In the B2B marketing world microsites have been the workhorse of “adaptive” marketing. Because of their versatility, the ease with which they can be deployed, and their targeted and focused nature, microsites are frequently used both in a marketing organization’s program mix to create original demand and to nurture leads.
We at SiriusDecisions define a microsite as a dedicated online destination that is deployed to support a specific outbound or inbound marketing initiative. Microsites tend to be separate from the organization’s primary website and often have their own domain name. More robust than single landing pages, microsites consist of a group of web pages (generally fewer than 10) that deliver targeted messages, calls-to action and response mechanisms focused around a central theme.
While the use of microsites is a well-established and beloved tactic, the truth is that most B2B demand creators use (and often over-use) them because their corporate websites are not able to create unique visitor environments through dynamic delivery of content and offers, and marketers often lack the authority and skill sets to drive rapid development projects on the main corporate site.
As B2B organizations increasingly adopt and deploy personalization and website conversion optimization (WCO) technologies and strategies we are seeing microsites used less frequently for several reasons, including:
While we are beginning to see use of microsites diminish slightly, we don’t expect them to go away any time soon. There remain a variety of valid reasons to use them, but marketers should focus on turning their primary site(s) into conversion optimized destinations so they can be more selective about when to use microsites.
Jay Gaines is Chief Marketing Officer and Research Fellow at SiriusDecisions. His experience includes team building and leadership, marketing strategy and planning, marketing budget and operations management, demand creation, sales and marketing alignment, business development, product development and management, interactive marketing/advertising, inbound marketing and social media. Follow Jay on Twitter @izjay.