B2B Instapage Process

SLAs

• Start this process at least 14 business days before the launch date.

• Campaign Owner page creation - 5 days

• Stakeholder review via email - 2 days

• Email/Digital teams QA - 7 days

• Campaign Owner final updates - 2 days

• Other SLAs that may need to be considered

  • Requesting a new template from UX team - additional 7 days

  • Review of Updated existing template - same day or next day

Pre-Approved Templates

Templates are created in collaboration with the UX team based on previous high-performing landing pages and will be reviewed and optimized periodically.

How to use templates:

In Instapage, there is a TEMPLATES folder. Expand to see all the available options.

Open

To use a template:

1. Expand the folder to see all the available options.

2. Navigate to the three dots on the right for the template you want.

3. Select ‘Duplicate’ to create a copy of the template.

Open

4. From the same three-dot menu, select “Rename” and use the naming convention for pages.

5. Select “Move to group” from the same three-dot menu and choose the appropriate folder. Folders are grouped and vertical.

6. Start editing the text, images, and links on your landing page.

Instapage Naming Conventions

Team | Vertical | Description

ex: PPC | REL | Healthcare Compliance Training - DEMO

Requesting New Templates and Modifying Existing Templates:

Brand New Template - Should you need a template that doesn’t exist, submit a Jira ticket here to request one from the UX team. Include as much detail in your request as possible, including wireframes, images, and goals of the page. Add 7 business days for UX to create a new template to your timeline.

Modifying Existing Templates - The UX team must review and approve any changes you'd like to make to an existing template. Quick reviews and approvals can be done by sending a Teams message to Bethany Coats, UX Research Manager, or someone on her team (use the org chart to find someone). They usually respond the same day.

Step-by-Step Instapage Creation Process & Timeline

Step 1: Add Instapage to Campaign Calendar

• Campaign owners should consider Instapages as part of their campaign plans, and as such, they should be included on the campaign calendar with a corresponding launch date.

• Messaging on the page should align with campaign plans and all creative assets used to promote Instapage (including digital ads, emails, etc.).

Step 2: Draft Instapage

• Timeline: 14 days before the campaign launch

• Campaign owner [Demand Generation/Customer Marketing/Partner Marketing] drafts Instapage using pre-approved templates listed above.

  • Draft should include landing page copy, links, CTAs/buttons, images, form placement, etc.

  • Any changes to the design on a template must be reviewed and approved by the B2C UX team. Three business days should be added to the SLA. To get changes reviewed and approved, submit a Jira ticket here

  • The Campaign Owner checklist is completed, except for Publishing.

Step 3: Content Review

• Timeline: 12 days before launch

• Campaign owners are responsible for obtaining Instapage copy review and feedback from relevant stakeholders [Content Marketing/Product Marketing/Solutions Group/etc.] if needed.

• Send the Instapage comment link via email, ask stakeholders to provide feedback within two business days, and leave all comments directly on the Instapage.

• Stakeholders cannot leave feedback if you don’t give the comment link.

Step 4: Create SFDC Parent Campaign and Submit QA Request Form

• Timeline: 7 days before launch

• Create parent campaign for Instapage in salesforce to include in your QA ticket.

• Campaign owner creates an “Instapage QA” Issue directly from the Create button on the Marketing Operations project board.

  • Use your SFDC Campaign name for the Summary name

  • In the Description, include the following information (copy and paste list below, modify as needed):

    • Type of form needed - Gated Asset Download, Event Registration, or Demo Request

    • Whether you need any additional form fields beyond standard fields

    • Title that should appear on the form - e.g., Register for Impact: Culture 2024, Contact Us Today, etc.

    • The button CTA text - e.g., Get Started, Download Now, Contact Us, etc.

    • Additional UTMs needed.

      • By default, any Demo link (e.g., https://www.relias.com/get-started-demo) on an Instapage (a link going from Instapage to the relias.com/get-started demo page) should use the following utms:

        • “utm_source=instapage&utm_medium=referral&utm_campaign=[18 digit ID]“

          • Email Ops should create this UTM string and provide to requestor; requestor should confirm during final review that UTMs have been provided and updated accordingly

      • UTMs for any other link(s) need to be created/added by the requestor/owner of the instapage

    • There is a designated field for the Instapage preview/comment link in the form

Step 5: Email Ops and Digital Teams Perform Their Own QA Review

• Timeline: 7 days before launch

Step 6: Final Page Edits and Updates

• Timeline: 2 days before launch

• Campaign owner edits Instapage with corrections and adjustments from QA.

• Campaign owner updates the HTML / Instapage iframe with new Pardot form.

• Campaign owner tests the form submission on live page, using test UTMs, to verify UTM capture on the Pardot forms is working and leads are added to campaigns as expected.

• Second QA review is not needed after changes to to the page have been made and the form has been tested.

Step 7: Publish Instapage

• Timeline: 1 day before launch

• Campaign Owner publishes page

  • How to publish a page - Campaign Owner QA checklist-Publishing the Page

• For future reference, the Email Ops team will add the published Instapage URL to the SFDC form campaign

Step 8: Post-Launch Action Items Optimize/Deactivate Instapage

• Campaign owner is responsible for unpublishing/optimizing the page as necessary

• There is an option to schedule your page to unpublish on a specific date. You will be offered this option at the time of publishing.

Frequently Asked Questions

1. What if I don’t want to use the templates provided?

   1. You must use a pre-approved template or adjust your workflow to include the UX team to create a new template for your purposes.

2. Does every Instapage need to go through QA?

   1. All new Instapages need to go through QA and anytime content is changed on an Instapage, it must go through the QA process.

3. Can I customize the fields on Pardot forms?

   1. It depends. We can add or remove fields, rename them, etc, you just need to ensure the iframe is large enough to display all fields on the form

4. If I update my Instapage after launch, does it need to go through QA again?

   1. It depends. If you change content, it should be reviewed by a second individual. If the changes after publishing are minor, such as spacing adjustments or changing a resource link, it does not need another QA but the Campaign Owner checklist should be followed again.

5. What if I want to co-brand my Instapage with a Partner or SME?

   1. We have templates which show the Relias logo juxtaposed with a partner or ABM target logo. These are saved as global blocks using “LP Header” in the name

Last Updated: 2/28/2024