Pardot Pro Tip: Creating a Custom Landing Page Template

Pardot includes the built-in ability to create landing pages, pages where you direct prospects to download or signup for a product your company offers.

Here’s an example from Salesforce:

Salesforce Landing Page Example

We were looking to create a similar landing page, except it needed to match our company branding.

Here’s our homepage:

GreatAmerica Homepage Screenshot

And the page I based our template off:

Terms and Conditions Screenshot

With some research (I’ll link some resources at the bottom of the post) and some testing, I was able to create this landing page template:

GreatAmerica Landing Page Template

Here are the steps I took to create our landing page.

Step 1. Find your prototype page.

Find a page on your website that you would like the landing page to look like. I like to think of this as when you’re buying a house – look for a page that has good bones, one that has the header and/or footer you want, one that has the body that you want, etc. I chose our website’s “Terms and Conditions” page because it had the cleanest body to build from.

Action: Copy the URL of your prototype page.

Step 2. Create your layout.

Since we didn’t have an existing landing page template that I liked. I started with the page that had “good bones” and opened that code within Adobe Dreamweaver. In Dreamweaver, I got rid of the Navigation Bar present throughout our main website. I also cleaned up the body of the page so I could place more than text. Next I created two basic columns, one column for the featured or hero image, and the other column for the title, description, and form.

Here’s the code I used to create the two columns:

Step 3. Create the editable sections of your landing page.

This is probably one of the most important steps of the entire process. Without correctly following these steps, your template will not be editable to any person trying to use the template. Not good!

What I’m looking for in my template are four main sections: the featured image or hero image, the title, the description, and the form.

Editable Sections - Outline

Here’s the code to make the image editable:

Title:

Description:

 

Now, you may be wondering to yourself, “Why didn’t he use the built-in Pardot form instead of an iframe?” There’s a good answer! And, it took me a bit of trial and error to figure it out.

As you may or may not know, Pardot uses “Layout Templates” for both Forms and Landing Pages. So, if you’re in your “Layout Templates,” you’ll notice templates for your forms and landing pages alike.

The problem in the case of our landing page is that we’re trying to incorporate two different Layout Templates within the same page; the template for the form, and the template for the landing page. Pardot only recognizes the template for the “outer-most” asset, in this case the Landing Page.

The solution to this problem, i.e. using a different Layout Template for each the Landing Page and the Form. To create a template so that anyone can change the form, you need to create an editable section where you can paste the iFrame code. For that, you’ll need code similar to this:

Form:

Step 4. Create a new layout template in Pardot.

Pretty simple. Navigate to: Marketing > Landing Pages > Layout Template > Add Layout Template

Action: Create a new layout template in Pardot

Step 5. Import your Prototype Page

Pretty simple step here. Copy all of the HTML code from Dreamweaver, and paste into the HTML section of the Landing Page Layout Template.

Pardot Landing Page - Import HTML

 

Action: Paste HTML code into Pardot template.

Congratulations!

You’ve now created your template! Now, you probably want to create a new landing page from your template.

Step 6. Create a new Landing Page.

Navigate to: Marketing > Landing Pages > New Landing Page. Name your Landing Page, choose a folder, and then choose the relevant Campaign.

Pardot - New Landing Page

On the next step, you can click “No form.”

Pardot - Landing Page, No Form

Step 7. Choose your template.

On the “Content Layout” step, choose the template you just made.

Step 8. Edit your content.

Now you can change and insert the content you want on your final page! Change the image, title, and description to what you want.

We’ll do the form in the next step.

Step 9. Get the iFrame code for your Form.

In a separate tab or window, navigate to: Marketing > Forms > Forms. Click on the form you want.

Now, copy the iFrame code:

View HTML Code - Pardot Forms

Pardot Form iFrame Code

Step 10. Paste in your iFrame Form code.

Go back to your tab/window with your landing page. Click on the editable section for your form. At first, you won’t see anything. Click on the “Source” button in the top-right to reveal the HTML code for that particular section.

Paste in your iFrame code here. And now you’ll have a complete landing page!

GreatAmerica Landing Page Template

Resources

As I promised at the beginning, this post wouldn’t have been possible without the help and assistance of many people.

The first and most helpful resource overall was “How to Turn any Landing Page into a Pardot Layout Template” from Jenna Molby. Jenna’s post walks you through step-by-step in changing an existing landing page into one that works in Pardot. So, a very similar concept to my situation, but we didn’t have any existing templates.

Using Content Regions” from the Pardot Knowledge Base. This was helpful to figure out how to make the sections I wanted in my template to be editable. Without this, you’re just left with a page you can’t edit!

Pardot B2B Marketing Automation – Salesforce Success Community. A great, great resource for anyone looking to up their Pardot game. I did a search for some of the issues I was having, like the “form vs. landing page template” problem, and found the solution on here. If you’re not a member of this community, you need to join today!

Weekly Blog Roundup – July 1, 2016

Happy Fourth of July Weekend! I know I haven’t written a blog post in a while aside from these “roundups,” but I’ve got something in the works! In the meantime, here’s some of the articles I’ve been reading the past week.

And let’s be honest, I’ve been reading a lot this week, so a thousand apologies for the thousand links. On the other hand, it’s some good reading material for you for a long weekend! 🙂 

Pardot

Introducing Enhanced Social Posting” – Pardot

Pardot definitely is not meant to be your daily social media management tool. But their recent update to the tool makes Pardot one step closer to a one-stop shop.

Email Marketing

8 B2B email marketing examples that deserve a trophy” – Emma

Some pretty amazing email marketing examples in here. The Caterpillar example is one that you don’t see every day from the construction industry.

What is Emmet?” – Litmus

Emmet is an amazing tool for those who need to craft marketing emails on a regular basis. This isn’t Taxi for Email or anything like that. Emmet is meant to help you with the coding of your emails. Personally, I haven’t dug into it yet, but will definitely need to see how this could help my team.

The Top 3 Items to Consider when Logging Pardot Emails in Salesforce” – Paul B. Fischer

Paul hits on something here that I come across daily with my company, how do you choose what’s important or not important for your reps to see in Salesforce. I think the best point made is regarding the visibility of the information in Salesforce. I may have to write a follow-up post to that end. Thanks, Paul!

Marketing Automation Needs The Human Touch, Too” – GetResponse

The first of two posts from Kath Pay. This GetResponse post does a great job of reminding us that our marketing needs to be person-to-person, and not business-to-consumer or business-to-business.

Email Marketing Should Become Customer Service” – Mediapost

A second post from Kath Pay. This one is near and dear to my heart, even if it’s short. Great customer service is great marketing. And the reverse is also true, great marketing should be about great customer service. To that end, Kath Pay stresses that we marketers need to respect the expectations of our customers and “must deliver the promises they make when a consumer signs up for the email program.”

3 Ways the Job of Email Marketer Will Change by 2020—and How to Prepare” – Litmus

Some scary stuff in here if you or your company isn’t ready to change. If you are ready for change, some really fun stuff! I’ve been reading a bit about machine learning and email marketing, and this post from Chad White at Litmus brings up machine learning as one of the biggest changes coming to email marketing in the next 4 years.

The Importance of Email List Building” – Social Fusion

Short and sweet article with some basic steps on how to build your email list, and how to properly nurture your list.

Marketing

What You Need to Know About the Voice Search Revolution From Microsoft’s Purna Virji #MNSummit” – TopRank Blog

Fascinating! While I don’t focus much on search in my current role, as a consumer and techie it’s always fun to see where tech is heading.

People

I’m not necessarily going to write about each of these, but I love reading articles on how other people work. My favorite spot for that is “Ways We Work.” Be sure to hit that up!

How the creative team at Favor works” – InvisionApp

Ways We Work – Becky Simpson” – Ways We Work

See Girl Work, Podcast Episode 12: In Conversation with Amandah Wood, Founder & Editor, Ways We Work” – See Girl Work

Politics

Could Trump Be Nurturing the Next Hitler?” – History News Network

There’s a lot of hyperbole in politics, so it’s hard to sometimes decipher the crackpots from the conspiracists from the actual historians. I don’t know much about the history of the US prior to World War I, nor the history of Adolph Hitler, but to me, the theory presented here seems more plausible than Trump actually being the next Hitler.

What the 1880s tell us about why the rich are moving to cities today” – Washington Post

“We have 80 years of essentially zero production of neighborhoods with these qualities,” Grant says. “We’ve spent the last 80 years building car-oriented suburbs. Then when the elites decide they want to go back into the city, there’s not enough city to go around.”

I’m a huge Jane Jacobs and Richard Florida fan. Huge. One of my favorite memories of my first job out of college was getting to tape Richard Florida speak at Iowa State University. Awesome. So, whenever I read a great story about cities, how they’re built, how they’re designed (or not designed), and how people move, well, I eat it up like my dog eats peanut butter.

What a real ‘Brexit Britain’ would look like” – Washington Post

A lot of noise these past few weeks about Brexit. While my personal stock portfolio has already jumped above pre-Brexit, there are several articles going around about the future. This is a fun little piece, not too based in reality, but fun nonetheless.

The Blogger Who Saved the Economy” – The Atlantic

GREAT short documentary. On par with the writing of Michael Lewis. Wonderful.

The Money Illusion

The blog of the aforementioned blogger. Good stuff.

For Fun

Yes, The Infield Shift Works. Probably.” – Fivethirtyeight.com

I love 538. Been reading since pre-Obama. They do great write-ups on sports as well (given they’re owned by ESPN these days, not the NY Times.) The Infield Shift is a weird aspect of baseball. Does it work? Is it baloney? Check it out.

 

Weekly Blog Roundup – June 10, 2016

There are many articles I read on a daily basis for both work and pleasure. Below are some of the most recent ones I’ve read in the last week, along with some commentary about each article.

Marketing

6 subject line and preheader perfect pairings” – emma

While there are a never-ending amount of articles like these, it’s always fun and interesting to see where subject lines are heading. Emma shares some fun, and entertaining, examples of recent subject lines.

Email trends & innovations we should talk about” – Only Influencers

AMAZING roundup of news and thoughts from the Email Innovations Summit. My favorite? “Beautiful UX in email is still too hard.” Definitely a MUST-READ.

The Wistia Guide to Calls to Action in Video Marketing” – Wistia

Video is more than a pretty moving picture. It’s proven to help move your customers along the sales journey. Make sure you know how to incorporate Calls to Action in your videos with this guide from the video marketing masters Wistia.

What can brands learn from brutalist web design?” – equator

I love simple. Minimalist. I’ve never heard of Brutalist design until I saw the below article from Vox. Once I started looking into as far as web design goes, it definitely tugs at my digital heart.

Brutalist architecture turns ‘ugly’ into a design statement. Here’s what that looks like on the internet.” – Vox

See above. The article that turned me onto Brutalist design.

Professional Development

Shine Theory: Why Powerful Women Make the Greatest Friends” – NYMag, The Cut

Written for women, but good information all around. Don’t be jealous of your successful friends.

5 Unusual Personal Branding Tips” – Inc.

Almost more of a round-up of personal branding tips. Check out the associated links in the article as well for some further reading.

Fun

Netflix Studied Your Binge-Watching Habit. That Didn’t Take Long.” – New York Times

We’ve known for a couple years that Netflix and Amazon are using data to create new shows. This article talks about how we consume those shows. What defines a binge?

The Drive: Numbers don’t lie; new app shows we’re not best drivers” – StarTribune

While I don’t live in Minnesota anymore, I use the app mentioned, EverDrive, to track my driving. It’s automatic, so I don’t have to think about it, and it gamifies safe driving, which is definitely fun!

Bulletproof Email Button Roundup!

Screen Shot 2015-08-28 at 10.49.06 AM
The original situation.

Came across this thread the other day. Spot on for anyone designing emails, and a great discussion, with lots of amazing shared resources on creating “bulletproof buttons” for email design.

I thought I would take a moment to write up my thoughts, and share some of those resources as well.

Best Resources for Creating Bulletproof Buttons for Email

1) SexyButton – A Responsive, Universal, HTML Email Button

"SexyButton" from BluePrint Interactive
“SexyButton” from BluePrint Interactive

Many of the resources this list includes are home-brewed solutions created by email marketers for their own in-house marketing needs. The “SexyButton” created by BluePrint Interactive is no exception. Not only does BluePrint provide the code for “SexyButton,” they also include a writeup of it’s creation, an explanation of the coding, and examples of how the “SexyButton” renders in different email clients.

Pros: Code available for end user. Button renders correctly. in most common email clients.

Cons: Only code based. Need to know HTML to edit button.

2) Bulletproof email buttons – The Holy Grail of Bulletproof Email Button Creators, Buttons.cm.

Bulletproof email buttons from Campaign Monitor
Bulletproof email buttons from Campaign Monitor

Buttons.cm from Campaign Monitor is a very easy tool to choose what options you desire for your button. They’ve included several different examples as well, so you can start from a template and change to what your email design calls for.

Pros: Allows user to change specific parameters of button design. Gives visual example of final button design. Copy HTML code directly from creator.

Cons: If your email template is <table> designed, you’ll need to fix things a bit to make the button work correctly.

3) Cheshire Impact – “Top 5 Free Call to Action Button Generators.” 

Screen Shot 2015-08-28 at 2.13.52 PM

A great resource from one of the premiere Pardot expert organizations. Cheshire Impact goes through 5 different button generators, each with their own value-adds. Great resource to check out. Be sure to follow them on Twitter as well!

4) Litmus – A Guide to Bulletproof Buttons in Email Design. Screen Shot 2015-08-28 at 2.16.19 PM

This is more of a background on bulletproof email buttons, which is a good place to start if you’re looking into the reasons why you should include non-image CTA buttons in your email designs. We can still make our designs “pretty” without being reliant on having an image-based email design!

 

Salesforce Pardot – Import User Sync Issue

Came across a “bug” with Salesforce Pardot yesterday while uploading new sales Users.

I’m writing this as a warning to other Pardot customers, and as a suggestion to Pardot. 

Suggestions:

  1. Change the User Import process to automatically dedupe existing Users.
  2. Add functionality so that Salesforce Users are automatically synced to Pardot Users, including User Role.

Here’s the sitch: 

I had a .csv of all of our Full License Salesforce.com Users that I needed to import to Pardot.

Pardot Users Menu Animation
Pardot Users Menu Animation

Once I selected the .csv file in the import window, and matched the correct fields for import, I finished the process, and clicked “Confirm and Save.”

A couple minutes later, when I got the email saying the import was completed, something crazy happened.

I lost Admin access to Pardot.

Unbeknownst to me, when I imported the .csv file, I indicated that the User Role should be Sales. Because I didn’t indicate the User Role in the original .csv, Pardot used “Sales” for all imported Users.

Pardot - Users Role
Where the mistake happened.

You might ask yourself, if I saw that under User Role, I’m specifically warned, “If the Role field is not mapped, all users imported will be assigned this role.” why did I continue to import?

Because, earlier in the process, Pardot specifically notes “Any users who already exist within Pardot will be skipped during the import process.” So, I thought, this is not going to affect any current User in Pardot.

pardot-users1b

I was wrong.

It took several hours for Pardot Support to provide me access back to the account. For those several hours, our team had no Admin access to our Pardot account. Yikes!

Today, everything is resolved and back to normal.

Here’s what YOU can do to help:

If you’re a Pardot customer, click on both links below and “upvote” the two ideas for this situation (or related situations).

http://ideas.pardot.com/forums/36996-ideas/suggestions/6425788

http://ideas.pardot.com/forums/36996-ideas/suggestions/7192608

Let’s make it clear to Pardot and Salesforce that we need to see greater connectivity between the two systems at a default, and not as a higher-priced add-on.