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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.

Published in: Business

B2B Landing Pages at Conversion Conference

  1. 1. Business-to-Business Landing Pages<br />Scott Brinker<br />twitter: @chiefmartec<br />www.ioninteractive.com<br />Conversion Conference West 2010<br />
  2. 2. B2C<br />B2B<br />
  3. 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. 4. The consultative salesperson in B2B has been disrupted by the web.<br />Marketing must address the gap.<br />
  5. 5. B2B search marketing<br />
  6. 6. What about the landing?<br />
  7. 7. Search<br />Site<br />The Gap<br />
  8. 8. 3 goals for B2B landing pages<br />> Build brand<br />> Build trust<br />> Build relationship<br />
  9. 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. 10. The good,the bad,the ugly.<br />
  11. 11. business intelligence<br />
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  18. 18. Marketing<br />IT<br />
  19. 19. What’s good for IT is notnecessarily what’s good for marketing.<br />
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  24. 24. > Helps the user<br />> Fulfills promise<br />> Is specific<br />> Is consistent<br />> Is respectful<br />> Signals credibility<br />> Looks professional<br />
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  29. 29. Landing pages can be consultative.<br />
  30. 30. online payroll services<br />
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  33. 33. “We’re killing the industry average.”<br />200% lift<br />over industry averages as reported in B2B Magazine December 2009<br />
  34. 34. Landing pages can frame discussion.<br />
  35. 35. medical billing software<br />
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  40. 40. 84% lift<br />+ bounce rate reduced 48%<br />Athena Health example courtesy of http://www.bgcboston.com<br />
  41. 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. 42. Guide. Consult. Build trust.<br />Scott Brinker<br />twitter: @chiefmartec<br />www.ioninteractive.com<br />

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