How to Create Responsive Landing Pages in Pardot – Without Code!

As we enter 2019, customers are more and more likely to view your website from a mobile device than from a computer browser. That’s right: it’s time to start imagining your content in the palm of someone’s hand. This means it’s more important than ever to use responsive design so your site to renders well on any device — computer, tablet, phone, etc.

For a while, it’s been possible to create responsive landing pages in Pardot, but you needed developer-level knowledge of code. No longer!! Now you can create a responsive landing page in Pardot with just a few quick clicks – even if you’re not familiar with HTML or CSS.

I’m talking about the Layout Template feature that allows you to import a premade responsive template! This helpful secret has hiding in plain sight for months, but for some reason I can’t find any documentation about it. Let’s see how it’s done in 3 easy steps.

 

1.     Create Layout Template

The first thing you’ll want to do is navigate to Marketing > Landing Pages > Layout Templates. Give your template a name, and remember that Layout Templates for landing pages and forms are all stored in the same place, so make your name as specific as possible for future reference. Choose a Folder and Tags if you want.

Next, scroll down to Import Layout. You can still import ‘From a URL’, which is handy if you want to use existing HTML from your website to create a frame for your landing page. However, this option requires coding knowledge, so we’ll skip past that.

Below that option, you’ll see several Responsive Templates to choose from! Choose one, then click Preview Responsive Template to get an idea of what your landing page will look like. Remember it’s responsive, so stretch and shrink the preview window to see how the page will react on different devices.

Once you’ve decided on a layout, click the blue Import Now button and click “OK” on the pop-up. You should see your responsive code populated by Pardot! Be sure to Save before leaving the page.

This code is editable of course, but you’ll be able to edit the content (without code!) in upcoming steps.

landing page template preview

 

2.     Create Landing Page

Now we’ll create the landing page! Once your layout template code is saved, go to Marketing > Landing Pages > New Landing Page. Fill out all the necessary fields. If you need guidance, check out Pardot’s helpful documentation.

On Step 3, Content Layout, choose My Layout Templates and find and select the layout template you just made. This will automatically move you to Step 4, where you can edit your new landing page. All you need to do is point and click! If you chose a form, you should see that populated on the landing page too.

When you’re happy with your landing page, move to Step 5 where you can confirm your Landing Page Details and, more importantly, click the button to Confirm and Save. If you miss this step, your landing page might not be saved, and your coworkers won’t be able to access the landing page for edits.

 

3.     Go Live

There you have it! Once you save your landing page, you’ll go to the overview page where you can view all the details and access your landing page link. You can edit the landing page and layout template as much as you want, and when you’re ready, it’s time to go live. Share your landing page link far and wide. Consider offering exclusive gated content. Hopefully you can score some new leads!

 

Have you made a responsive landing page in Pardot? How was your experience? Let us know in the comments!

 

Interested in a Pardot or Salesforce onboarding so you can take full advantage of your CRM or marketing platform? Fill out the form below and we’ll be in touch.

Nurture in the New Year with Engagement Studio

By now, you probably know about Engagement Studio – Pardot’s latest tool to engage clients with your brand. Customers journey down a path customized just for them, with personalized messages along the way. Once the program is created, you don’t need to lift a finger! Your prospects will receive scheduled emails without the effort of individual sends.

The beautiful thing about engagement programs is that they’re actually a breeze to create! At Cloud on Tap, we like to tell our clients the hardest part about the process is creating the content. Remember in Pardot you’ll need to make Email Templates for anything automated.

 

Here are five tips to help you nurture your prospects in the New Year:

1. Copy your templates
Save time and keep your design consistent by copying your email templates. First, create a beautiful email template, then copy and edit it for the rest of the emails in the program. This way, you’ll save a lot of time and effort. Plus, you’ll get consistent branding and style your customers recognize.

 

2. Consider your logic
Tackling this step early on will make the rest of the process easy as pie. Ask yourself what you want to accomplish: Are you creating a re-engagement program? Want to welcome new customers? Maybe you want to introduce them to a new product or service.

There are all sorts of paths you can take with triggers, actions and rules. Or you could keep things simple. One of our Cloud on Tap engagement programs sends an email every week, regardless of the prospect. We love this uncomplicated program because our prospects are nurtured automatically. All we had to do was create the content!

 

3. Make multiple programs
Jumping off the last point, you might decide that it’s easier or more impactful to make several programs. For instance, let’s say you’re creating an upsell program. You could use a trigger to check if the prospect clicks a link in your email. The follow-up action might be to add that prospect to a list.

In Pardot, lists are directly tied to email sends and engagement programs. So adding someone to a list could get them started on another engagement program! This is a handy way to hop a prospect from one program to another, or have them in multiple programs at once.

 

4. Target your lists
Lists of course depend on the type of engagement program you’re creating. You can use static lists or dynamic lists, and don’t forget to designate suppression lists if there are prospects you don’t want to include.

It’s also a good idea to make sure all these prospects are opted in and up-to-date, so cleaning your database is a good idea before you start your program.

 

5. Test!
Last but certainly not least, test your program! This is an important step to ensure your logic is entered correctly. Head to the Test tab in the Engagement Studio builder and follow the prompts.

 

Get Started

Hopefully these tips will help you get started on your next marketing push. Engagement Studio is a wonderful way to stay top of mind with your clients.

Your program won’t begin until you click the “Start” button in the upper right corner. So get into Pardot and create your next lead nurturing solution!

Pardot Wave for B2B Marketing Webinar Guide

Pardot Wave for B2B Marketing [Webinar and Guide]

We’re back with more goodness from presenting for Pardot’s Advocate Hours- Pardot Wave for B2B Marketing webinar and guide. This goes much deeper than any demo you’ve seen!

Here’s a link to the webinar recording in case you missed it:  Pardot Wave for B2B Marketing Webinar

Fill out the form below and we’ll send you the Pardot Wave for B2B Marketing Guide!

As with all of our training, we start by getting everyone on the same page with the basics (terminology, flow, functionality) and then we dive in with training in the application and real examples.

 

Wave for B2B Marketing

The webinar received  4.8/5 stars from Pardot clients using Wave for B2B Marketing!

“Very detailed walk through of the tool, best practices, etc. “

Wave for B2B Marketing

Don’t Forget: People Buy From People

People buy from people.

I was first introduced to this concept at this year’s Salesforce Connections conference and haven’t stopped thinking about it since.

Of course it seems obvious when you think about it. Every transaction takes place between two people – but it’s common to dehumanize customers and brands, especially when all your interactions are online.

Somewhere along the way, we forgot one of the most important aspects of marketing: personality.

people buy from people

When Cliff Seal taught us at #CNX16 that nobody cares about our content, it was a HUGE wake-up call. And the perfect opportunity to focus on posts that offer utility for our clients, or anybody who uses Pardot.

At this point, our team was already underway with a huge project (actually inspired by Dreamforce!) and Cliff’s presentation motivated us to kick our gamification program into high gear! Now we’re the only Pardot partner to offer a self-guided training program like Ascent, and we’re so excited to fill the gap for a huge client need: training available 24/7.

We also took the advice literally and started injecting more personality into our emails and Tweets. Not only do we now have more unique content, but we also have more fun writing it.

As Cliff says, consider your online presence as a conversation. Remind potential prospects what makes your company special and don’t forget to have some fun! Break up the work-related monotony and share a funny story or quote – fun content now and then can make you more accessible and relatable.

people buy from people

What is different about you or your brand that nobody else has?

Maybe it’s your customized offerings or exceptional customer service. Perhaps your company has an excellent developer or is on the forefront of the latest technology. Whatever is your best asset – use this to promote and personalize your brand. And don’t forget to have fun!


Be the first to see our latest posts:

Email Marketing Data

Email Marketing Data to Drive Your Next Campaign [Infographic]

Email Marketing Data? Data Driven Campaigns???

That sounds kind of daunting. Can’t we just keep on coming up with whatever fun subject lines we feel like that day and send when it’s best for us and rejoice that we got a few clicks?

Sure, but you really shouldn’t. Aligning your hard work with proven email marketing data will help you boost email open rates, click through rates, and ROI. We give you the data and advice to make it happen in our “Data to Drive Your Email Marketing Strategy” download.

“In God we trust; all others must bring data.”
– William Edwards Deming

Click here to download “Data to Drive Your Email Marketing Strategy” and begin aligning your efforts with proven expert advice!

email marketing data button

If you are a Pardot user, the Email Reporting table will show you how your emails match up with these statistics very easily. Keep in mind that the size and familiarity of your list will affect your open and click rates.

Once you have a handle on how close your marketing efforts are to what is expected, you can begin implementing small changes to test and find the mix that works best for your company and prospects/leads.

We recommend using A/B testing for the majority of your emails (Pro and Ultimate Pardot) or split your lists into your own A/B lists (Standard Pardot). A/B Testing is a a great way to test out different subject lines, sending times, and senders. We like to have fun with our subject lines and make it a competition to see whose email wins!

“If we have data, let’s look at data. If all we have are opinions, let’s go with mine.”
– Jim Barksdale, former Netscape CEO

Don’t forget to download – “Data to Drive Your Email Marketing Strategy”

 


Keep up with us:

 

social posting

Social Posting — How to Use Pardot’s New Social Media Tools

Pardot has made some exciting updates to its social posting functionality! Read on to check out the new updates and make sure you know how to use them.

Before we get into the details of how to use Pardot’s social posting functionality, make sure you have added the corresponding social media connectors. Here are links to the instructions:

How to Create a Post

  1. Navigate to Marketing –> Social.
  2. Click the blue + New Social Post button.
  3. Type in your message — use the Insert Link and Attach Image buttons to insert images or Pardot marketing assets.

Don’t forget: Posts must be at least 3 words in length and only links beginning with http:// or https:// will be rewritten as tracked links. Also, only the following image file types are supported: .jpg, .jpeg, .png, .gif. Attached images render natively in Twitter and Facebook, and are rendered as previews on LinkedIn.

  1. From the Select accounts dropdown, choose the accounts you’d like to post the message to.
  2. Optional: Select a campaign and/or add tags.
  3. If you want to post immediately, click Post Now — or, if you want to schedule a time for it to automatically post later, mark Schedule.

social posting

How to Repost Social Messages

What if you want to repost a message (maybe you made a typo and already deleted the original message) or post it to an additional social media network? To repost a social message (either as-is or with edits), click the the gear icon (⚙) next to the post and then click Repost.

Don’t forget: The social network you are reposting to may have recency rules around duplicate posts, causing a repost to be rejected. If it is rejected, the message will appear in the Failed Social Posts table along with the reason for failure. You are able to attempt to repost the message later.

How to Review Social Messages

To review/edit a scheduled social message:

  1. Navigate to Marketing –> Social.
  2. Click the name of the post that you would like to review or edit in the Scheduled Social Messages table.
  3. View Social Message Details to see Scheduled for and Sent with. Note: Other rows like Replies/Comments appear, but data will not populate until the message has been posted.
  4. To edit your message, click Edit and make any necessary changes.

Analyzing the Social Posting Report

To see the number of Clicks, Likes, Replies, Comments, and the Sent At date/time, click Reports –> Connected Apps –> Social. Clicking on the name of a message will take you its specific details page. The reports are grouped by social platform.

Here’s what to look for:

Twitter

  • Clicks: The total number of clicks for all links included in the social posts.
  • Unique clicks: The number of unique prospects that clicked on links included in social posts
  • Retweets: The number of Twitter retweets

LinkedIn

  • Clicks: The total number of clicks for all links included in the social posts.
  • Unique clicks: The number of unique prospects that clicked on links included in social posts
  • Comments: LinkedIn comments (company pages only)
  • Likes:  LinkedIn like (company pages only)

Facebook

  • Clicks: The total number of clicks for all links included in social posts
  • Unique clicks: The number of unique prospects that clicked on links included in social posts
  • Comments: Facebook comments
  • Likes: Facebook likes

How clicks are tracked

Every link click in a social post is included the total click number. Unique clicks are based on the visitor’s cookie – if they are using the same cookied browser while clicking the link multiple times, subsequent clicks on the post are not considered to be unique.

Pardot’s Social Posting Knowledge Base article gives a great example:

 

  • Visitor A visits Twitter and clicks on a social post link for the first time. We record 1 click and 1 unique click.
  • Visitor A clicks on the same social post link again 20 minutes later. We record 1 click and no unique click.
  • Visitor A clicks on the same social post link again after another 20 minutes. We record 1 click and no unique click.

For the example above, the social post would show 3 total clicks and 1 unique click.

 

Keep in mind: Pardot is continually refining what is a valid in and invalid click on a link. While the reporting stats may not line up 100% with bitly stats or other link tracking services, we are confident in the stats you see in the Pardot reporting product for social tracking.

Additional Notes*:

  • There is no limit to the number of Social Posting connectors you create.
  • Social Posting is included in all editions (Standard, Pro, and Ultimate).
  • You may want to disable auto-posting between accounts before using Pardot Social Posting. If you post with Social Posting to Facebook, Twitter, and LinkedIn and are using auto-posting to connect any of the same accounts, the same message will post twice to the same account.
  • If your Facebook account is configured to automatically post to Twitter, you will need to disconnect your Facebook account from Twitter in order to use Pardot Social Posting to manage these accounts. From there, you can set up separate Social Posting connectors for Facebook and Twitter.
  • Posting to Google + accounts is not available due to Google API limitations.
  • Clicks on tracked links from auto-posts will be associated with the account that is directly connected to Pardot.
  • When Pardot rewrites a link to bit.ly, these links will be uniquely rewritten depending on the social connector that the URL will be posted to (like Facebook and Twitter).
    • Since the bit.ly links may be different, we rewrite the links upon posting.
    • You will not see the bit.ly link populated before then but the character count will be adjusted.
    • Pardot will use your custom bit.ly  account URL if you already have the bit.ly Connector set up. If not, Pardot will create a standard bit.ly URL.
  • Social Posting is available to Administrator and Marketing roles only.
  • When making a post, Pardot will count the number of characters in the post backward from 140.
    • This 140 character limit only applies to Twitter. The limit for Facebook is 4000, and the limit for LinkedIn is 700.
    •  If you exceed 140 characters, Pardot will show your character number as a negative number for every character over 140. For LinkedIn posts, the number can be as low as -560, which meets the 700-character limit. Facebook-only posts do not display a counter.

That’s a wrap! You should be all set to start using Pardot’s new social posting functionality.

Want to get Pardot and Salesforce tips sent to you as soon as we post them? Sign up below!

 

*Source: Pardot

Did you enjoy this article? Share away, using the social buttons below!