When you think about B2B landing pages, you often think about the bottom of the funnel. Demo requests, consultation calls, free trial sign-ups—marketers often use their PPC budget and landing
pages to drive visitors directly
towards these goals. But if these folks aren’t ready to make a purchase decision yet, sending them to a page like this can be putting them in an awkward position. It’s a bit like asking the cute barista who smiled at you once (but still spells afghanistan whatsapp number data your name wrong on the coffee cup) if she wants to elope with you to Vegas next week.
That’s where the top of the funnel comes into play. Ebooks, webinars, and other free resources can be great for attracting visitors to your brand and collecting their contact info. From there, you can build a real relationship with each new lead until the point when they’re ready to make a commitment.
Take this example from Impraise.
They used Unbounce to create a lead capture page targeting HR professionals. There aren’t any distractions on the page, the focus is squarely best practice to steal: try segmenting your leads with landing pages on the free resource: “The Guide to People Enablement Programs.” Visitors have the option to download the guide directly on this page in exchange for their email address, or—if they’re already searching for performance management software—go ahead and explore the Impraise platform.
12. Outback Team Building & Training
Landing page example from Outback Team sad life box Building & Training. Click to see the whole thing.
Best practice to steal: Use Dynamic Text Replacement (DTR) to personalize your landing pages
Marketers sometimes think that personalization doesn’t matter as much when it comes to B2B. But it’s almost always a good idea to get as specific as possible with your landing page so the decision-maker you’re targeting thinks, “Aha, this is for me!”
That’s where Dynamic Text Replacement
(DTR) and this Unbounce-built example from Outback Team Building & Training shines. The original headline here reads: “Trusted Source for Scavenger Hunt Team Building Activities in Your City.” But by using DTR and Google Ads Keyword Insertion, the marketers over at Outback were able to replace the last bit of that headline (“Your City”) with actual city names (e.g., “San Francisco” or “Toronto”).
Using this tactic, they were able to target this one single landing page for people all across North America and give them a personalized experience at the same time. Now that’s efficiency.
QUICK TIP
Ever notice how the best PPC campaigns feel personal—like they’re speaking directly to what you searched for?
That’s the magic of Dynamic Text Replacement.
When someone clicks your ad for “eco-friendly water bottles,” your landing page headline changes to match. No more generic headlines or disconnected messaging.