How To Use Dynamic Content In Pardot

Leverage Pardot’s dynamic content to automatically personalize forms, landing pages, emails, and websites based on prospects attributes. When starting with dynamic content, choose a use case that ties to your default or custom fields in Pardot.

In this blog post, we will be using the following example. We have an email we would like to send to prospects based in the United States and Australia. We want to direct prospects to the correct website based off of country.

We want to show dynamic variations of a CTA based on the value of the Pardot field “Country.” This will ensure our prospects are receiving a link to their country’s site.

We want to create 2 variations of dynamic content that will populate based on the country. John Smith is located in the United States and will receive variation A. While Sarah Smith is located in Australia and will receive variation B. Meredith Smith, does not have a value in the country field.

What if we don’t have information on a prospect’s country? You are required to create “default content.” Default content shows when the view is not a prospect or when no variations match.

For example, Meredith Smith’s prospect record has no value in the country field. Her view would be the default content.

How to create dynamic content in Pardot:

  1. Create dynamic content by navigating in Pardot to Marketing -> Content -> Dynamic Content. If you are using the Lighting app, select Content -> Dynamic Content
  2. Click + Add Dynamic Content. Name, tag, and select a folder

3. Select the default content you would like to appear if a prospect doesn’t match a variation

4. Create up to 25 additional variations by selecting a default or custom field on which to base the variation. Enter the criteria for each variation and create the content within the editor

5. Save when finished

How to test dynamic content in Pardot:

Pardot provides “testing tools” to view and test dynamic content. I highly recommend always testing to ensure dynamic content has been set up properly.

  1. Navigate to Marketing -> Content -> Dynamic Content
  2. Open the dynamic content you want to test, navigate to the upper right-hand corner and select “Testing Tools”

3. Links will populate for each variation of dynamic content created that allows for a one-time-use cookie on your tracker domain that can be used to test dynamic content.

4. Switch to the tab with your landing page, form, or web page, and refresh the page to display the unique variation.

How to track the performance of dynamic content in Pardot:

Tracking dynamic content can be tricky. If using dynamic content in an email, landing page, form, or website, there is no native reporting structure Pardot provides. I recommend creating custom redirects for each version of dynamic content. This will ensure you can track individual prospects who interacted with each version of the content provided.

Going back to our earlier example, you would create 3 custom redirects—1 for the default variation, 1 for the US variation, and 1 for the AU variation.

To create a custom redirect in Pardot:

  1. Navigate to Navigate to Marketing -> Content -> Custom Redirects
  2. Add Custom Redirect
  3. Name, tag, select a folder, and campaign for your custom redirect. Then we will identify our “destination URL”. In our example that would be the site link to the US website.

BONUS: Use a completion action to “add to a list”. I highly recommend this if you have a marketing user looking to report on traffic of a specific link regularly. Create the completion action and give them a link to the list. You just created a self-service model for reporting on a link click!

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