Selling Landing Pages to the C-Suite

Selling to the C-Suite takes more than just an exciting pitch. You have to ready to explain how a landing page program can benefit the whole company. Luckily, this is a pretty easier answer, and it’s been well documented that landing pages can help increase online marketing ROI and improve lead generation efforts. The key to selling the idea to the C-Suite however is to make it very clear how landing pages will be able to do this for your particular company. Here are a few tips on how you can make a strong case for landing pages:

1. Align With Company Goals

Step back and analyze current opportunities where your marketing efforts could benefit from landing pages. Then look at your company’s marketing plan and align your landing page strategy so that it supports goals outlined in the plan. A smart landing page optimization strategy will help you reach those goals faster.  

For instance, if an increase in lead generation by a certain percent is an important KPI for your marketing team, explain your plan for how landing pages will help. Perhaps you want to test gating content or see if segmentation paths help generates better quality leads. Whatever your goal is, make sure you outline a clear, actionable plan and the results you expect to achieve.

2. Show Metrics

When it comes to selling to the C-Suite, data is one of the most effective ways to prove your point. Take your pitch and your proposed strategy for success and reference industry data, case studies and white papers that back up your approach. Try to find case studies of companies that are similar to yours so that it’s easier for your boss to imagine your company getting the same results.  Hard data makes a case that is difficult for even the most skeptical executives to ignore.

3. Translate

Going from the last point, it’s good to provide statistics, but don’t assume that your audience will automatically understand what the metric points mean. Tell the story behind the metrics and the strategy; don’t bore your boss with mounds of data.  Landing pages bring exciting and potentially huge results.  Present your data in a manner that is exciting, interesting and inspiring. Once the C-Suite sees your side of the story, you have a much better chance to sell landing pages to your company executives.

How did you sell landing pages to your C-Suite? What are your tips for anyone trying to convince their boss?