The moment of click-through is the quintessential first impression in modern marketing. But too often that impression is….disappointment, annoyance or boredom. So how do you delight your prospects in that critical moment of truth? Scott discusses three key ways break out of the landing page box and delight post-click.

1. Think
Outside the
Landing Page
Box
by Scott Brinker @chiefmartec
B2B Edition

2. Real marketers
love TOFU.

3. Real marketers
love TOFU.
You never get a second
chance to make a first
impression.

4. Real marketers
love TOFU.
You never get a second
chance to make a first
impression.
This is as true for
B2B marketing as
it is for, well,
everything.

5. The moment of click-through — is the
quintessential first impression in modern
marketing.

6. But too often that impression is….
The moment of click-through — is the
quintessential first impression in modern
marketing.

7. Disappointment.

8. Annoyance.

9. Boredom.

12. This is the typical landing page box.

13. And there are thousands of
cookie-cutter pages just like it.

14. What do we want our prospects to feel
at this crucial moment of truth?

15. Delight.

16. How can we
break out of
the box to
deliver
delight?

17. DESIGN

18. DESIGN FLOW

19. DESIGN FLOW EXPERIMENT

20. Design matters. Even in B2B.

21. In web design, you have
1/20th of a second to
make a good first
impression.§
§ Research from Lindgaard, Fernandes, Dudek, and Brown.

22. A “halo effect”
from a great
first impression
carries over to
evaluation of
other product
attributes.

27. vs.

28. vs.

29. This is not a cookie-cutter landing page.
≠

30. Most landing pages are a
“take it or leave it” brick wall.

31. Most landing pages are a
“take it or leave it” brick wall.

32. Most landing pages are a
“take it or leave it” brick wall.

33. Flow aims for more natural momentum.

34. Flow aims for more natural momentum.
Think of what a good salesperson would do.

40. Not a landing
page…
…but rather a
landing experience.

41. FLOW • More natural dialog
• Less pushy
• Customer focused (vs.
marketer focused)
• Help respondents reach
most relevant info
• Effortless segmentation
• Optimize segments
independently

42. Conversion increases
for Iron Mountain of
over 255% with these
experiences.

44. REDACTED
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50. REDACTED REDACTED
vs.

51. REDACTED REDACTED
vs.

59. B2B ≠ Boring to Boring

61. But will your
fancy design
work on all
devices?!

62. But will your
fancy design
work on all
devices?!
Yes.

68. Responsive Design ≠ Boring Design

72. Experimentation > Optimization

74. Source: Marketing Leadership Council of Corporate Executive Board 2012

76. Fortune favors the
bold.
Bring passion
and imagination
to your TOFU.

77. DESIGN

78. DESIGN FLOW

79. DESIGN FLOW EXPERIMENT

80. Thank you.

81. Thank you.
Scott Brinker
Twitter: @chiefmartec
http://ioninteractive.com