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Pardot Elevate 2012 - Becoming a Dynamic Content Dynamo

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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 …

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.

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  • 1. Becoming a Dynamic Content Dynamo Vincent Migliore Senior Solutions Specialist, PardotThursday, November 1, 12
  • 2. Shatter My Confidence On Twitter @PardotVincent #Pardot2012Thursday, November 1, 12
  • 3. What is a Dynamo?Thursday, November 1, 12
  • 4. What is a Dynamo?Thursday, November 1, 12
  • 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.Thursday, November 1, 12
  • 9. Think of it like Amazon Recommendations Last week I did a search for Kombucha. This week I see this:Thursday, November 1, 12
  • 10. Think of it like Amazon Recommendations Last week I did a search for Kombucha. This week I see this:Thursday, November 1, 12
  • 11. How can I use Dynamic Content?Thursday, November 1, 12
  • 12. Use cases we’ll discuss - Interests - Location - Forms and Gated Content - Prospect Buyer Personas - Prospect Lifecycle Stage - CompetitorsThursday, November 1, 12
  • 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?)Thursday, November 1, 12
  • 14. InterestsThursday, November 1, 12
  • 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 IPThursday, November 1, 12
  • 16. Forms and Gated Conten • Dont make it hard for interested prospects! • Replace a form with a one-click download • Present new content instead of content theyve seen • Customize thank you content based on their response • Customize above and below form contentThursday, November 1, 12
  • 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?Thursday, November 1, 12
  • 18. Prospects 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)Thursday, November 1, 12
  • 19. Competitors • Prevent competitors from downloading your resources • In general, just a way to screw with them.Thursday, November 1, 12
  • 20. Competitors • Prevent competitors from downloading your resources • In general, just a way to screw with them.Thursday, November 1, 12
  • 21. Competitors • Prevent competitors from downloading your resources • In general, just a way to screw with them.Thursday, November 1, 12
  • 22. How do I get started?Thursday, November 1, 12
  • 23. Start small Identify which content can be dynamic •Calls to action •Images •Headlines •Recommended links And then pick just one!Thursday, November 1, 12
  • 24. Marketing >> Content >> Dynamic ContentThursday, November 1, 12
  • 25. 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
  • 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.Thursday, November 1, 12
  • 27. Coming Soon… • More options to base criteria off of • Dynamic content for email!Thursday, November 1, 12
  • 28. Questions?Thursday, November 1, 12
  • 29. Vincent Migliore Senior Support Specialist vincent.migliore@pardot.com @PardotVincent #Pardot2012Thursday, November 1, 12