How Landing Pages Can Shorten the B2B Sales Cycle

Content Logistics

In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén welcome Tas Bober, Digital Strategy Advisor at Delphinium, to discuss effective strategies for creating high-converting landing pages in B2B SaaS. Tas introduces her "Chipotle Method" for crafting landing pages, emphasizing the importance of understanding the buyer's journey and product features. She explains how to map out the entire buying process, from market overview to product details, and recommends creating 5-9 core landing pages that can be reused and adapted for different campaigns.

Tas shares practical tips for improving landing pages, including the value of anchored navigation and the importance of relevant, high-quality gated content. She advises marketers to focus on providing genuine value in all marketing efforts, especially when it comes to gated content. The conversation also touches on the benefits of this approach for lean marketing teams, allowing them to do more with less while maintaining consistency and quality.

The discussion concludes with Tas offering insights on testing and iterating landing pages, emphasizing the importance of transparency and data-driven decision-making. She highlights the need for marketers to take initiative and run experiments, even with limited resources. The episode wraps up with Tas sharing her biggest "content marketing ick" - gated content that fails to provide real value to the reader. This episode is essential listening for B2B marketers looking to enhance their landing page strategies and optimize their digital marketing efforts.