From static to conversational: the role of landing pages and chatbots in B2B lead generation

Abstract

This research investigates the effectiveness of WhatsApp-based chatbots versus traditional landing pages for Business-to-Business lead generation. Through two field experiments with over 16,000 participants, we demonstrate that chatbots generate significantly more leads of higher quality than conventional landing pages. Drawing on theories of interactivity and perceived personalization, we explain how chatbots foster stronger customer engagement through enhanced responsiveness and tailored interactions. Additional in-depth interviews with B2B managers reveal three key drivers of chatbot preference: responsiveness, perceived security, and personalized experiences. However, chatbot effectiveness seems to be moderated by purchase complexity, desire for control, and cultural practices. This study offers a comprehensive process-based framework that elucidates potential mediators and moderators of chatbot performance in B2B contexts, offering actionable insights to optimize automated customer interactions in the early stages of the B2B customer journey.