Understanding Dynamic Content

There is a lot more to personalization than just “Hi {{First_Name}}”. With Marketo dynamic content, you can customize how different people see a landing page or email.

Segmentation

First, you’ll need to divide up your people into subgroups. This is called segmentation.

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Definition

Segmentation categorizes your audience into different subgroups based on a Smart List rule. These groups are called segments.

For example, if we have a segmentation called Industry, some of the segments could be: Healthcare, Technology, Financial, Consumer Goods etc.

Dynamic Content

Once you’ve created different segments, you can add dynamic content blocks into your landing page or email. This tells Marketo that you want that piece of content to be different depending on which person views it.

Snippets

Snippets are a useful tool in Marketo. Create it once, and use it in multiple places! If you update the snippet, all the assets (landing pages or emails) using the snippet will be automatically updated.

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Example

You can use a snippet as a signature in an email. Dynamically change text depending on the recipient’s location.
On landing pages, have a standard call-to-action area with different links for customers vs. prospects. Update hundreds of LPs centrally.

Try it out and tell us your success story!