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

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