The 2025 Gartner Tech Marketing Benchmarks Survey showed web (direct/referral traffic) is the top-performing marketing channel for companies with $100 million or more in annual revenue. In fact, web-based direct or referral-based traffic moved up four ranks and overtook search engine optimization’s (SEO’s) No. 1 slot from 2024.

In this episode, we explore homepage strategies to increase the channel’s impact on revenue and growth. We also discuss how AI is impacting buyer expectations and some of the ways tech providers can use AI tools to enhance their homepages.

Jess Walker is senior principal analyst specializing in positioning and messaging best practices for B2B tech homepages. Her recent research focuses on how emerging tools (e.g., AI digital humans) and go-to-market (GTM) strategies (e.g., interactive demos) are reshaping best-in-class homepages.

Sarah Brennan is a senior principal analyst who advises B2B tech marketing clients on how to deliver higher pipeline and growth from their web and social channels investments.