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Transcript of Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by...
![Page 1: Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)](https://reader033.fdocuments.in/reader033/viewer/2022042702/55d730b7bb61eb502b8b457c/html5/thumbnails/1.jpg)
Elevate 2011:Building a Landing Page Enginewith Pardot and Wordpress November 15, 2011 Michael CohnTaylor Gould
![Page 2: Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)](https://reader033.fdocuments.in/reader033/viewer/2022042702/55d730b7bb61eb502b8b457c/html5/thumbnails/2.jpg)
Agenda
● Who are the Cloud Sherpas?
● Challenge - what were we trying to solve?
● Solution - how we solved it
● Results - what we're seeing
● Next steps - what we want to do next
![Page 3: Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)](https://reader033.fdocuments.in/reader033/viewer/2022042702/55d730b7bb61eb502b8b457c/html5/thumbnails/3.jpg)
is the world's leading Google Apps cloud service provider
500+ services customers20,000+ product customers
Thousandsof companies
Millionsof users
Go More Google with us
1 million mailboxes migrated3.5 million SherpaTools users
110+ countries
Cloud Sherpas is a founding member of the Google Apps Partner Advisory Board, headquartered in Atlanta with international offices in Sydney, Brisbane and Wellington.
![Page 4: Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)](https://reader033.fdocuments.in/reader033/viewer/2022042702/55d730b7bb61eb502b8b457c/html5/thumbnails/4.jpg)
We've helped migrate over 1,000,000 users to Google Apps from some of the world's leading companies.
We've developed best practice deployment methodologies in Manufacturing, Retail, Government, Real Estate, Healthcare, Education and other
industries.
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MQL
B2B Marketing at Cloud SherpasRevive Campaigns
(Old/Open Leads)
Events
Downloads(White Papers, etc.)
Webinars
App Installs
Search (SEO)(Contact Us, Sales Line)
Paid Search (SEM)(Landing Pages, Sales Line)
Marketing Qualified LeadEnters the Sales Funnel
![Page 6: Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)](https://reader033.fdocuments.in/reader033/viewer/2022042702/55d730b7bb61eb502b8b457c/html5/thumbnails/6.jpg)
After we deployed Pardot...
PPCLandingPages
NurtureCampaigns
1000's of keywords
10's of ad groups
3 landing pages
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Managing 10s of landing pages in Pardot was a challenge. Scaling to 100s would be difficult.
● Difficulty making changes in layout template/landing page framework○ %%content%% - how do we standardize layouts inside the tag
○ problem compounded by more complex landing page designs
● Needed to streamline PPC processes; allow PPC Manager to make landing page changes○ "Let's test a new image this week" shouldn't require HTML/CSS guru
![Page 8: Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)](https://reader033.fdocuments.in/reader033/viewer/2022042702/55d730b7bb61eb502b8b457c/html5/thumbnails/8.jpg)
Project goal: create alanding page engine
● Separate content from the presentation layer
● Implement new landing page design
● Continue to use Pardot forms (vs. Form Handlers)
● Provide PPC Manager the ability to rapidly produce landing pages for new campaigns...
...without marketing tech support
![Page 9: Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)](https://reader033.fdocuments.in/reader033/viewer/2022042702/55d730b7bb61eb502b8b457c/html5/thumbnails/9.jpg)
Redesign Landing PagesOptimize for Conversion
Multi-step formAsk qualifying
questions first, then contact info
Call or Submit
Browse to content w/o
leaving page
Browse to content w/o
leaving page
psd2html.comcut-up/WP theme creation service
![Page 10: Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)](https://reader033.fdocuments.in/reader033/viewer/2022042702/55d730b7bb61eb502b8b457c/html5/thumbnails/10.jpg)
Custom Post TypesEasy to manage variations on the core design
There are many ways to create a Custom Post Types:
1. Use a plugin
2. Register it in the functions.php file
3. Create a custom plugin
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Create Custom FieldsCustomize landing pages to improve relevancy score
Headline
Subhead
Body
Image
Tabs
Form headline
Multi-stepPardot form
Other template widgets
Submit button
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Create Custom FieldsMake it easy for your content managers
![Page 13: Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)](https://reader033.fdocuments.in/reader033/viewer/2022042702/55d730b7bb61eb502b8b457c/html5/thumbnails/13.jpg)
More Fields from More PluginsGreat plugin for managing fields
More Fields plugin Landing Page edit screen
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Integrating the Pardot FormPass customizations to Pardot via iframe params
More Fields pluginlooking at Form Options Landing Page edit screen
<iframe id="formFrame" src="<?= $frame_source ?> ?mode=html&step_1_submit=<?= $step_1_submit; ?> &step_2_submit=<?= $step_2_submit; ?>" width="225" height="443" type="text/html" frameborder="0" scrolling="no"></iframe>
![Page 15: Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)](https://reader033.fdocuments.in/reader033/viewer/2022042702/55d730b7bb61eb502b8b457c/html5/thumbnails/15.jpg)
Creating a multi-step formUse a javascript framework like jQuery
check out the jquery
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The resultManaged easily by the PPC Manager
google apps setup
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Process Improvements
● Much easier to create new landing pages○ Created 20 new landing pages in 2 days for a new
campaign in APAC ● Easier to test the specific elements within
the landing page (image, headlines, etc.), by simply editing text fields
● Yet - our non-technical staff can still edit the
forms and their fields in Pardot, huge benefit
![Page 18: Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)](https://reader033.fdocuments.in/reader033/viewer/2022042702/55d730b7bb61eb502b8b457c/html5/thumbnails/18.jpg)
PPC Results
● Creating highly relevant landing pages increased our Quality Score (and reduced CPC)
● All of the sudden, saw conversions in ad
groups we hadn't seen before ● Increased budget significantly, and ultimately
generated more leads and more business
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Results
Most importantly - increased conversion rate by.....
77%!
![Page 20: Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)](https://reader033.fdocuments.in/reader033/viewer/2022042702/55d730b7bb61eb502b8b457c/html5/thumbnails/20.jpg)
What's next
● Better tracking of what's coming in on the Sales Line
● Better end-to-end conversion metrics
● Iterate on the landing page design