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Let’s be honest, it might be time to mix things up when it comes to landing pages. Many B2B marketers are questioning if they have had their time… For years, they’ve been the go-to tactic for marketers running campaigns or targeting specific sectors. But if you’re still relying solely on static landing pages to engage your audience, it might be time to rethink your approach.
Web personalization is changing the game, and for all the right reasons.
1. Personalization meets people where they are
More often than not, landing pages sit separate from your main website. That means when someone clicks through from an email, ad, or LinkedIn post, they’re taken to a different part of your digital landscape, one that might not reflect the full story of your brand.
How many times have you found yourself on a landing page but it’s not the right time? The next time you want to find out more information about that brand you don’t hunt out the landing page, you head straight to the site which is a generic experience.
Web personalization, on the other hand, brings the tailored experience into your main site. Visitors land on your homepage (or any page), but what they see is shaped by who they are. Whether it’s their industry, company size, location, or even the campaign they came from.
It’s relevant. It’s helpful and it feels natural.
2. Higher engagement, lower bounce
Let’s say a prospect from a finance company lands on your site. With a static page, they see generic messaging. With personalization, they at once see how your product helps financial businesses. The case studies, language and imagery all resonate.
That instant relevance keeps them engaged. They click around. They explore. They stay longer.
And when people stay longer, they’re more likely to convert. In 2024 the average increase in onsite conversion on personalised experiences was 138% (Webeo).
3. More efficient than building endless landing pages
Creating landing pages for every audience segment, campaign or sales outreach takes time and effort, from design to copy to dev work. If you’re running any sort of ABM activity, the need for tailored comms is greater but not everyone has the luxury of large teams to handle this in-house.
With web personalization, you can create dynamic content variations that trigger based on audience data. One site, multiple tailored experiences. Less heavy lifting. More flexibility. Experience duplication functionality really helps with this and finding a vendor that has the ability to create the experiences for you! (Hint – Webeo can help you with this!)
4. It connects the dots across your marketing
Web personalization lets you link your paid, email and ABM campaigns to a consistent experience on your website. It acts like a continuation, not a dead end.
And because it’s all tied into your analytics and CRM tools, you can track who’s engaging, what content is working, and what drives action. You can then update web experiences based on your prospects & customers earlier behaviour.
5. It’s what B2B buyers expect now
We’re all time-poor and research-driven. We want answers fast and expect B2B digital experiences to reflect our needs. We want more than a one-size-fits-all pitch with the reliance on us to find the right information for us.
Web personalization delivers that. It helps B2B buyers feel seen and understood. And that can be the difference between a bounce and a booking.
Final thought: Landing pages aren’t dead – but they shouldn’t do all the work.
They still have a role to play. But if you want to create a connected, relevant, and conversion-ready experience for your B2B audience, web personalization needs to be part of the mix.
And once you’ve tried it, you’ll wonder how you ever did without if… It’s very addictive!
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