The Secret to Landing Pages That Actually Convert with Val Riley, VP of Marketing at Unbounce | Ep. 361

In this episode of The Marketing Millennials podcast, host Daniel Murray interviews Val Riley, VP of Marketing at Unbounce, about landing pages and the impact of Google's ad quality update, which emphasizes landing page relevance and navigability. Val shares insights on aligning ads with specific landing pages, customizing pages for different campaigns and channels, and leveraging behavioral data for better navigation. They discuss quick wins for B2B landing pages, the importance of experimentation, and how AI, particularly through tools like Unbounce's AI copywriting and Smart Traffic, is transforming landing page creation and optimization. Val stresses the need for marketers to become AI-powered and advocates for marketing teams to have CRM access to better understand sales data and improve message alignment across the entire funnel. She also touches on the advantages of using dedicated landing page builders for speed and flexibility, and the importance of prompt engineering for AI tools.