How Custom Pardot Pages Boosted Event Marketing

Client Overview 

A leading global communications technology company, preparing for their largest in-house conference in November 2022, required a solution to drive registrations and provide detailed information about various event booths. The client had an audience size of over 1,500 attendees from across NA, APAC, LATAM, and EEMEA. Although the primary stakeholder was highly experienced with Marketo, but they required support navigating Pardot—the platform selected for the set-up.  

Challenges 

• Complex Landing Page Requirements: The client needed highly customizable landing pages (LP) with various features such as modular design, toggle on/off options, hideable sections, and drag-and-drop functionalities. 

• Classic Pardot Instance Limitations: The client was working with Pardot’s classic version, which had certain limitations in handling such complex design requirements. 

• Lack of Pardot Expertise: While the client had a strong background in other marketing automation tools, the lack of Pardot-specific expertise made the project difficult to execute without external support. 

• Efficiency & Scalability: The client required a scalable solution to manage and update landing pages for multiple events without recreating templates for each use.

Solution 

Digital DI Consultants’ web development team created a tailored solution to build custom complex landing page templates in the Pardot classic instance. The steps included: 

• Custom LP Templates: Four master landing page templates were developed, each with multiple variations. These templates included modular sections tailored to the client’s unique content and layout requirements. 

• Flexible, Dynamic Functionality: To support content flexibility, the templates were enhanced with dynamic features such as toggle switches, hideable sections, and drag-and-drop capabilities—enabling the client to easily adjust content based on event specifics. 

• Bootstrap Functionality: Bootstrap variables were used to control the visibility of various content blocks, simplifying customization for different Landing pages without the need for template redesigns. 

• User-Friendly Editing: Developed a process that allowed the client’s MOPs team to easily edit landing pages by selecting and adjusting specific sections/modules. This process included: 

• HTML Code View: The right-hand side displayed the full HTML structure of the selected master template. 

• Section/Module Selection: The left-hand side provided easy-to-use controls to hide, show, or remove specific modules based on campaign needs. 

• Training and Documentation: To ensure long-term usability, Digital Di Consultants provided comprehensive documentation and conducted training sessions for the client’s MOPs team. This enabled them to independently manage and customize landing pages for future campaigns with minimal technical assistance. 

Results 

• Efficient Landing Page Management: The client now had a streamlined process for creating and managing custom landing pages for events, significantly improving workflow efficiency and faster campaign execution. 

• Enhanced Marketing Program Experience: The landing pages provided a more dynamic and user-friendly experience for attendees, enhancing the overall event registration process. 

• Empowered MOPs Team: The client’s MOPs team gained the ability to modify Landing pages independently, reducing dependency on external developers and speeding up the content creation process. 

• Scalable Solution: The customizable nature of the templates made it easy for the client to scale and apply the same system for future events or campaigns, without starting from scratch.

Conclusion 

Digital DI Consultants enabled the communications technology company to streamline their event registration workflow by delivering customized, scalable landing page templates within Pardot. The solution met the urgent requirements of their November 2022 conference while also equipping the Marketing Operations team with the tools and autonomy to manage future landing pages independently—driving greater efficiency, agility, and long-term value from their marketing automation investment.