Speaker 0: A great session coming up for you, um, and our host is Marco Storan. You can see he’s just hopped on. So we’re gonna be presenting Houston, We Have a Problem, Avoiding Pardot Personalization SMS. So, Marco, go ahead. Take it away.

Speaker 1: Thank you. Let me go ahead and pull up my slides real quick. Alright. What is happening? Alright. Hi, everyone. Uh, my name is Marcos Duran. And today, like Michelle mentioned, um, I’m gonna be covering history when we have a problem, avoiding personalization SOS scenarios, uh, with marketing cloud account engagement. Um, if you haven’t seen me before, welcome to my dreaming. Uh, we’re here at the tail end of day two. Still have another day to go. My name is Marcus Duran, and I am a marketing manager at Sercante. Um, I’m sure you’ve heard Sercante throughout the different presentations. Uh, we are consulting, uh, Salesforce consulting agency that, uh, specializes in things like account engagement, marketing cloud engagement, sales cloud, and APIs. Um, for myself, I am a part of user group leader here in Austin, Texas where I am located. Um, I am also a Salesforce author and speaker. Earlier this year, I had the privilege of speaking at Midwest Dreaming, Texas Dreaming, and, of course, Dreamforce a couple months ago. Um, I’m also recognized by Salesforce, um, for their marketing champions program. Um, so just wanted to give you a little bit about me. What we’re gonna go ahead and do today is we’re gonna cover this quick agenda. I’m gonna give you a quick overview of what are the personalization features, um, that you are able to leverage in account engagement. Additionally, what I’m gonna cover is just some examples of personalization, emails form, and landing pages. I am gonna try to go quickly through, like, those two because what I really wanna get to is how to identify issues, um, either with your data, with your process, with your strategy, and how to essentially avoid them. Um, throughout the presentation, I’ll have my my good friend here, uh, Brandy, who’s gonna be, uh, obviously capturing those moments. Uh, as you all know, she’s a moment marketer. And then towards the end, hopefully, we have some open q and a, um, for for you guys. And I do have a demo org that I built a couple of things, so hopefully I get to show you. But if not, uh, I’ll make sure that we, uh, at least talk about it before the presentation is over. Alright. The only slide that I’m gonna really share today with you all on, like, the different types of, uh, personalization items that you can use is gonna be this one. Um, if you are just beginning your journey with account engagement, this may be a little bit advanced, but it’s always good to, um, um, just kinda look at what’s out there and what you can do. And then after that, hopefully apply it to your org. So we’re gonna talk about the three main, um, features that we can use to personalize email, signing pages, and, of course, forms, um, and account engagement. So we’re gonna start with dynamic content. So dynamic content, um, is essentially a, um, a mail merge value that we are able to leverage and it works by looking at one very specific field and you get to choose that field and it has to be, uh, on the Pardot side. So it can be mapped to Pardot and Salesforce, but it has to be on Pardot. And that field has to be populated on the record of the person you’re sending, for example, an email to. So in the example below, I have a field I’m gonna I’m gonna choose the in singular field being country. And I wanna make sure that if if their country is Ireland, that I show a picture in my email of Ireland. That’s how I would wanna leverage that. Second, we’ll move over to, uh, handlebars merge language known also as HML, not HTML. This works by looking again at that very specific field and just flipping or rendering the value on that person’s record. And this can be used again on landing pages, on forms, and on emails as well. Lastly, we’ll have one of the newer options. This is called snippets. Snippets are a little bit more static in their nature. They’re not gonna look at a specific recurrence if they have a corresponding value or not. It is simply, um, is this snippet supposed to be here? Yes or no? Um, is it tied to a specific campaign? So, essentially, whatever value I put in there so the value that I would choose for today is gonna be par dreaming as the best conference for marketers. Um, everybody will see that value versus handlebars. If we use handlebars on Michelle, it will say dear Michelle, and if you use that, I mean, it will say dear Marcos. Um, and, you know, Michelle being in The States, um, it would the image would be something of The United States. Alright. I’m gonna go ahead and move forward. That was just a quick overview. So I wanna go ahead and open up a poll for everybody. Uh, which of the features that I just went ahead and outlined, um, have you guys been up to using in your own account engagement, um, accounts? So I’m seeing the pool kinda like move up and down. We have some folks that, you know, are maybe new or just haven’t been in part of that long and haven’t been using any of this. I see a lot of people using handlebars. Um, this is awesome. If you’re, you know, starting off, most people will use something like a first name, a company name. We’re gonna hopefully give you a couple of other nuggets of some other ways of using handlebars. I see some adventurous folks, um, going into dynamic content as well. Awesome. I’m gonna cover a lot of dynamic content do’s and don’ts, um, in a second. And I don’t see a lot of love for our snippet friends, but, um, we’re gonna hopefully, uh, showcase a couple of things that will trigger, um, some ideas on how to use those as well. Alright. I’m gonna keep that poll open, but I’m gonna move forward. So Houston, we have a problem. Right? I am originally from Houston, so it was kinda like an ode to, you know, my hometown. Um, so I wanted to kinda bring it back. And instead of just focusing on, like, this is what you could do or this is what you can do with the different features, I wanna really focus on what happens when it doesn’t work. Right? What happens when your data fails you, um, or when you’re trying to use all these different features and it’s not working out. Um, so essentially the the main focus for this, um, for this session is gonna be doing a little bit of show and tell just so we can get familiar with the things again, but also just calling out ways that this could fail and, ultimately, how do we test? How do we prevent these things from happening? So, hopefully, that’s what you’re here for. Uh, you know, if not, there’s other, uh, wonderful sessions that are also happening around personalization. I’m gonna go ahead and open up another, uh, poll here. So let me close this first one. So the the next poll is gonna be what is stopping you from using one of those features? So we had a healthy number of folks in the previous poll that essentially said, hey. I have not used any of these features. Right? I have not used any of these features, um, and so we wanna know why that is. And then maybe you haven’t used snippets or dynamic content. Why aren’t you using those? So we have four, um, options for those of you that are just watching the recording. Again, the question is what is stopping you from using personalization? We have, I simply don’t understand it. I don’t know how to set it up in account engagement or Pardot. C, option c is do I don’t trust the data that I have in my account. And then d, I my account just doesn’t have access to that, um, feature. Right? So with those with that being said, I’m seeing that a lot of folks are just not really aware of, like, where do I go to? What do I click to really set this up? Right? So I’m not gonna focus too much on, like, those clicks. Again, I’m focusing on, like, what do you do? How do you strategize? So, like, when you do do all the clicks, it doesn’t mess it up. But I hopefully, I’ll have a quick demo at the end that I can walk through it all. So, hopefully, it sticks better. Alright. So we’re gonna start with emails. Arguably, the number one way that everybody starts when you’re using account engagement and you’re trying to just, you know, get onboarded. So what we’re gonna talk about today is I have this email that I built. Right? This is just for the sake of the example. This isn’t a real email. It may look familiar for those of you that, uh, checked your email this morning. Um, so we have a welcome day two. Let’s go. So this email, I have, hi, and then you see what we call, uh, we well, we still call it a variable tag, but this is called HML mostly now. An HML tag. Um, before, if you’re joining us and maybe you were using Pardot before, Pardot used to use these, but they used to have percentages around them. Right now, they’re curly brackets. So if you are in your account and you’re adding, like, a mail merge field and you still see the percentages, um, it’s time to upgrade. Right? We wanna upgrade so we can leverage a function that I’m gonna go ahead and cover a little bit today. I’m gonna go ahead and read out this email. Hey, person. Thank you for registering for marketing. Please use this button below to jump into the event. Then we have a button. Right? And then we have, we recommend that you watch this street fantastic and then I have another variable, attendees interest, sessions, ad marketing this week. And I know it’s really small, but essentially what we have is our competing, um, uh, panel right now happening for marketing club engagement. Tomorrow, we have two sessions. One of them with, uh, Tim Zidler who’s gonna be talking about, um, marketing cloud, and then we have another one in the afternoon with Jaime Lopez and Natasha Warren from Love’s, uh, travel shops where they’re gonna be talking about marketing cloud, Einstein, etcetera. So in this example, what I wanted to really do this looks like a fairly simple email. I just kinda wanted to talk about what all goes behind it. Right? Or how you could use it. Right? So on the top, I have a welcome banner. I can use dynamic content to essentially flip this. And earlier, I talked about how this could be something, for example, based on their country. So this could be, hey. You know, an Ireland banner. This could be a day one, day two, day three banner. This could also be a product banner. Right? It could be so many things. And essentially, I’m using one email template, but I’m using dynamic content to update it for that person’s preferences. Next, we have HTML. So that’s for that name. On this particular example, I don’t have the additional syntax that I’ll show you later, but essentially, this would say, hi, Marcos. We’ll move forward. And then right underneath that, uh, we could be using a snippet. A snippet again is just static text that’s gonna be the same every single time. I know I’m gonna use this on multiple email templates so I can create it in Salesforce, share it with Pardot, and then just use it on my templates. Whenever I wanna update this static piece of text across multiple assets like landing pages, forms, email templates, I can use snippets. Next, we have our enter event, um, button. Now, we can go one of two ways. We can simply have a static button that’s gonna be purple, the language is gonna say enter event And then on the back end, I can use HTML to update the URL for that button using some code to update that link value in each individual person’s, um, record and then pass it over. Or I can have a dynamic content block and simply show different buttons depending on what the person was interested in. So things like the text that it says, the color, and the URL behind the button are things that I’m able to change. On the bottom, I have dynamic content. So because you register and you literally told me you were interested in marketing cloud engagement, um, I went ahead and shared with you three sessions that I think are gonna be very valuable to you as being a user of that platform. Right? And then, alternatively, I can do the same thing for Pardot. Um, and then if somebody chose neither, then I can do something more general. So I wanna be sorry. Before I go to that slide, what I wanna showcase here is that we’re populating different things. So with the name, you could possibly maybe, uh, be collecting people’s emails and you don’t have people’s names. So what’s gonna happen when it says hi and I try and surrender for that person, it’s gonna be a blank. Right? It’s gonna be a blank or we can leverage, um, global default. So anytime I’m using first name and there’s no data in that record, I can display a specific word. But now with HTML, I’m also able to put syntax in there, and I’ll show you in a little bit what that looks like. And then I can say if there’s no name, I want this whole phrase to be something completely different or not there altogether. With dynamic content, in order for me to be able to customize what are the options on the bottom based on your interest, I need to have that data. Right? So what where this becomes really important is what are we collecting on our forms? Right? What information are we collecting there to make sure that we are able to customize this email communications later when we’re sending this welcome emails to you guys. Right? Alright. I’m gonna head over here to, uh, the second part here of the email, and this is something that you may or may not be familiar with if you’re doing email campaigns, but this is a sender. Um, I put this here because although it is not technically, like, I would call a feature, right, it’s just kinda part of the email wizard, you are able to customize who the email comes out of. Right? I’m not gonna go into the whole, like, relationships and all these things. Essentially, you have four options. Either have a general user, something like a marketing@sarkonti.com. Uh, you can have a specific person like marcos@sarkonti.com, um, or you can use the lead owner or the account owner. Right? So what happens, um, here when you have a queue? Has anybody, uh, and please you use the chat for this, but has anybody tried to send an email out and you are actively using QSIM Pardot, and have you seen what happens with the sender when you don’t have, for example, a lead owner or an account owner and you’re using that option? If you haven’t had that shot before, I’ll tell you. Um, it doesn’t show anything. Right? So, like, when you are trying to do signatures, for example, so you’re sending from, you know, Marcos Duran, for example, But, um, you know, when Marcos ran and then the signature of the email will say, Marcos Duran, my phone number, my email, all that good stuff. Right? Because it’s literally a person. But what happens when it’s a queue? A queue doesn’t have an email address. A queue doesn’t have a phone number. It doesn’t have a job title, any of that stuff. So you need to make sure that you are having, um, backdrops to make sure that that information is displaying correctly. Additionally, we move forward to the subject on the bottom. You have this little link called advanced subject composer. You’re able to use snippets. You’re able to use HTML, things like those variable tags for, like, first name, company, things like that in them. Um, you’re also able to use dynamic content. So you could personalize, you know, text with emojis and all that other stuff, um, and use it for the subject line. This is particularly useful if you’re using one singular template, um, across, like, an engagement studio. Alright. I’m gonna go ahead and go over into forms. So how can we use this personalization items, um, on the forms? Alright. I have a very simple form here. It says contact us. It says, hi, and then the the HML, welcome back. Please complete the following fields to contact the marketing team. We have four fields, name, email, support, preferred language, and then how can we help today. So what I’m gonna go ahead and do is I’m gonna go ahead and fill it out. I’m gonna go ahead and type out my name, Marco Zuran. I’m gonna give myself, uh, my email. Feel free to write that down and send me any questions afterwards. And for this particular, um, scenario, I’m gonna go with Spanish. I you know, my preferred language for this speak, uh, for support is gonna be Spanish. And then I’m just gonna go ahead and type in, hey. I’m having issues with personalizing my emails. Can you help? Right? So I’m gonna go ahead and fill out this form. But before I do that, I just kinda wanted to call out a couple of things. So you may or may not have seen, um, this this before, but you are able to create content blocks that you are able to personalize, um, on your forms. Right? So if you look at this form, it has, like, an, like, a almost like an envelope around it. This is called a wrapper. Um, and then what I’m doing is either on the on the form template itself, I can create a form, um, a text field that I can go and put stuff in before the actual fields start, or I can use the above form tab on the out of the box form builder in account engagement. K? So what I’m able to put here is I’m able to add, hey, and then it would say, Marcos, welcome back. If I am a prospect or, I guess, a visitor who is not a prospect and I’m not cookie, then I what I can do is say, you know, hi. Please complete following fields to contact the margining team. I remove the welcome back, and I don’t put a name because I know I don’t have that already. Right? I can also substitute that in instead of, um, I can use dynamic content if this is gonna change, uh, with different languages, for example, and I can still put HTML inside of dynamic content. Additionally, I can make sure that I use that preferred language. So then when I do follow-up emails that my personalization kicks in, and then I do everything in Spanish. So I’m gonna take that to a landing page. So let’s say I fill out that form that I shared with you guys earlier. What happens afterwards? I’m gonna send you to that thank you page. So now what I went ahead and did is I, uh, I have updated the form to turn Spanish because that’s the language that you you were preferred, um, and install it in Spanish. So just take my word for it. Questions, name, email, preferred language, how can we help today? And I have the the, um, this little landing page that I build, um, and it just says Marcos, and, obviously, that’s gonna be HML. Thank you for your question. We will be in touch with you soon. So I just dubbed it here just for your, uh, convenience. But, essentially, what I have here is because I chose Spanish, I could use dynamic content to essentially flip the form altogether to a Spanish form. I would do this mostly on things like contact us form and not so much on, like, specific content, but you could also do that on the content forms. Additionally, on the left side, we have HTML inside of dynamic content. So I can flip that not only on the language, but also customize it with the person’s name. And I you could even take it a step further. If this was content, you could have a button on the left side that says download your piece of content in whatever language it is. Um, if you had the same PDF in multiple languages and you wanted to track them, each of those buttons could go to a different source URL as well. K. So that’s just kinda like the little process. I I got an email, clicked the button, ended up on a form. After I fill out the form, I ended up, you know, with this thank you page, and it’s all been customizable along the way. K. So now I wanna switch over into, um, personalizing planning. Before I do that, I wanna go ahead let me look at okay. So I have a question. Brita, how do you implement fallback text when you don’t have the information? I’m about to cover that, so just stay tuned for a couple more minutes and you’ll see that. Um, so let me actually go there. So why does your personalization fail? Why are you scared? Why, you know, why are you not wanting to use this? These are these are usually the three things that I hear from my customers. Hey. I don’t have that data. It’s simply something that we haven’t prioritized. I don’t wanna add more fields to my forms because I feel they’re already long enough, for example. Um, the second option is like, hey. I just inherited the system. Um, I don’t know how this data looks like. It’s just it’s just too much. Like, it’s it’s just dirty. I don’t trust it. Um, it’s misformatted. Names are not capitalized. Things like that. And then lastly, user error. So maybe, you know, maybe we’re oblivious to the fact that we don’t have data or that it could be incorrect. Um, and, you know, this is always a margin of error. Right? But sometimes as users, when we’re trying to implement some of these things, um, it could simply mean that we, you know, deleted an extra curly bracket that shouldn’t have been deleted or we forgot to add it altogether, we didn’t set a default, etcetera. Alright. So now we’re, you know, we’re trying to think through, like, hey. I wanna really use this. Um, where where do I start? So the first thing you should ask yourself is what do you wanna do? Right? If you’re just trying to, like, personalize it for the sake of, like, saying, hey. I did it. It’s probably not a great idea. Um, if it’s for, like, hey. We wanna stay on top of mind of our existing customers and wanna upsell them based on their past history. I think that’s a little bit more of a, um, good reason than just to do it. But you could, you know, you could always start small, test it, and then decide, you know, like, is it worth going into it? Alright. So we’re gonna go now to step number two. What assets do you need? So earlier, like, you can personalize just a form, which you can embed on your website. You can, uh, personalize a landing page, um, with, like, things like dynamic content, etcetera. Just in case you didn’t know, dynamic content does work on your website as well. Um, if you weren’t aware, you need to make sure you have that website tracking code on your website, um, and you need to make sure you have a fallback for people that are just regular visitors who are not in your Pardot database, which is probably the majority of your traffic, um, or emails. After that, we wanna talk about, um, do you have the data to make it happen? So we just kinda talked about and a lot of folks said, you know, I don’t really trust the data. Um, if this is gonna be the thing that’s gonna that’s gonna stop you, I’m gonna stop you right there from thinking that. Uh, what I would do is I would do a bunch of small campaigns. So what that means is I would take, uh, my top 50 accounts. I would take maybe, um, this month last month’s, um, new leads or whatever and make sure that I look through those using either Salesforce reports, dynamic lists, etcetera. And then just filter out anybody that won’t that doesn’t have the field filled out, out, things like name or if you’re gonna use the company name, etcetera. If there’s anything that you can populate, this would be the good, uh, opportunity to use services like when I call out, uh, ZoomInfo, for example, um, Clearbit that can help augment some data for the records that you already own. And then lastly, how are we gonna test this? So I’m gonna really go into that piece because I think that’s where we get a little scared that, like, are things really gonna work out, or are are they gonna break apart the moment that I launch this campaign? Alright. So how to test? So I’m gonna hopefully walk you through a quick demo in a second, but, essentially, what I wanna go ahead and do is just cover this five things. Especially when you’re using dynamic content, and one of the things that you always wanna test is what happens when I have no data in the system. Right? And so you always wanna test incognito because sometimes when you’re testing on the normal browser that you are using, you already cookied. Your individual record already has data in there, and you’re just not getting the full experience. Right? And you wanna do this whenever you test emails, landing pages, and forms, Um, because sometimes we, um, there are certain features or or settings and product forms, landing pages that say, once somebody has filled this out, don’t show this field or show this field or whatever. And, you know, you as marketers probably tested everything already. Right? And that starts building, like, layers, and you need a new kinda, like, account that doesn’t have any of that data, any of those layers. So you can test it as if somebody’s coming in for the first time and going through the whole experience. And I think this is one of the number one things why we see, um, not even personalization, but just like things like forms fill. Oh, well, I need a country, right, for, um, for this, um, particular process so I can process this person, well, that field wasn’t available to the person, and so they weren’t able to fill it out. Right? And so then you have a bunch of errors on your form, um, and you never got the data, so you could never personalize anything. So there’s that. Additionally, uh, I want I go ahead and set up a internal test list. So depending how big your marketing team is, um, I always like to just, like, create a department of me. So what that means is I’ll create, like, full records in the system that I’m working in for myself with my singular email address. Now the third option the second and the third line kinda, like, relate to each other. Um, you could, of course, have that internal list of prospects be people in your department so you can test these things. But if you don’t have that or if you don’t wanna include them and you wanna test for yourself before you share, um, and you are you have either a personal Gmail address or your organization’s email function is is, uh, Gmail based, what you’re able to do is do a plus. So I don’t know if you guys know this. I use this on my personal life. So whenever I’m signing up for, um, you know, express or, um, any, like, you know, department store, like, kinda like promo so I can get those coupons for my birthday. Um, you know, I I you can add, like, uh, a plus and then something before the, uh, @gmail.com and that routes back to your actual email address. So, essentially, you’re creating multiple prospects with technically unique email addresses, but they’re all will end up in your same inbox. And then because you’ll see the send to, um, option, you’ll be able to differentiate, um, you know, who they were supposed to go to or, like, where you signed up for that store. So I use that and I use it for for work and I use it obviously for my personal life. Um, additionally, when we’re talking about HTML and dynamic content, don’t forget to use the default value. I know I have a question. I’m I’m getting to it. And then we wanna make sure we use the preview and the testing tools available within account engagement to make sure we’re testing. So with that said, I’m gonna hopefully let’s see if we can get to this demo. Alright. So here I have, uh, four oh, they reverted. Okay. Let me do this real quick. I have four records, and they’re all Marcos. And I’m just gonna open one so I can show you, um, what they what they look like on the inside. I went ahead and and gave them a first name of, like, Marcos one two three four. I had done the letters that I’m about to share in a second, but they they reverted in this okay. I’m not gonna do that then. So all of these have a a field called, um, can I pull that up here? Alright. Cool.

Speaker 0: Uh, test

Speaker 1: email. Cool. Alright. So here on the test one, I wanna make sure that I have, um, four four, um, emails, and they essentially just say marcos plus test one, two, three, and four or a, b, c, and d at sarkonta dot com, and they’re all all gonna go back into my my instance. Um, I also have a test pick list with the letters a through d. K. That’s gonna be the field that I’m gonna use for dynamic content in a second. Alright. Alright. So I went ahead and build a dynamic content block, and that dynamic content block is using, uh, test pick list. And then I have a default option that says show nothing, and then I have, uh, two options here. One that says the variable should be b and the other one should be c. Right? If it’s a or d or or it’s clear, it’ll show nothing. And I literally put those words show nothing. So then I’m gonna go over and I’m gonna focus on an email example because email is kinda like the way to go. And I have this banner, and I wanna notice here that I have syntax. So I’m gonna go ahead and actually grab this, and I’m just gonna send it over in the chat because I think we had a question on, like, how do you, like, actually do that? We also have blogs on the spot for part of that I wrote that you can also, like, look at that. But, ultimately, what this is saying is **

Speaker 0: Alright.

Speaker 1: Not better. Alright. So if you’re gonna test Dynamic Content, you wanna test it by proving it and sending yourself a test email. You wanna make sure that you build out like, especially if you’re doing multi columns or forms or anything or not forms, uh, images in the email, you wanna build it out in the email first so you can use things like litmus to render it and see that it looks good, first of all. After that, you take that code and put it into dynamic content so then it can update correctly. So that’s the way that you do it, and you just kinda rinse and repeat. Um, additionally, for HML in emails, you wanna build a dynamic list of anybody and leave anybody out who doesn’t meet the criteria so they’re not in your list to begin with. And you wanna add that syntax that I threw in the chat to make sure you to make sure you can add your backups, and then you just wanna use that preview button. That’s actually really good for HML specifically. Here’s some things to keep in mind. Personalization requires strategy and good data. Um, you wanna check your tier to make sure you have, uh, access to everything, and then you make wanna make sure you always test incognito and then also with a cookie prospect. Um, reminder that queues do not have signatures, so you wanna make sure if you’re using something like sales at, um, your organization as an email sending domain, that that is tested and maybe set up as an identity user, and you just wanna make sure you test, test, test. Hopefully, you got a little bit of, uh, ideas here. Let me go ahead and grab some stuff from the chat. Let’s see. Is there a way to avoid limitations in dynamic content where one baron equals one value? Um, you could something that I’ve done before is done an engagements here where, like, when two things meet one, you’re essentially updating another, like, custom field, um, usually a drop down because it’s easier. And then you’ll say when this and this is true, then change this, like, third field or second field, like, essentially to, uh, update this so then you can use it. But that that would be the only way, um, to use it. Danielle, earlier, um, in today’s conference, uh, talked about, like, putting dynamic content inside dynamic content, but, like, each individual block is still, um, still belongs to just one field. So unless you are able to combine through either flow or engagement studio and create a new, you know, section, you’re not gonna be able to, uh, use multiple values to populate dynamic content. If you just wanna use a default global value, you can go to, uh, part app settings and find that field under the prospect field. You’re able to add something like value partner, but it will literally be that anytime it’s blank across all of your emails. So in order to prevent it from that, I prefer to use the syntax that I threw in the chat because this one, you can customize it based on the template so it’s a little bit more specific. Can you, um, Katie has a question. Can you okay. So that was answered already. Thank you.

Speaker 0: Marcos, we do have one more in the chat about, um, can you speak more to testing incognito and the purpose of that?

Speaker 1: Yeah. So so sometimes when you’re, um, testing, like this is particularly when you’re, like, building forms and landing pages in general, not so much for personalization, but it could also affect personalization is, like, you’re the marketer. You’re probably the one that sets up all the forms anyway and just either work with IT or even you just embed them yourself. When you do this so many times, what happens is, like, your record, like, Marco’s your end, ends up with, like, 4,000 like, a score of 4,000. Right? Because you’re just constantly in there every day doing things over and over again. And so what happens is you end up with just a bunch of, um, um, different, um, data on your record. And so when you go and do incognito, you’re coming in fresh as a new lead with none of that historical information. So that’s why you would wanna do incognito.

Speaker 0: Cool. Seems like we’re out of time. Uh, thank you, Marcos, for that amazing session. And everybody enjoy the rest of the sessions today.

Speaker 1: Awesome. Thank you all so much.