Best Practice Report

Rethinking Landing Pages For Demand Marketing

November 5th, 2018

Summary

Painstaking preparation is a must for B2B demand marketers who want to prepare the ideal mix of inbound and outbound tactics. In particular, motivating buyers to take the next step in their decision-making process requires behind-the-scenes choreography that provides a seamless transition. Landing pages offer a staging area not only for offer redemption and conversion, but also for collecting buyer insights that inform engagement strategies and deliver a personalized experience. In this report, we describe best practices for operationalizing and optimizing landing pages for demand marketing by audience context and program activation requirements.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.