Dynamic landing pages, without a doubt, enhance the customer experience and increase engagement, conversion, and sales. By tapping into the power of dynamic content, brands can improve navigation, better align campaign and landing page messaging, and deliver maximum relevance—and it’s that relevance that makes all the difference when it comes to meaningful, long-term customer connections.
These same dynamic site tactics are particularly effective in driving offline sales for B2B brands, thanks to strong site-driven marketing techniques. It’s a topic so core to the success of our partners and of B2B organizations in general that we’ve devoted an entire breakout session to it at Adobe Summit 2014: “Maximizing Your Content Marketing Impact in the B2B World.” This in-depth seminar will address this essential theme while guiding organizations toward smart landing page optimization that leverages innovative design components.
For B2B organizations, this all starts with content marketing best practices. Rooted in that all-important “relevance,” content marketing draws in and retains customers by connecting them with valuable information and offers, all in an effort to increase ROI-driven user action. The curating of content here is key. Brands must continually deliver relevant, original content to effectively impact customer behaviors versus creating one-off, transactional opportunities with no true depth or permanence.
On this topic, I particularly loved inVentic Media 360º Executive Vice President Ryan DeShazer’s recent post, “The Stage Is Set for Data-Driven Content Marketing.” Here, he takes all this a step further, borrowing the phrase data-driven content marketing (DDCM) and noting that the hyperrelevance that exists from ad straight through to experience is what it’s all about, and that being successful in this arena means that content is organized and timely every single time. The relationship, then, between customer and brand is “iterative and evolutionary” as we learn, grow, and align more closely with every interaction. The end result? A “recommendation engine” of sorts that, no surprise, also continually gets bigger and better, and spits back more relevant experiences to the end user or buyer.
But keep in mind that despite all the talk of customer relevance, content marketing isn’t simply a B2C strategy. According to the Content Marketing Institute, 93 percent of B2B marketers are using content marketing. More than two in five B2B marketers consider themselves effective, up from 36 percent in 2013. What’s more, 44 percent have documented content strategies and nearly three in four have a dedicated marketer who oversees these initiatives. And the numbers keep growing—73 percent of marketers are producing more content than they did last year, from articles to e-newsletters, blogs to webinars, talking about everything from industry trends to company-centric information.
Although content marketing metrics and key performance indicators (KPIs) certainly vary across industries and organizations, Web traffic, sales lead quality, engagement, subscriber growth, and, of course, direct sales and cross-selling are typically among the most cited. So who’s doing it right? SunGard was an early winner when, in late 2012, it developed a zombie-themed campaign targeting their IT pro audience. Titled “How to Move to the Cloud AND Survive a Zombie Attack,” this simple-to-follow, actionable, and industry/pop culture-relevant walk-through gained massive viral buzz while delivering relevant content. And by positioning against zombie attack how-tos, moving to the cloud suddenly seemed demystified—it certainly wouldn’t be as tough as combatting the living dead. Download rates increased by 300 percent, so customers clearly agreed. Another great example? Xerox’s “Get Optimistic” campaign—a limited-edition digital magazine for senior-level decision makers at large companies, developed in partnership with Forbes. Initially designed to better connect with 30 top accounts, the program delivers relevant business tips and insights. With its initial rollout, 70 percent of its target companies—that core 30—interacted with the microsite, readership increased upward of 400 percent from prior email campaigns, and Xerox added 20,000 new contacts, 1,000+ appointments, and $1.3 billion in pipeline revenue.
Wow. That’s relevance at work.
So going back to the theme of dynamic landing pages. Now you’ve got the goods—the content—and the next step is aligning those pieces and creating even more relevance via segmentation of that dynamic content. Information can be targeted to customer segments based on a host of metrics and optimization points, including demographics, firmographics—characteristics about the organization—past behaviors, including purchases and preferences, and even the behavior of related contacts. Thanks to the technology supporting dynamic landing pages, marketers can determine performance factors by segment, and almost instantly carve out and optimize those targets’ landing pages—and related performance metrics—on a one-by-one basis. Multiple pages can be managed and supported from a single access point, efficiency is sky high, and you’re keeping relevance up there, too.
And did I mention the increased conversion rates, higher average order values, improved quality scores, and lower bounce rates? Those are just some of the ROI realities of adopting a dynamic landing page strategy, plus high-impact content marketing.
So that’s part one and two. But our Summit session is going to add another dimension—offline sales. The most effective B2B sites are successfully driving offline sales with site-driven marketing. Mobile commerce—specifically tablet—is at the core of this opportunity in the B2C realm. Innovations such as Apple Passbook and Google Wallet are fueling its growth at an unheard-of rate. But what about B2B? Dynamic and content-based marketing can be that solution. Drawing customers in with relevant, powerful, compelling information, offers, and other tidbits build that bridge. For prospects, it’s that captivating content that pulls them in, and for loyalists it’s what keeps them coming back. The next step is that offline conversion—the lead to the call, the request to the meeting, and the ultimate close. But, unlike cold calling and more traditional lead gen, you’re going into the conversation with an added level of insight and engagement tactics. You know what drew them in, what kept them coming back, and what they continue to look for. You’re starting from a place of strength, thanks to content marketing and dynamic landing page integration.
We’ll take this theme even further at our Summit session. In the meantime, though, I encourage you—whether you’re attending Summit or not—to start thinking about the type of original, dynamic content your organization could organically produce. Think about your customers and their needs—what are you always being asked for? What are you hearing disconnect or conflicting views on? Where can you step up and be the expert, to position your site as not only a purchase portal but also a content-driven destination?
The possibilities are endless when dynamic site approaches come together with valuable, well-curated content. Think of this as your invitation to be an influencer in this arena, and drive greater engagement and more online-to-offline conversion than ever before.