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How to use the Dynamic Content module from SalesViewer®?
The Dynamic Content module from SalesViewer® allows you to customise your website in real time. Based on the identified companies and their characteristics, the module can automatically display the most relevant texts, images or call-to-actions. In this way, each visitor receives exactly the information that suits them, which increases the conversion rate and significantly improves the user experience.
In this article, you will learn how the module works, how to configure it and which practical examples have proven successful.
Steps to configure the Dynamic Content module
Custom JS Event
As soon as the Dynamic Content module is active, a custom JS event is automatically triggered by the SalesViewer® Tracking. This event means that as soon as SalesViewer® identifies a company, this JavaScript event automatically delivers a dataset. This dataset contains the industry, city, postcode, state/province, country and the session-ID.
The following code illustrates this process:
window.addEventListener("sv_dynamic_content",function(event){
console.log(event.detail)
})The JSON provided below represents the output of the JS event:
// output
{
"sector": "1",
"city": "Bochum",
"zip_code": "44787",
"state": "Nordrhein-Westfalen",
"country": "DE",
"session": "xxxxxxxx-xxxx-xxxx-xxxx-xxxxxxxxxxxx",
"tags":["Tag Name"]
}The JSON also shows that the data set provides all essential data, including the addressed session-ID.
This code snippet sets up an event listener with the name sv_dynamic_content, which waits for events and logs the data associated with the event.
The above example is clear and well-structured, allowing for easier comprehension and integration into your codebase.
Optional field: Company name
Important notice: For reasons of data protection, the company name ("name") is not included in the event data by default.
If you need the name of the identified company in the event payload, please contact your SalesViewer® contact person to activate this feature.
As soon as the company name has been activated for you, the following field is added to the event:
"name": "Example Company GmbH"Example for the complete event payload if the company name is included:
{
"sector": "1",
"city": "Bochum",
"zip_code": "44787",
"state": "Nordrhein-Westfalen",
"country": "DE",
"session": "xxxxxxxx-xxxx-xxxx-xxxx-xxxxxxxxxxxx",
"name": "Example Company GmbH"
}Test and verify
To facilitate local testing without requiring a real detection, you can manually trigger the sv_dynamic_content event by adding the sv_dc URL-parameter.
If the sv_dc parameter has been detected, a test event is triggered with the following mock data:
{
"sector": "5",
"city": "Musterstadt",
"zip_code": "126456",
"state": "Bundesland",
"country": "de",
"session": "XXX",
"tags": ["tag1", "tag2", "tag3"]
}Realisation
Insert ?sv_dc=true in the URL (or &sv_dc=true if parameters already exist) to trigger the event for the test response.
Example-URL:
https://your-website.com/?sv_dc=trueThis function is particularly useful for testing the implementation and ensuring that your event listeners responds correctly to the event data structure.
In the following document you will find a list of the IDs and corresponding designations of the SalesViewer® industries in German and English to simplify the correct assignment of the IDs in the payload.
Practical examples
Below you will find practical examples on how you can use the Dynamic Content module on your website.
Practical example 1: On-page optimisation
A very popular and efficient use of the Dynamic Content module is situational storytelling for a B2B-shop or a B2B-website. Below you will find some specific examples.
1. Adaptive welcome banner
- Visitors from different industries see a customised hero image with industry-typical imagery.
2. Dynamic text modules
- Headlines, benefit arguments and call-to-action elements adapt automatically as soon as a specific industry is identified.
3. Sequence logic
- Products, services and downloads can be prioritised so that each industry sees your most relevant content first.
4. Context pop-ups
- After a defined dwell time, a pop-up appears with a customised whitepaper or the appropriate contact person, each tailored to the identified industry or location.
Used correctly, these measures can increase the time spent on your website, reduce the bounce rate and achieve more qualified interactions such as downloads, contact enquiries and shopping basket interactions.
Practical example 2: Data refinement for analytics tools
With targeted data refinement, you can equip your analytics tools with additional company attributes and transform conventional key figures into truly business-relevant insights.
1. Budget heatmap
- Create a representation that shows which sectors deliver the most qualified visits with the same ad spend and carry out optimisations accordingly.
2. Custom dimensions in Google Analytics/Adobe Analytics
- Industry, company name and location are saved as separate dimensions for each session, e.g. to analyse and evaluate industry-specific visitor behaviour.
3. Data-layer-push for tag-manager
- The event-listener stores the data in the data-layer of the analytics tool and other tags (LinkedIn Insight, HubSpot Pixel, etc.) can use it immediately for audiences or lead scoring.
4. Cohort-analyses
- The session-ID serves as an anchor: All interactions of the same company are bundled into a cohort, e.g. in Google Analytics or Adobe Analytics, which makes it possible to compare the retention and return rate across different advertising channels on a company-specific basis.
Through the targeted use of the aforementioned data refinement options, you receive meaningful company data on every website visit directly in your usual analysis and reporting tools. This allows you to analyse the success of your online measures according to real company characteristics. The result is a well-founded basis for decision-making that reduces losses and noticeably increases the benefit of your campaigns.
