To scale a testing program effectively, empower distributed marketing teams to run their own experiments. Providing easy-to-use tools within a familiar platform (like Sitecore XM Cloud) democratizes the process, leveraging local and industry-specific knowledge while avoiding the bottleneck of a central CRO team.

The old rule of keeping landing pages short and focused on a single call-to-action is outdated. For some campaigns, the primary goal is to educate the visitor. In these cases, longer-form content can be more effective, with conversion being a secondary goal.

Since AI makes coding inexpensive, marketers can now transform static landing pages into interactive games with a single prompt. This novel approach to conversion involves creating a simple game that users must complete to unlock a lead magnet, such as an ebook, increasing engagement and memorability.

To effectively serve SMBs, B2B marketers must evolve their approach from collaboration ('do it with them') to automation ('do it for them'). SMB owners are not marketers and lack the time and staff to manage complex tools. The most valuable service is one that simplifies complexity and leverages technology to execute marketing tasks on their behalf, empowering them to achieve more with minimal direct involvement.

Tools like Lovable.dev allow marketing teams to create functional, niche-specific landing pages with payment collection simply by describing them. Instead of one generic page, you can instantly build a tailored experience for a segment like "plumbers in the Midwest," drastically increasing campaign relevance and speed.

The line between B2B and B2C user experience has vanished. Users expect the same seamless, elegant digital interactions in their professional tools as they get from consumer apps. A modern design system enables B2B companies to deliver this consumer-grade experience, even with complex product catalogs.

SMB owners are not asking for technologies like AI by name. They are asking for outcomes and efficiency. B2B marketers should position advanced features not as 'AI' or 'video tools,' but as embedded, invisible solutions that make a marketing hour more impactful. The goal is to provide tools that a business owner can naturally use to get a return, without needing to become a technology expert.

In AI-native companies that ship daily, traditional marketing processes requiring weeks of lead time for releases are obsolete. Marketing teams can no longer be a gatekeeper saying "we're not ready." They must reinvent their workflows to support, not hinder, the relentless pace of development, or risk slowing the entire company down.

While brand consistency is a benefit, the primary business impact of a well-built design system is operational efficiency. It drastically accelerates speed to market for new features and slashes onboarding time for new hires because the system's intelligence is effectively self-documenting.