 

So I came up with a process to evaluate them because my job, goals, and budget were on the line. 

This was pre-AI so we’re going OLD SCHOOL, PEOPLE. 

THE PROCESS: 

1. A Soft RFP doc (external) 

You need to set SPECIFIC expectations so you don’t waste everyone’s time. 

What are you looking for? 
What metrics are you holding them to? 
What do you expect to see in a proposal (so you aren’t spending 70 minutes on a 70-slide deck that says nothing) 
And yes, what’s your budget range? Many agencies will self-qualify based on that. Everyone wins. 

2. A scoring doc (internal) 

Once you get a few to evaluate, you can score them based on the requirements in the soft RFP. That way you aren’t making emotional decisions or just guessing which one is best. 

---

Using this process, I found my fave paid partner and worked with him at 2 companies while in-house. 

Then blackmailed (I mean, asked very sweetly) for him to work with my clients once I went out on my own.

I'm very reluctant to share him (hashtag onlychild), but will for the right people. 

Either way, here are the templates of the docs I used with a Loom explanation. 

Let me know if it helps. 

PS: I am on the treadmill during the Loom, so sorry, not sorry if I'm out of breath. I'm a mom of 2, I have to get the workouts in when I can to maintain the mom bod. 🤣

Fun game for a prize: Tell me what you do in ONE sentence. 

As clearly, concisely, and quickly as you can.  

Comment with yours, vote on ones you like (by liking the comment). 

The person with the most votes can choose a prize: 

- A free landing page audit 
- A one-hour chat about anything
- A secret revealed about Tim Davidson 
- A ticket to Above the Fold event in Florida* 

At the very least, you get other people seeing what you/your company does, at the most, you get that PLUS a cute prize. 

Notes:
- No, I will not put you in some nurture if you participate 
- No, I will not send you a connection request and pitch 
- Yes, I have bright ideas on Fridays that I usually regret by Monday, so capitalize on this while you can

Ex. I help B2B companies with their paid media landing pages. 

--- 

*Above the Fold is a B2B event with 2 days of in-person workshops and networking for B2B SaaS marketers. 

Because it's a small event (75ish B2B marketers), experts like Anthony Pierri, Rob Kaminski, Jess Cook, Alina Vandenberghe 🌶️, Sahil Patel, Eric Holland 💀, and yours truly will be working on YOUR website with you. 

Personally, I just want out of the snowmageddon headed our way. 

Feb 9 - 11 
Ft. Lauderdale, Florida 

More info at spiralyze(dot)com/abovethefold

This was not meant to be a promo for Above the Fold, but the marketer in me couldn't resist.

taplio

The Battle

Lashay Lewis

Tas Bober

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taplio

The Battle

Lashay Lewis

Tas Bober

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Engagements

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Lashay Lewis's LinkedIn Performance

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