When an account clicks on your ad, the landing page should guide the account to accomplish your objective for the account-based advertising campaign. The landing page is where the account has the opportunity to consume information, navigate through different areas of your website, or be called to a specific action.
All of these options can spark account progress through the funnel. User behavior based on your landing page feeds data to various ABM key performance indicators (KPIs) that measure campaign performance, such as an increase in website visits, site engagement, and pipeline/opportunity creation.
How to Approach Setup of a Landing Page
The example landing page below demonstrates general best practices around the setup and layout of your landing pages. Follow along with these tips, which correspond with the numbers in the screen shot:
- Keep top level navigation on landing pages.
- Ensure the main message and primary call-to-actions (CTAs) are prominent and synch with your campaign and creative objectives.
- Render the landing page so that it’s easy to skim. Simplified content or bullet points with a clear visual hierarchy can improve interaction rates.
- Include secondary CTAs for additional learning paths.
- If engagement is a goal, use a mix of gated and ungated assets to provide additional options for visitors.
Objective-Based Guidelines
Follow the guidelines in the table below to further optimize campaign performance.
| Objective | Result | Guidelines |
|---|---|---|
|
Raise awareness |
Top-of-funnel prospecting; New market entry |
|
|
Build pipeline
|
Generation and acceleration of qualified leads |
|
|
Retain/upsell customers |
Renewal; Upsell |
|
Tip: To increase the effectiveness of the campaign, implement Demandbase Personalization to maximize visitor engagement on your website.