One of the things that impressed me the most when I saw my first demo of Marketo 6 years ago was the ability to create my own landing pages without needing my web development team. The ability to become self-sufficient was really exciting to me since I came from IBM where making a landing page took literally 2 weeks... if I was lucky.
This post is dedicated to everything you need to know about Marketo landing pages.
Free Form vs. Guided
The Guided editor is much more flexible. The variable functionality provided Marketers with a lot of flexibility in adding or removing sections, changing colours on a mass scale and making things look really good (assuming you start with a good template). It still requires some code to make the base template, but once you have that you're off to the races. IMO this is the only way to make pages now.
Advantages of using native Marketo Landing Pages
Does Marketo have the most advanced or sophisticated landing page editor out there? No. There are some amazing landing page editors by some really cool vendors. However, what Marketo does have with their editor that no one else has is the following:
Yes it is entirely possible to use custom fonts on Marketo landing pages. It takes a bit of coding but you can apply them just like you would on any other page.
It is also possible to do video backgrounds on Marketo landing pages. We recently published a landing page template where Marketers can grab video backgrounds off of www.coverr.co and paste them in variables that take each version of the file necessary to do a video background.
Marketo has some seriously awesome A/B testing capabilities built right into their platform. You can test many pages against each other and Marketo will take care of pushing an equal amount of traffic to each page.
Marketo landing pages are an essential part of the overall Marketing Platform. There are many advantages of having your landing pages in Marketo, and although Marketo's landing page editor may not be the most sophisticated, with the right template the landing page editor provides all the flexibility that a Marketer would need to customize their page accordingly. The loss of functionality and reporting having your pages in another system is a major gap that Marketers need to be aware of.
What do you guys think? Do you keep your pages in Marketo or put them in another system?
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