To say that marketing to a B2B crowd requires a different approach than B2C is a huge understatement (and another blog post).
In many cases, educating B2B prospects and building relationships with them (and other relevant influencers, end users, decision makers), comes down to incremental steps. After all, purchasing a $35,000 service or product is worlds apart from buying a few books on Amazon.
B2B Landing Pages: Live optimization
Despite the many differences between B2B and B2C customers, the landing pages and the marketing channels that feed them have similar criteria for success: presenting a strong value proposition, keeping friction and anxiety to a minimum, maintaining relevance and continuity between all steps in the process so prospects don’t get confused, lost or sidetracked.
Using specific pages to pinpoint those areas for improvement, and recommend ideas for testing, is the focus of our live optimization web clinics. For our most recent clinic, our team focused solely on B2B landing pages, examining the strengths and weaknesses of several pages.
You can now access the Feb. 25 clinic in three formats for your convenience:
- View the complete presentation (slides and audio)
- Read the print-friendly research brief with additional links
- Listen to the MP3 version
The MarketingExperiments team also analyzed five “elimination-round” contestants from that clinic for a series of blog posts over the past week.
Thanks to everyone who participated in the live web clinic and contest — especially those who submitted their landing pages for review.
If you enjoyed this clinic, please share it with a friend and join us for Surprise Winners: How “wild card” tests achieved gains of up to 86%
Great equation! But I would also like to add that to really make sure that your campaigns do work, you also need to know how to nurture leads through methods like drip marketing. With lead nurturing, it becomes easy for you to have sales-ready leads whenever you need them. You are also assured that most of your marketing campaigns are not futile.
Thanks for posting, Perry. I couldn’t agree with you more about lead nurturing and methods like drip marketing (even though the labels make me itchy).
Last September, we touched on multimodal nurturing in our lead-gen playbook clinic. Might be a good time to revisit the topic of nurturing and delve a bit deeper into the process beyond the page and lead capture. What do you think?
I would love to hear more about this topic.
Is there any possible way that you could enlighten me more about this topic? I’m slowly making my way into understanding the difference between B2B and B2C. And it’s not an easy task. Thanks!
Lead Generation Philippines,
Here is some more B2B information that might help.
We discuss B2B often on our research website and this blog, so feel free to check back regularly to get the latest information.