Transform Pardot Campaigns and streamline marketing using responsive templates
From legacy marketing assets to flexible, marketer-friendly Pardot templates
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About the Client
A medium-size B2B technology firm was implementing Salesforce Account Engagement (Pardot) to nurture leads, promote events, and launch content marketing initiatives.
As marketing activity increased, they had difficulties keeping up with management of their existing email and landing page templates. Marketers would often require technical assistance to make minor content modifications.
The lack of up-to-date templates also caused some problems of consistency and rendering for campaigns. The team was looking for a more reliable, device and email client agnostic method.
The aim was to build new, reusable templates that marketers can edit without fear of having to contact developers for regular changes.
Customer Feedback
“Our marketing team found campaign creation much easier with the new templates, as we can update them without having to hire anyone else to do so, and we are able to keep our emails and landing pages consistent.”
Head of Marketing
Pardot Template Modernization Results in a Better Campaign Experience
The Unboxx team reviewed the current Pardot assets, and determined what needed to be fixed for the design, usability, accessibility and deliverability.
New template designs created in Figma, rebuilt in Pardot with responsive designs and content areas.
HML includes merge fields and dynamic content that allowed for more personalization of campaigns without having to rebuild templates for each audience.
The team also tested the templates on devices and email clients to ensure greater uniformity and eliminate rendering problems.
Documentation and training materials enabled marketers to take ownership of campaign assets without having to rely on developers for basic changes.
The Difference
The company shifted from hard-to-edit marketing assets to re-usable Pardot templates that are based on marketer self-service.
Marketing team was more diverse in the creation of emails and landing pages. The number of content changes was no longer so high that the same level of technical support was required.
Responsive designs likewise assisted to create a consistent experience across gadgets and email customers. Standardized templates ensured a common look to teams across campaigns.
The new template framework also provided a more robust platform for future marketing campaigns and personalisation efforts.
Results
Manual Template Editing is Reduced.
Better Consistency in Campaign Templates!
Decreased number of Template-Related Technical Support Requests
Enhance cross-device email rendering.
Grow Marketer's self-service capability
Reducing the time it takes to launch campaign assets.
Key Takeaways
The company integrated responsive templates for marketers to use and maintain, which improved the company's Pardot marketing assets.
Flexibility in campaign reuse of content areas, customization of content and test across platforms reduced need for technical teams for routine changes.
The outcome was a more standardized and scalable marketing landscape, and the team had more control over their campaign creation and future campaign efforts.