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

1. Business-to-Business Landing Pages Scott Brinker twitter: @chiefmartec www.ioninteractive.com Conversion Conference West 2010

2. B2C B2B

3. The B2B Gordian Knot > Customer heterogeneity > Group decisions > Long, multi-stage cycle times > Different roles, different agendas > Career risk and opportunity > Complex products and services > High-stakes purchases

4. The consultative salesperson in B2B has been disrupted by the web. Marketing must address the gap.

5. B2B search marketing

6. What about the landing?

7. Search Site The Gap

8. 3 goals for B2B landing pages > Build brand > Build trust > Build relationship

9. How do we achieve these? > Help the user > Fulfill promises > Be specific > Be consistent > Be respectful > Signal credibility > Look professional

10. The good,the bad,the ugly.

11. business intelligence

18. Marketing IT

19. What’s good for IT is notnecessarily what’s good for marketing.

24. > Helps the user > Fulfills promise > Is specific > Is consistent > Is respectful > Signals credibility > Looks professional

29. Landing pages can be consultative.

30. online payroll services

33. “We’re killing the industry average.” 200% lift over industry averages as reported in B2B Magazine December 2009

34. Landing pages can frame discussion.

35. medical billing software

40. 84% lift + bounce rate reduced 48% Athena Health example courtesy of http://www.bgcboston.com

41. Super B2B landing pages > Help the user > Fulfill promises > Be specific > Be consistent > Be respectful > Signal credibility > Look professional

42. Guide. Consult. Build trust. Scott Brinker twitter: @chiefmartec www.ioninteractive.com