Landing Page Strategies

Landing Pages are a powerful tool for capturing leads, driving engagement, and aligning marketing efforts with the buyer’s journey. However, creating high-performing Landing Pages requires a deep understanding of audience needs, strategic design principles, and data-driven optimization. Marketers must address challenges like crafting compelling content, selecting the right visuals, providing seamless UX, and reducing friction in the user journey to achieve meaningful results

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Who is this for?
  • Marketers
  • Sales representatives
  • Managers
  • Business owners
What does it include?

3 video lessons (55 min)

Learning Activity

2 PDFs

Get a glimpse into the course

Experts

Heather Hurd

CMO and founder of Dusk Marketing

Jessica Dahan

Vice President Marketing at Trusted Shops

Barbara Puszkiewicz-Cimino

Director of Global Digital Marketing & CRM

Course curriculum

Lesson 1. Landing Pages in B2B Marketing

In this lesson, you’ll explore the critical role Landing Pages play in B2B marketing campaigns. You’ll learn how they fit into the broader marketing mix, their unique benefits compared to websites and microsites, and how they help achieve goals such as Demand Generation, brand visibility, and conversions. By the end of this lesson, you’ll have a clear understanding of how Landing Pages drive measurable results and support business growth

Lesson 2. Aligning Landing Pages with the buyer's journey

This lesson focuses on creating high-impact Landing Pages tailored to the unique needs of each stage in the buyer’s journey. You’ll learn to align messaging, design, and CTAs to attract, engage, and convert your target audience. Through examples and best practices, you’ll gain the skills to design pages that resonate with prospects at every stage, from awareness to onboarding and beyond

Lesson 3. Best practices for optimizing Landing Pages

In this lesson, you’ll dive into the strategies for evaluating and improving Landing Page performance. You’ll learn how to monitor key metrics like bounce rate, conversion rate, and time on page, uncover common challenges, and apply optimization techniques to drive better results. By the end of this lesson, you’ll be equipped to test, refine, and measure your pages for ongoing success in your campaigns