We're Not Marketers
Gabriel Bujold, Eric Holland, Zach Roberts
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Product marketers, paid landing pages are broken, w/ Tas Bober
If you're tired of building landing pages that follow "best practices" but still fail to convert qualified leads, this episode will change everything. Whether you're a product marketer afraid of paid ads or a demand gen specialist struggling to get PMM buy-in, this episode will help you create pages that actually respect your buyers' intelligence while driving real business results. This week, we've joined by Tas Bober, growth marketing advisor and Scroll Lab founder. She reveals why the traditional approach to landing pages and sales collateral is fundamentally broken. We're covering: Why most B2B landing pages look identical (and why everyone hates them) How hiding pricing backfires when buyers find wildly different answers on Reddit The simple reason most CTAs fail (and it has nothing to do with the button text) How B2B companies waste countless hours debating stock photos instead of fixing real problems The contrarian approach: Why a good landing page should DECREASE your conversion rate "No one buys pants on the first visit" - Why optimizing for direct conversions is misguided How to build a freelance business: "Back up your backup" and why your career hinges on your network In this episode, Tas explains to the misfits her "champion's business case" framework that replaces manipulative marketing tactics with transparent, value-focused content. She delivers practical wisdom for creating landing pages that treat buyers like adults. Listen for actionable insights on disqualifying bad-fit leads, writing effective CTAs, and building a foundation for freelance success beyond the corporate grind. Timestamps: 02:43 Are Product Marketers Actually Marketers? 03:38 "Product Marketers Are CEOs, Baby" - Why PMMs Run the Show 07:00 The Biggest Red Flags on Landing Pages 09:00 The Champion's Business Case Framework for Landing Pages 12:25 What a Complete Business Case Contains 14:25 Why PMMs Don't Like Paid Ads (But Should) 17:00 Why PMMs Should Be Involved in Campaign Landing Pages 22:00 How to Create Effective CTAs That Actually Convert 27:00 Why Hiding Pricing Information Backfires 31:12 The Truth About B2B Buying Behavior (It's Not What You Think) 37:15 Why Good Landing Pages Decrease Conversion Rates 45:00 How B2B Sales Collateral Overwhelms Buyers 48:03 The MVP Approach to Landing Pages for Resource-Strapped PMMs 54:15 The Problem with Obsessing Over Stock Photography 57:22 How to Build a Successful Solo Consulting Business 01:01:12 Building Your Network as Your Net Worth Show Notes: Tas LinkedIn Her B2B website and landing page resource hub Tas Website Hosted on Ausha. See ausha.co/privacy-policy for more information.
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