Data-Driven Copy That Converts: How to Unlock Middle-of-Funnel Growth

Using Buyer Insights, Psychological Frameworks, and A/B Testing to Write Copy That Drives Conversions

Are you tired of throwing marketing dollars at the wall and hoping something sticks? In this episode of the B2B Digital Marketer Podcast, hosted by Jim Rembach, we dive into the world of data-driven copywriting with Naomi Soman, a seasoned B2B SaaS expert from the vibrant Tel Aviv startup scene.

Together, they explore how to craft compelling copy that not only resonates with your target audience but also delivers measurable results. Naomi shares proven strategies from her experience helping fast-growing SaaS companies translate voice-of-customer insights into messaging that performs.

In this podcast, you’ll learn:

• How to use the PAS Formula to guide prospects through the buyer journey
• Why targeting precise pain points improves performance
• The critical role of authenticity in an AI-dominated world
• How to test and refine your copy with data
• Psychological frameworks that power persuasive copy

The Power of the PAS Formula

The Problem-Agitation-Solution (PAS) formula is a proven structure in copywriting. It hooks attention by identifying a relatable issue, intensifies the discomfort, and then presents a clear solution. Instead of generic benefits, highlight specific frustrations. For example, rather than promoting project management software, point to the chaos of managing 17 spreadsheet tabs. That emotional connection is the first step toward conversion.

Targeting Pain Points with Precision

Knowing your audience is one thing—speaking their exact language is another. Pull directly from sales calls, discovery sessions, and customer feedback. Use the terms your customers use to describe their challenges. Specific, sensory-driven language disrupts banner blindness and builds relatability. Tap into your customer success team for examples of what success looks like.

The Importance of Authenticity in a World of AI

AI is a powerful tool, but it can’t replace emotional resonance. Real humans crave real voices. Drop the buzzwords and ditch the gloss. A little humor, a little bite—especially on platforms like Reddit or YouTube—can go a long way. Make your copy sound like something a human actually said.

Data-Driven Testing and Optimization

Great messaging isn’t invented—it’s discovered through testing. Run multiple ad variants and collect feedback with platforms like Listna, UserTesting, or Wynter. A/B test the structure, the CTA, the visual layout—everything. Naomi’s experience showed that moving logos and removing navigation bars resulted in 30-50% lifts in conversion. Small changes can drive outsized results.

Psychological Frameworks for Persuasion

Behavioral economics and psychology play a bigger role in B2B decisions than we admit. Use Maslow’s Hierarchy to guide tone and language. For example, managers prioritize stability, while executives aim for impact and legacy. Understand those unspoken motivations and your copy will cut through the noise.

Timestamps to Key Moments

• (0:00 – 3:22) | Setting the Stage: Why Creativity Isn’t Enough: Naomi joins host Jim Rembach to kick things off by confronting a common myth—great copy doesn’t come from creativity alone. It comes from structure, data, and buyer behavior. If you’ve ever wondered why your beautifully written ads don’t convert, this is your moment of clarity. Think of this as your copywriting wake-up call.
• (3:23 – 6:15) | Welcome to Startup Nation: How Tel Aviv Shaped a Data-First Mindset: Naomi draws from her six years in the Tel Aviv startup ecosystem, where constraints breed precision. Her experience with lean, high-output SaaS teams built her obsession with performance-driven messaging. For bottom-funnel marketers, this context matters—because every word should earn its place.
• (6:16 – 9:58) | What Most Marketers Miss: Strategy Before Syntax: Here’s where things get real. Naomi introduces her north star: strategic copy starts with understanding where your buyer is in the funnel. This segment unpacks how too many campaigns stall because they ignore the middle—where buyers are curious but not yet convinced. Your fix? A clear intent-to-convert path using real buyer signals.
• (9:59 – 13:25) | PAS in Action: From Emotional Triggers to Measurable Impact: The PAS (Problem-Agitation-Solution) framework isn’t theory—it’s execution. Naomi explains how ads using PAS outperform feature-first messaging, particularly when targeting mid-funnel users. If your goal is to get that demo booked or trial started, this framework keeps your message focused and persuasive.
• (13:26 – 17:12) | Turning VOC into Revenue: The Art of Listening at Scale: Naomi dives into voice-of-customer research—not as a nice-to-have, but as a core revenue strategy. She shares how actual phrases from sales and support calls become click-worthy copy. For purchase-ready prospects, nothing resonates more than hearing their own language mirrored back.
• (17:13 – 20:34) | Breaking the Banner Blindness Trap: With 4,000+ ads bombarding buyers every day, Naomi outlines how specificity breaks through. You’ll learn how overly polished, buzzword-heavy copy gets ignored—while raw, relatable lines get clicks. Great insight for marketers tired of ad fatigue and generic templates.
• (20:35 – 25:00) | Authenticity in the Age of AI: The Strategic Advantage: Authenticity isn’t a creative decision—it’s a conversion lever. Naomi explains how real, imperfect, human-sounding copy outperforms AI-polished content. If you’re marketing to decision-makers who see through the noise, this segment shows why unpolished is sometimes perfect.
• (25:01 – 28:48) | Testing That Matters: From Concept to Control Group: Think your homepage headline is “fine”? Naomi says: test it. She shares how small adjustments—moving logos, removing nav bars—produced 30–50% conversion lifts. This chapter is a must-listen for performance marketers who want fast, bottom-line improvements.
• (28:49 – 31:45) | How Long Does Optimization Take? The Honest Answer:
• Everyone wants results yesterday. Naomi shares how to balance urgency with strategy: test high-traffic, high-intent areas first. This is practical advice for marketing leaders who must show ROI this quarter—without gambling their brand equity.
• (31:46 – 34:40) | Copywriting vs. Content Writing: Know the Difference or Lose Conversions: Not all words do the same job. Naomi draws a clear line between informative content and persuasive copy. If your landing page reads like a blog, you’re leaving pipeline on the table. Understand this distinction and you’ll avoid one of the most expensive mistakes in B2B.
• (34:41 – 37:29) | The ABM Advantage: How to Win with Relevance at Scale: Account-Based Marketing is a goldmine—if your copy knows the audience. Naomi shares how ABM opens the door for hyper-specific messaging, using tailored pain points and known integrations. Perfect for sales-led orgs needing stronger messaging alignment across functions.
• (37:30 – 40:29) | Why ABM Fails: Sales-Marketing Misalignment: It’s not your copy. It’s your siloed goals. Naomi gets real about why even great campaigns fail when marketing and sales KPIs don’t match. This segment is for marketing execs who want messaging that sticks—all the way through to closed-won.
• (40:30 – 43:54) | Psychology, Hierarchy, and Hidden Motivators: In a powerful close, Naomi breaks down Maslow’s Hierarchy for modern B2B buyers. From safety-seeking managers to legacy-driven execs, different messages motivate different people. Your final takeaway? Understand the human before you craft the message.

Key Tips and Takeaways

• Focus on high-impact sections like hero images, CTAs, and above-the-fold copy
• Structure messaging with the PAS framework
• Use buyer psychology to align your message with motivations
• Continuously test, iterate, and optimize your copy
• Avoid corporate-speak—use authentic, customer-inspired language

Pros and Cons

Pros:

• Higher conversion rates
• Greater message clarity
• Audience-aligned communication
• Quantifiable performance insights

Cons:

• Requires access to voice-of-customer data
• Needs dedicated time and tools for testing
• May demand cross-functional collaboration

Memorable Quotes

1. “Authenticity is key.”
2. “Small changes can have significant impacts.”
3. “Data-driven copywriting isn’t just about numbers.”
4. “Understanding your customer’s pain points is crucial.”
5. “Testing is essential.”
6. “AI can’t replace the human touch.”
7. “Embrace a raw, relatable tone.”

Frequently Asked Questions

Why Listen to This Episode

If you’re a performance-driven CMO, content strategist, or demand gen leader, this episode will challenge how you think about copy—and give you the tools to improve it. Naomi Soman offers hard-won insights from SaaS trenches, while Jim Rembach grounds the conversation in B2B execution. You’ll walk away with actionable strategies, fresh perspectives, and a renewed understanding of how copy influences conversion.

What will you do next?

Data-driven copywriting isn’t just about spreadsheets—it’s about people. Understand them. Reflect their voice. Show them a better path. Your message can be the bridge that moves buyers from unsure to unstoppable.

Are you ready to sharpen your funnel with smarter messaging? We provide the tools and system to make it easier to crush your competitors using AI and custom apps. Go to AI Fueled Biz to learn more.

Episode Links and Resources

Naomi Soman’s website: Storylogick 

B2B Lead Generation Services: https://b2bcommunitybuilders.com/

Answer Engine Optimization services (rank your site higher in search): https://aifueledaeo.com/

More episodes related to lead generation: https://b2bdm.com/art-science-lead-generation

Published by: B2B Digital Marketer Podcast, Hosted by Jim Rembach. Featuring Naomi Soman, B2B SaaS Copywriting Expert