How Multiple Tracker Domains in Pardot helping B2B Marketers Deliver Personalized Message

September 3, 2019by Shreshth Tiwari

Next-gen marketing is entirely driven by personalization. Customers expect personalization from the service providers at every point. It’s a huge challenge for marketers to drive personalization at every touchpoint with mediocre messaging. However, Pardot enables marketers to accomplish this with the Multiple Tracker Domains. Marketers can use different tracker domains on an asset by asset basis using a Pardot tool. 

In order to make messaging more personalized, marketers using Pardot can maintain consistency by integrating a specific tracker domain with one or many assets. Multiple Tracker Domains can be applied to various commonly used Pardot asset types including, 

  • Email templates
  • Landing pages
  • Forms
  • Email preference centers
  • Custom Redirects
  • Files

With the latest release, all Pardot customers can use multiple tracker domains feature. This feature will be helpful for enterprises who market in different regions, who have different domains for different products, companies having multiple subsidiaries, Pardot Business Unit customers who require multiple tracker domains per business unit, and for enterprises who have more than one website. 

How to use Multi Tracker Domains?

There is no hassle in setting up the new multiple tracker domains. User needs to go through the standard domain validation process for each of the domain that is validated and can apply it to an asset. 

Also Read: Marketing Cloud Vs Pardot? Which one your business needs

Use case

Let’s talk about a specific use case and see how this new feature can benefit a Pardot user.

Let’s say there is a company operating in the US, India & Australia. They have three different domains .us, .in, and .au. In the past, the company would have had to use the same primary domain across all three regions to run campaigns. This won’t offer a consistent experience. But with the new multiple tracker domain features, the company can assign new assets and campaigns to region-specific tracker domains seamlessly. At the same time, this will also offer a consistent brand experience. 

To use different tracker domains to different email templates, their marketing team can create an email template for the US. This template can use US specific images and language in order to maintain region-specific consistency. Then they can choose the .us domain in the new “Tracker Domain” field present on the email template creation screen. When the emails are delivered to the prospects, all the links within the email are re-written using the .us domain. On the other hand, the prospects will see links that they are familiar with and can trust. The India marketing team can follow suit using the .in domain and the Australia team can do the same using .au domain. 

This will definitely improve the open rates as well as the click rates as the prospects will be more engaged with the links specific to their region. This will also enhance the quality of personalization and will drive more leads. 

To know more about the latest & best Pardot features and how it can help your B2B marketing automation, get in touch with us today!

Also Read: How to enable your marketing & sales team to better connect with the modern B2B buyer?