How do I get a combination of text blurbs to dynamically populate on a landing page?

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Anonymous
Not applicable

How do I get a combination of text blurbs to dynamically populate on a landing page?

Hello all!

What do I need to do in order to pull up different segments of text on a landing page, based on the segments of text that are pulled up in the email that is sent out? In our case, we're sending a campaign for different energy-efficiency recommendations for the home. Person A might get an email with recommendations for a new washer/dryer and a new heating system, while person B might get an email with recommendations for air sealing, and person C might see an email for a new refrigerator, weatherization suggestions, and a new cooling system. They then click on "Next steps" and it needs to take them to a landing page that corresponds with the type of email they got. I went ahead and attached two files - a PDF showing an example email, and the other is JPG showing the landing page proof with all the various categories of text they want on there.

The fields we have for our data file include a customer ID, site ID, project ID, and 9 different types of home efficiency suggestions (plus others, but they don't apply to this particular topic). I'm guessing that depending on the ID's used in the email, we can pull up that content on the landing page. But how?

Any advice is greatly appreciated.


Best,

-Alex

7 REPLIES 7
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Level 10 - Champion Alumni

Re: How do I get a combination of text blurbs to dynamically populate on a landing page?

Please look up Segmentations and Dynamic Content on docs.marketo.com.

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Level 10 - Champion Alumni

Re: How do I get a combination of text blurbs to dynamically populate on a landing page?

And Tokens. All of those fields should be usable in Segmentations and on page.

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Re: How do I get a combination of text blurbs to dynamically populate on a landing page?

Like Josh says, you'll be looking into (lead) tokens and segmentations for the most part.

Some of what you're looking to do should be accomplished through changing your targeting a bit to make life easier. Generally I find that dynamic emails are easy to implement, but dynamic landing pages are very difficult to implement, maintain, and trust (they're dependent upon a lead being cookied when visiting that page, which can go wrong in lots of different ways).

What you can do is use Marketo flow steps to create separate targeting, so you're sending different static emails sent through different flow steps or campaigns. I'd suggest staying away from dynamic segmentations/content if you have the choice, and just sending different emails entirely, unless you're getting into an exception case. An example of an exception case would be a dynamic snippet in the bottom of an email template, with that one dynamic snippet applying to many separate emails.

For landing pages, dynamic content (i.e., combinations of pictures, contextual sentences, and formatting) is possible but pretty faulty because it depends on the prospect being correctly cookied. For that, it's much easier to have separate emails being sent pointing to separate static landing page URLs.

Lead tokens can be throughout landing pages and emails, and they're very easy and more reliable.

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For example, those three values should be lead tokens, which I would assume are your Lead Owner tokens. Here's an example of what that could be:

YOUR ENERGY SPECIALIST

{{lead.lead owner first name:default=Edward}} {{lead.lead owner last name:default=Unthank}}

{{lead.lead owner email address:default=eunthank@etumos.com}}

{{lead.lead owner phone number:default=(206) 745-9660}}

For someone who has those field values assigned, the above would show up as those specific dynamic lead values. For someone who doesn't have those values assigned in Marketo already, they will show instead the default values (which you should change to be a catch-all energy specialist).

RTP (Real-Time Personalization) can make the website dynamism a bit more robust, but that comes with a large pricetag—that would give you the ability to provide dynamic content to anonymous leads as well, such as the use case of wanting to show regional Energy Specialists based on where a user is accessing the landing page (or your home page).

Here's a quick overview of dynamic content in Marketo and how to implement, and here's an over-the-top method for creating a recommendation engine to provide dynamic content to people through Marketo.

Cheers,

Edward Unthank | Founder, Etumos

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Anonymous
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Re: How do I get a combination of text blurbs to dynamically populate on a landing page?

Hi Edward,

I've been racking my brain and combing the web for a couple days trying to figure out how to design a program for a current client. Since it's related I hope it's cool to talk about it here. The ask is that, using PURLs from a targeted lead list import of about 3000, create fully personalized landing pages The PURLs are sent through a DM campaign. The idea is when the lead logs into their PURL for the first time, the Landing Page is fullly personalized, with key information, including the same images (which I should have up front) that they are currently using for a similar page, on another similar site, with almost the same purpose.

This is a new one and I can't quite seem to get my head around it, either I am missing something or this just isn't possible, at least out of the box. I'm leaning towards the latter and thinking it's either adding RTP or a 3rd Party Integration of some sort. The most important thing for me at this point is knowing whether to push on with this plan or start looking at other options for the client. I appreciate any help or direction you can provide!

Thanks,

Kevin Ponton | Marketing Automation Consultant

Automaton Marketing

P.S. I've already become very familiar with dynamic content, lead tokens, and using both on Landing Pages. I actually had watch your Summit 2014 a few times before this client, then another refresher off the google search this time, before I decided to check into the community.  I'm partial to the 2015 Summit session, but 2016 was excellent as well although I haven't watch the replay yet. It struck me as sort of a follow up, or part 2 of sorts to 2015. I might end up having to merge the two so I don't have to pick.

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Level 10 - Community Moderator

Re: How do I get a combination of text blurbs to dynamically populate on a landing page?

If these are all leads in your Marketo db and you're sending their pURLs via direct mail, there's certainly no need for any other integrations.

The pURL architecture has a major fault but, as examined elsewhere, you solve it via careful examination of lead (re)association.

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Anonymous
Not applicable

Re: How do I get a combination of text blurbs to dynamically populate on a landing page?

LOL! I actually had it working and didn't realize it. The test images on the test images I was using for some reason weren't populating earlier. Whew! That's a big relief!

Edward: Please disregard. I did do everything the correct way, I just was not able to see the results at first.

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Anonymous
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Re: How do I get a combination of text blurbs to dynamically populate on a landing page?

test images on the test landing page that is....