How Landytech markets to investment managers: vertical software

I have a confession to make (looks down contritely). Sometimes, when no one is looking, I prowl job ads on LinkedIn, and anyone who admits to “growing fast” goes into a hit list. Forgive me, reader, I can’t help it.  

Some mention their revenue, and the companies buying from them, and others go as far as revealing their best marketing channels. I mean, how long can a man resist? The mind is strong, but the nose is nosy and weak.  

So, in hopes of burying another inch or two of my guilt, I’ll share one company on said list; LandyTech, an investment reporting platform for investment managers. Here’s what’s behind their marketing.

What does LandyTech do?

Managing multiple assets as an investment manager involves juggling data from different sources and keeping up with constant changes to extract info they can use on investments. 

Those that do this well make better decisions on portfolio performance, risk and exposure. Those that don’t? Well, let’s just say their backs won’t be receiving any pats (… bats, more like it…) 

LandyTech provides the tech that brings all this scattered data into one place: allowing investment managers to analyse it and produce reports for their clients without the risk of limping home from overthinking, 

So putting on the shoes of an investment manager—the kind that hears about this product while eavesdropping on a colleague’s private conversation—I analyse how LandyTech funnels this prospect from the product page to a sale.

Above the fold, call to actions

Can your prospect get enough information to commit to an action without having to scroll down the landing page?

In this case, yes. 

There’s a bold claim to catch my interest (“we are the future of investment management”), the technical problem they want to help me with (“bring in data and do your reporting in one place”), the business problem they want to help me with (“make investment decisions and deliver insights faster”) and “the how” (“with the click of a button”). Lastly, there’s a call to action (“speak to us/see how it works”).

When you press “See how it works,” here’s where you land:

LandyTech has two ideal customer profiles (ICPs) and has created separate self guided demos for each.

I’d expected to see the demo as soon as I gave my email. But the demo is gated, with the link to the demo sent over in an email. Anyway, I plucked it out of my inbox and was glad to see the email included a GIF of the software, teasing me to click through.

This is helpful in reeling back in prospects who might have been distracted and not watched the guided tour immediately after receiving the email. Or those who might have signed up on mobile phones in the evening planning to open the thing the next day on a work computer.

Consider leveraging GIFs this way too if you have a similar flow.

Also, I liked that the email landed in my primary inbox and not spam or the promotions tab despite containing links and html. Low email deliverability would have needlessly created holes in the funnel.

So to figure out how they achieved high deliverability, I looked at the email header. The email had passed both SPF (a check done to confirm the sending IP address is approved by the sender) and DKIM checks (a digital signature to confirm this email came from LandyTech and not some hacker masquerading as them). 

On the other hand, LandyTech uses Outlook, which is my email service provider as well. If the person requesting the demo was using Google, or more security focused providers like Barracuda or Mimecast (notorious for blocking emails,I’ve noticed) deliverability to the primary inbox might be lower and potential demos might slip through the cracks.

The interactive Demo

LandyTech uses for their interactive demo. Here’s what you see without scrolling:

The biggest button is the “book your personalised demo” call to action, which leads to the next stage of the sales funnel.

I won’t go into the details of the demo, but one tactic worth stealing here is the way they describe how persons with similar titles as their ICP use the features being demoed. See screenshot below.

The gist of the phrasing is, “it’s not just about our product, it’s about how other people like you—wink-wink, people who trust us already—use our product. So you might want to buy too.”

Their copywriter leverages the same technique at the end of the interactive demo when they want prospects to talk to a salesperson instead of skulking off to see another competitor.

The highlighted copy in the screenshot summarises what the product’s “Job to Be Done” is for their asset manager ICP, i.e. “you want to institutionalise and grow your business? You *need tools like ours.”

The book-a-demo button leads to the landing page screenshotted below, with all the bells and whistles needed to convince anyone who’s still annoyingly teetering on the fence about talking to a human.

Note: this GIF might be moving too fast to see it, but apart from the testimonials and stats about the product, notice that form field asking where the prospect heard about them.

That’s an attempt at first-party sales attribution to figure out what channels are working. I’m seeing more companies do this. Are you?

That’s it, for this edition. See you on the next.

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