Word of the week: Landing page
A landing page is a page on the web that contains a form used to capture a visitor’s information. The page should contain brief copy along with the form and be designed in a simple and organized manner. The information that is captured on the landing page will be used to support sales initiatives. Once a prospect successfully completes a landing page by submitting the form on it, the information gathered from the fields of the form – usually email, first and last name, company name – gets pushed over to your marketing automation tool. Depending on the completion actions of the form, or the actions that take place once a prospect presses ‘submit,’ that prospect may also be pushed into the CRM. If the prospect already exists in your marketing automation platform or CRM, the record would be updated with the information from the form. Most marketing automation platforms will have specific reports for landing pages, which is helpful for reporting on the success of your campaigns.