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!

[Anonymous]

Hello,

So, you plan to create one single LP with custom content for 40 different leads. Are you planning on adding an URL parameter to the LP URL? Or are you going to rely on the cookie of the visitor. If you are sure on the cookie, here is a solution using JavaScript code, or let me know if can be modified.

First, follow the following how-to: http://developers.marketo.com/blog/add-custom-code-to-a-marketo-landing-page/

Assuming that you have a form in the LP and with the pre-fill functionality active, or let me know, we can use tokens.

Then add the following code:

<script   src="https://code.jquery.com/jquery-1.12.4.min.js"></script>
<script>
jQuery("<div></div>",{class:"dynamic_content"}).appendTo("body");
switch(mktoPreFillFields.Email.trim())
{
case 'lead1@email.com':
var content = 'Custom content for lead1';
break;
case 'lead2@email.com':
var content = 'Custom content for lead2';
break;
}
jQuery(".dynamic_content").html(content);
</script>

Screenshot1​

Screenshot2​

[SanfordWhiteman]

Also, segments and pURLs will work fine (and dynamic content w/snippets in the LP Editor is way easier than custom dynamic content using JS).  There's just something missing from the test environment.

[Anonymous]

As always, thank you for your help! I agree that is something is missing from the test environment. We are trying to hone in on that on our end. We have a known issue with another one of our segments - that Marketo is working on - and now I am assuming that is also playing a role here.

Quick question for clarification: Should munchkin tracking be enabled or disabled?

[SanfordWhiteman]

As always, thank you for your help! I agree that is something is missing from the test environment. We are trying to hone in on that on our end. We have a known issue with another one of our segments - that Marketo is working on - and now I am assuming that is also playing a role here.

Maybe so, but you should test with a mkt_tok-enized link first.  It's understood that in production you'll use a pURL (and not a tokenized link), but for testing I want you to go back to basics and treat the LP like a standard LP.

Quick question for clarification: Should munchkin tracking be enabled or disabled?

It should be enabled. The key is that you want a Munchkin cookie after the page renders, but not before.

[Anonymous]

I did go back to basics and created the landing page as just that - and it still didn't populate correctly, even though the segments and snippets are set up correctly and show up in the preview as intended. We were even able to get them all to work using the pURLs, but did not feel confident that they would work every time. So, we decided to create individual pages.

Thank you again for your help!

[SanfordWhiteman]

Direct mail, Luis. So the opposite of relying on the cookie (pURLs rely on the lead not having an existing -- associated or anonymous -- cookie).

[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]

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).

[Anonymous]

Hi Sanford -

I appreciate your patience and help with this.

We do have code on the page that erases the cookie. We are not using a marketo tokenized link - as they are being sent via a direct mail piece. We have added in custom code to populate hidden fields within the form - similar to what you suggested here: https://nation.marketo.com/message/136179#comment-136179 .

Is the best filter for the segments email address?

Would you suggest instead of using PURLs that we send a link with a token? Such as pages.discoverorg.com/pagename.html?email={{lead.email address}}?

Do you have nay idea why the snippets/ segments would work when previewing the page, but not on the live page?

I can also discuss with support, but you have been much more helpful.

Thank you again!

[SanfordWhiteman]

Like I said, we should work up to pURLs, since they are the quirkiest aspect.

Send an email (not sample) with a mkt_tok-enized link and open that in a brand-new Incognito window (make sure no other Incogs are open).

Also, what's the exact code you're using to clear the cookie? You can't just delete _mkto_trk to solve the pURL quirks, you have to entirely refresh the page as well. (Otherwise the cookie has already been sent to Marketo and deleting it has no effect.)

[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]

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.