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Field notes on B2B SaaS design.

Working insights on pitch decks, landing pages, product visuals, positioning, and conversion, written by the team shipping the work.

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30 insights

Featured·Pitch decks·2 May 2026·9 min

How to Design a B2B SaaS Pitch Deck That Closes a Series A in 2026

A field-tested framework for the deck that actually closes a Series A — narrative spine, slide order, proof density, and the design rules that earn partner conviction.

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In this piece

Start with the spine, not the slides
The 14-slide order that earns scan-time
Design rules that compound conviction
What to cut

Library

Pitch decks·6 min

The Traction Slide: Which Metrics Belong on a B2B SaaS Deck?

The traction slide fails when it tries to prove everything. Here is the edit pass we use before a partner meeting.

28 Apr 2026Read

Landing pages·8 min

The Anatomy of a High-Converting B2B SaaS Landing Page

Every section in a B2B SaaS landing page has a job. When it does the job, conversion compounds. When it doesn't, your hero is doing all the work — and burning out fast.

21 Apr 2026Read

Pitch decks·6 min

Designing a Deck Appendix That Survives Investor Diligence

Treat the appendix as a product: navigable, numbered, and visually consistent with the main storyline.

18 Apr 2026Read

Product visuals·7 min

Product Visuals That Sell: A Framework for Annotated UI Storytelling

Annotated product visuals are the artefact that travels through a deal. Here's how we design them so buyers leave the room able to explain your product internally.

8 Apr 2026Read

Pitch decks·7 min

Series B Pitch Decks: When the Narrative Has to Shift

Series B is rarely 'the same story with bigger numbers.' Design has to reflect the new job the deck is doing.

5 Apr 2026Read

Landing pages·5 min

A Simple Formula for B2B SaaS Hero Headlines and Subheads

H1 states the job. Subhead states who it is for and the wedge. Everything else is optional until scroll two.

30 Mar 2026Read

Sales enablement·8 min

Why Most SaaS Sales Decks Fail (And the Narrative Architecture That Fixes Them)

Most B2B SaaS sales decks fail for the same three reasons. Here's the narrative architecture that fixes them — and the design rules that compound conviction across reps.

27 Mar 2026Read

Landing pages·6 min

Customer Logo Walls That Actually Build Trust

Logos are claims. Design them like evidence, not decoration.

22 Mar 2026Read

Landing pages·6 min

Designing Comparison Pages Without Looking Petty

Comparison pages convert when they read like analysis — not attack ads.

12 Mar 2026Read

Positioning·7 min

Positioning Before Pixels: Where B2B SaaS Brand Strategy Should Start

Brand design without positioning is decoration. Here's how we sequence positioning before pixels — and why it makes downstream design 3x faster and 10x more durable.

12 Mar 2026Read

Landing pages·7 min

Security & Trust Pages: Layout Patterns Enterprise Buyers Expect

Enterprise buyers skim for operational and architectural trust before they read marketing copy.

2 Mar 2026Read

Landing pages·8 min

Designing for Enterprise Buyers: The Trust Signals Every SaaS Page Needs

Enterprise buyers scan for trust before they scan for features. Here are the design patterns that consistently signal credibility to a procurement-grade audience.

26 Feb 2026Read

Product visuals·6 min

Annotated Screenshots vs Diagrams: When to Use Each

Screenshots prove the product exists. Diagrams explain how it fits. Mixing them without intent creates mush.

24 Feb 2026Read

Product visuals·5 min

Before/After Visuals in B2B SaaS (Without the Cheese)

Before/after is a powerful pattern — and an easy way to look like late-night infomercial design.

14 Feb 2026Read

Process·7 min

Async Design Partnerships: A Better Operating Model for SaaS Founders

Async design partnerships beat agencies on speed and in-house hires on craft — when run with discipline. Here's the operating model that makes them work.

14 Feb 2026Read

Product visuals·6 min

Storyboarding a Product Loom for Internal and External Audiences

A walkthrough is a short film. Storyboard it like one — beats first, screen capture second.

4 Feb 2026Read

Pitch decks·6 min

From Demo to Deck: Repurposing Product Surfaces for Investor Decks

Live product surfaces are the most under-used asset in most B2B SaaS investor decks. Here's how to repurpose them — without falling into the screenshot trap.

29 Jan 2026Read

Sales enablement·5 min

Sales One-Pager Layouts That Principals Actually Send

The one-pager is not a brochure. It is a forwardable argument — design it as a single spine.

28 Jan 2026Read

Sales enablement·6 min

Battlecard Geometry: What Reps Can See in a 10-Second Glance

Battlecards compete with Slack and the dialer. Design for glanceability, not completeness.

18 Jan 2026Read

Pitch decks·7 min

The 5-Slide Investor Storyline Every B2B SaaS Seed Round Needs

Five slides decide most B2B SaaS seed rounds. Here's the storyline they have to tell, what each slide must do, and the failure modes to design around.

15 Jan 2026Read

Sales enablement·6 min

The One-Page Case Study Arc Enterprise Buyers Recognise

Enterprise case studies fail when they read like marketing fiction. This arc keeps them audit-shaped.

8 Jan 2026Read

Positioning·7 min

Category Naming Workshops: Artefacts Design Needs Before Pixels

Naming arguments are expensive. Lock artefacts before colour palettes absorb the ambiguity.

28 Dec 2025Read

Conversion·9 min

B2B SaaS Landing Page CRO: A Design-Led Approach to Lifting Conversion

Most B2B SaaS CRO programmes A/B-test their way to a local maximum. Here's a design-led framework that lifts conversion structurally — without trapping you in micro-tests.

21 Dec 2025Read

Positioning·5 min

An ICP One-Pager Template Founders Can Reuse Across Deck and Site

ICP drift is silent. A one-pager keeps marketing, sales, and design on the same noun phrases.

18 Dec 2025Read

Process·6 min

Portfolio Sites for B2B SaaS Studios: Avoiding the Same Five Clichés

Your portfolio is a product. Clichés signal junior — calm grids signal principal.

8 Dec 2025Read

Process·5 min

Figma Handoff for Decks: Layer Naming That Survives the Founder Edit

Decks are living files. Discipline in Figma is how senior teams ship without thrash.

28 Nov 2025Read

Conversion·6 min

Pricing Page Visual Hierarchy for Multi-Seat B2B SaaS

Pricing is a decision surface. Hierarchy should answer 'which one is for us?' in one pass.

18 Nov 2025Read

Conversion·6 min

Form Design at the Trial-to-Demo Handoff: Friction That Qualifies

Every field is a filter. Design forms so marketing gets signal and buyers stay respected.

8 Nov 2025Read

Pitch decks·7 min

Board Decks: Making Financials Legible Without Dumbing Them Down

Boards read fast and punish ambiguity. Financial slides need editorial design, not just Excel export.

28 Oct 2025Read