Dynamic & predictive content

[aglantz71]

Hi all.

I've seen the videos and gone through the product documentation and I'm still confused about the distinction between dynamic and predictive content and where they're used (e.g., email vs. landing page or both).

The IBM product formerly known as Silverpop has a dynamic content function where you can insert different portions of copy into an email based upon preset rules. Is the synonymous Marketo item the same...or is it purely AI, using present data to inform future decisions?

My client's instance doesn't have this functionality set up, so perhaps if some kind and patient soul who has access to the mechanisms would Zoom or Teams with me to show me what it's all about, I'd be profoundly grateful. Thank you.

Best wishes,

Adam 

[Michael_Florin · Accepted solution]

Marketo's Dynamic Content is the same as Silverpop's Dynamic Content. It's

• Lead Tokens
• Segmentations & Snippets
• Email Scripts

https://experienceleague.adobe.com/docs/marketo/using/product-docs/personalization/segmentation-and-...

All of these are well-established features and most Marketo users can handle them.

Predictive is something else entirely. There are predictions about webinar attendance and unsubscription probability and there is Predictive Content. These features are relatively new, and they are paid addons, which is why their usage is not too well-known. (At least as far as I can tell). I guess reading the documentation and evaluating if this is useful for your case is the best option:

https://experienceleague.adobe.com/docs/marketo/using/product-docs/predictive-content/working-with-p...