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Landing pages remain most important B2B marketing channel

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.

1. How B2B Tech Companies Market Products

2. The essential guide to landing page optimisation

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.