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Marketo is mostly known as an email marketing system, but they have extensive landing page functionality that can be used at all levels of a funnel. By building a scaffold using their guided landing page template, we’re able to create as many variations as can be accounted for.
The best way to begin creating a guided landing page template is to come up with a solid design containing all or most elements and sections that will be used in our client’s landing pages. This includes elements like buttons, typography, headings, and tables, and sections like headers, testimonials, forms, sliders, etc.
Coding out the layout using a CSS preprocessor (Sass) is my preference, I use a BEM naming convention in order to build for long-term projects and keep everything organized
Keeping all possible element variations as class modifiers (e.g. button background color or padding) helps immensely when converting our now static template to a dynamic LP creator.
Some rules that we like to follow:
TIP: To change the URL, edit the Page URL field.
Clear the Open in editor checkbox if you don’t want the editor to open immediately after clicking Create.
Before jumping into the Marketo code, we next make a list of each of the elements and areas that are going to be set for modification. This allows us to normalize variable names, sometimes consolidate the amount of variables, and more importantly hand over to our clients for their own reference.
We also use that list to write the meta tags that are used to associate variables to the editor. Everything that should be edited is now converted to Marketo variables;
When all is said and done, we’re looking at custom dynamic landing page builder that can be integrated with all aspects of Marketo. Guided landing pages are highly functional and are part of the backbone of digital marketing within Marketo. Learn more about our email marketing services here.
I've been writing code for almost half of my life – since WebTV and a Commodore 64. I stumbled into web development 15 years ago and moved to California, working in Silicon Valley for ten years and moving back to the east coast in 2014.