How to personalize your content in Marketo?

Be careful, once your segments are defined, they are mutually exclusive, a lead cannot belong to two segments simultaneously. You must therefore pay close attention to your segmentation rules. A lead that meets the criteria of two segments at the same time will belong to the first on the list!
And if he doesn’t belong to any segment? Don’t worry, define a default segment!

To go back to our example of the 8 emails: we can define a “preferred language” segmentation based on the Marketo field of the same name. Your leads will be divided into several segments according to the language they have selected (without forgetting English by default if they don’t fill in anything).

Now that you have identified your different targets, it’s time to offer them personalized content.

Personalize your content in Marketo: the basics of personalizing your emails and landing pages

Your leads receive a considerable amount of emails every day, so to get their attention you need to integrate your beautiful graphic design. It’s well known that it’s useless to bore them with a dozen paragraphs.
A synthetic message, a few well-chosen images, a call-to-action to a beautiful and engaging landing page and that’s it: +1 lead in your database!

Marketo offers a fully customizable landing page editor. After defining its general shape (logo, colors, backgrounds,…) in your template, you will be able to add different objects such as text zones, images, call-to-actions, videos, forms or even surveys. And the Marketo library allows you to manage your content in one place.

Concerning your emails, it is in the definition of your template that everything will be played out, Marketo does not offer as many objects for their customization as for the landing pages.
Don’t panic, you can import free and ready to use templates from the template library available on templates.marketo.com and customize them easily thanks to its simplified HTML editor.

Finally, whether for your emails or your landing pages, you can dynamically customize your content, depending on the data you have on your leads, thanks to the integration of two objects available in Marketo: snippets and tokens.

Personalize your content in Marketo: dynamic content snippets & tokens

Snippets are zones, blocks of dynamic content that adapt to your segmentation rules. They will be very useful in Marketo: you create them once to use them in different tools. As soon as you update them, all the objects that use them will also be updated automatically, needless to say that this will save you a lot of time…!