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.