Elevate 2011:Building a Landing Page Enginewith Pardot and WordpressNovember 15, 2011Michael CohnTaylor Gould
Agenda● Who are the Cloud Sherpas?● Challenge - what were we trying to solve?● Solution - how we solved it● Results - what...
is the worlds leading                            Google Apps cloud service provider  Thousands                            ...
Weve helped migrate over 1,000,000 users to GoogleApps from some of the worlds leading companies. Weve developed best prac...
B2B Marketing at Cloud Sherpas                          Revive Campaigns                                (Old/Open Leads)  ...
After we deployed Pardot...                        Landing          Nurture       PPC                         Pages       ...
Managing 10s of landing pages in Pardot was achallenge. Scaling to 100s would be difficult.● Difficulty making changes in ...
Project goal: create alanding page engine● Separate content from   the presentation layer● Implement new landing page desi...
Redesign Landing Pages  Optimize for Conversion                            Call or Submit    Browse to   content w/o  leav...
Custom Post TypesEasy to manage variations on the core design                                           There are many    ...
Create Custom FieldsCustomize landing pages to improve relevancy score HeadlineSubhead                                    ...
Create Custom FieldsMake it easy for your content managers
More Fields from More PluginsGreat plugin for managing fields         More Fields plugin        Landing Page edit screen
Integrating the Pardot FormPass customizations to Pardot via iframe params          More Fields plugin       looking at Fo...
Creating a multi-step formUse a javascript framework like jQuery                 check out the jquery
The resultManaged easily by the PPC Manager                                google apps setup
Process Improvements● Much easier to create new landing pages   ○ Created 20 new landing pages in 2 days for a new     cam...
PPC Results● Creating highly relevant landing pages  increased our Quality Score (and reduced  CPC)● All of the sudden, sa...
ResultsMost importantly - increasedconversion rate by.....          77%!
Whats next● Better tracking of whats coming in on the  Sales Line● Better end-to-end conversion metrics● Iterate on the la...
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Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)

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Cloud Sherpas is the world’s leading Google Apps cloud service provider. Their marketing team will discuss how they’ve leveraged Wordpress and Pardot to build a landing page engine in support of their online campaigns. They’ll discuss how to use custom post types to make the management of localized landing pages, embedded Pardot forms and Google Analytics goal tracking possible for everyone in your marketing department.

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Pardot Elevate 2011 (slides): Building a Landing Page Engine with Pardot and WordPress (by CloudSherpas)

  1. 1. Elevate 2011:Building a Landing Page Enginewith Pardot and WordpressNovember 15, 2011Michael CohnTaylor Gould
  2. 2. Agenda● Who are the Cloud Sherpas?● Challenge - what were we trying to solve?● Solution - how we solved it● Results - what were seeing● Next steps - what we want to do next
  3. 3. is the worlds leading Google Apps cloud service provider Thousands Millions Go More Google of companies of users with us 500+ services customers 1 million mailboxes migrated20,000+ product customers 3.5 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.
  4. 4. Weve helped migrate over 1,000,000 users to GoogleApps from some of the worlds leading companies. Weve developed best practice deployment methodologies in Manufacturing, Retail, Government, Real Estate, Healthcare, Education and other industries.
  5. 5. B2B Marketing at Cloud Sherpas Revive Campaigns (Old/Open Leads) Downloads App Installs (White Papers, etc.) Events Webinars Search (SEO) (Contact Us, Sales Line) Paid Search (SEM) (Landing Pages, Sales Line) MQL Marketing Qualified Lead Enters the Sales Funnel
  6. 6. After we deployed Pardot... Landing Nurture PPC Pages Campaigns 1000s of keywords 3 landing pages 10s of ad groups
  7. 7. Managing 10s of landing pages in Pardot was achallenge. 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 ○ "Lets test a new image this week" shouldnt require HTML/CSS guru
  8. 8. 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
  9. 9. Redesign Landing Pages Optimize for Conversion Call or Submit Browse to content w/o leaving page Multi-step form Ask qualifying questions first, then contact info Browse to content w/oleaving page psd2html.com cut-up/WP theme creation service
  10. 10. 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
  11. 11. Create Custom FieldsCustomize landing pages to improve relevancy score HeadlineSubhead Form headline Body Multi-step Pardot form Image Submit button Tabs Other template widgets
  12. 12. Create Custom FieldsMake it easy for your content managers
  13. 13. More Fields from More PluginsGreat plugin for managing fields More Fields plugin Landing Page edit screen
  14. 14. Integrating the Pardot FormPass customizations to Pardot via iframe params More Fields plugin looking 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>
  15. 15. Creating a multi-step formUse a javascript framework like jQuery check out the jquery
  16. 16. The resultManaged easily by the PPC Manager google apps setup
  17. 17. 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
  18. 18. PPC Results● Creating highly relevant landing pages increased our Quality Score (and reduced CPC)● All of the sudden, saw conversions in ad groups we hadnt seen before● Increased budget significantly, and ultimately generated more leads and more business
  19. 19. ResultsMost importantly - increasedconversion rate by..... 77%!
  20. 20. Whats next● Better tracking of whats coming in on the Sales Line● Better end-to-end conversion metrics● Iterate on the landing page design

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