The role of websites and landing pages in your lead generation process
Modern B2B lead generation relies heavily on digital marketing assets to do the heavy lifting.
It works by sending inbound traffic either to a website or a series of separate landing pages at the same web domain (or a sub-domain thereof).
Some of the content made available in the middle of the marketing funnel, the 'Consideration' stage, might be hosted on your main website. This is good for blogs, 'About Us' general information and team introductions, all linked to from organic social media posts.
But it's often best to send traffic to dedicated landing pages. These will either reside at www.yourdomain.com/a-unique-campaign-slug or a sub-domain like offers.yourdomain.com/black-friday-deals-slug
There are several advantages of using landing pages.
Firstly, it's easier to attribute traffic because people should only be reaching them because you've sent them there with an ad or email; secondly, landing pages are free from all the potential distractions found on your main website, which can lead visitors astray.
Landing pages exist to perform a single main function: get the visitor to take an action that benefits your business, whether that's clicking through to a subsequent landing page, downloading something or starting a conversation.
In essence, you want to give your visitors a binary choice: take the desired action or exit the page. Obviously, you want them to take the action, but it's OK if they don't - your website remarketing will give you the chance to nudge them with ads online and on social media.