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B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
B2B Landing Pages at Conversion Conference
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B2B Landing Pages at Conversion Conference

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B2B landing pages offer a unique opportunity to act as a consultative salesperson while bridging the gap between the search ad and the website.

B2B landing pages offer a unique opportunity to act as a consultative salesperson while bridging the gap between the search ad and the website.

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  • 1. Business-to-Business Landing Pages<br />Scott Brinker<br />twitter: @chiefmartec<br />www.ioninteractive.com<br />Conversion Conference West 2010<br />
  • 2. B2C<br />B2B<br />
  • 3. The B2B Gordian Knot<br />> Customer heterogeneity<br />> Group decisions<br />> Long, multi-stage cycle times<br />> Different roles, different agendas<br />> Career risk and opportunity<br />> Complex products and services<br />> High-stakes purchases<br />
  • 4. The consultative salesperson in B2B has been disrupted by the web.<br />Marketing must address the gap.<br />
  • 5. B2B search marketing<br />
  • 6. What about the landing?<br />
  • 7. Search<br />Site<br />The Gap<br />
  • 8. 3 goals for B2B landing pages<br />> Build brand<br />> Build trust<br />> Build relationship<br />
  • 9. How do we achieve these?<br />> Help the user<br />> Fulfill promises<br />> Be specific<br />> Be consistent<br />> Be respectful<br />> Signal credibility<br />> Look professional<br />
  • 10. The good,the bad,the ugly.<br />
  • 11. business intelligence<br />
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. Marketing<br />IT<br />
  • 19. What’s good for IT is notnecessarily what’s good for marketing.<br />
  • 20.
  • 21.
  • 22.
  • 23.
  • 24. > Helps the user<br />> Fulfills promise<br />> Is specific<br />> Is consistent<br />> Is respectful<br />> Signals credibility<br />> Looks professional<br />
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. Landing pages can be consultative.<br />
  • 30. online payroll services<br />
  • 31.
  • 32.
  • 33. “We’re killing the industry average.”<br />200% lift<br />over industry averages as reported in B2B Magazine December 2009<br />
  • 34. Landing pages can frame discussion.<br />
  • 35. medical billing software<br />
  • 36.
  • 37.
  • 38.
  • 39.
  • 40. 84% lift<br />+ bounce rate reduced 48%<br />Athena Health example courtesy of http://www.bgcboston.com<br />
  • 41. Super B2B landing pages<br />> Help the user<br />> Fulfill promises<br />> Be specific<br />> Be consistent<br />> Be respectful<br />> Signal credibility<br />> Look professional<br />
  • 42. Guide. Consult. Build trust.<br />Scott Brinker<br />twitter: @chiefmartec<br />www.ioninteractive.com<br />

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