Using Pardot’s Dynamic Content for Personalized Marketing
In Pardot, we use dynamic content to deliver different content to different individuals based on 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 roles we’re targeting: sales leaders and marketing leaders. We would set a variation based on job title.
We would create copy for variation A, set to only display when the prospect’s job title contains “sales.” We’d create different copy for variation B, set to display for titles that include “marketing.” Lastly, we make sure there’s default content for cases where neither condition is met.
The idea is to create content that’s more relevant for each job title. However, we do more than segment by job title.
If you are scoring your prospects in Pardot, you can create different content based on different score thresholds. This lets you 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.