Hey Damian,
You bet, but the fact that the landing pages are on your website makes this MUCH trickier. If you can avoid doing this, I would probably say avoid it…perhaps you can setup a log-in system with your CMS where leads can enter credentials and then get access to all your content once they become a user?
But if you want to do this in Marketo, you can. My suggestion would be to turn the landing page into a hybrid landing page/thank you page for leads that have already submitted the form. However, since the landing pages are on your website, you need to be careful that you don't send anonymous leads to these "hybrid" pages or you will lose out on lead gen. If you were doing this for internal email for example it would be much easier.
There are several ways to do this, but here’s one of them…be it a sneaky work-around (Challenge accepted J!!):
Part I – Smart Campaigns and Segmentation-
Create a static list called something like "Completed Form XYZ" and two smart campaigns to add leads to that list (one smart campaign should be a batch to add all leads that have already filled out the form, the other should be a trigger to add all leads that fill out the form in the future)
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In the smart list of the batch smart campaign add a trigger > “Filled out form: XYZ”. In the flow add a step > Add to list: “Completed Form XYZ”. Do the same for the trigger smart campaign just using a trigger “fills out form: XYZ” in the smart list. Run the batch, activate the trigger.
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Create a segmentation with two segments: 1. Completed Form XYZ, 2. Not Completed Form XYZ
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In the smart list of the “Completed Form XYZ” segment in the segmentation, add a filter > Member of list: Completed Form XYZ. In the smart list of the “Not Completed Form XYZ” segment, add a filter > Member of list is not: “Completed Form XYZ”
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Approve the segmentation
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Now comes the tricky part.
Part II – Dynamic Landing PagesUnfortunately, Marketo does not allow you to dynamically change the element type on a landing page (you can’t make an image element change into a form element for a different segment, or a form element change into an image element for a different segment, etc…at least not to the best of my knowledge.)
Two things you need to do before getting started on the landing page:
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Create a new form and call it something like “Blank Form”. In the form editor, do not add any fields, and do your best to make the form as small/invisible as possible…label, field and gutter widths should all be set to 0, reset button label should be clear, etc.
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In Photoshop or Microsoft Paint create a tiny, all-white, blank square image (make it tiny, but not the tiniest you can make it). Upload it to Marketo.
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Create your landing page as you normally would with your XYZ form. Make the form dynamic using your new “Completed Form XYZ” segmentation. You will leave your “Not Completed XYZ” and “Default” segments as is (for the most part), but dynamically change some elements on the page for your “Completed Form XYZ” segment.
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Select the “Completed Form XYZ” segment, and edit the form. Change it to your new “Blank Form”. The form will probably just be a button with no text if you created it correctly. Move the form to a destitute area of your landing page, ideally close to the bottom, and make sure it is not touching any other elements on the page.
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Insert a rectangle element onto your page. Change the size of the rectangle so that it is bigger than whatever is visible on your “Blank Form”, and under “Property Sheet” change the border color to “white”, and the background color to “#ffffff” (white), and change the layer so that it is a higher number than the layer number for the form.
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Move the rectangle so that it is completely covering the form on the page.
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Your form should now be hidden behind the rectangle on the page for your “Completed Form XYZ” segment, so add in a “Download Now” button in its place for your whitepaper and link it to the PDF. Note, you need to add in a new image to the page for the button.
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Make the image for the download button dynamic by the same segmentation.
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You can keep the download now button the way it is for your “Completed Form XYZ” segment, but you will then need to make it invisible for your “Not Completed Form XYZ” and “Default” segments. For both of these segments, move the button image to a low, destitute area on the page like you did the “Blank Form” in the “Completed Form XYZ” segmentation, and make it as small as it can possibly be.
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Insert your “tiny white square” image that you uploaded.
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Select the tiny white square image, and under property sheet, make the layer a higher number than the layer number for your download now button.
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Stretch the tiny white square image so that it is bigger than your download now button, and move it over the download now button so that the button is hidden completely.
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Approve your landing page, and preview it. Your “Default” and “Not Filled out Form XYZ” segments should have the landing page with the XYZ form showing with no download button, and the “Filled out form XYZ” segment should have a download now button with no form.
Phew! Good luck…
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