This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
There are typical phases most businesses go through on their Pardot automation journey. First, it’s about getting the basics up and running; the landing pages and forms working, autoresponder emails sending successfully, and all data going to the correct places. Next, comes the exciting yet challenging task of evolving these basic marketing automation capabilities into more sophisticated plans and actions. Like using Pardot dynamic content to personalise each of your prospects’ interactions with your brand, for example.
Pardot dynamic content is just one of the estonian phone number bells and whistles’ features that got us all so excited about Pardot automation in the first place, isn’t it. Along with the Engagement Studio and Scoring, of course.
These are the premium elements that take us from simply saving our team the time of manually sending emails and managing data lists, to really building one-to-one relationships with potential customers.
Most of all, it’s a move from better productivity alone, to better productivity and better lead nurturing. If better lead nurturing results in as much as 72% higher conversion rates, surely, Pardot dynamic content is a no-brainer.
Why aren’t marketers using Pardot dynamic content?
Pardot dynamic content shown in Pardot dashboard
Pardot Training Banner
The problem is when it comes to actually creating that documented automation strategy and then rolling out the tech setup required for Pardot dynamic content to work properly, having the time and focus is essential.
Before we can personalise emails and landing pages beyond the basic %%first name%% fields, we must know our customers and their journeys, inside out. We need to know which of our buyer personas each prospect best fits, based on their demographic and behavioural data. If this type of data isn’t available, there’s a bit of groundwork to do and 46% of marketers have cited lack of time as the biggest hurdle to content marketing personalization.
So, what tends to happen, is the automation journey becomes stagnant, sometimes for months on end.
Pardot still works, it’s still efficiently running your basics in the background, yet it’s not being used to its full potential.
Let’s see if we can change that!