Create a new Marketo landing page template phase 1

@jgragnola @sbouchard1 FYI I've filed this issue to centralize the landing page requirements we've discussed on zoom, slack, and gathered from various issues.

Briefly describe the request

Create a Marketo landing page template for campaigns.

What team/dept/company initiatives does this relate to?

• Marketing agility, modular pages via boring project

What problem(s) are we trying to solve? What are the goals?

• (Primary) Make it easier for marketing to create landing pages.
• Improve the cohesiveness of the user flow from ads all the way to downloads and PF experiences.
• Improve the conversion rate of lead generation forms.
• Align about.gitlab landing pages with Marketo landing pages.

Who is the audience?

• (Primary) Users who want to learn more about a targeted subject.
• Users who want to browse our content.

What are the measurable key performance indicators (KPI)?

• Form submissions.

Please identify the directly responsible individual (DRI), stakeholders, and roles

Name	Role
@jgragnola	DRI
@sbouchard1	Conversion
@luke	Design
@amy.waller	Marketo
@mnguyen4	Ads
@shanerice	Metrics
@sdaily	Pathfactory
@wspillane	Social

What are the must-haves modules?

• Hero
• Bullet list
• Form
  • Before & after
• Image to showcase a preview of the resource
• Trusted by
• Value (Pathfactory)
• Meta title and opengraph copy.

What are the should-haves modules?

• CTA header
  • On, off, auto-hide
• Opengraph image
• Free trial CTA
• Social sharing (similar to webcasts)
• Speaker module (near hero).
• Event interest registration.

What are the could-have modules?

• Calendar
• Card list
• Icon list
• Paragraphs with floated image

Where do you expect traffic to come from?

• Email
• Ads
• Social

If applicable, do you have any user journeys, prototypes, content/data?

• Creating a responsive Marketo landing page template
• Prior issue with mockups for implementing a Marketo landing page
• Figma for cohhesive conversion paths
• Jumpstart Figma file
• Event template figma file
• Event landing page template issue
• Comparison pages Figma
• https://about.gitlab.com/compare/github-actions-alternative/
• https://about.gitlab.com/compare/jenkins-alternative/
• https://about.gitlab.com/just-commit/lower-tco/
• https://about.gitlab.com/solutions/aws/

Please create a checklist of deliverables in this phase

• Create a responsive Marketo landing page template.
• Identify and implement MVC toggleable and editable regions.
• Review with stakeholders.
• Ensure we have sufficient analytics for performance metrics.
  • Classnames.
  • Tracking tags (GTM).
  • Javascript events.
  • UTMs.
  • Pathfactory & email addresses.
• Ensure opengraph data works as expected.
• Check for mobile usability.
  • Finger-friendly touch interactions.
  • Mobile viewport meta tags are present and sized appropriately.
• Browser / SPA icon.
• Appropriate font-stack is used.
• Ensure that the new look and feel aligns with upcoming ads & campaigns as well as past ones.
  • Example: DevSecOps campaign
• Assess if the template is applicable to this template request
• Create a followup issue for the next phase.

Saved for later phases

• Document how to use the new template.
• Preview of "what's inside"
• Implement AB testing framework.