Marketo Dynamic Content

© Copyright 2014 Grazitti Interactive

Rachit Puri

Marketing [email protected]

www.grazitti.com

Dynamic Content in Marketo


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.


Dynamic Content in Marketo

Dynamic Content offers:Better TargetingCustomized MessagingHigh Conversion Rate

It can be used in:EmailsLanding Pages


Custom Content in Emails in Marketo


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


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


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.



Custom Content in Landing Pages in Marketo


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


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.



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.



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.



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.

http://www.grazitti.com/marketo/?utm_source=MarketoCommunity&utm_medium=DynamicContent&utm_campaign=Marketo

Marketo Dynamic Content

Business

Transcript of Marketo Dynamic Content