How to Use Dynamic Content to Improve Lead Quality

As far as buzzwords go in marketing, personalization is up there with the all-time greats. Even the buzzword of the year, “Account-Based Marketing”, is centered around offering more personalized messaging to specific target accounts. Dynamic content is no different. It’s about using the same email, form, landing page, or web page to deliver a unique message to each visitor. In fact, leads who are nurtured with targeted content produce a 20% increase in sales opportunities. Here are a few practical scenarios where you can leverage dynamic content today.

Getting started with dynamic content

Let’s say you just went to a big trade show in California. It was a successful show, and you took home a bucket of leads that are spread out all across the country. Now you want to send a follow-up email to attendees from different states, but you only have so much time to work with from a marketing standpoint. So what can you do to maximize your output?

Here’s where dynamic content comes into play. You can send the same email to all attendees, but personalize the body copy or message to contacts from different states, regions, or industries. You could even send the same email to everyone, but use dynamic content to change the signature of the email to the sales rep that controls each territory.

When sending emails, dynamic content takes segmentation a step further by offering an additional set of filters on top of your predefined list of contacts. And you can do this based on any field value you’ve captured in your marketing automation system.

Using dynamic content on your website

Now dynamic content gets really interesting. If you’re capturing verticals from your prospects, you can use that information to create different messaging and calls-to-action based on their industry. Depending on how far you are in your content marketing journey, you can create industry specific pieces that you can use in these different situations.

For example, if someone downloads a generic 101-level eBook from your site, you use your thank you page to show them another offering tailored to their industry. In fact, 74% of consumers get frustrated when website content appears that has nothing to do with their interests. With numbers this high, the benefits of personalization are impossible to ignore.

Now, if you’re a global company, location or country may be a better trigger for dynamic content. You can use it to serve up a different language and/or image to each country based on their cultural preferences. This is one way to localize your web pages, thank you pages, and landing pages without spending thousands of dollars translating your entire website.

Fueling your dynamic content with the right information

On the same note, you can also serve up different forms to contacts based on their country or industry. Qualifying questions may be different for banking prospects than they are for manufacturing prospects, so each form might ask for slightly different fields. This is one way to capture the right industry or country information and arm your sales reps for future conversations.

And finally, make sure you’re asking prospects and contacts for the information most relevant to your business so you can continue to fine-tune your personalization indefinitely. In the end, your dynamic content is only as powerful as the information you’re capturing from the user.

For more information on using features like dynamic content to boost the ROI of your marketing automation investment, check out our latest eBook.

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