According to data from Marketo's marketing and sales blog, 93 percent of B2B buyers use search to begin the purchasing process. Thus, for B2B marketers, a well optimized landing page is a critical element in any internet marketing campaign.

The news source notes that in addition to SEO, landing pages should be optimized for relevancy, consumption and conversion. These pages will attract new prospects and include a call to action as a way to increase the amount of converts.

However, practice makes perfect, and B2B marketers should always consider testing to understand which mix of features and content is producing the most effective results. Through this process, marketers can also determine how to better communicate with customers by finding out which products, campaigns and calls-to-action are most valuable to them, adds MarketingSherpa.

The news source recently conducted a study of 2,600 marketers regarding the frequency at which respondents used landing page optimization (LPO) techniques, and of those who did, how many conducted employed testing as part of their strategy.

Researchers found that more than 66 percent stated they were involved in some form of LPO in 2010. Of that total, nearly half engaged in testing processes. However, it was also revealed that 34 percent of those who optimized didn't test, while 30 percent reported using no LPO strategies at all.  

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