Ryan Musselman

Founder @ Coaches who Close

2 years ago, I was grinding out content, stacking sales calls, and wondering why my coaching business wasn’t moving forward.

I thought the answer was to push harder.

More calls.
More posts.
More funnels.

But the hustle wasn’t the problem (it was the trap).

My breakthrough didn’t come from doing more.
It came from doing less — a lot less.

So, I built my entire business around one simple system:

1 offer.
1 workshop.
Repeat it monthly.

This took me from stuck to scaling. 

It freed my mind from having to think of 10,000 different ways to convince potential clients I could help.

Fast forward to today and I've taught 800+ coaches my specific protocol for selling 1 offer with 1 repeatable workshop. 

I even eliminated:

1) Sales calls
2) Discovery calls
3) Chasing the "maybes" 

Because the right workshop, with the right offer sequence, creates a conversion opportunity so powerful that you can actually sell a mid-to-high ticket offer without having a big brand. 

If that feels like a relief to you, I run a free 60-minute live demonstration where I show you exactly how this system works. 

By the end, you’ll have a strategy you can use right away to start selling your coaching offer.

This strategy helped my clients launch $10K, $15K, $25K, $30K, and $50K+ events.

Save your spot for the next live training here: https://www.coacheswhoclose.com/

Founder | Coaches who Close

Equipping coaches to close, scale, and enterprise with new clients, content engines, and constant lead flow.

This builds your authority better than anything else.

It’s not just social media.
It’s not just interest media.
It’s personality-driven-interest-media.

This video will only help you if you watch until the end.

Helped 446+ actual clients get more views, leads, and sales with conversion content and premium offers.

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’ve lost count of how many landing page “fixes” I’ve seen that fix nothing.

Button color tests.
Block placements. 
Form lengths. 
Media types. 
CRO “hacks.”

A buyer isn't going to think a blue button suddenly makes this worth their time. 

Looking “optimized” isn’t the same as being useful.

And for B2B, THAT should be our aim. 

So when I’m auditing or building B2B landing pages, I’m looking for something different:

• Who (exactly) are we speaking to? 
• Are we using their language or ours?
• Are we talking about our product contextually?
• Are we setting clear expectations of the process?
• Can someone self-qualify without a sales call?
• Does the page deliver on the ad promise?
• Is there proof that actually supports the claim?
• Is pricing or comparison info accessible?
• Is the page easily consumable? 
• What is the ask:give ratio? 

If a B2B landing page isn’t helping someone make a decision, it’s just a pretty page with a scroll bar. 

All style, no substance.

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

This Winter, B2B gets its second music album. 

B2B NOW VOLUME 2: A collection of full-funnel throwbacks for the 90s-2000s era music lovers. 

BROUGHT TO YOU BY: 

Produced and directed by video KING: Connor Lewis 🎬
Location, wardrobe, talent: Unmuted | B2B SaaS Marketing 
And a Bober family member debut 👀

TRACKLIST:

(Send That Email) One More Time - B2Britney
Genie in a Bottle - Christina Aguileads 
Sales - Eminurture feat. Nash Bober
Sign Your Name - Destiny's Software 
Let Me Sell You - Ma-ROI-io 
Buy Buy Buy - ABM-Sync with Jonas Timberleads 

LOCATION: Amsterdam

VARIABLES: 

Had to train Gen Z on these songs. 
Took clothes off people's backs. 
Thought leaders caught strays (Dave Gerhardt). 
Minor property damage. 

Now streaming on LinkedIn. 

PS: Head over to Connor's profile for bloopers (also available in the comments)

PPS: If you missed volume 1, you can find it in the featured section of my profile.

Next time your C-level asks for instant ROI, share these stats with them: 

1. B2B buyers are already ~70% through their buying journey before they initiate contact with a vendor - MarketingProfs

2. Buyers spend 70% of their buying journey doing their own research before talking to sellers - 6Sense 

3. 77% of B2B purchasers said they would not speak to a salesperson until they had done their own research. - Saleslion 

4. An estimated 90% of the buyer journey is complete before a buyer reaches out to a salesperson. - Dun & Bradstreet 

... And some of my favorites from Dreamdata's 2025 LinkedIn Ads Benchmarks Report: 

5. The standard customer journey is 211 days 

6. The typical time between MQL and SQL is 107 days. 

7. 70% of the customer journey takes place outside of the sales pipeline. 

Yet... we continue to: 

DEMAND conversions from 2-day-old campaigns. 
Expect teams to report returns MONTHLY. 
Optimize everything around FORM SUBMISSIONS. 

NUTURE. TRAP. MOVE THEM DOWN THE FUNNEL. 

YES, I'M YELLING. 

Because my obituary will read "Cause of Death: 200+ day buying cycles with 30+ day reporting cycles." 

Until that day, I will preach that for B2B: 

Form fills are a lagging indicator. 
Aiding with buyer research is the work. 
Conversion is the reward (much, much later). 

PS: No, this is not a sponsored post. I just like when data supports my yelling.

Ever wonder why people on LinkedIn write like this?

White space. 

Staircase bullets: 

- Short bullet 
- Little longer bullet 
- The longest bullet at the end 

One-liner to really hit home. 

Reverse staircase bullets: 

- Let's do the longest one here 
- Middle guy stays middle 
- Just a baby bullet 

It’s the “broetry” we all clown on.

But...I like it. I use it all the time.

Not because I’m trying to be a bro. But because I want people to actually read what I write.

Consumption -> engagement -> retention.

That’s the chain, and it starts with:

Are they reading it? 

People are contextual readers.

They have expectations for content depending on what medium they're on: 

LinkedIn (text) = 30 seconds, snackable insight
TikTok/IG = under 2 minutes, preferably 60s
Podcasts = 30–60 minutes
Books = 1+ hour

(See my staircase?) 

Same person. Different mode.

Your focus should be on removing the barriers to consumption. 

I even test the readability of my posts by hiding little Easter eggs in them. 

(Like saying “bruh” and seeing if people call it out)

This "consumability" is the same concept I take to landing pages with thoughtful placements of: 

1) Strategic white space 
2) Eyebrows to set context 
3) Hierarchical font sizes and types 
4) Proximity, patterns, and repetition 
5) Headlines that tell the whole story  
6) Alignment of content within blocks 

(See my staircase?)

Build to make it easy to consume. 

Because if you ignore how people read, they’ll ignore what you wrote.

Source: Science of visual hierarchy (look it up, bruh)

Your buyers are skimming your B2B landing page. Here’s 1 trick to improve readability: 

I call it the "headline test". 

1. Read only the headlines of each block on the page. 
2. Ask yourself - if a buyer read just those (no subcopy, no fine print), would they still get the point of the page?

Most users skim. They read what’s big and bold.

THEN dive deeper where it feels relevant.

So if your headlines don’t tell a clear story on their own, you’re losing people before they even read the details.

Run the headline test on your page.

Would your buyers get it? Report back.

My 6-year-old asked me what "creativity" meant. I said: 

"It's when you have an original idea, but then you have to run it by 6 stakeholders, and you just end up doing what your competitor does. Easy. Next question."

The only thing better than meeting a LinkedIn friend in real life is them moving to your city so you can hang all the time. 

Not saying she did it for me but also not not saying it 🤷🏽‍♀️

If I’m not responding to comments, it’s because we’re currently at a playdate with our littles. 🥹

cc: Chelsea Castle

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A good B2B landing page WILL decrease conversions.

If conversions are all you’re after, I can refer you to someone offering 10,000 ICP contacts for 20 cents a pop.

B2B buyers won't convert on the 1st visit. 

Hell, they won't convert even on the 30th visit. 

They're gathering intel, discussing internally, weighing options, and justifying the decision.

Your job is to make it easy for them.

But here's what we do instead:

- Ask/trick them for their information immediately 
- Show stock imagery over the product 
- We say a lot without saying anything 
- Give them little to no real information 

We send them on a fishing expedition for information we already have and should be providing. 

It's giving IRS. 

(They know how much taxes we owe, just tell us!) 

Then we have the audacity to complain about long sales cycles and marketing not working. 

So what does a good landing page do?

It gives the buyer everything they need to build a business case and champion the product. GASP. 

Few things happen instead of conversions: 

1) They decide you're not for them.

GOOD. Self-qualification saves everyone time and resources. You weren't right for them, and they weren't right for you. 

2)They see you as a real option.

Good. They can now make the case internally with all the right details.

3) They’re still exploring.

Good. They'll return because they trust you to provide that information. 

4) They’re ready to act.

Good. A prepared buyer moves faster through your pipeline.

Your conversions may drop. 

But the consumption of information? 
The quality of your conversations? 
The velocity of your deals? 
Your propensity to close? 

As CardiB2B says, "It's up then it's up".

“We’ll figure out the landing page later” is why your campaign underperformed.

Most B2B landing pages suck because they're an afterthought.

The process typically goes like this: 

- Kick off a campaign
- Create the ads
- (Oh sh*t) Throw together the landing page

I'm guilty too. In-house me was just trying to hit deadlines.

Then to add insult to injury, we resort to: 

"I'll just build it with AI"
"I'll just use this random template"
"I'll just send the ads to the homepage"

Then wonder WHY ISN'T THIS WORKING?! 

The irony, my friends, is this - the landing page is the ONLY place the buyer gets the full context.

It’s what makes or breaks everything before & after it.

Built with AI = trained on the worst LP best practices 
Random template = missing half the context 
Homepage = no ad relevancy + ad platform compliance

You can *whip up* a landing page. Would it be good? 🤷🏽‍♀️

So I'm going to challenge you to flip it. 

Start with the landing page FIRST. 

Landing pages are business cases for your buyer. It's the hub. 

The campaign ideas and ads come after based on the hub. This will help you: 

- Always maintain ad-landing page relevancy 
- Always root it in the product and research 
- Get you out of the volume game 

But most importantly: always put the buyer first 

Yes, it requires work, BUT if you aren't going to put in the work for the buyer, why should they put in the work to champion you? 

Here’s a 7-week plan I’ve used across clients to give them a set of evergreen landing pages that help buyers buy: 

Week 1: Gather inputs (messaging, feedback, data)
Week 2: Build the business case 
Week 3-4: Create the set of landing pages 
Week 5: QA, analytics, and performance checks
Week 6: Launch and listen (watch what they do)
Week 7: Iterate based on how buyers consume info

How are you training future B2B marketers? My 3-year-old drinks milk out of a Yeti. 

--- 

After 15 years in B2B marketing, I have:

- 2 cabinet shelves full of Yetis
- T-shirts and hoodies in the 100s I'm sure 
- Few hats (Event Shark one is dope tho) 
- 2 Google Home devices 
- Lots of recycling bags 
- Dozens of notebooks 
- 7 USB drives??? 

Sahil Patel told me for the Above the Fold event in February, there will be NO swag. 

At first, it stung a little, ngl. 

A B2B event and not a single piece of commemorative swag that I know I won't ever look at once I get home, but desperately NEED?

It's going to leave a void in this cold heart. 

But then he said: 

"No swag BUT everyone will get to choose one of 3 charities that we will donate to," and my cold heart warmed right back up. 

Now, that's cool.

Are you joining us? 

Event name: Above the Fold 
Location: Ft. Lauderdale 
Date: February 9 - 11, 2026 

What it is: Workshop-style retreat for B2B SaaS marketers (in-house and consultants) looking to up their website game. 

We will give you hands on advice on your specific website! 

Workshops by: 
Anthony Pierri + Rob Kaminski = Homepage positioning 
Alina Vandenberghe 🌶️ = Agentic workflows
Jess Cook = Content strategy 
Sahil Patel = Pricing pages
Eric Holland 💀 = Interactive demos 
Oh and me = campaign landing pages 

Tim Davidson and I will also be doing an in-person recording of Notorious B2B. 

If you aren't doing it for your website, then do it for charity (or even the warm weather). 

Tickets and info: spiralyze(dot)com/abovethefold

Psst: use ATFTAS for 10% off.

Quick tip to get ad copy ideas if you're in-house: 

(if you don't have access to customers or prospects) 

Company win emails. 

I'd get them weekly at my last few companies. I'd read them like a hot goss column. 

Reading them, I'd discover: 
 
- Why our most recent customers chose us 
- Customer pain points we solved with our solution 
- What we could deliver that our competitors didn't 

At the very least, it would validate (or invalidate) what we were already claiming. 

And of course, put those on the landing pages too. 

In the absence of access to the customer, your copy will mean more coming directly from recently closed deals than from stakeholder 5.

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Ryan Musselman

Tas Bober

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taplio

The Battle

Ryan Musselman

Tas Bober

Followers

Posts

Engagements

Likes

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);}Ryan Musselman's LinkedIn Performance

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