Welcome back to NextGen GTM! Today, we’ve got a guest who, in my opinion, is the Beyoncé of B2B SaaS landing pages—and I don’t say that lightly. Tas Bober has worked on over 400 website deployments, giving her unparalleled insight into what actually moves a B2B buyer from interest to action.
Tas has spent 99% of her career in B2B digital marketing, running website and demand gen teams in-house. She’s seen both sides of the equation—buying software and selling software—and her big realization? Marketers buy differently than they sell.
So today, we’re breaking that down: What are B2B companies getting wrong about their websites, and how can they fix it?
Why B2B Websites Fail Buyers
Key insight: B2B companies often optimize for conversions rather than buyer experience, creating friction instead of removing it.
The Big Disconnect Between How We Sell vs. How We Buy
- B2B marketers often shift into “marketing mode” and forget how they actually behave as buyers.
- Buyers don’t just land on a page and immediately convert—they’re researching, comparing, and validating their options over time.
- The B2B buying journey is complex: It involves multiple stakeholders, procurement processes, security reviews, and pricing approvals.
The Real Job of a Landing Page
- B2B landing pages aren’t about quick conversions—they're a test environment to understand what messaging works before rolling it out across the entire site.
- Instead of trying to hack conversion rates, companies should focus on giving buyers the information they need to move forward in their journey.
Biggest Website Mistakes Companies Make
- Over-focusing on conversions instead of information
- In B2C, you see an ad for pants, you click, you buy.
- In B2B, a buyer has 15 tabs open, is comparing options, and is probably getting interrupted by their boss or their kids.
- Not giving buyers enough information
- If your pricing isn’t listed, buyers will find it somewhere else (Reddit, peers, Slack communities).
- By hiding information, you lose control of the narrative and create unnecessary friction.
- Trying to “trap” the buyer into a call
- No one wants to book a 30-minute discovery call just to find out your pricing is 5x their budget.
- Buyers who aren’t a fit can disqualify themselves—saving your sales team time.
The Case for Transparent Pricing
Why Hiding Pricing Hurts Your Pipeline
- Buyers who don’t see pricing upfront will:
✅ Ask their peers for the real number
✅ Look for alternative solutions
✅ Waste your sales team’s time on unqualified calls
The Domino Effect of Bad Qualification
- A buyer gets on a call → Realizes the price is too high → Wastes everyone’s time → Sales blames marketing for bad leads → RevOps has to clean the CRM
- Instead, let buyers qualify themselves upfront with clear pricing ranges and ideal customer profiles.
Example:
One of Tas’s clients has a $30K minimum price. Even though their pricing is complex (based on usage, seats, storage), they list starting prices.
🚀 Result: Fewer, but more qualified leads → Higher win rates.
How the Best Companies Are Qualifying Leads Before the Call
Qualification Starts on the Landing Page
- Most companies use forms or enrichment tools (firmographics, revenue, company size).
- But the best companies qualify at every touchpoint:
✅ Clear pricing expectations
✅ Use-case-specific messaging
✅ Self-selection frameworks (“This is for you if…”)
The Role of AI in Qualification
AI can help, but it’s not a silver bullet. The best AI workflows:
- Guide the buyer through the qualification process conversationally
- Answer key questions instantly instead of forcing a meeting
- Help companies interpret complex responses (instead of simple form fields)
But AI still needs to be managed—Tas compares it to an intern:
💡 You have to train it, correct it, and refine it. It’s not “set it and forget it.”
When Should a Buyer Talk to Sales?
Buyers Want to Talk to Humans—When They're Ready
- Buyers often wait days or weeks before requesting a demo.
- By the time they reach out, they already have budget approvals in motion.
The Real Problem with B2B Discovery Calls
- Most first meetings are throwaway calls that frustrate buyers.
- Buyers already know they’re talking to an SDR and will have to repeat themselves to an AE.
- Instead of selling, sales teams should focus on listening and tailoring the next step based on the buyer’s specific needs.
🚀 Pro tip: Before the call, set clear expectations:
- First call: Understand your needs and confirm fit
- Second call: Customized demo with a solutions engineer
- Final step: Helping you make the business case
Top 3 Takeaways
1. Stop Obsessing Over Attribution—Look at Consumption
- You can’t track every touchpoint buyers take before they convert.
- Instead, focus on whether buyers are consuming your information (heatmaps, returning visitors, time spent on site).
2. Your Website Should Qualify Buyers, Not Trick Them
- Make it crystal clear who your product is for (and not for).
- Use starting price ranges instead of hiding pricing.
- Give buyers all the information they need to self-qualify before booking a call.
3. Your Differentiation Has to Be Unmistakable
- “Efficiency” and “revenue growth” mean nothing—every SaaS company says that.
- Instead, focus on who you serve best and why you’re different.
- Example: Instead of just being “another CRM,” position yourself as “the only CRM for dental providers.”
Final Thoughts: The Future of B2B Landing Pages
B2B websites shouldn’t be designed like B2C sites—because B2B buyers ARE NOT B2C buyers.
- Instead of optimizing for clicks and conversions, optimize for usefulness and trust.
- Instead of gating every piece of information, make your site a resource.
- Instead of hiding pricing, be transparent so buyers can opt in or out on their own.
🔮 The companies that embrace this shift will win. The ones that keep trying to “trick” the buyer into a meeting will lose.
