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5 Perfect Examples of Professional B2M Landing Pages

Author: Eleanor Hecks

Your landing page can make or break a marketing campaign. Once you’ve secured a potential customer’s attention, it’s up to your landing page to secure the conversion by convincing them to move along the sales funnel.

Best practices for landing pages can help most businesses lock down sales. However, B2M businesses can’t always use these practices. Because a B2M company has multiple audiences with differing needs and pain points, multiple persuasive strategies and branching landing pages may be necessary to convert the most visitors possible.

These five landing pages from B2M businesses are perfect examples of how to stick the landing and design a page that encourages your diverse audience to get interested.

1. Olympic Garage Door

Often, B2M businesses sell products and services that are similar, but not the same, to their different audience segments.

To provide these different segments with the best information possible, a business needs to split its sales funnel carefully. Online, this means directing customers to a business or individual consumer page as they may need.

This landing page from Olympic Garage Door shows how you can split the sales funnel at the precise moment to ensure all visitor questions are answered without doubling up on content unnecessarily.

A large, central page element provides more information on garage door installations. This information is relevant to the business’s entire audience.

Below the main feature are several smaller images that link to more specific pages, providing info that only business customers or individual consumers may need.

A navigation bar at the top of the page provides additional options. It will allow visitors to find the information they need if they get lost while browsing.

2. Adobe

Sometimes, customer and business needs are closely aligned. For example, a business like Adobe sells graphic design illustration software to enterprise and individual consumers.

These are highly divergent audiences in many ways, but Adobe’s business model means that they’re looking for similar services. As a result, Adobe can advertise to both audiences without branching the sales funnel early.

This page from graphic design and illustrator software developer Adobe shows how you can serve both your business and consumer audiences when they’re looking at pricing.

This strategy works best when you have an audience of both businesses and individuals that use mostly the same products in mostly the same way. For Adobe customers, whether you’re a big business or an individual, you’ll still be dealing with licenses, subscriptions and Adobe’s cloud-based software service. The primary difference between business and individual needs is scale. This page effectively communicates how pricing will change as demand scales up.

Breaking out the pricing offers specific information on the differences between business and consumer services without splitting the audiences too early.

Reducing complexity like this will ensure that business and individual customers are less likely to get lost while navigating your site.

3. Amazon

Sometimes, the boundaries between a business’s “B” audience and “C” audience can get blurry — especially when a company is particularly large, multinational or well-established among both business and individual customers.

If it is unclear where one segment of your audience ends and another begins, emphasizing the flexibility built into your business plan can reassure customers that you have the resources they need.

This landing page from Amazon shows how you can demonstrate your business’s flexibility when talking to multiple different audiences simultaneously. Language like “selling plan,” “business category” and “fulfillment strategy” let companies and individual sellers know that Amazon’s services can support them.

Linking to resources on this page also makes it easy for visitors to learn more if they’re unsure of what they need.

4. Verizon

On the other hand, your business and consumer segments can have very different needs. You may also need to segment your audience much earlier in the sales process to ensure they get accurate info.

This page from Verizon shows how you can emphasize one audience segment, letting them know they’re on the right track. The word “business” appears multiple times on the page, in both large and small fonts. The page visuals both reinforce Verizon’s brand and emphasize that you’re looking at a business product.

Customers who are after individual plans can always click on the “Personal” tab at the top left, and each page makes it very clear that moving forward will mean proceeding down the sales funnel for a business plan.

5. Farmers Insurance

The best B2M landing pages can emphasize benefits while anticipating divergent needs. This landing page from Farmers Insurance shows how a business can balance these two landing page characteristics.

This landing page offers labeled links to specific insurance types — including home, auto and business insurance. It also includes figures on how much customers save on average by switching to one of those insurance types.

This information ensures that all customers will find a way on the landing page to move forward, no matter what segment they’re in.

Use the Right Designs for Your B2M Landing Pages

Your landing pages will have a significant impact on how well your marketing works. Design strategies that consider the needs of both business and individual customers will work best for B2M businesses.

Knowing when to split the sales funnel and how to provide information to multiple audience segments will help you ensure your landing pages are ready for your entire audience.

Effective site navigation will also help. If visitors get lost while browsing, they’ll always have a way to find what they’re looking for.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

A Quick Guide to Email Marketing’s Top 5 Metrics

Author: Arthur Rowley

Email marketing’s advantages include high levels of personalization, direct communication with prospects, and driving traffic to your website via messages. And the cool thing is that whether you have a website selling camping gear or an online casino with games like top online casinos, email campaigns are relatively cheap to run. They’re also perfect for results-driven marketing because the outcomes are easy to measure. You can use tools like Mailchimp or Google Analytics to get numbers on a wide variety of metrics. But before you attempt to track all of them, make your life easier, and start with the five most important ones. There are all of them you need for success in the online world. 

1. Open the Rate of Your Email Marketing Campaign and Ways to Increase It

To find out what your open rate is, first divide the number of opened emails by the number of all recipients. Then multiply the result by a hundred to get the percentage. If your open rate is somewhere between 17-23%, you’re on the same level as most businesses. However, if the number is under 15, it means your campaign is ineffective in addressing your audience, and your email marketing strategy needs improvements. Here’s how to boost the open rate: 

  • Make your content more exciting by adding videos and images to it. Plus, if possible, use storytelling to make your point. Entertaining and engaging emails ensure that your readers will open the messages in the future as well.
  • Make the subject lines catchier. They need to captivate the attention, press on scarcity (for example, a 24-hour discount offer), and above all: remain clear.
  • Think about your timing. Perform A/B testing to find out the exact times your customers are most likely to read your messages. 

2. Click-Through Rate

The Click-through rate shows how many of your email recipients click on links in your messages. It’s an indicator of whether people skim your content or are genuinely interested in your offers. And the better your click-through is, the more conversions you can hope to get. 

But what’s the first thing to do if your email marketing analytics show an alarmingly low click-through rate? The quick answer is to make your content more relevant to readers. Survey your customers to find out what interests them and cater to their preferences. It makes them much more likely to follow your links to sales pages and your website.

3. Conversion Rate Measures Your Success

Conversion rate is a central key performance indicator (KPI) all marketers should follow. It shows how many of the prospects turn into paying customers and how much money the business makes. All the other email marketing KPIs should ultimately work towards improving the number of conversions. And although making more sales is a topic that deserves a separate lengthy article, let’s cover some basics that can increase the conversion rate: 

  • Keep the emails short and to the point. Your readers have plenty of other things to do than consume your content. Be quick and concise with your offer.
  • Segment your audience to make sure the messages get directly to people who are interested in them. 

4. Bounce Rate – Some Emails Never Reach the Inboxes

Bounce rate stands for the percentage of emails that don’t get to the recipients’ inboxes. The typical reasons are that the email addresses in your list are either fake or not active anymore. Sometimes a server overload can also cause an unusually high bounce rate. But if the number is consistently over 2%, you should start cleaning up your email list and delete all non-active addresses. 

Also, consider offering users the double opt-in option. It means that anyone who enters their email in the opt-in box to receive your newsletter has to confirm the request before becoming a subscriber. It’s a great way to make sure your email list gets filled with people who are genuinely interested in hearing from you.

5. Spam rate

Spam rate is another number you want to keep as low as possible. It shows the number of recipients who marked your email as spam. Again, the double opt-in is one way to make sure only interested people receive your emails. 

You should also pay close attention to how your subject line looks. If it comes off as pushy or loud (using all caps and lots of symbols), it has a high chance of getting the spam mark. Instead, keep the subject line simple, as if you’re writing to a friend.

Conclusion

So this was our list of the most important metrics for your messaging campaigns. You can use pretty much any available email marketing tool (MailChimp is perhaps the most celebrated one) to track these numbers. They inform you whether your efforts to reach your audience via emails are successful or not, and enable you to make accurate adjustments to your campaigns. 

Next, subscribe to the mailing lists of some of your favorite brands to see some email marketing examples for inspiration. And start devising your own messages. Emailing is still a surprisingly efficient revenue machine, and it’s time for you to tap into its power.

What are the most important metrics to track in email marketing in 2021, in your opinion? Share your thoughts in the comments.

Author’s bio:

Arthur is a copywriter and an online marketer who specializes in email marketing campaigns. He believes emails are still the most efficient way to reach new customers and keep the existing ones. Arthur also likes to keep himself up to date with the latest trends and write articles on the best marketing practices.