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

If you want to create content that surfaces in LLM's...
Don't start with a keyword. Use these 3 steps.

I used to create content how most writers are taught.

- Look around the company's website
- Get a sense of what they really do
- Find keywords for their audience
- Check the volume
- Start creating

But doing research this way is backwards.

Keywords are less relevant with LLM's.

Queries aren't formed the same way there...

As they are in Google.

- They are longer.
- More contextual.
- More conversational.

So where do we start now?

How do we get content to show up in LLMs?

> Persona research <

Here's how it works (3 steps).

STEP #1. Dig into the pain points

Since LLM searches are more pain driven than keyword driven...

We need to dig into what pains our persona is having.

Then we reverse engineer those pains back into a potential query they could be searching.

And you find that pain through customer research.

Supporting inputs.

STEP #2. Gather internal documents:

- ICP documents
- Sales call transcripts (GOLD)
- Closed/won data
- Analysis step

STEP #3. Query Specifics

I then take that internal info and query certain specifics I want from it like:

- Basic profile
- Responsibilities
- Pain points
- Goals and objectives
- Decision making profile

This helps me get crystal clear on:

- Who I'm talking to
- What they're struggling with
- What their day to day looks like
- Their goals

So when I'm creating content...

All of these factors are taken into account.

Content isn't written in a vacuum.

Different personas will care about different features and outcomes of your product.

This is how you make sure they're all captured.

Why does this work for LLMs?

The words and phrases they're using to describe their pain on sales calls...

Are probably similar to the ones they're searching in LLM's.

Use that info to guide your strategy.

P.S. I built a really big playbook all about how I use AI to run my bottom-of-funnel process. Everything from customer research, to how I do framework based prompting. Its the same one I teach in my live workshop. 

Link in the comments if you'd like to grab it.

Lashay  Lewis

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

What if you could attend an hour long workshop.
And have a step by step process on ranking in AI search? 

Im partnering with the team at TripleDart to give you:
Creating a 3-Phase BOFU content system that ranks in AI search.

Im covering my entire productized process I've been running for my clients.

Nobody does BOFU the way I do so if you come you'll learn something new.

I haven't shown any of this outside of my paid workshop. 

Its happening tomorrow! 

Thursday, March 5, 2026 at 9:30 am EST.

Here's the link to register: https://lnkd.in/egXwJyYj

I hope you'll join us!

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

B2B buyers expect a relevant landing page for every ad they click. But most marketing teams are too stretched to build a new page for every campaign.

People assume they have 2 choices: 

1) They can send traffic to a generic homepage and waste ad spend 

OR 

2) They can burn out their team trying to custom-build a dozen pages from scratch.

Nothing we can't just solve with AI, right? Sure, if you like mediocre. 

The real bottleneck is the *way* you build.

I solve this with The Chipotle Framework: 

Think about their model. 

A burrito and a taco use the same core ingredients. They are just packaged differently based on what the customer wants.

Similarly, your landing pages should be modular, not manual.

1) The Wrap

Your Hero section. This is the only part you should change significantly to match buyer intent.

2) The Base

A consistent problem block. This shows the buyer you understand their pain before you try to sell.

3) The Meats

These are the specific ways your product solves the problem.

4) The Fixings

Proof points, logos, and testimonials to build credibility. Some extra blocks relevant to your business (ex. certifications). 

5) The Extras

The FAQ block. This is where you handle the objections that usually kill the deal, not just regurgitating what your product does. 

6) The Cash Register

A clear CTA, and what to expect if they engage.

---

Stop treating every campaign like a brand-new construction project, baby girl. 

Build the ingredients once. Reuse them forever

Bonus: Build the landing page first, then create ad variations from it. This way, they always stay relevant.

Paid ads landing pages for B2B SaaS | 400+ websites, 3x B2B Digital & Website leader | Co-host, Notorious B2B & The Marketer’s Exit 🎙️

If I did outreach, this is the way I’d do it.

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

graphical user interface, text, application, chat or text message

taplio

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Tas Bober

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taplio

The Battle

Lashay Lewis

Tas Bober

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Posts

Engagements

Likes

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