How do you leverage dynamic content?

I'm really curious to hear what people have to say on this topic. We don't make much use out of dynamic content, but I have a feeling it could make a lot of our activities a lot easier.

My understanding of dynamic content points to primarily using it to easily regionalize content by language/phrasing. Are there other, easy to implement use cases?

Hi Shea Cibulsky​, Andre Washington​,

Regionalization is a great use for dynamic content. We also use it to send different comms based on account type (customer/prospect) company sizes (Enterprise/SMB), or use case (B2B/B2C). These are just a couple of examples; there are many more ways to personalize depending on the granularity of your segmentation. We personalize the subject lines and/or body copy of emails, based on the content of the email. Hope this is helpful!

We just started using dynamic content in more of an abstract way that doesn't use any database segmentation and uses URL parameters instead. We use it with our library of recorded webinars. This allows us to have one campaign with a single landing page and a single form for ALL of our recorded webinars. In short, a user clicks a link on our website which brings them to our Marketo landing page, the landing page has a script that looks for specific parameters we've added to the URL, based on those parameters the script knows what content to display on the page. The script also passes a value to a hidden field on the form so we know which recorded webinar they've signed up for.

It's pretty much a time saver so we don't have to build out individual landing pages for every single recorded webinar, the script does it all for us.

Our biggest use of dynamic content is differentiating content by Customer/Prospect. We don't always want to provide customers with links to our demo (obviously) so we dynamically change that to go to a recent blog post, or helpful article we're promoting instead.