pardot elevate 2012 - becoming a dynamic content dynamo
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Becoming a Dynamic Content Dynamo
Vincent MiglioreSenior Solutions Specialist, Pardot
Thursday, November 1, 12
@PardotVincent#Pardot2012
Shatter My Confidence On Twitter
Thursday, November 1, 12
What is a Dynamo?
Thursday, November 1, 12
What is a Dynamo?
Thursday, November 1, 12
What is a Dynamic Content?
First off, it’s awesome!
Thursday, November 1, 12
What is a Dynamic Content?
First off, it’s awesome! How awesome?
Thursday, November 1, 12
What is a Dynamic Content?
First off, it’s awesome! How awesome?
Thursday, November 1, 12
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.
Thursday, November 1, 12
Think of it like Amazon Recommendations
Last week I did a search for Kombucha. This week I see this:
Thursday, November 1, 12
Think of it like Amazon Recommendations
Last week I did a search for Kombucha. This week I see this:
Thursday, November 1, 12
How can I use Dynamic Content?
Thursday, November 1, 12
Use cases we’ll discuss
- Interests- Location
- Forms and Gated Content- Prospect Buyer Personas- Prospect Lifecycle Stage
- Competitors
Thursday, November 1, 12
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?)
Thursday, November 1, 12
Interests
Thursday, November 1, 12
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
Thursday, November 1, 12
Forms and Gated Content• 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
Thursday, November 1, 12
Prospect Buyer PersonasMarketing 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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Prospect's Lifecycle Stage• 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)
Thursday, November 1, 12
Competitors• Prevent competitors from downloading your
resources
• In general, just a way to screw with them.
Thursday, November 1, 12
Competitors• Prevent competitors from downloading your
resources
• In general, just a way to screw with them.
Thursday, November 1, 12
Competitors• Prevent competitors from downloading your
resources
• In general, just a way to screw with them.
Thursday, November 1, 12
How do I get started?
Thursday, November 1, 12
Start small
Identify which content can be dynamic•Calls to action•Images•Headlines•Recommended links
And then pick just one!
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Marketing >> Content >> Dynamic Content
Thursday, November 1, 12
General Advice
• Have a purpose
• Have a plan (pen and paper, yo)
• Use your own CSS
• Test, test, test! (we make it easy)
Thursday, November 1, 12
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.
Thursday, November 1, 12
Coming Soon…
• More options to base criteria off of
• Dynamic content for email!
Thursday, November 1, 12
Questions?
Thursday, November 1, 12
Vincent MiglioreSenior Support Specialist
vincent.migliore@pardot.com
@PardotVincent#Pardot2012
Thursday, November 1, 12
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