In Pardot, we use dynamic content to deliver different copy to different individuals based on the criteria we select. This feature is an effective means of personalizing your content to align with your personas’ needs and increase your overall conversions.
For example, let’s say we have two job titles we’re targeting: manager and specialist. We set a variation for the job title. We create copy for variation A which is set to only display for when the prospect’s job title contains “specialist” and then we create different copy for any title that includes Manager. Lastly, we make sure there’s default copy for when neither condition is met.
The idea is that we are creating copy that’s more relevant to each job title. However, we do more than segment by job title. If you are scoring your prospects in Pardot, you can create different copy for different score thresholds. By doing this, you can provide copy that can assist your prospects at each relevant stage of the buyer’s journey. For example, you may want to have your prospects who’ve already become reasonably familiar with your company to experience more persuasive copy as opposed to informative copy.
Dynamic content is a great way of tailoring your message to different personas, and it can be applied across your sites, webpages, landing pages, and anywhere you can put a snippet of code. However, one of the most impactful places you can use it is in an email. Email automation is possibly the most powerful feature in Pardot, and it’s the topic we’ll cover in our next chapter.