B2B Lead Generation 2
Home
eMarketing
eSecurity
Mobile Comm
Global e-Business
News & Insights
Contact Us

Articles

Sales Person's ROI Model
Engaging Interaction
Retargeting
Sensory Channels
Persuasive Webpages
FB MyLife
Business Mobile Apps
FB Ads Tips
Grow FB Fans Organically
Search vs. Social Exposure
B2B Lead Generation 4
B2B Lead Generation 3
B2B Lead Generation 2
B2B Lead Generation Part 1
Social Media and B2B Event
Importance of Social Media Experts
Facebook Marketing
Tips for Social Media Marketing
From Twitter to Chatter
Traffic to Web Site Via SMO
Webinar Marketing
Effective Web Copywriting
Play #28, Beyond The Cloud
Top Strategies for New Websites
Web Marketing Strategies
Web Lead Tracking
Buzz Marketing
Affiliate Marketing Maturing
Persuasion Architecture
SEO SEM Differences
Behavior Targeting
Network vs Affiliate Marketing
Email Marketing
SEO or PPC
Big Secret in eMarketing
Direct Mail Testing
Higher Leads for Less
Opening Direct Mail
Most Powerful Tool
Holiday Marketing Magic
Smart Mktg & Affiliate Program
eMarketing Planning
Marketing w/o Selling
Ultimate eMarketing
eMarketing Trend
eHarmony
Ultimate Affiliate Formula
Secret of eMarketing
Why Affiliate Program Fail
Article Mktg = Viral Mktg
Affiliate Marketing Types
Online Niche Marketing
Article Boosts Marketing
Profitable Email Mktg
Niche Marketing Secrets
Baby Boomers
My Space
RSS
Free Images
Affiliate Marketing
Marketing Web Site
6 eMarketing Principles
Mobile Web Marketing
Mini Web Site
Affiliate Marketing Needs Site
Web Marketing
Web Marketing 1st
Tailor Web Site
Site Appearance
6 Web Campaign
Sticky Site
Article Marketing
Web Template
Web Marekting Part 2
7 Killer Strategies
Freelance Copywriting
Creative Tips
Inverse Paranoid
Build Site Quickly
Design for Affiliate Marketing
Goal Setting
Web Marketing 2006
Freelance Part 2
Old Articles
Untitled
Untitled

B2B Lead Generation Part II: B2B Landing Pages
By Steve Tsai, Managing Editor, Internet Journal
10/04/12

This is the Part 2 of the B2B Lead Generation based on an SES session by Lauren Vaccarello, Director of Search, Display and Social Advertising, Salesforce.com.

The importance of the landing pages is often overlooked. It is understandable from the web site owner's perspective, because there are so many Web pages in a Web site. A landing page is just one of the many pages. However, from the visitors' view points, landing page is the first encounter they have with your Web site. You don't get a second chance to make the first impression. In fact you have less than a second to convince a prospect that you are worth their time. The landing page is how you introduce yourself to the prospects; therefore, you should make the most of it.

In one of the SES sessions information architecture was discussed. Searchablility, navigateability, and scent of the trace are essential to guide the visitor through your web site and create a pleasant user experience. There is a parallel between a Web site that is well designed to guide the visitors to where the site designer want them to go and that of a good sales person who guide the prospect in a sales meeting. Therefore, landing pages should be designed to guide users to the desired action, while at the same time limit friction, limit confusion, and limit distraction.

Because visitors arrive at a landing page through an SEM ad, the landing page must be relevant to that ad. There is a specific purpose for that ad and the landing page should be laid out to keep that focus. The message and action should be simple and clear.

Just like a sales person should find out a prospect's needs, then discuss how his product or service would meet the needs and what benefits the prospect would get from it, the landing page should speak to the prospective visitor about what they are interested in use the terms they want to read, avoid marketing speak, use facts and numbers, use benefit statements, and talk about them not you.

Call to Actions (CTAs) Matter

The landing page must have a compelling call to action. An ad has a specific purpose and attracts people who are interested in what's said in the ad. Therefore, the landing page should help the visitor on what to do. This includes a clear call to action. CTA should be above the fold (meaning it should be visible in on the display screen without scrolling down to find it). There should be a single offer and limit distractions. It is similar to a face to face sales, advance the sale or close the sale first, don't distract the prospect while that is going on!

In summary, the landing page must convey trust immediately, create a clear path to the desired action, deliver the information your customer wants, and develop compelling call to actions.

If the goal of a B2B ad is to generate more qualified leads so that the telesales people can contact the prospects to further qualify them and close the sale, then the first step of the landing process is to get the visitor to fill out a form. The difference between a B2B and a B2C landing page is that B2C landing page should have a CTA which is a BUY button, while a B2B landing page may result in a form fill. The form fill should provide your sales team with necessary information, but keep the following in mind: don't ask for too much information, is everything you re asking for necessary, and is the user getting enough value to justify giving you everything you require?

In a case study, a B2B healthcare company gets 23% of the ad visitors to fill out forms, by changing the landing page to ask more information and encourage a phone call, the form fill rate went down to 11%. However, the sales doubled (which means the offline conversion rate quadrupled), and the sales reps spend less time on poor quality leads and spend more time on closing better quality leads.

In the next installment, I will discuss Personalized Landing Pages and Marketing Automation.


About The Author
Steve Tsai is the Managing Editor of the
Internet Journal http://www.intnetjournal.com. Internet Journal provides the insights and analysis on Internet marketing, eCommerce, mobile communications, eSecurity, and global e-Business. If you have any comments about Internet Journal, please send email to stt@intnetjournal.com.
 

 

[Home] [eMarketing] [eSecurity] [Mobile Comm] [Global e-Business] [News & Insights] [Contact Us]

eMarketing