Pardot’s Dynamic Content feature allows you to display certain content on your website based on a prospect’s score, grade, or field value. This very powerful tool allows you to deliver targeted content to your prospects. In this session, learn how to use Dynamic Content creatively and effectively through real-world examples that you’ll be able to start implementing right away.
5. What is a Dynamic
Content?
First off, it’s awesome!
Thursday, November 1, 12
6. What is a Dynamic
Content?
First off, it’s awesome! How awesome?
Thursday, November 1, 12
7. What is a Dynamic
Content?
First off, it’s awesome! How awesome?
Thursday, November 1, 12
8. How about a useful
definition?
From our Knowledge Base:
Display targeted content on your website or Pardot
forms, landing pages, and layout templates based on a
prospect’s score, grade, or field value for default fields
or custom fields.
As people match the criteria set for your dynamic
content, a variation of content will display where you
embed the generated code on your website.
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9. Think of it like Amazon
Recommendations
Last week I did a search for Kombucha.
This week I see this:
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10. Think of it like Amazon
Recommendations
Last week I did a search for Kombucha.
This week I see this:
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11. How can I use Dynamic Content?
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12. Use cases we’ll discuss
- Interests
- Location
- Forms and Gated Content
- Prospect Buyer Personas
- Prospect Lifecycle Stage
- Competitors
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13. Interests
What do you already know about their interests?
Tailor what they see based on what you know
they want
(ex: Are they interested in a specific product?)
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15. Location
• Advertise directly to folks when events are
happening in their backyard.
• Offering in-person demos vs scheduling a call
• Quotes/Case studies from local clients
• Pro-tip: Use auto-geography identification by IP
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16. Forms and Gated Conten
• Don't make it hard for interested prospects!
• Replace a form with a one-click download
• Present new content instead of content
they've seen
• Customize thank you content based on their response
• Customize above and below form content
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17. Prospect Buyer Personas
Marketing User vs Executive User vs IT User
•Marketing: What can I learn/how does it help me do my job? What
do YOU want to see?
•Executive: What value does this provide?
•IT: How do I implement this/what resources do I need?
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18. Prospect's Lifecycle Stag
• Prospects or Customers?
(opportunity for upgrading customers, educating
prospects)
• Base criteria off score or grade
(lower the score, more education)
(higher the score, calls to action)
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19. Competitors
• Prevent competitors from downloading your
resources
• In general, just a way to screw with them.
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20. Competitors
• Prevent competitors from downloading your
resources
• In general, just a way to screw with them.
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21. Competitors
• Prevent competitors from downloading your
resources
• In general, just a way to screw with them.
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22. How do I get started?
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23. Start small
Identify which content can be
dynamic
•Calls to action
•Images
•Headlines
•Recommended links
And then pick just
one!
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25. General Advice
• Have a purpose
• Have a plan (pen and paper, yo)
• Use your own CSS
• Test, test, test! (we make it easy)
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26. General Advice
• Variations can only be based on one field (for now)
• Be aware of the "creep factor" when using names and
other sensitive info.
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27. Coming Soon…
• More options to base criteria off of
• Dynamic content for email!
Thursday, November 1, 12