How to Create Dynamic ABM Landing Pages with Pardot

Account Based Marketing (ABM) has become a standard practice over the last decade or so. As companies prioritized ABM initiatives, scalability was usually an afterthought. At many mid-sized and large organizations, this resulted in convoluted ABM practices with a lack of repeatability or even ways to measure performance.

Since ABM landing pages have different requirements than traditional gated content, they’re developed as one offs. If a company is serious about ABM, this can lead to an unmanageable number of individual landing pages for some poor soul to maintain. Services like Uberflip and Instaflip are decent solutions for this, but that becomes yet another system marketers need to be trained on and another integration that needs to be maintained.

Pardot has an out-the-box solution for this that’s rarely implemented for ABM applications. The steps in this post will look similar for other common marketing automation platforms with similar functionality like Marketo and Eloqua.

Using dynamic content, you can have a single ABM landing page that displays logos, imagery, blocks of text, contact info, videos, assets, etc. instead of creating one for every possible account. If edits are needed to the general template, that only needs to happen once instead of altering dozens or hundreds of individual landing pages.

What is dynamic content?

Pardot’s dynamic content feature enables users to tailor assets to prospects based on condition sets. Dynamic content can be used in landing pages, layout templates, and emails. The feature is useful for anything from ensuring prospects are served assets they haven’t viewed yet to arranging newsletter content so readers see the items they’re more interested in first.

Dynamic content is created with a WYSIWYG editor. HTML knowledge isn’t necessary for the most part. Users can add dynamic content to landing pages, landing page templates, emails and form thank you messages. Some coding skills are necessary to add to some sections of landing pages – such as headers – but it’s a basic cut and paste job.

Creating dynamic content

To get started, navigate to Content > Dynamic Content when logged into Pardot. The tracking domain should match the domain you use for your ABM landing pages. If there’s only one domain associated with your account, don’t worry about it.

Default content

This is what prospects will see if they don’t meet any of the conditions. It should be broad and not contain anything specific to particular accounts. If prospects are landing on the page via email programs, they should only see the content customized for them. If they forward the URL to their Gmail address or they copy it and open in a private browser, they would see the default content.

Variations

Dynamic content can have up to 25 variations based on one prospect field. Logistically, it’s easiest for marketers to maintain dynamic content for their accounts. If content is specific to a niche, you can segment on industry or a custom field that’s populated via a Pardot automation.

Here is how the variations would look if I was targeting this group of random companies: Bayer, Welch’s, Nickelodeon, and Uline. The simplest way to segment is by email address, but you could also use Account/Company or a custom field depending on requirements

  • Variation A: Show when Email ends with bayer.com
  • Variation B: Show when Email ends with welchs.com
  • Variation C: Show when Email ends with nickelodeon.com
  • Variation D: Show when Email ends with uline.com

I recommend the ends with condition to prevent prospects who have the specified text elsewhere in their emails.

Embedding content

Copy the javascript snippet Pardot provides in the dynamic content creator. If you’re placing it in the main body of a landing page, you should be able to do this without a developer. Just toggle to the HTML editor and insert the javascript.

If you have multiple pieces of dynamic content to include, a developer will be able to add them to the layout template. If multiple templates are needed due to the number of accounts, it’s just a matter of swapping out the embed code in the sections of HTML.

Tracking Performance

Since ABM landing pages usually aren’t gated like standard pages, you’ll want to use custom redirects or file links so they can be scored and their campaign statuses can change accordingly.

Need Help?

If you need assistance leveraging Pardot for ABM initiatives, contact me for a consultation.

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0:00 Introduction to the Digital Twin Market
1:14 Digital Twins in Olympic Swimming Training
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The expected compound annual growth rate is nearly 40 percent.

Digital twins are virtual replicas of real-life entities that provide deep insights for predicting and optimizing performance across sectors.

Allied Market Research says the automotive and transportation are especially driving demand, aiming to develop more efficient and innovative vehicles.

Asia-Pacific is expected to be the fastest growing region, accordion gto the research, with strong economic growth necessitating automation with significant investments in Internet of things and smart technology.

The previous digital twin roundup: https://youtu.be/ZdNbOXb1yGA?si=wVPPnR3h_p4WF20Z

Digital Twin 100 Year Timeline: https://youtu.be/7PQdAebY5FI?si=3s1ZNdM2ZEVvXVj6

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1:20 Teaching Unitree H1 General Purpose Humanoid Robot to Dance
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3:21 Nvidia's PlaMo (Plan and Move) for Realistic Humanoid Movements
4:50 Shanghai's Governance Guidelines for Humanoid Robots
5:49 Nio Tests Kuavo Humanoid for EV Manufacturing
6:40 China's Open-Source Humanoid Robot
7:25 Figure 1 Humanoid Robot Starts at BMW
8:06 Apollo Humanoid Robot Deployed for GXO Logistics
8:47 Sanctuary AI Secures AGI Funding
9:27 Ex-Robots Hyper Realistic Robots
10:19 Brain Chip Technology Brings Human Robot Hybrids Closer to Reality
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11:30 Empathetic Humanoid Robot
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13:54 HumanPlus Boxing Robot
14:42 Japanese Driving Robot
15:21 XBot L Climbs the Great Wall of China
16:01 1X Technology's Eve Humanoid Robot
16:40 Conclusion

The humanoid robotic market is evolving at breakneck speed. It’s nearly impossible for anyone to keep up with the nonstop advancements and announcements. The following are some of the most notable recent developments. Remember to subscribe to stay up to speed, and use the comment section to suggest robots for future roundups.

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0:03 - Shanghai's Governance Guidelines for Humanoid Robots
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2:56 - National Local Joint Humanoid Robot Innovation Center's King Long
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The guidelines emphasize the need for a reliable industrial supply chain and the integration of robotics across sectors where humans currently perform dangerous tasks.

Humanoid robots took center stage at the AI conference as China aggressively aims to take over the humanoid robotic market.

By 2025, the Chinese government wants to mass produce humanoid robots by nurturing a few large-scale companies, creating a cluster of specialized small and medium-sized enterprises, and fostering industrial hubs dedicated to humanoids.

The following are just some of the latest developments in Chinese humanoid robotics.

Remember to suggest robots that should be included in future roundups.

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