Marketo Dynamic Content

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82% of prospects say industry specific content is valuable. This signifies why you should start using dynamic content to engage your leads in a better way. With multiple dynamic content options in Marketo, you get:

• Better Targeting
• Customized Messaging
• High Conversion Rate

Here’s a deck for deck for ways to use ‘Dynamic Content in Marketo’.

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Marketo Dynamic Content

  1. 1. © Copyright 2014 Grazitti Interactive Rachit Puri Marketing Manager rachitp@grazitti.com www.grazitti.com Dynamic Content in Marketo
  2. 2. © Copyright 2014 Grazitti Interactive of prospects say industry specific content is valuable82% 67% say content targeted to their job function is more valuable 49% say content targeted to their company size is preferred.
  3. 3. © Copyright 2014 Grazitti Interactive Dynamic Content in Marketo Dynamic Content offers: Better Targeting Customized Messaging High Conversion Rate It can be used in: Emails Landing Pages
  4. 4. © Copyright 2014 Grazitti Interactive Custom Content in Emails in Marketo
  5. 5. © Copyright 2014 Grazitti Interactive Marketo Lead Tokens Used for: Personalization  Using Tokens, we can insert value for any lead attribute in the Subject line, From Name, and body of the email.  To add dynamic content, you can create a Custom Field. This field will have dynamic content for each lead. While creating an email, you can use this custom token to insert the dynamic content. Implementation Level: Easy
  6. 6. © Copyright 2014 Grazitti Interactive Snippets with Segments Used for: Content  Marketo Design Studios doesn’t allow use of Segments directly, while creating emails.  Snippets can be used to replace any editable section in email.  Snippet Editor allows you to create different content for each segment lead Segment type.  When you send the email campaign, users with Job Title as Engineer can see different content and Managers will see a different content. Implementation Level: Medium
  7. 7. © Copyright 2014 Grazitti Interactive Mobile Specific Content-Email & Landing Page Used for: Content/CTA  Creating Responsive Emails and Landing Pages is the 1st step to embrace needs of users, viewing your content on a mobile device.  With mobile device specific content, you can modify the CTA and increase the conversion rate for campaigns.  With media queries, you can choose which sections to display and which sections to hide on different resolutions. So, on iPhone, you can display a mobile- specific CTA and hide it, when the email is viewed on a desktop. Implementation Level: Medium
  8. 8. © Copyright 2014 Grazitti Interactive Custom Content in Landing Pages in Marketo
  9. 9. © Copyright 2014 Grazitti Interactive Marketo Lead Tokens Used for: Personalization  Using Tokens, we can insert value for any lead attribute in the body of the landing page.  To add dynamic content, you can create a Custom Field. This field will have dynamic content for each lead. While creating an email, you can use this custom token to insert the dynamic content. Implementation Level: Easy
  10. 10. © Copyright 2014 Grazitti Interactive Segments Used for: Content  Unlike emails, Marketo Design Studio allows use of Segments directly while creating landing pages.  Segments allow us to use custom content for a particular list segment, created on the basis on list attributes.  For eg: In a list of 100 leads, using segments, we can display custom content to users with country as France, different content to users with Germany and so on.  Drawback: Marketo allows us to create only 20 different segments in complete Marketo instance. Implementation Level: Medium
  11. 11. © Copyright 2014 Grazitti Interactive JavaScript Used for: Content & Personalization  JavaScript method can be used to display dynamic content in different ways in Landing Pages only.  Eg: A used clicks on a button or hovers on a section and we can display a custom content to him. In a form, if use selects or fills a particular field, he can be shown custom messages.  JS can also be used to display personalized content for each lead, based on its attributes, when it lands on the page. Implementation Level: Medium
  12. 12. © Copyright 2014 Grazitti Interactive Snippets Used for: Content  Snippets let you use same email with different content for different campaigns.  Snippets can be used to replace any editable section on a landing page.  If you want to create a an email, using a same template but will have different number of sections each time, like 3 boxes in a column or just single box. You can create different snippets for each type, i.e., 1 box layout, 2 box layout or 3 box layout. Implementation Level: Medium
  13. 13. © Copyright 2014 Grazitti Interactive About Grazitti Marketo Services  Marketo Certified Professionals  Cost effective Marketo solutions  Quick turn-around  5+ years of on-hands Marketo experience  200+ B2B clients served  Services like implementation, integration, design, development, management, reporting and support.
  14. 14. © Copyright 2014 Grazitti Interactive

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