11 Jun Pardot’s Dynamic Content: Like having one billboard serve 26 simultaneous ads!
When clients ask me to name Marketing Automation coolest features available with Pardot – Dynamic content always comes to mind.
John, 37, drives on the highway with his wife and two kids, he sees a billboard advertising beer. His wife, Jessica looks at the same billboard, but she doesn’t see the beer ad, instead, she sees the latest Zara collection (cliché, I know), while the two kids see the closest Sixflags park.
Impossible you think? Maybe on the highway, but on the web – you bet it’s possible!
Pardot’s Dynamic Content does exactly that.
Thanks to this Pardot feature, you can enrich your website and your marketing assets with relevant content diaplaid according to any prospect information Pardot has on a prospect.
Your Pardot marketer can select which HTML content to display: different text, images, videos, colors, links, forms, call-to-actions – you name it!
Are your prospects in Europe? Pardot adapts the content to them.
Maybe they are in Canada? Display Canadian content.
What if it’s French-Canada? Same Canadian content – but in French.
This way, customers feel you are talking specifically to them – they get a personalized message according to their interests and demographics.
Here is what this feature looks like in Pardot:
Bank-branches or insurance companies can personalize images, forms and links to each US state since regulations or promotions might differ.
Customers interact with one marketing asset (for reporting purposes) – but each see personalized content.
Indeed, customers expect content, interactions, and experiences to be highly personalized and tailored to their needs. It’s like having your supermarket sell only beer and chips when you are there to buy only beer and chips before the Lakers game!
This doesn’t mean you can’t try to upsell at the cash (e.g. chocolate bars) but concentrate on one’s known interests first. By the time your clients get to the cashier – you have more information about them – so you can take advantage of that.
Hey, and what if the client actually put on a Lakers jersey that day?
Could you send him a 10% discount on the exact beer he bought last time just before the next game? Would that increase the chance of him buying again from you? probably.
Well, with Pardot you can.
Marketing Automation is about delivering the right message – to the right person – at the right time on the right channel – and dynamic content takes it to the next level.
The idea is to adapt the content to the customer and gather information on the way while reducing distractions – Pardot does exactly that.
Use it correctly – and you’ll see dramatic increase in the ROI of both sales and marketing.
Where can you use Pardot dynamic content?
Fortunately, Salesforce makes it easier than ever to create personalized web experiences with Salesforce Pardot Dynamic Content.
- Landing Pages
- On the website
- In Emails
The rule of thumb: wherever you use HTML – you could use Pardot’s dynamic content. On a web page it’s as easy as cut-and-paste the snippet code from Pardot.
How can you use Pardot dynamic content?
When you know where prospects are in the customer life-cycle you can customize content to their situation and display what’s most relevant.
When it’s relevant – it’s engaging, and with the right nurturing activities you’ll see them advance quicker in the customer life-cycle.
Classical campaign goals which depend on the position in the life-cycle include:
I’ll dedicate a blog post to these Marketing Automation Campaign goals in an upcoming post.
What this means is that the same landing page, website page or form can be adapted accordingly on the fly.
Pardot dynamic content use-case example
A last use-case example is the ability to transform a newsletter in a way that each client feels as if it was written especially for them. Remember, That’s going beyond “Hi %%First-Name%%,” or “Special offer for %%Company Name%%” which marketers do well today – it’s the whole HTML content!
For example, each customer can receive a preview and link to a blog-post relevant to their interest!
Of course, any other use-cases you can think of are valid. Just know that for any dynamic content, Pardot currently allows one default version plus 25 variations based on criteria.
So yes, it’s like having that one billboard serve 26 different ads!