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Becoming a Dynamic                  Content Dynamo                                   Vincent Migliore                     ...
Shatter My Confidence On                      Twitter                           @PardotVincent                            #...
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 ta...
Think of it like Amazon                         Recommendations                           Last week I did a search for Kom...
Think of it like Amazon                         Recommendations                           Last week I did a search for Kom...
How can I use Dynamic Content?Thursday, November 1, 12
Use cases we’ll discuss                                     - Interests                                     - Location    ...
Interests         What do you already know about their interests?         Tailor what they see based on what you know     ...
InterestsThursday, November 1, 12
Location   • Advertise directly to folks when events are     happening in their backyard.   • Offering in-person demos vs ...
Forms and Gated Conten   • Dont make it hard for interested prospects!   • Replace a form with a one-click download   • Pr...
Prospect Buyer Personas                           Marketing User vs Executive User vs IT User   •Marketing: What can I lea...
Prospects Lifecycle Stag   • Prospects or Customers?   (opportunity for upgrading customers, educating     prospects)   • ...
Competitors  • Prevent competitors from downloading your    resources  • In general, just a way to screw with them.Thursda...
Competitors  • Prevent competitors from downloading your    resources  • In general, just a way to screw with them.Thursda...
Competitors  • Prevent competitors from downloading your    resources  • In general, just a way to screw with them.Thursda...
How do I get started?Thursday, November 1, 12
Start small        Identify which content can be        dynamic        •Calls to action        •Images        •Headlines  ...
Marketing >> Content >> Dynamic                      ContentThursday, November 1, 12
General Advice              • Have a purpose              • Have a plan (pen and paper, yo)              • Use your own CS...
General Advice      • Variations can only be based on one field (for now)      • Be aware of the "creep factor" when using ...
Coming Soon…      • More options to base criteria off of      • Dynamic content for email!Thursday, November 1, 12
Questions?Thursday, November 1, 12
Vincent Migliore                            Senior Support Specialist                           vincent.migliore@pardot.co...
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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 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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Pardot Elevate 2012 - Becoming a Dynamic Content Dynamo

  1. 1. Becoming a Dynamic Content Dynamo Vincent Migliore Senior Solutions Specialist, PardotThursday, November 1, 12
  2. 2. Shatter My Confidence On Twitter @PardotVincent #Pardot2012Thursday, November 1, 12
  3. 3. What is a Dynamo?Thursday, November 1, 12
  4. 4. What is a Dynamo?Thursday, November 1, 12
  5. 5. What is a Dynamic Content? First off, it’s awesome!Thursday, November 1, 12
  6. 6. What is a Dynamic Content? First off, it’s awesome! How awesome?Thursday, November 1, 12
  7. 7. What is a Dynamic Content? First off, it’s awesome! How awesome?Thursday, November 1, 12
  8. 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. 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. 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. 11. How can I use Dynamic Content?Thursday, November 1, 12
  12. 12. Use cases we’ll discuss - Interests - Location - Forms and Gated Content - Prospect Buyer Personas - Prospect Lifecycle Stage - CompetitorsThursday, November 1, 12
  13. 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. 14. InterestsThursday, November 1, 12
  15. 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. 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. 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. 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. 19. Competitors • Prevent competitors from downloading your resources • In general, just a way to screw with them.Thursday, November 1, 12
  20. 20. Competitors • Prevent competitors from downloading your resources • In general, just a way to screw with them.Thursday, November 1, 12
  21. 21. Competitors • Prevent competitors from downloading your resources • In general, just a way to screw with them.Thursday, November 1, 12
  22. 22. How do I get started?Thursday, November 1, 12
  23. 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. 24. Marketing >> Content >> Dynamic ContentThursday, November 1, 12
  25. 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. 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. 27. Coming Soon… • More options to base criteria off of • Dynamic content for email!Thursday, November 1, 12
  28. 28. Questions?Thursday, November 1, 12
  29. 29. Vincent Migliore Senior Support Specialist vincent.migliore@pardot.com @PardotVincent #Pardot2012Thursday, November 1, 12

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