Ten Tips for Lead Generation Landing Pages
Perhaps the largest difference between business-to-consumer (B2C) and business-to-business (B2B) pay-per-click is that the post-click goal for most B2B marketers is to capture a lead, not make a sale. This means that B2B companies must focus on converting clicks into leads as much as they focus on getting clicks in the first place.
Landing pages are critical to making this happen. From the prospect’s perspective, clicking on your link is easy and doesn’t cost (them) anything. In contrast, converting and becoming a lead requires them to invest their time and energy to understand your offer and fill out your form — not to mention risk unwanted marketing since you require they share their contact information.
