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Account Engagement new landing page builder features

May 14, 2024

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Creating compelling landing pages is a cornerstone of successful digital marketing. Thanks to new and wonderful Account Engagement aka Pardot Landing page builder features, marketers can design, personalise, and link landing pages to Salesforce campaigns seamlessly. This guide will walk you through the key features and capabilities of the new Pardot landing page builder, ensuring you get the most out of this powerful tool.

Account Engagement Landing Page Builder Features

1. The most-fundament of Pardot’s landing page builder features: it designs Mobile-First

Today, search engines like Google favour pages that are designed mobile-first, so you’re off on a good start: this new builder is designed to make your landing page designs render beautifully on mobile devices. As you know, this could be a major challenge with other email packages, and even our own Pardot classic landing page builder. And best of all, there is nothing that you need to do as a marketer in this regards! It’s done for you.

You can double-check that your iframe is responsive when you publish your landing page by reviewing the embed code. If your embed code is already responsive, the iframe tag will include a style attribute or a width attribute as a percentage. (If it isn’t, you’ll see instead that the iframe tag includes the width and height attributes as pixels and doesn’t include a style attribute. In this case, modify the code as needed.)

2. A most-fundamental new Pardot landing page builder feature is that there’s no setup needed

This enhanced landing page builder is automatically enabled, when you set up your enhanced email experience. No other setup is needed!

Your Account Engagement Administrator, or Pardot Consultant, may need to configure user permissions, but that would be about it.

3. Image Integration via Salesforce CMS

Visual appeal is crucial for capturing the attention of your audience. Pardot makes it easy to integrate images directly from Salesforce CMS. Here’s how:

  1. Access the Salesforce CMS: From the Pardot dashboard, navigate to the content section where you can access Salesforce CMS.
  2. Select Your Images: Browse through your organised library of images. Salesforce CMS allows you to manage all your media assets efficiently.
  3. Drag and Drop: Use the intuitive drag-and-drop interface to place images directly onto your landing page. This functionality not only saves time but also ensures your landing pages look professional and engaging.

Benefits

  • Consistency: Maintain brand consistency by using approved images stored in Salesforce CMS.
  • Efficiency: Reduce the time spent searching for the right images.
  • Professional Appeal: High-quality visuals enhance the overall look and feel of your landing pages.

4. Personalisation with HML –

Another favourite among Landing Page Builder Features

Personalisation is key to increasing engagement and conversions. Pardot’s Handlebars Merge Language (HML) allows you to personalise landing pages with ease. Here’s how you can leverage HML:

  1. Dynamic Content Blocks: Use HML to create dynamic content blocks that change based on the viewer’s data. For example, greet returning visitors by name.
  2. Conditional Content: Show different content to different audience segments. This is particularly useful for tailored marketing messages. But also, to handle incomplete data and still be gracious. Think: ‘Good morning!” as an alternative to “Hi, <first name> !” if you have no first name recorded in your data.
  3. Custom Fields: Pull in data from custom fields within your Salesforce CRM to personalise the experience further.

Benefits

  • Increased Engagement: Personalised content resonates more with viewers, leading to higher engagement rates.
  • Improved Conversions: Tailored messages are more likely to convert, as they address the specific needs and interests of your audience.
  • Enhanced User Experience: Personalisation creates a more relevant and enjoyable experience for your visitors.

5. Linking Landing Pages to Campaigns within Salesforce

Linking your landing pages to Salesforce campaigns is a breeze with Pardot. In fact, when you create an enhanced landing page, it must be associated with a connected campaign i.e. one that links Pardot and Salesforce campaigns. This feature ensures that your marketing efforts are trackable and aligned with your sales goals. Here’s how to do it:

  1. Create or Select a Campaign: Within Salesforce, create a new campaign or select an existing one.
  2. Associate the Landing Page: In the Pardot landing page builder, there’s an option to link the landing page to your chosen Salesforce campaign.
  3. Track Performance: Once linked, all the interactions on your landing page (such as form submissions and clicks) will be tracked under the associated campaign in Salesforce.

Benefits

  • Seamless Integration: Ensures that your marketing and sales efforts are aligned and trackable.
  • Detailed Analytics: Gain insights into the performance of your landing pages through detailed analytics provided by Salesforce.
  • Enhanced ROI Tracking: Measure the return on investment for your campaigns more accurately.

6. Create Pardot landing pages faster

If you want to build complex landing pages, but need to build them faster? That’s another reason for using Pardot’s new Drag-and-drop Editor. Marketers can create their own landing pages all with clicks, no code. And, to ensure they stay on brand, marketers start from saved (master) templates and select ‘approved’ images from your Salesforce CMS.

If you’ve seen / use the drag-and-drop email editor in Pardot Lightning App, then this landing page builder will already look familiar to you and will be easy to use also. There will be 3 phase to your Pardot landing page creation with this new builder: create landing page records, design landing pages, and publish them. The new Pardot landing page builder is only available in the Pardot Lightning App.

Pro-tip

Old builder, new builder…: How will you know which landing page is built in which builder? The Landing Page Source field helps you distinguish landing pages that are built in the new experience or in Pardot Classic. Builder landing pages are labeled Salesforce, and Classic pages are labeled Pardot.

Recent Landing Pages LIst View shows Source column highlighted.

You can also click into the landing page name, and you’ll either see an ‘edit button’ on the top right, or a ‘link button’ to find it in Pardot.

7+ More Features to Enhance Your Landing Pages

While image integration, personalisation with HML, and campaign linking are standout features, Pardot offers several other tools to help you build effective landing pages, see image:

Account Engagement | Pardot Landing Page Builder Features
  • Templates: Use pre-designed templates to speed up the creation process.
  • You can easily clone a Master Landing Page Template, so that you create a group of landing pages designs that belong together. Note: in Account Engagement Growth Edition, you can have 50 (draft+live) landing pages with the new builder, in all other editions, it’s unlimited.
  • Teamwork features: There are several features that help you manage your team’s workflow better with the new Lightning landing page builder: a) you can keep drafts as well as published pages, so that you can mark drafts for approval before publishing. You can use chatter too for this purpose. Your page layout should also feature ‘Notes‘, so that you can easily leave notes about the page, as well as the collection it belongs to. All for better teamwork.
  • A/B Testing: Test different versions of your landing pages to see which performs best. Tip: you can leverage Notes for this purpose too.
  • SEO Optimisation: Built-in tools to help optimise your landing pages for search engines, if desired. Sometimes, you may wish for the landing pages to be only found by people who click on a paid ad, and others who come in via Search to see a sister page instead.
  • Form Builder: You can easily add forms to capture lead information.

That’s it for our Pardot landing page builder features – overview today

Over to you: As you can see, the new Pardot landing page builder features a robust set of tools designed to help marketers create visually appealing, highly personalised, and trackable landing pages. By leveraging image integration from Salesforce CMS, personalisation with Handlebars Merge Language, and seamless linking to Salesforce campaigns, you can enhance your marketing efforts and achieve better results. We suggest you use these features, and watch your engagement and conversion rates soar. Of course, we’re here to help.


Some key articles on this and related topic you may wish to read:

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