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Personalization with Pardot & Interaction Studio

Personalization with Pardot & Interaction Studio

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We usually find common asks for customers to further personalize Pardot emails, specific account-based messaging on their website, and where sales reps can take the next step to drive the conversation. 

Interaction Studio helps answer all the queries with its account-based website experience, Next Best Action and Content Recommendations, and personalization of marketing content.

Common customer concerns and asks

Customers often come to us with these concerns

  • We want to personalize Pardot emails further 
  • We want specific account-based messaging on our website
  • Our content is out of date on occasion by the time the email is opened
  • How can we align the experience of those who are still unknown to us?
  • Our sales reps often don’t know where to drive the conversation next

And statics say that today’s buyers expect account-centric personalization

  • 87% of marketers that measure ROI say that ABM outperforms every other marketing investment
  • 37% of marketers claim creating content and personalized is their biggest ABM challenge

How Interaction Studio helps solve the problem

  1. Account-Based Website Experience – Automatically tailor website for top accounts and buyers based on in-depth behavioral insights and accounts profiles
  2. Provide Next Best Action & Content Recommendations – Surface the optimal next step to engage prospects and guide them through the conversion funnel
  3. Personalize Marketing Content – Present dynamic emails, forms and landing pages

Account-Based Website Experience

With interaction studio, you can engage and convert qualified prospects with more relevant experiences. By starting reverse IP lookup, you’ll be able to understand customers from specific target accounts even if they’re unknown to you. From this, it can be used to create dynamic content for targeted offers on your website that can be available anywhere using a responsive design. The account intent data is tied directly to the account record which means all your account-based marketing tools can be plugged in. In addition, it’s also connected with the leading contact record inside Sales Cloud and Service Cloud.

Next Best Action & Content Recommendations 

Interaction Studio can provide specific calls to action with a heavy focus on the buying persona and the stage of the buyer’s journey. This approach leads us more to drive higher conversion. Furthermore, the sales reps are going to be able to leverage these content recommendations and enable them to execute them.

Personalize Marketing Content

Using Interaction Studio enables the creation of dynamic emails for multiple audiences. The automation enables a decision at a time when users email open or when a website is pulled up to be able to choose what content to display. The unique content for each segment makes use of increasing engagement leading to conversions.

What content to choose and display within emails?

Whether your questions would be – what to offer? Or what content? Or are they saturated? What should I  do? All of these queries are answered by Einstein inside Interaction Studio with its customer priority, eligibility, and saturation.

How Marketing Cloud Interaction Studio differs from Pardot Engagement Studio

Interaction StudioEngagement Studio
Customer centricBrand centric
Reactive and real-time personalizationProactively drive customers to engage
Seemless transition of Next Best Offers to Sales RepsDeep Sales Visibility
Decision engine for orchestrationDeploy a single journey
Behavioral reportingRevenue Based Campaign Reporting
Uknown and known consumersKnown prospects and customers

Conclusion

As we learned, Interaction Studio has strong capabilities of driving account-based website experiences tailored to the unique segment. It can also provide the Next Best Action and content recommendations with a heavy focus on the buying persona, and the personalization of marketing content is integrated seamlessly.

Content originally from Grace Izard and Michael Roberts. Catch more sessions like theirs at this year’s MarDreamin’, a conference for marketers on Salesforce

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  • Growing up in a small city called Iloilo in the Philippines, Joshua migrated to the United States when he was 19 years old. He earned his degree in Business Entrepreneurship at California State University Sacramento. Before joining Sercante, he was a Growth Advisor at a consulting startup where he was working with a team that builds a growth engine for SMEs with digital marketing, lead generation, data analytics, and content marketing. He is currently part of the marketing team at Sercante tackling areas within digital marketing and data analytics. Joshua loves to sing very very loudly in the shower, is fond of laughing his heart out with loved ones, and enjoys a lot of jazzy music!

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