Tas Bober

In B2B, buyers decide when they're ready. Our job? Simply to provide. Like my picky 4-year-old with food, you can't force it. Just offer value and let them come to you. Trust buyers, they're doing their research and navigating approvals. We provide, they decide.

Navigation on landing pages? My take: 1. No nav, just a sticky CTA and logo 2. Anchored nav, links within the page for better user data and scroll depth Data shows nav distracts, lowers conversions, and costs $$, especially in search campaigns.

Client asked why I focus on customer problems on landing pages. Here’s why: 1/ Empathy: Shows you “get” them; people want to feel seen 2/ Level-setting: Helps them self-qualify 3/ Buyer-centric: It’s about them Lead with their issues, not yours.

Setting up UTMs in GA4? It should read like a story. Source: platform Medium: channel Campaign: content+type+date

B2B marketing takes time. These are $20k+ deals with 10 stakeholders and endless approvals. A no-click doesn’t mean no interest, it can take 31 visits. Watch signals, trust the process, and play the long game. Want quick wins? Buy leads for 7 cents, but quality tanks.

Marketing isn’t about pushing buyers in-market, we can’t. The 95:5 rule says only 5% of B2B buyers are ready to buy. Our role? Provide valuable info, build relationships, and create memorable experiences. What you do now impacts revenue months or years ahead.

I revamped social proof on B2B sites. During buyer interviews, many said they don’t believe testimonials are real. What would make them believe it? Link to their LinkedIn profile or try a tool like Noble that connects you with your peers who have used the product directly.

The mission of a B2B landing page is NOT to convert. Its real mission is to provide the right info to the buyers. If users aren’t engaging with your content, they won’t convert. Consumption leads to conversions. Focus on delivering the info they need and you already win.

Landing pages and homepages aren’t the same. Even seasoned marketers can mix them up, which explains why 44% of B2B ads end up on homepages. At the highest level: landing pages are destinations, while homepages are more “choose your own adventure”.

Measurement killed the marketing star. Before, creativity was king but we became responsible for more down funnel, shifting to scientists over creatives. But now, we’ve reached attribution fatigue and the brands who win are the ones who don’t measure everything.

I was wrong. I thought testimonials were the top landing page element, but after analyzing dozens of pages, FAQs were far more engaging—sometimes driving over 20% of clicks. Find out how FAQs can boost your landing page engagement.

For B2B Websites, Content May Be King, But Design Is Queen. Think of your website as a storefront. If the layout is confusing, colors are overwhelming, or it feels outdated, users will leave and never return — just like a poorly staged home.

Why you shouldn't send ads to your homepage: When 44% of B2B companies send their ad traffic straight to the homepage, they’re missing out.

Landing pages aren't just campaign destinations. They're a testing ground for your main website. You control the traffic. You skip the tireless approvals. You experiment based on user feedback. With this, you have more than conversions. You have your entire website strategy.

Shower thoughts: The customer may be right but the stakeholder always wins.

Measurement killed the marketing star. After years of chasing leads, attribution, and our buyer's every move, we are back to preaching about: - Being more creative - Looking for ROI after 2 days - Not measuring every damn thing - Investing in long-term brand-building

Vanity metrics aren't bad. It's only when you use them as the *sole* indicators of success. They are positive or negative indicators of consumption and we know that - Consumption -> better optimizations. Better optimizations -> conversions

Your landing pages aren't just a campaign destination. They're a testing ground to inform the main website. It's a sandbox where: — You control the traffic — You control the experience — You run tests based on feedback It's more than conversions. It's a website strategy.

TLDR: Picking a primary CTA for your B2B landing page comes down to 2 factors - 1. The user's stage in the buying journey 2. The promise you make in the ad Either way, set expectations for what happens after they engage. B2B is about relationships, not transactions.

But the CTA isn't as important as setting expectations for what happens next. Answer questions like: - What happens immediately after they engage? - What happens days after they engage? - What will you do with their information?

How to choose the right primary CTA for your B2B landing page? It boils down to these 2 factors: