--- description: Website and marketing campaigns should integrate so the website serves as the conversion destination that fulfills the promise of campaign messaging.… image: https://www.leanlabs.com/hubfs/LL%20V4.1/LL%20Featured%20Image.png title: How should website and marketing campaigns integrate? --- B2B Websites How should website and marketing campaigns integrate? # How should website and marketing campaigns integrate? Website and marketing campaigns should integrate so the website serves as the conversion destination that fulfills the promise of campaign messaging. Every campaign should drive to website pages specifically designed to continue the conversation that campaign started. The website must speak to visitors in their situation—and campaigns create specific situations. A visitor arriving from a LinkedIn ad about a specific problem should land on a page that addresses that problem directly, not a generic homepage. A visitor arriving from a competitor comparison campaign should find content that speaks to how the company fits into the market compared to that competitor. Integration also means the website evolves based on campaign learnings. The Lean Labs methodology recommends using campaigns to test and confirm messaging, then bringing winning messages back to the core website. Starting lean and validating as you go is the smartest way to ROI a website, especially for companies with limited traffic. The[ marketing strategy](https://www.leanlabs.com/solutions/lean-marketing) and website strategy should be unified, not operating as separate workstreams. ### Ask AI about Lean Labs [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/chatgpt.svg) ChatGPT ](https://chat.openai.com/) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/googlegemini%201.svg) Gemini ](https://www.google.com/search?udm=50) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/perplexity%201.svg) Perplexity ](https://www.perplexity.ai/search/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/claude%201.svg) Claude ](https://claude.ai/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/copilot.svg) Copilot ](https://copilot.microsoft.com/) Ask AI ```json { "@graph": [ { "@id": "https://www.leanlabs.com/#organization", "url": "https://www.leanlabs.com/", "logo": { "url": "https://www.leanlabs.com/favicon.ico", "@type": "ImageObject", "width": 60, "height": 60 }, "name": 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