The TL;DR
Is your homepage sending the right message?
Robert Kaminski (Fletch) didn’t think so about Calendly and respectfully called them out on LinkedIn. Jeff Hardison, Calendly’s Head of Product Marketing, defended himself in the comment section. We invited them onto the show to continue the debate.
What’s working in B2B marketing:
MATCHING YOUR HOMEPAGE TO YOUR AUDIENCE
Let's be real—your homepage isn't just prime real estate; it's the front line of your marketing battlefield. In a world where most B2B SaaS homepages look alike, the ones hitting the mark are specifically tailored to an audience and what they’re looking for.
What’s not working in B2B marketing:
SELLING THE BENEFITS
Marketers and salespeople, especially in B2B SaaS, are over-indexing on this concept of selling the outcomes. While it has a lot of merit, it might not be the right message. Instead, we're putting too much emphasis on what closes the deal and forgetting about why someone came to the homepage in the first place.
The key takeaways
- Messaging for business outcomes: Move beyond product features. Focus on the tangible impact on the business.
- Homepage strategy: Don’t be misleading. Make sure your homepage communicates clearly who you’re for, and how’ll they’ll benefit.
- Balancing PLG and Sales-led motions: Balance minimalism and compelling narratives to drive freemium adoption and bigger deals.
The things to listen for:
[00:00] Intro
[05:12] Creating a separate storytelling mechanism for Calendly
[13:22] Motivating stakeholders and measuring success
[20:30] Balancing product-led and sales-led marketing
[34:42] Maintaining a product-led growth strategy
[40:58] Aligning marketing message with business goals
