Stop optimizing for clicks: A better approach to B2B landing pages w/ Tas Bober | IMC Live

Most B2B landing pages are built to convert — but what if that's the wrong goal entirely? In this conversation, we'll sit down with Tas Bober, landing page strategist and founder of The Scroll Lab, to rethink how we approach LPs for complex products and services. We'll cover:

Why on-page conversions are a misleading success metric

How to build pages that serve buying committees, not just individual clicks

What it actually looks like to match your landing page to the B2B buying journey

From page structure to messaging strategy, Tas will share what it takes to create landing pages that give buyers the information they need to build a business case and put you on the shortlist.