For B2B marketing to function today, landing pages remain indispensable. This is especially the case with tech firms that specialize in B2B transactions. A recent survey uncovered that 91 percent use their websites as one of their primary marketing channels, more than any other medium (1). The landing page is often the primary mechanism of converting visitors into leads when using a site. In addition, 89 percent said that they used email as an outlet. In order to successfully market to clients using an email strategy, companies have to use landing pages that are linked from the messages in order to collect information for lead generation or receive inquiries.
Landing pages present opportunities to cater to different audiences with unique angles that meet their needs (2). It creates a sense of continuity: When a buyer clicks a link in an email or through organic search, there is an expectation that the content on the other end matches what they're looking for or drawn to in the first place. A good landing page provides that as a way for visitors to become leads. It also presents opportunities for companies to bring in more clients through special incentives such as free content or discounts on specific products and services.