Marketo Landing Page and Form Hosting Options

August 29, 2014 Chris Leonard

We are often asked if it is best to us Marketo landing pages for Marketo forms or embed Marketo forms on existing company websites or micro sites.  Of course, every situation is different and should be evaluated individually. Below is a quick reference graph for the pros and cons of each option.

Marketo Form on a Marketo Hosted Landing Page
Landing page created in Marketo via templates and WYSIWYG editor
Marketo Form on Marketo iFrame on Company Website
Form created in Marketo utilizing an iFrame that is inserted into the HTML code of a company hosted page
Marketo Form Embedded on Company Website
Form created in Marketo and form embed code placed into the HTML of a company hosted page
Pros: Pros: Pros:
  • Supports pre-fill of form fields by reading a Marketo cookie from previous visits
  • Templates can be created in Marketo to maintain company look and feel yet tracking is still
  • Progressive profiling allows company to gather more information on lead
  • Ability to capture data variables in URL string. Ex: PPC tracking information
  • Extensive tracking and analytics in Marketo
  • Form styling can be done on the landing page to ensure perfect form look and feel
  • Maintain tracking and pre-fill of form fields
  • Consistent look and feel throughout all components of website
  • Marketo forms can live on any website with utilization of iFrames
  • Ability to capture data variables in URL string. Ex: PPC tracking information with additional JavaScript
  • Custom CSS can be added to the Marketo iFrame (landing page) to stylize the form
  • Supportive of responsive design (if your company website is responsive)
  • Consistent look and feel throughout all components of website
  • Marketo forms can live on any webpage
  • Ability to capture data variables in URL string. Ex: PPC tracking information with additional JavaScript
  • Supportive of responsive design (if your company website is responsive)
Cons: Cons: Cons:
  • Pages may not exactly match the specifications of the company’s website, but with time and effort they can be brought extremely close
  • Marketo landing pages are difficult to make responsive for mobile devices
  • Pages must be maintained and created by company’s website programmer
  • Thank you page must also be a Marketo landing page that fits within the iFrame
  • On form submit, only the iFrame is refreshed to show the Thank You page in the same space as the form
  • Pages must be maintained and created by company’s website programmer
  • Forms are not pre-populated with cookie information
  • Forms do not write acquisition program to the record
  • Lacks tracking via Marketo landing page reports; ie. Form fill-out numbers, or landing page conversion rates (can be tracked using other tools outside of Marketo)
  • Form styling must be done in the form Custom CSS
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