Using dynamic content within Marketing Automation
B2C brands have been leveraging dynamic content for years. Netflix recommends based on viewing history. Amazon surfaces products based on browsing behaviour. Spotify builds playlists around listening patterns. Yet B2B has been slow to follow, often getting no further than a personalised salutation. “Dear John” is a start, but it’s hardly the frontier.
Email Campaigns
Graymatter created a nurture campaign for Volkswagen Financial Services using Pardot Engagement Studio. The potential for dynamic content within these campaigns is significant: tailoring blog post recommendations by business size, gating content by declared interest area, and serving case studies by industry vertical. When content is relevant to the recipient’s context rather than generic, engagement follows. The campaign delivered a 440% ROI, and dynamic content was a core reason why.
Landing Pages
For VWFS Rent-a-Car, we built dynamic landing pages that used the prospect’s business address to generate Google Maps directions to their nearest dealer. Instead of a generic “find your nearest location” page, the prospect arrived at a page that already knew where they were and showed them exactly how to get there. It’s a small thing, but it removes friction at exactly the point where friction kills conversions.
Website Content
Dynamic content pages with integrated data capture forms open up further possibilities. A content gate can stay open for a specified number of days after first access, allowing return visits without re-registering. Page content can be tailored based on field values captured at registration, industry, company size, role, declared interests. The result is a website experience that feels curated rather than generic, without requiring a complete personalisation platform.
Next time you’re planning a campaign, consider where dynamic elements could make the difference. The technology is already there. The question is whether your content strategy is designed to take advantage of it.
