Ok, check this out. You’ve set up a world class ABM campaign targeting that dream account. You’re pumped, the marketing team's pumped, and the sales team is practically doing cartwheels. But here’s the kicker - your meticulously targeted lead is going to land on a page that can make or break the conversation.

And what if that page looks, well, like it was last updated in 2012? You’d lose that coveted prospect faster than you can say “conversion rate.”

A killer ABM landing page is more than just a place for prospects to click “learn more” (😴). It’s a finely tuned, high-impact welcome mat designed to make them say, “Wow, these folks get me.”

So, let’s break down what makes these pages shine and how you can create your own with a dash of personality.

1. Personalization: Don’t Just Use Their Name, Get Hyper-Specific

A good ABM landing page says, “Hi, [Company Name]!” but the best ones say, “Hey, [Company Name]! We know you’re crushing it in [Specific Industry] right now, and we think our solution is exactly what you need to keep that momentum.” Make it so tailored that they’d almost feel bad not signing up!

Tips for Personalization:

• Company-Specific Content: Mention something about their industry or current challenges. Example: "As a [Healthcare Tech] leader, you know all about data complexity—let us help you manage it!"
• Relevant Stats, Customer Quotes, and Case Studies: Got case studies from companies just like theirs? Pop ‘em in there! Make them see their future success in that customer story.
• Dedicated Offers: Custom demos, consultations, or audits work wonders here, giving them something irresistible that's also exclusive.

2. Clear, Engaging Copy: Speak Their Language

Your ABM landing page needs to talk to your target account as if you’re BFFs. Avoid jargon; instead, use words they’d use in a meeting - or even better, what they’d say to their boss (some call this the "voice of the customer"). Remember, personality is welcomed here, as long as it doesn’t come off as over-the-top.

How to Nail It:

• Be Conversational: Use casual language to come across as relatable, not robotic. For instance, instead of saying, “Our services offer robust scalability,” try “Ready to scale without the headache or blockers?”
• Highlight Pain Points: Call out their challenges with empathy. "We know integrating a new CRM sounds about as fun as a root canal- let us make it painless!"
• Include Social Proof: If big names in their industry love you, flaunt it! Include logos, testimonials, or quotes from companies that are relevant to them.

3. Strong Visuals: Make It Pleasing, Not Overwhelming

ABM landing pages should be visually pleasing, not a digital version of Times Square. Use images that connect with the target audience, and stay on-brand. No unedited, cheesy stock photos, please!

Visual Best Practices:

• ‍Simple, Clean Design: Use plenty of white space. No clutter, just clear pathways to the good stuff.
• Branded Elements: Incorporate their logo, your logo, your colors, their colors, and little bit of flavor - but do it in a way that feels tailored to the specific audience.
• Relevant Imagery: Add visuals that connect with their industry. If you're targeting tech companies, consider graphics that feel digital and sleek; for retail, go with lifestyle images that resonate.

4. Value Proposition: Show the ROI in Clear, Bold Terms

This is where you tell them, in no uncertain terms, how your product or service is going to make their lives easier. No BS, no fluff - just real ROI.

Crafting the Perfect Value Proposition:

• Be Bold and Direct: Say exactly what you’re going to do for them. “Cut onboarding time by 50%” or “Increase lead response rates by 2X.”
• Use Bullet Points for Clarity: List out the benefits so they’re skimmable. Executives are busy—they don’t have time for an essay!
• Show Before-and-After Data and Visual: If you can show how a similar company benefited, this is the place to drop that power stat and/or visual.

5. CTAs That Don’t Just Say ‘Click Here’

A CTA that says, “Get Started” is fine, but it’s the bare minimum. A personalized CTA, however, can hit home: “Let’s Get [Their Company Name] To the Top!” Make them feel like clicking that button is their first step toward success.

CTA Tips for Success:

• ‍Keep It Short and Punchy: Just a few words that pack a punch. "See It in Action," "Transform My [Industry] Now," or “Let’s Talk Growth.”
• Make It a Button, Not a Link: Don’t hide your CTA; make it big, bold, and easy to click.
• Positioning: Include a CTA both above the fold and at the bottom. People are more likely to click when they don’t have to scroll back up.

6. Social Proof and Trust Elements: Build That Credibility

Including social proof - like testimonials, trust badges, and logos - can provide the reassurance they need. Just make sure it’s relevant to their industry. If they’re in SaaS, a testimonial from a SaaS giant is pure gold.

Adding Credibility the Right Way:

• ‍Logos and Partners: Got big or popular names as customers? Showcase them! ‍
• Testimonials and Quotes: Short and sweet quotes from happy customers work best. ‍
• Trust Badges: If you’re certified in anything relevant (security, quality, etc.), add a little badge (Like a G2 badge) to show it off.

7. Lead Capture That Doesn’t Ask for a College Essay

ABM landing pages are infamous for having long forms. But guess what? People hate long forms. Keep it simple with a name, work email, and maybe one or two other essentials. Anything more and they’re hitting “back” faster than you can say “CRM.”

Lead Capture Tips:

• ‍Minimalism Wins: Only ask for what you absolutely need to qualify the lead.
• ‍Progressive Profiling: If you can get their info gradually over time, even better! ‍
• Instant Gratification: Promise them an immediate payoff for filling out the form, like access to exclusive insights or a personalized audit.
• A Fast Response from Sales: Make sure your sales reps respond as fast as possible!

In Summary: Your ABM Landing Page Checklist

1. Hyper-personalized content that resonates with their industry.
2. Conversational and engaging copy that speaks their language.
3. Clean, visually appealing design that’s easy on the eyes.
4. Clear value proposition with benefits they can’t ignore.
5. CTAs that feel personal and are easy to find.
6. Social proof to build trust.
7. Short and sweet lead capture with minimal barriers.

Image A: An AssetMule Asset Used As An ABM Landing Page

The perfect ABM landing page doesn’t just convert visitors into real leads; it rolls out the red carpet to a VIP lounge, makes them feel seen, understood, and valued, and practically shouts, “Hey, we’re exactly what you need!”

If you have any questions at all about ABM landing pages, sales, product marketing, AssetMule, or just want to talk sales assets, please reach out to me or my Co-Founder Justin Dorfman!