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4. Objectives: The Dynamic Duo
Up your 1:1 Marketing with Segmentation and Dynamic Content
• Why should I take the time to segment my lists
vs. batch and blast?
• Why should I bother creating extra content and
personalizing my messaging?
• How would I implement this into our current and
future campaigns?
5. Why does personalization matter in B2B messaging?
Marketers already finding value
• 66% of marketers reported that
enhanced targeting and
personalization were top benefits of
marketing automation.
• (State of Marketing Automation 2014)
Top Benefit of Marketing Automation
Personalization and Enhanced Targeting
Other Response
6. Why does personalization matter in B2B messaging?
• Personalized emails improve click-through
rates by 14%, and conversion
rates by 10%. (Aberdeen Group)
• Businesses who are personalizing web
experiences are seeing a 19% increase
in sales. (eConsultancy)
• Relevant emails drive 18x more
revenue than broadcast emails. (Juniper
Research)
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Revenue Driven from Email
Marketing by x
No personalization Personalization
7. Personalization – Where to get started
What does this look like for your company?
• Interests or needs
• Stage in Sales Cycle
• Profile
• Location
8. An Intro to Segmentation
• Sort, organize, and classify based on
common characteristics
• Ditch batch and blast
• Get personal with your content
• Track campaign metrics more accurately
• Improve open and click-thru rates
9. A few questions to get started with segmentation
• What does our target market look like?
• How do we currently segment our master list (if at all)?
• Which subset of our total market are our campaigns targeting?
• How does this campaign fit into our sales cycle?
10. How can Pardot help you do this?
What tools are available?
• Dynamic Lists
• Static Lists
• Profiles
• Tags
• CRM Visible Lists in Salesforce
11. Dynamic Lists - Overview
When should I use them?
• Objective: I want prospects automatically pushed off the list when they no longer
match the criteria
12. Static Lists - Overview
When should I use them?
• Objective: I want prospects automatically added to a list, but I also want to be
able to manually add a few prospects and remove them from the list
13. Segmentation in Action – Real Use Case
Dynamic lists to automatically segment prospects by trial status
• Company Profile: SMB, San Francisco, CA
– Webgility makes accounting easier for small businesses through automation. Their SaaS solutions
have helped thousands of SMBs streamline their operations and automate their accounting,
saving them time and money.
• Marketing Campaign: 15-Day Free Trial Program
– Dynamic List Use Case:
• Automatically pull people onto the correct email lists based on where prospects are in their trial
(active, abandoned, expired).
• Use these dynamic lists to send their prospects targeted communication to push them along the
sales cycle
• Upsell additional services and plan add-ons to paid customers
14. Segmentation in Action – Real Use Case
Dynamic lists to automatically segment prospects by trial status
• Next Steps:
– Further segment based on communication type that interests prospect (newsletters, webinars,
sales and promotions, etc.)
– Create additional dynamic lists based on customer health data from Salesforce
• Value from Dynamic Lists and Segmentation:
– Target abandoned (signed up for trial but never logged in) trials and expired trials with promotional
campaigns and information about new features
– Use Salesforce opportunity fields to create highly segmented lists to send customers highly
relevant communication
– Send focused communication in a timely manner based on customer behavior
15. An Intro to Dynamic Content
• Create highly personalized
experiences
• Make conversion points more
enticing
• Make content more engaging
• Only display relevant content
• Leave your prospects feeling valued
16. A few questions to get started with dynamic content
• What do I know about my different prospects?
• How do my prospects’ needs and interests vary?
• What content would resonate most to this prospect?
• Where are they in the sales cycle?
17. How can I do this with Pardot?
What tools are available to me?
• Variable Tags
• Advanced Dynamic Content
• Personalization Blocks
18. Variable Tags - Overview
When should I use this feature?
• Objective: I want to personalize the text of my email or landing page
with auto-populated fields
• Benefit: Personalizing a message with variable tags helps prospects
feel valued and fosters the business relationship
19. Advanced Dynamic Content - Overview
When should I use this feature?
• Objective: I’m implementing a targeted
marketing campaign and I want to vary a
block of content in an email, landing page,
or website based on a field value we have
captured in the prospect record.
• Benefit: Use dynamic content to further
personalize a segmented email list
20. Dynamic Content + Segmentation in Action – Real Use Case
Dynamic content + dynamic lists help automate referral program
• Company Profile: A technology provider, MM, headquartered in Oakland, CA
• Marketing Campaign: Referral Program
– Dynamic content and dynamic list use case:
• Create one email template that displays how many referrals the client has left (3, 2, 1,
or none)
• Dynamically move customers to a new list based on the number of referrals they’ve
given
• When the client moves to the next list, the email template is automatically triggered to
be sent
• The client automatically receives confirmation of how many referrals they have left to
provide before achieving their goal
21. Segmentation + Dynamic Content – Getting Started
What tools do I have available to gather this information?
• Progressive Profiling
• Gated Content
• Activity and Engagement Tracking
• Data.com integration
• Social Profile Lookups
22. Segmentation + Dynamic Content – Best Practices
A few helpful tips
• Always be testing
• Clean data is good data
• Quality trumps quantity
23. Segmentation + Dynamic Content Summary
• Business is personal – and campaigns should reflect this
• Personalized, targeted messages have been proven to be
more engaging to prospects and drive more conversions and
revenue for companies
• Segmentation + Dynamic content is a way to automate these
personalized messages, sending the right content to the right
people, while saving you time
25. Application Questions for Discussion
• What email campaign does your team have coming up?
• Who is the campaign targeting? How can you segment your database to accurately
target this group?
– Would a static or dynamic list work better?
– What common characteristics can you segment by?
• What parts of your campaign can you personalize?
– Where can you use variable tags effectively?
– Where can you use dynamic content to further target the prospects on your list? (ex. Content
provided, call to action)