Most good automation software includes the ability to create landing pages, the question is, how easy to use and powerful is the landing page builder?
Marketo
Marketo allows its users to build Marketo-hosted landing pages either from scratch using a ‘Free-form’ landing page, or with ‘Guided’ landing page templates.
As with the email editor, the tool for creating these phone number in cambodia pages doesn’t have the nicest interface - it’s a little clunky - and the functionality can be limiting for those who have little to no coding experience.
On the other hand, if you are great at coding, you can create a master template including all the modules you could possibly need and then add and exclude these in individual templates as you need.
HubSpot
For those among us who don’t have extensive coding skills, the HubSpot landing page builder is often liked for it’s easy to use drag-and-drop functionality.
A word of caution though, working with drag-and-drop modules doesn’t always give you an error-free page that is truly responsive and formats correctly across all devices.
When you are able to edit the code of the page directly you can avoid frustrating formatting issues.
Also, last we checked, for A/B testing HubSpot has a limit of two variants.
Pardot
The Pardot landing page builder has been designed to allow users to create professional and effective pages without needing to touch the code.
It has a drag-and-drop editor and a library of Pardot stock templates that make it fast to edit and launch new landing pages.
However, if you do have access to the HTML code of a custom template you want to use, you also have the option of editing directly within the code itself. This makes the landing pages extremely flexible.
There’s another option where you can simply grab a URL from any website and Pardot will pull in the code for you to edit. Simply edit some of the code and you have a brand new page!
Not only this, Pardot contains Multivariate Testing for landing pages, which means you can create versions of your page with slightly different variants and gain a thorough understanding of how each affects performance. It’s generally more revealing than simple A/B testing.
Summary
Marketo
Free-form or Guided landing page builder, a little but clunky
Good for those with coding knowledge
HubSpot
Great for those with limited coding knowledge as it has drag-and-drop functionality
Drag-and-drop can cause responsiveness issues
A/B testing with 2 variants
Pardot
Pre-made templates available
Ability to grab a URL and pull in the code for a new landing page template
Use dynamic content and variable tags on a landing page
Easy for teams to create a new page for quick campaigns
A/B/C/D… testing with multiple variants (multi-variate testing)
Prospect Preferences
After a prospect enters your system, they may wish to change their subscription preferences. Perhaps their interests have changed, they’ve changed roles, or taken on a new project.
When this is the case, it’s important our automation tool makes updating preferences a simple and transparent action.
Marketo
As is best practice, Marketo has a preference centre. However, there are extra steps required on our part to create the necessary fields/forms for this.
HubSpot
Naturally, HubSpot also has a default preference centre and this comes with basic functionality available. You can edit the look and feel of the preference page in the HubSpot Design Manager.