Best Practices for Landing Page Setup

  • Updated

When an account clicks your ad, the landing page should help the account achieve the objective of your account-based advertising campaign. The landing page gives the account an opportunity to consume information, navigate your website, or complete a specific action.

These interactions can help move accounts through the funnel. Visitor behavior on your landing page also feeds ABM key performance indicators (KPIs), such as increases in website visits, site engagement, and pipeline or opportunity creation.

Design Landing Pages to Support Campaign Objectives

Use the following best practices to design and structure your landing pages. The numbered tips correspond to the numbers in the example screenshot.

  1. Keep top-level navigation on the landing page.
  2. Make the main message and primary calls to action (CTAs) prominent. Align them with your campaign and creative objectives.
  3. Make the landing page easy to scan. Simplified content, bullet points, and a clear visual hierarchy can improve interaction rates.
  4. Include secondary CTAs that offer additional paths for learning.
  5. If engagement is a campaign goal, provide a mix of gated and ungated assets to give visitors multiple options.

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Optimize Landing Pages for Different Campaign Objectives

Use the following guidelines to optimize landing pages for specific account-based advertising campaign objectives.
Tip: To increase campaign effectiveness, implement Demandbase Personalization to maximize visitor engagement on your website.

Objective  Result  Guidelines
Raise awareness
  • Top-of-funnel prospecting
  • New market entry
  • Use a broad value proposition to increase awareness.
  • Use ungated content, such as a solutions page, blog article, white paper, or general information.

Build pipeline

 

 Generation and acceleration of qualified leads
  • Include a tailored value proposition.
  • Offer a mix of gated and ungated content to provide engagement options.
  • Place a clear CTA and important information above the fold. Include a form for the primary CTA.
  • Keep forms short (ideally 3–4 fields) to improve completion rates. Gather essential information upfront, then nurture leads further through the funnel.
Retain or upsell customers
  • Renewal
  • Upsell
  • Reinforce the value proposition.
  • Offer a mix of gated and ungated assets to provide engagement options.
  • Place a clear CTA and important information above the fold..

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