Know your team has a clear understanding of the goals their ideal customer has. The obvious one is becoming a better manager/boss.

I like this page not because it explains the product really well (even-though it still should) but because it's clear they are the "go-to place" for becoming a better manager and that messaging clearly stands out if that's your goal (to become a better manager/boss).

It also helps that they have a ton of free resources so they create trust and use that content to generate leads that could convert eventually.