Personalized Content on Landing Pages - Do I need to create 40 landing pages?

[Anonymous]

We are putting together a multi-channel campaign to a very targeted list of prospects. All touchpoints will direct these prospects to their own landing page with their own unique, personalized video and a form/ button to respond to our call to action.

From what I understand about how Marketo handles PURLs, that is not the way to go - since we would have to ensure that the lead had been previously cookied, correct?

Is there any other solution that does not involve creating 40 different landing pages?

All ideas are welcome!

Thank you!

[SanfordWhiteman]

From what I understand about how Marketo handles PURLs, that is not the way to go - since we would have to ensure that the lead had been previously cookied, correct?

It's more like the other way around. With pURLs you want to make sure the lead does not have an anonymous cookie.

pURLs are what I call weak associators. That means they can't override an anonymous cookie. But you can set up a pURLed page to ensure this isn't a problem.  So yes, pURLs will work for this.

[Grégoire_Miche2]

Hi DeAnn,

You could also create a segmentation, one segment for each of your prospect, then build the LP with dynamic content and 40 versions. Finally, you could Sanford's technique to pass the segment in the URL to each prospect.

The other possibility, that relies on the cookies to be present, so that the page "recognizes" the visitor, is to use lead tokens to personalize the content. for instance, one lead field would contains the video URL and when the lead comes to the page the page would automatically display the right video. It can be combined with PURL, but you do not really need this if you are sending the email from Marketo.

PURL's are mainly when the email is sent from a third party system.

-Greg

[Anonymous]

Thank you so much for your help, Grégoire Michel. We have taken both your and Sanford Whiteman 's suggestions and started building. However, the snippets are not working. We created 40 different snippets based off of email address. Is there another way to do it? 

[SanfordWhiteman]

If those are your segments, then that's how it's done -- those segs are no different from any other kind of segs. Are leads being sorted appropriately (i.e. one member per segment)?

I would need a lot more info beyond "not working" to give you more help on this.

[Anonymous]

The only criteria for each segment is email address is [individual email address]. There is one member per segment.

We have created a dynamic snippet based on that segment.

The landing page has PURLs enabled and also includes tokens for the record that is associated. We have also included hidden fields and tokens - using another suggestion one of yours - to create a form (that is just button) that pulls in the lead record's information when "submitted."

Everything else seems to be working and populating correctly. Except the snippet. It is only displaying the default version on the live PURLed page. We can preview the page and the snippet changes as we view each segment. It just isn't pulling it in when we view the live PURLed page.

I also add that we are testing this page/ viewing in multiple browsers as well as incognito. It looks the same everywhere.

Is that enough context? Thank you so much for your help on this!

[SanfordWhiteman]

Let's build this up brick by brick. Don't start with the pURL -- remember that a pURL won't function correctly, without custom code, if the lead has an anonymous cookie to begin with. (Yes, making sure the pURL visit is the very first visit in an Incognito window covers this, but it makes the testbed more fragile.)

Create test lead in segment #41, add non-default content to the snippet for that seg, and send that lead a link to the LP (without the pURL extension). Open the link in an Incognito window. What do you see?

[Anonymous]

When a test lead - placed in a new segment - views the landing page in an incognito window the Default version is shown - both in populating the tokens and the snippet.

What custom code are you referring to? We have added some custom code (I believe based on a previous suggestion of yours) to populate the hidden fields on the form. Is there something that we are missing?

We have: tokens on the page to populate things like "First Name," a segment for each individual person that we are sending to - and a snippet based on that snippet with the code for the personalized video, and a form (with hidden fields that populate based off of custom code on the page).

<!--<script>

MktoForms2.whenReady( function(form) {

  //set the first result as local variable

  var mktoLeadFields = mktoLead.result[0];

    //map your results from REST call to the corresponding field name on the form

  var prefillFields = {

  "" : mktoLeadFields.email,

  "" : mktoLeadFields.FirstName,

  "" : mktoLeadFields.lastName,

  };

  //pass our prefillFields objects into the form.vals method to fill our fields

  form.vals(prefillFields);

  }

  );

</script>-->

I truly appreciate your help!

[SanfordWhiteman]

Sounds like the dynamic content isn't working in the first place. You're using a mkt_tok-enized link, right?  And just to be clear, turn off the pURLs completely on the LP before testing again.

I have no idea what that code is, but it definitely isn't mine, since it looks like Denial of Service-prone API code. But it's also commented out (<!-- --> means the code is never run) and unnecessary on Marketo-hosted LPs. So there's that.

[SanfordWhiteman]

What custom code are you referring to? We have added some custom code (I believe based on a previous suggestion of yours) to populate the hidden fields on the form. Is there something that we are missing?

Code that ensures that if someone has an existing anonymous cookie, that cookie is erased so the pURL can function. pURLs don't associate leads if they have an anonymous session (as opposed to no session).