Beyond individual productivity, a shared AI tool fosters collaboration. Marketers can share effective prompts and custom GPTs, creating a living repository of best practices. This turns the tool into a third space for team communication, alongside Slack and email.
The old rule of keeping landing pages short and focused on a single call-to-action is outdated.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.
Despite being a foundational marketing principle, an astonishing 52% of B2B pay-per-click ads still link to a generic homepage. This common mistake creates a poor user experience and drastically reduces conversion rates for expensive, high-intent traffic.
Corporate websites often become complex and slow-moving due to security protocols and development backlogs. Dedicated landing page builders give marketers autonomy, allowing them to launch and test campaigns at the pace of business without being slowed down by internal processes.
Simply using one-sentence AI queries is insufficient. The marketers who will excel are those who master 'prompt engineering'—the ability to provide AI tools with detailed context, examples, and specific instructions to generate high-quality, nuanced output.
Limiting marketers' visibility after a lead is passed to sales is 'unconscionable.' Full CRM access allows them to see deal progression, read sales notes, and understand win/loss reasons, providing crucial feedback to align messaging from the first ad to the final close.
Google's February update emphasizing landing page relevance wasn't just another tweak. It was a strategic signal for marketers to improve message matching and navigability in preparation for AI-driven ad models like AI Max, which automatically evaluate these factors.