Delphinium

Delphinium Solutions is a niche digital marketing consultancy specializing in paid ads landing pages for growth-stage B2B SaaS

We will: 

1) Map out all the buying activities related to your product 
2) Create a core set of landing page wireframes with finished messaging 
3) Audit your paid ads accounts to give the landing pages the best shot at success 
4) Help you with a plan to distribute and test the landing pages

B2B SaaS Digital Marketing Advisor & Founder

Calendly

Digital Strategy Advisor

Freshworks

Spiceworks Ziff Davis

Growth Advisor

Mend.io

Arable

Dragon360

Strategic Partner

Solle Solutions

Sangoma

Wowza

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

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

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. 

- Be clear about who you're for
- Empathize with their problems 
- Talk about the product clearly and openly 
- Showcase specific and credible proof from peers 
- Be transparent about pricing (even a starting range)
- Tell them exactly what to expect in the sales process 

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

I changed how I do social proof on B2B websites. 

A few months ago, I did buyer interviews. 

Most of my clients target technical ICPs. I wanted to see if the assumptions I had about HOW they buy were true. 

So I scheduled interviews with B2B buyers like: 

- Director of Infosec 
- VP of Compliance 
- Chief Technical Officer 
- Head of Data Analytics & AI

It's no secret that this group tends to be more cautious, skeptical, and "marketing-resistant". 

Things I confirmed: 

- They don't care about awards 
- They valued the opinions of their peers 
- They want to see testimonials on websites 

But something interesting came up: 

They don't believe testimonials on B2B company websites are real people. 🤯

So I asked: 

"What would make you believe they're real?"

They said: Simple. Link to their LinkedIn profile. 

Now I recommend that to all my customers.

And then I remembered a post by Tim Davidson. 

It was about a tool called noble.  

It pops up LinkedIn profiles of people in your network who are customers of the company's website you're on. 

If you see someone you know, you can reach out through the pop-up directly and ask them about their experience. 

STRAIGHT UP. 

That takes social proof to the next level. 

Weird because: 

- Buyers are contacting peers anyway 
- This creates a buyer-first approach on websites
- This seems like such an obvious thing to do???

Kind of bummed I didn't come up with this tbh. 

Some of my faves are already using it. 

Guess I'm late to the game. 

It's free too. Makes my Bargain Bober heart sing.

Tas Bober

A landing page and homepage aren't the same. 

Yet, many B2B companies get it wrong. 

(explains why 44% of B2B ads go to homepages)

Here's a list of differences: 

1. Traffic source 

Landing page = driven by a specific campaign. 
Homepage = multiple sources of traffic.

2. Visitor Intent 

Landing page = deliver on user's interest/query
Homepage = broad with intent to understand 

3. Goal 

Landing page = 1 primary call-to-action 
Homepage = content journey/exploration. 

4. Content 

Landing page = focused content 
Homepage = varied content 

5. SEO 

Landing page = non-indexed (not searchable) 
Homepage = indexed & SEO-optimized 

6. Type 

Landing page = destination page 
Homepage = ability to navigate to other pages.

I was wrong. 

I thought testimonials were the most interacted-with block on landing pages. 

Then I saw something weird with a client. 

Then I saw it again with another and another. 

Dozens of landing pages later and I found: 

The FAQ block exceeded testimonials in terms of engagement by FAR. 

In some cases, 20%+ of the clicks on the page. 

So I started telling everyone about it (obviously). 

Jesse Dukes, Director of Product Marketing at Memfault, put my theory to test and...🤯

He sees the same thing. 

Now we're going to go Oprah style: 

YOU GET AN FAQ BLOCK! 
YOU GET AN FAQ BLOCK! 
YOU ALL GET AN FAQ BLOCK!

Another case study on why consumption signals are key for optimizations and ultimately, conversions in B2B.

“B2B marketers aren’t on Reddit” 

Hi, B2B marketer here. 🙋🏽‍♀️

Casually scrolling the B2B subreddit. 

(As I do a few times a week) 

Saw a killer ad from Dreamdata telling me what they do in a format that’s relevant to the platform. 

Loved it. 10/10. No notes. 

Now I’m sharing it with my network of B2B marketers on LinkedIn. 

But please don’t try this. 

Because: 

1. You can’t track or measure it 
2. There are only 12k B2B marketers there  
3. You shouldn’t listen to SparkToro 
4. You also shouldn’t listen to Ross Simmonds 

/s

iykyk.  

PS: Office memes are the way to my cold, dead B2B heart

Why you shouldn't send ads to your homepage: 

44% of B2B companies do this.

Here are the considerations (updated):

1. The goal 

Landing pages are designed with 1 specific goal. 

You brought users in with an ad so... deliver on the promise of that ad. 

It's that simple. 

Imagine you search for "work pants" and Old Navy dumps you on their homepage. 

Please just give me the pants! 

2. You control the audience and experience

While everyone and their brother comes to your main website, you can control the traffic to your landing pages. 

You can limit distractions and stakeholder opinions.

Focus solely on the buyer. 

See exactly what messaging resonates, and where buyers are in their journey. 

- Are they interested in a specific competitor?
- Is there one feature they're particularly into?
- Are they interested in pricing?

Let your buyers guide your optimizations. 

3. Make changes fast and for the greater good

Ever try to change anything on your main website without buy-in from Doug in product marketing, Sally from Sales, or Clark from the ELT? 

Nightmare. 

Landing pages can be your testing ground. 

- Test different messaging 
- Create new experiences 
- Try out different CTAs 

If something works, you have the data to take into your meetings with Doug, Sally, and Clark. 

This can then inform your homepage and product pages.

4. Inform other marketing efforts 

You have data on the content and offers that work, and can use them on social, email, and more. 

You can't control how buyers buy.

But you can control creating the right experiences.

Sitting in the airport after the Exit Five event. 

Trying to figure out the right words to say but then got this text. 

Says everything. 

Thanks to my Exit Five bunk buddies:

Graham Ahner 
Lashay Lewis 
Jessie Lizak 

It was hands down the best event I’ve ever been to in my career. 

My only complaint: it ended too soon.

I’ll share more as the week goes on.

Reppin’ the boys at the We're Not Marketers 💀 podcast today. 

Congratulations on 30 episodes! 

Give them a listen. 

PS: They have the sickest artwork for the brand. 

#notasponsoredpost #youowemethough

On the way to Drive by Exit Five. 

Trying to one up Dave Gerhardt with live vlogging instead of blogging (boring). 

Will you be there? Are you there already? 

What are the vibes?

For B2B websites, content may be king but... 

Design is queen.

Imagine you're shopping for a home:

- The place is a mess
- Every room is painted a different color
- There's no rhyme or reason to the floor plan
- There's god awful decor tastes from the 90s

And then they want double what it's worth.

Buyers would think you're out of your mind.

(My millennials, where you at?!)

It's no different for B2B websites.

- Either dull or overstimulating colors
- No consideration for user accessibility
- No rhyme or reason to the layout or content

And by the way, your ACV is $50,000+.

This is your storefront. First impressions matter.

Here are some considerations:

1) Load Time

It doesn't matter how great the content and design is if your website won't load. 

- Site needs to load in 3 seconds or less 
- Convert images to next gen formats (webp)
- Limit use of fancy animations 

---

2) You do NOT have to be fancy

Simplicity is often best. Think:

- One block in view per scroll 
- Rule of 3: 3 main colors, 3 font sizes 
- Tasteful whitespace between blocks

When in doubt, go minimalist. 

---

3) ADA Compliance

Accessibility isn’t optional anymore. 

Trust me, I was fined for it once. 

Your site should be usable by everyone, including those with disabilities. Think:

- Alt text on images
- Text that’s readable
- Navigate with a keyboard
- At least 4.5:1 contrast ratio 

---

4) Logical Flow of Information

B2B websites either have too much information or not enough. 

It needs to be like Goldilocks — just right.

This varies by page but roughly: 

- Clearly stating what you do + who you're for 
- Starting with the buyer's problems 
- Going into how your product solves them 
- Specific, credible, and relevant testimonials 
- Pricing, if relevant. Even a starting range. 
- An FAQ section with real FAQs 
- What the ask is and what they can expect 

Your goal is to enable users to consume information about your product or service easily.

---

Remember: 

Every ping
Every pop-up
Every wild movement
Every irrelevant visual 

They're all distractions. 

And in B2B - where it takes 31 website touchpoints before a buyer even decides to engage - those distractions cost money. 

Peep: Calendly uses simplicity to nail the design, performance, and compliance components. 

PS: It was SO hard to find a B2B website that hit all of these 😭

I audited 40 landing pages in the Exit Five community last month. 

We're talking:

- Almost 13 hours 
- $18,000 worth of work 
- Sacrificing lots of Netflix time 

Wowww, I need some better boundaries. 

But the dopamine hits that came from the feedback were well worth it. 

Where are my Words of Affirmation homies?!

Now, I'm going back for more. 

I'll be with 2 other landing page experts in E5 for:

🥁 The Ultimate Roast of B2B Websites.🥁

YEAH, BABY! 

Here's what that will look like: 

- Do's and don'ts for B2B landing pages 
- Live teardowns of pages submitted by you 
- Lots of unwarranted jokes and comments 

PS: This event is open to members and non-members (even though we might boo you a little)

But also - there's $70k worth of giveaways. 

(If you like receiving gifts over words of affirmation)

You know where to sign up. ⤵

Brendan Hufford was the first marketer I started following on LinkedIn. 

He wrote some spicy takes on SEO. 
Then it got spicier with takes on content. 
Then, the reaper level takes on B2B marketing. 

Topped off with glorious hair. 

(Seriously, it got its own slide at Drive) 

I knew he was one of my people even if he didn't. 

I also gave him a nickname: 

Black Magic Brendan 😂

He mostly ignored my trolling of his posts. 

Until he couldn't ignore me anymore. 

Then we met in person at Drive and he REALLY couldn't ignore me. 

Now he's given in finally and we're IRL friends. 

Got one of the best notes ever to prove it. 

If this LinkedIn thing doesn't work out for me, I'll know at least I got some baller friends out of it.  

Thank you, Brendan! 

Hassle him if you haven't already. You might get some cookies out of the deal. 

PS: Shoutout to Sendoso for being the amazing gifting middleman.

I used to be scared to share my landing page frameworks. 

"What if people steal it?" 
"What if partners take it and cut me out?"
"What if someone uses them and won't hire me?" 

But then I realized why this was an irrational fear:

1. People hire for expertise, not frameworks  

The thing that turns the frameworks into a quality deliverable requires expertise. 

It's like saying - "I have a paintbrush, easel, and canvas so I'm Picasso now."

(Not that I'm the Picasso of landing pages). 

But my expertise comes from: 

- F*cking up a lot of pages and campaigns
- Having run a lot of winning/losing experiments 
- Years of being a B2B software buyer myself
- Doing lots of reps 

2. They are guides, not the exact blueprint 

Frameworks of any kind are starting points. 

The output will vary based on the company's ICP, product mix, differentiation, testimonials, objections, and asks. 

3. Marketing teams just don't have the time 

Even with frameworks in hand, I've found that most teams don't have the time, resources, or expertise to do it. 

Plus: 

- They're too "close" to the product. 
- They have too many stakeholders to manage. 
- Stakeholders put more stake in outsider's POVs

4. They're already outdated 

By the time someone "steals" the framework, they're 2 versions behind. 

I iterate my process constantly. 

Identify a nuance = tweak the process 
Idea in the shower = iterate that morning 
During a client call = improve based on feedback 

5. Giving freely adds to your credibility 

You don't have to steal. I'll gladly give it to you. 

My good friend Kaylee Edmondson asked me for a Demo page framework last week. 

I emailed it right to her. 

I also share information here about exactly what to do to improve your pages. 

What better way to tell someone you know your stuff than by showing them?

Do you have questions about landing pages?

I'll be doing a live AMA with Dylan Hey and the Hey Digital team on Tuesday at 10 am ET. 

I'm fired up too after doing almost 40 audits in the Exit Five community over the last month. 

I'll share some of the pitfalls and pro-tips as well.

And if you don't have landing page questions?

Come for the show. There will be jokes. 

But if your boss asks, it's a "work event". 

Sign up in the comments.

Landing pages are a marketer's playground.

Take my hand. Let's walk through this scenario: 

You're Mollie, the in-house marketer. 

Mollie has great ideas but she can't act on them. 

Because... 

- She has 45 active projects
- All 45 projects have to be reviewed 
- Every stakeholder has meaningless changes 

Mollie knows those changes will likely do nothing or worse, will dilute the original messaging. 

It's approved finally, 2 weeks later than planned. 

She launches it. Relieved it's over. 

2 days later she's questioned on the ROI and held accountable for the crappy performance. 

Could the original version have done better? 

WOW, I'm crying for her. 

Okay, back to the playground. 

What if Mollie had a safe place to: 

- Try out various concepts 
- Fail without fear of repercussion 
- Have time to run appropriate tests 
- See what prospective buyers consumed
- Took that data back to the stakeholders 
- Likely get fired for shattering egos

Ok, hopefully not the last part. 

But fr, landing pages could be a superpower. 

- It's an isolated experience 
- You control the levers for the right traffic 
- You get to act on your creativity and ideas 
- You don't have to jump through 200 hoops 
- You also DON'T need tons of money to do it 
- If it fails, it's just to a small sample of users 

But if it wins... 😏

PROMOTE MOLLIE. 

--- 

PS: Lashay Lewis and I discuss this topic in-depth on the That's Marketing, Baby podcast with Jess Cook and Susan Wenograd.

It was SO fun!

"Have you created a spreadsheet to evaluate consultants/vendors/advisors?"

Someone asked in the Exit Five community. 

I shared a couple of documents I used in-house. 

Thought ya'll might like them too. 

1. A requirements doc or "soft RFP"

Here, you'll outline:

— Your company background
— Why you are looking for help 
— Your exact partner requirements
— Your primary goals and constraints
— What you're expecting to see in a proposal
— Your budget (yes, it helps weed out bad fits)
— Your timeline for selection because #respect

2. The process tracker and scorecard

— List of candidates you're evaluating
— Track the process as outlined in the soft RFP
— Score each partner based on quality of reccs
— Score each partner based on requirements

It's not perfect but it helps document careful consideration rather than bias. 

I'm sharing the docs here. Just make a copy and plug in your information and requirements. 

This is one example of many resources E5 members share back and forth. 

No agenda. Just helping each other. 

And no, Exit Five does not pay or sponsor me. 

In fact, pretty sure Dave Gerhardt teeters on kicking me out daily.

If he tries, will you all riot/petition on my behalf?

Marketer = 😢





Source: Marketoonist

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