Dynamic content
Posted: Wed Jan 29, 2025 5:17 am
Landing in the B2B segment should be "tailored" to the Buyer Persona, otherwise it will be a shot in the dark. Talk to specific people, voice and solve specific problems.
It has already been said that due to the heterogeneity of visitors in this segment, it is difficult to select content that would be suitable for everyone (at least to some extent). This problem is solved by dynamic content , which changes depending on the parameters of incoming traffic.
“In B2B, where the stakes are higher, customers don’t waste philippines phone number data time guessing. You either give them what they’re looking for or you don’t. If your landing page doesn’t even identify a specific problem or explain how you solve it, the visitor is likely to go to a competitor who communicates their offer more quickly, simply, and clearly,” says Scott Brinker of Search Engine Land.
Conclusion
In B2B, getting a lead is only a small part of the job. The key to further success is lead scoring. This process can be completely unique to your business. The models used as a basis need to be tested and optimized, which sometimes takes time. However, it will not be wasted.
Don't forget about emotions. Of course, when selling to a business, you shouldn't rely on emotions as much as you would when promoting baby clothes. But businesses are run by people who, like the rest of us, are subject to emotions and cannot remain rational 24 hours a day.
Remember, the devil is in the details. B2B sales cycles are different. The higher the cost of the product, the greater the friction. Your task is not to ignore this fact, but to take it into account when optimizing the resource. Consider this task as a challenge: optimization can be ongoing, but with each new turn in the spiral, you will receive more profit and regular customers.
It has already been said that due to the heterogeneity of visitors in this segment, it is difficult to select content that would be suitable for everyone (at least to some extent). This problem is solved by dynamic content , which changes depending on the parameters of incoming traffic.
“In B2B, where the stakes are higher, customers don’t waste philippines phone number data time guessing. You either give them what they’re looking for or you don’t. If your landing page doesn’t even identify a specific problem or explain how you solve it, the visitor is likely to go to a competitor who communicates their offer more quickly, simply, and clearly,” says Scott Brinker of Search Engine Land.
Conclusion
In B2B, getting a lead is only a small part of the job. The key to further success is lead scoring. This process can be completely unique to your business. The models used as a basis need to be tested and optimized, which sometimes takes time. However, it will not be wasted.
Don't forget about emotions. Of course, when selling to a business, you shouldn't rely on emotions as much as you would when promoting baby clothes. But businesses are run by people who, like the rest of us, are subject to emotions and cannot remain rational 24 hours a day.
Remember, the devil is in the details. B2B sales cycles are different. The higher the cost of the product, the greater the friction. Your task is not to ignore this fact, but to take it into account when optimizing the resource. Consider this task as a challenge: optimization can be ongoing, but with each new turn in the spiral, you will receive more profit and regular customers.