Consumption > Conversion

The Interview with a B2B Landing Page Expert

In my recent interview with Tas Bober, a Paid Media B2B Landing Page expert, she talked about…

1. How CRO in B2B is very different than B2C

2. Niching down is what drives inbound pipeline

3. Prompt Engineering AI to unlearn technical jargon

In this email, I am going to focus on the first point, but if you’d like to listen to the full episode, check it out below on our YouTube.

B2C vs B2B CRO

For those of you that don’t know, CRO is an acronym for conversion rate optimization and was popularized in early 2000s (the dawn of the internet).

This practice can be summed up to AB testing 1 experience against another to uncover which one drives more conversions (aka form fillouts / purchases).

In B2C this looks like testing headlines and button colors - while Tas explains that in the B2B world it is much different.

In fact, she ventures to say that CRO takes on a whole different meaning in the B2C world.

Consumption Rate Optimization

In the B2B world, buying decisions are longer and there is a lot more information gathering before a purchase is made.

The CRO that works for B2C (Impulse Purchases) doesn’t hold true in the B2B world.

In fact, Tas references a report conducted by HockeyStack, that cites that on average 30+ touchpoints are required before someone decides to become a marketing qualified lead.

You read that right… It’s not to become a SQL or Opportunity - it’s literally to raise their hand and say they are interested.

So armed with that knowledge, if you’re in the B2B world, then it’s about content.

Different Types Of Content To Improve Inbound Pipeline

Touchpoints take on many forms.

• Social Media Posts

• PPC Ads

• Social Ads

• Audio Ads

• Display Ads

• Content Collaborations

• Livestreams

• Podcasts

• Cold Outbound Emails

• Blogs

• etc.

The more quality information you are able to output as a B2B company, the more information your prospects have to…

1. Address their objections

2. Internally sell your solution to higher ups in their org

So optimizing for consumption of content is much more important than testing if one button color is green vs blue.

What this looks like in practice?

Tas has an incredible resource library of landing page examples that address the prospect’s unique needs all throughout the buying journey.

I highly recommend you check it out here.

What’s next?

Well if you aren’t already, be sure to be following the Optimize Your Marketing LinkedIn page where we cover some cutting edge strategies, tactics and idealogies that expert B2B marketers are using to drive inbound pipeline for their orgs.

Until then.

To Your Success,

Ian “CRO” Binek