Boosting B2B SaaS Engagement

Despite what you read on Linkedin, Buyers still want to talk to salespeople. I’m a CEO. I’m a buyer. Most of the time I want to talk to a salesperson.  People love to cite Gartner research that 43% of buyers prefer a self-directed approach but then fail to mention that those buyers regret their decision 23% more frequently than those that work with a rep. It’s not that buyers don’t want to talk to salespeople. They just don’t want to talk to poorly trained, uninformed salespeople that waste their time. News flash. That’s not all sellers. The best sellers have passion, curiosity, and are focused on problem solving. The best sellers know the product inside and out and lead with authenticity and transparency, telling you exactly who their product is for and who it’s not for.  The best sellers know their ICP.  The best sellers are craftspeople combining genuine human empathy with adherence to process and structure.  They are rare. But they are out there. Those are the folks I want to talk to.  Here’s another Gartner quote: “The single biggest driver of purchase likelihood in a b2b sale is the degree to which customers feel confident about their own decisions. However, b2b customers in an all digital world are unwittingly pursuing buying behavior deeply contrary to confidence creation. In other words, digital only buying actually harms customer confidence.” TAKEAWAY Digital only buyer experiences lead to inaction and regret. We don’t need a “buyer enablement” team (sorry Santosh). We certainly don’t need a VP of Buyer Enablement.  We need great salespeople that are trained to have authentic human conversations that help people solve problems and people from Interest to Decision.

Your customers have 99 problems. Your product ain't one. The fastest way to make your audience unsubscribe? Only talking about your company. And your tech. But so many B2B companies do this every day. Every LinkedIn company post starts with: 🤖 "We just shipped AI-powered..." 🚀 "We won ABC award..." 🏆 "We rank # 1 in..." Your role as a marketer is to be a storyteller. 👎 Your stories lose power with "we." 👍 But they gain power with "you." Here are 3 easy ways to reframe your company posts: 1) Your New Feature → Don't just announce your feature → Tell the problem stories it solves for your audience Most companies do this: ❌ "We are proud to announce AI-powered blah blah blah" ✅ Do this instead: You spend hours manually looking for content ideas. You research on your phone during family time. We get it. Creating new content is tough. You can do this in < 30 secs now. You just check AI ideas. Done. Get back to your family. 👆 See the difference? Break down your product launch into multiple posts. Pick one emotion. Connect each post to it. Tell that story. With emotion. — 2) Your Award → Don't just announce your award → Connect to a value your audience care about Most companies do this: ❌ "We just won the Fast Company ABC award! Go us!" ✅ Do this instead: When you call us, we answer in 3 rings. Your time matters. That's why Fast Company awarded us ABC... We're pushing for 2 rings next year! To support you even better. 👆 See the difference? Awards are a great way to showcase what you stand for. Pick one value your audience deeply cares about.  Connect your WHY with why they should care. — 3) Your # 1 Ranking →Don't just announce your ranking. → Explain what it means for your audience. Most companies do this ❌ "We just earned # 1 ranking on G2, congrats us..." ✅ Do this instead: You can expect a 30% faster product experience! G2 recognized this advancement ranking us # 1 We know speed matters to you. We hear you. Our goal for you? Get every action <50ms. So you can get back to what you do. 👆 See the difference? What will they benefit from now as a result of your win? Why did you win in the first place? Tell that story. → New funding you're investing to improve something? → More headcount to speed up their support? → A better product experience? — ✅ TLDR; Tell stories. Don't talk features. 📌 Pin this quote from Seth Godin: → "Marketing is no longer about the stuff you make." → "It's about the stories you tell." The next time you start writing "We..." Stop. Put your storytelling hat on. Then start with "You..." /fin P.S. Happy Friday to you fam ✌️ — 👋 Follow Mark P. Jung for more marketing content. Did this land with you? ♻️ Repost to share!

80% of your PDP visitors will not add to cart. Here are the top 3 reasons: - your price is difficult to find - your benefits are not prominent - your value for $$$ is not convincing As a result, this affects your add to cart rate. And your conversions and profits. In this example, I've made 14 changes to improve your conversion rate that highlight the right content and improve your UX/UI.  1. Prominently show "value" for price. This is the quantity they get for the price they pay. Place it near the price.       2. Keep the price near product name. That's where users expect to find it.       3. Show the product name in the 1st fold. Can be above or below your product image. Check this on a REAL device to be sure.       4. Add "See" before reviews -> "See X reviews". And underline this. This shows your confident in your product. While increase interaction with this. In the review section show the distribution of reviews instead of just the avg. rating.       5. Add a badge on the product image. This helps with decision making. In this example the badge "First time? Try this" indicates it's an ideal choice for first time buyers.       6. Show a sneak peek of the next image. This improves engagement with image gallery, overall increasing time of page and conversions.       7. Address common doubts shoppers have in the image. This can be as badges - things like - "no preservatives", "gluten-free", "no added sugar".       8. Highlight key benefits and core differentiators. Keep this in bullets or with icons. Restraining to 1 line each, so it doesn't push the add to cart down.       9. Instead of saying "Pack size", say "Select pack size". Prompt them to take an action.      10. Highlight % savings when they select subscribe to product. Absolute value might not sound convincing so use percentages.      11. Keep an in-page add to cart. Many brands remove this and only maintain a sticky add to cart, which I would not recommend. In-page add to cart enables you to optimize the area around it with service USPs and also breaks the page into 2 parts (action and education).      12. Add key service USPs near the add-to-cart CTA. Help shoppers find your shipping time, cost easily.      13. Add key information under accordions. Ingredients, how to consume it, when to consume it, how it tastes. Keep this in a question format for better click through.      14. Add key USPs with icons as a sum-up. Highlight all key features and benefits with icons. Re-iterate important points here.      Being able to help shoppers discover how your product truly benefits them is key to building a successful online business. Found this useful? Let me know in the comments! P.S. If you have questions about CRO or web design, reach out to me on DM.

We’re seeing a budget reallocation toward in-person events that’s unlike anything in recent years. For a while, the assumption was that digital would replace event investments. And yet... Leaders are putting people back in rooms together. Why? Because when people gather in person, something happens that dashboards can’t measure. You can see it in their eyes. You can feel it in the room. There’s a shared experience, a kind of communal energy that accelerates trust. It’s effervescent. When a leader stands on stage and tells a real story, the room changes. The audience doesn’t just process that information... They actually feel the emotion together. And that shared emotion creates alignment faster than a sequence of well-designed emails ever could. On this topic: We recently worked with an executive who was skeptical about investing heavily in brand-led events. But he completely changed his perspective after actually attending one. He saw the engagement. He felt the atmosphere. And he realized the value, even if he couldn’t quantify it on a spreadsheet. As AI increases the digital noise we all experience each day, the premium on genuine, in-person connection will continue to rise. People want to feel seen. They want to belong to something. It’s just human nature. #B2BMarketing #EventMarketing #B2BEvents

If your website isn’t driving engagement, attracting clients, or positioning you as a trusted authority, chances are it’s missing one thing: valuable content. A static website is just an online brochure - it sits there, waiting to be found. But when you add useful, well-researched content, it transforms into a powerful business development tool. Here’s how to do it right: 1. Build a Strategy That Works: Great content doesn’t happen by accident. Your plan should align with your audience’s needs, your expertise, and your resources (time, people, and budget). A content calendar keeps you consistent, so you’re always top of mind. 2. Prioritize Research-Driven Content: Opinion pieces can be interesting, but data-backed insights and original research build credibility. If you want your content to get shared, bookmarked, and cited, focus on providing real value such as new information, deep expertise, and actionable takeaways. 3. Use Multiple Formats to Reach More People: Not everyone consumes content the same way. Some people prefer in-depth articles, while others engage with videos, podcasts, or infographics. Repurpose your best ideas across different formats to maximize reach and impact. 4. Curate, But Add Your Expertise: Sharing industry news, expert interviews, and event takeaways is a smart way to add value—but don’t just repost. Layer in your own insights to make it meaningful for your audience. Thoughtful curation strengthens your brand as a go-to resource. 5. Never Publish Without Editing: Typos and unclear messaging can hurt your credibility. Take the extra step to review your work (or have someone else do it) before publishing. Professionalism matters. 6. Publish With Purpose: A great piece of content means nothing if no one sees it. Optimize your posts with search-friendly URLs, embed videos strategically, and make sure everything is easy to find. Then, share it where your audience is - on LinkedIn, in email newsletters, and beyond. Content builds trust, and trust leads to business. If your website isn’t actively helping you attract opportunities, it’s time to rethink your content approach. Done right, it can position you as the go-to expert in your industry. Let me know what you think of these tips in the comments below! #contentmarketing #personalbranding #legalmarketing #bestadvice

Speed is not a soft skill. It is a signal. Every minute a response is delayed, prospects begin forming their own story about a brand. In one comparison between two vendors contacted on the same day, one responded within minutes with a clear, thoughtful reply. The other followed up days later with an apology for the delay. Nothing about pricing or product differed, yet trust formed instantly toward the faster responder, long before any sales conversation began. That is the quiet reality of response time. In B2B, trust is rarely built only through presentations or proposals. It forms in everyday interactions, inbox replies, DMs, and comment threads. A timely, human response communicates organization, attentiveness, and respect. A slow response, even with good intentions, can feel like disinterest. In markets where offerings often look similar, perception becomes the differentiator, and speed shapes that perception. This week’s newsletter explores why response time is more than an operational metric. It is a trust signal. The piece breaks down the psychology behind fast engagement and shares a practical framework for building responsiveness into systems without sacrificing quality. For teams thinking about reputation, pipeline momentum, and buyer confidence, it is a timely read.

This content format is the most effective at generating ICP engagement. It drove 50% of my LinkedIn growth over the past 6 months, grew my email list by 2K+ subs, and booked 20% more demos for notus each week: The format: lead magnets. Lead magnets are high-value resources that solve a specific problem for a target audience. My top lead magnet on LinkedIn got 1,376 comments and 117k impressions. I've published 20+ and every single one outperforms my average post. Here's how I create and deploy one in under 24 hours: 𝗦𝘁𝗲𝗽 𝟭: Define audience Before creating anything, I answer three questions: • Who am I trying to help? • What problem does this solve for them? • What outcome will they walk away with?    𝗦𝘁𝗲𝗽 𝟮: Break down their problems into micro problems I can solve For example, I help B2B founders generate demand through personal branding. I could break that down into: • How to write a LinkedIn post • How to set up a content engine • How to do signal based outbound 𝗦𝘁𝗲𝗽 𝟯: Choose format I think about what the best format would be for the topic I’m going to cover. I think about how the audience will likely engage with the lead magnet. Then I try to choose a format that makes it easiest for them to digest and use. • Miro board → These are great to visualize processes or to reverse engineer and analyze funnels of other people. • Notion templates → Great to help people set up workflows, CRMs, or mini courses • Presentations & Slide Decks → Step-by-step process guides or workshops.    𝗦𝘁𝗲𝗽 𝟰: Build the funnel This is how I take my audience from rented to owned. I set up a landing page where people enter their email to access it. I like Gumroad or Kit. When they put in their email, it gets added to my newsletter list and they get the lead magnet sent straight to their inbox. I also set up a thank you page where people can book a demo with my team. Step 5: Deploy and distribute 1. Write a post that sells the outcome of the lead magnet, close with: "Comment [keyword] and I'll send it your way." 2. Monitor comments and respond quickly → Engagement drives visibility. 3. Manage the DMs → Make sure the resource goes out to every person who commented. Use each DM as an opportunity to qualify prospects. Not every lead magnet is a hit. But they consistently drive relevant ICP signals and sales calls. For me, they've become a non-negotiable part of my content mix.

Tired of B2B jargon? Yeah, me too. Most B2B websites struggle to tell a story. They default to technical fluff, making everything about themselves—and that’s where they lose people. The result? → Confused prospects → Disengaged audiences → No unique identity But there’s a better way. When done right, storytelling leads to: → Clear benefits that speak to your audience → Emotionally engaged customers → A distinct voice that stands out It’s simple: Make it about the customer. → Their challenges → Their victories → Their pain points Here are 5 tips to help you shift from boring B2B to compelling storytelling: 1. 𝗕𝗲𝗻𝗲𝗳𝗶𝘁𝘀 > 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝘀 Features are cool, but they don’t always connect. Translate them into tangible benefits your customers care about. 2. 𝗦𝗶𝗺𝗽𝗹𝗶𝗳𝘆, 𝗦𝗶𝗺𝗽𝗹𝗶𝗳𝘆, 𝗦𝗶𝗺𝗽𝗹𝗶𝗳𝘆 Jargon kills engagement. Use clear, simple language to show value without the clutter. 3. 𝗨𝘀𝗲 𝗔𝗰𝘁𝗶𝘃𝗲 𝗩𝗼𝗶𝗰𝗲 Passive voice is dull. Active voice makes your message dynamic and exciting. 4. 𝗞𝗲𝗲𝗽 𝗜𝘁 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝗮𝗹 No one likes cold, robotic language. Use a friendly tone—maybe even add a dash of humor or a clever pun. Worried it’ll seem unprofessional? Don’t be. Human connection wins. 5. 𝗖𝗹𝗲𝗮𝗿 𝗖𝗮𝗹𝗹𝘀 𝘁𝗼 𝗔𝗰𝘁𝗶𝗼𝗻 Don’t bury the ask. Direct CTAs drive action—make them exciting and irresistible. Got a favorite (or annoying) B2B buzzword? Drop it in the comments—let's fill the jar! ______________________________ Like the post? Repost ♻️ to help others Follow Arpit Singh tap the 🔔 ______________________________

95% of outbound B2B now gets zero engagement, and 78% of B2B marketers are shifting budget toward experiential. You know what they do show up for? A dinner with eight people who are navigating the same problems they are. A small roundtable where they can actually talk honestly without performing for an audience. A room where someone remembers their name and what they said last time. That's the hardest GTM motion to build. And it's exactly why it works. We dug into this date on State of Brand and here's what we're seeing from the companies doing this well: 1) They're hosting dinners with 8–12 executives. No slides. No pitch. Just a good meal, a sharp topic, and a reason to be in the room. The business comes later because the trust was built first. 2)They're running small, curated events where the guest list matters more than the headcount. Twenty of the right people beats two thousand of the wrong ones every time. 3) They're investing in humans who are great at building relationships, not just reps who can run a sequence. People who remember details, follow up with something thoughtful, and never make someone feel like a lead in a CRM. And the results? Shorter sales cycles. Larger deal sizes. Expansion revenue that comes from genuine trust, not a QBR deck. This doesn't scale the way a demand gen engine does. That's the point. It scales the way relationships do...slowly, intentionally, and then all at once when people start referring you to everyone they know. The irony is that the most advanced GTM strategy in 2026 looks a lot like the oldest one: know people, help them, earn their trust, and be the first call when they're ready. If your GTM plan doesn't include a line item for building real relationships in small rooms, I'd rethink the plan. The full piece is worth a read if you want the research behind why physical is back on State of Brand.: https://lnkd.in/gpzwMuvy

my yearly reminder to consider a “spotify unwrapped” campaign for your b2b product. spotify wrapped has gone from a simple year-end feature to a marketing phenomenon that generates over 60 million shares globally every december. but here's what most b2b marketers are missing: this isn't just a consumer play anymore. your b2b product is sitting on the same goldmine of usage data. the difference? you're probably just showing it in boring dashboards instead of turning it into a marketing moment that drives retention, advocacy, and pipeline. here's how to build your own wrapped campaign that actually moves the needle on revenue: 1/ partner with product to identify your "hero metrics" 2/ build the personalised experience first, promotion second 3/ make it stupidly easy to share (internally and externally) 4/ turn your power users into a gifting opportunity 5/ close the loop with your users more deets: 𝟭/ 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝘄𝗶𝘁𝗵 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝘁𝗼 𝗶𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝘆𝗼𝘂𝗿 "𝗵𝗲𝗿𝗼 𝗺𝗲𝘁𝗿𝗶𝗰𝘀" don't dump 47 different stats on your customers. pick 3-5 key metrics that actually matter ("tasks completed," "hours saved," "meetings booked”). work backwards from what makes your customers look good to their boss. 𝟮/ 𝗯𝘂𝗶𝗹𝗱 𝘁𝗵𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗲𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗳𝗶𝗿𝘀𝘁, 𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻 𝘀𝗲𝗰𝗼𝗻𝗱 grammarly sends weekly roundups because frequent insights give customers an ongoing sense of value. maybe start with email to showcase the highlights, then drive them to a personalised landing page for the full story. 𝟯/ 𝗺𝗮𝗸𝗲 𝗶𝘁 𝘀𝘁𝘂𝗽𝗶𝗱𝗹𝘆 𝗲𝗮𝘀𝘆 𝘁𝗼 𝘀𝗵𝗮𝗿𝗲 (𝗶𝗻𝘁𝗲𝗿𝗻𝗮𝗹𝗹𝘆 𝗮𝗻𝗱 𝗲𝘅𝘁𝗲𝗿𝗻𝗮𝗹𝗹𝘆) your customers won't share boring bar charts. create branded badges or visual assets they'd want to post on linkedin or share internally on slack. bonus: include "team achievements" so they can share wins with colleagues without looking like they're bragging. 𝟰/ 𝘁𝘂𝗿𝗻 𝘆𝗼𝘂𝗿 𝗽𝗼𝘄𝗲𝗿 𝘂𝘀𝗲𝗿𝘀 𝗶𝗻𝘁𝗼 𝗮 𝗴𝗶𝗳𝘁𝗶𝗻𝗴 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 you’ll see the top 50-100 users and go the extra kilometer (doesnt have the same ring as “mile” 🇦🇺) send them something tangible. doesn't have to be expensive - a handwritten note, custom swag, or an invitation to an exclusive roundtable works. customer/ retention marketing 101. 𝟱/ 𝗰𝗹𝗼𝘀𝗲 𝘁𝗵𝗲 𝗹𝗼𝗼𝗽 𝘄𝗶𝘁𝗵 𝘆𝗼𝘂𝗿 𝘂𝘀𝗲𝗿𝘀 here's where b2b wrapped can one up b2c wrapped: your happiest customers can be your best sales asset. after they've engaged with their “wrapped” data, trigger automated sequences to expansion opportunities, referral programs, or case study requests. customers who see their progress visualised are more likely to expand/renew. == what's stopping most b2b companies from doing this? they're waiting for perfect data infrastructure or executive buy-in. start small - even a simple email campaign with 3 personalised stats will beat your current nurture emails.