Business-to-Business Landing Pages

Scott Brinkertwitter: @chiefmartecwww.ioninteractive.com

Conversion Conference West 2010

B2C B2B

> Customer heterogeneity

> Group decisions

> Long, multi-stage cycle times

> Different roles, different agendas

> Career risk and opportunity

> Complex products and services

> High-stakes purchases

The B2B Gordian Knot

The consultative salesperson in B2B has been disrupted by the web.

Marketing must address the gap.

B2B search marketing

What about the landing?

Search Site

The Gap

> Build brand

> Build trust

> Build relationship

3 goals for B2B landing pages

How do we achieve these?

> Help the user

> Fulfill promises

> Be specific

> Be consistent

> Be respectful

> Signal credibility

> Look professional

The good,the bad,the ugly.

business intelligence

IT

Marketing

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

> Helps the user

> Fulfills promise

> Is specific

> Is consistent

> Is respectful

> Signals credibility

> Looks professional

Landing pages can be consultative.

online payroll services

200% liftover industry averages as reported in B2B Magazine December 2009

“We’re killing the industry average.”

Landing pages can frame discussion.

medical billing software

84% liftAthena Health example courtesy of http://www.bgcboston.com

+ bounce rate reduced 48%

> Help the user

> Fulfill promises

> Be specific

> Be consistent

> Be respectful

> Signal credibility

> Look professional

Super B2B landing pages

Guide. Consult. Build trust.

Scott Brinkertwitter: @chiefmartec

www.ioninteractive.com