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Dynamic content — also known as conditional or “smart” content — is a type of content (images, text, video, etc.) that changes based on its input or referral source. This allows users to create templates and content modules with customized content that will be automatically inserted when the smart module is added.
With PandaDoc, teams using smart content automations can generate documents more quickly creating templates with predefined placeholders. When it’s time to create a document, any variables or conditional components are replaced with customer specific details and calls to action.
Add temporary placeholders to your templates. Insert unique sales collateral on a per-document basis.
Use rules and variables to automatically populate documents with information directly from your CRM including company size, industry, job title, etc. during document generation.
Resolve rep guesswork by limiting sales collateral options to those most relevant to the target customer.
Set smart rules that update variables and fields based on customer needs.
Insert recipient use cases, testimonials, and even pre-defined pricing based on industry or organization.
Create conditional rules so that specific content is inserted when certain conditions are met.
Make documents specific to your business relationships without letting important details fall through the cracks.
Placeholders within your document templates will prompt teams to choose display content like case studies or digital marketing collateral that are most relevant to recipients.
Incorporate a content strategy based on the buyer’s journey, or tailor content to a specific type of contract in seconds.
Ensure accuracy and minimize creation time by inserting pre-approved snippets and content into proposals and sales docs.
Deliver flawless documents using a single template that can accommodate different content for different recipients, demographics, and buyer personas.
PandaDoc is great for building dynamic proposal templates and pitch decks. New documents can be created directly from these templates, making customization easy and efficient.
Eric Pratt
Manager Partner Revenue River
Smart automation can generate bespoke documents that tailor themselves to a customer’s defining characteristics and data.
Users with a CRM like Salesforce or HubSpot can leverage existing user data to optimize documents based on a specific profile.
Adjust pricing and taxes based on country or state. Set restrictions on services and availability based on a defined geographic region.
Sales
• Dynamic subject lines. Vary introductions and welcome messages based on customer segment or purchase history.
• Personalized call to action. Different CTAs (e.g., “Shop Now”, “Learn More”) based on a recipient’s past engagement.
• Image variations: Show different images in email campaigns based on a recipient’s demographics.
Build docs with conditional content
Insert pre-selected content into your docs
Academy: Smart content
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While smart content comes in a variety of forms, the most common example is a placeholder or variable like, “Hello, [NAME].”
With PandaDoc, the variable “[NAME]” can be inserted into a document template and then changed automatically when customer data is added to the document.
This functionality allows the team to create a piece of content without knowing the specific recipient while allowing users to insert those details at a later date.
While names are just one example of smart, placeholder content, other options could include:
Job title
Company address
Phone numbers
Email addresses
Currency designations
Client-specific pricing
Images based on industry
Smart content is based on available information and a ruleset that you create. With the right information, the opportunities for automation are endless.
Smart content usage with PandaDoc is based on plan usage:
Pre-selected content. Business plans and above.
Conditional content. Enterprise plans only.
Insertions via API. API plan required.
It’s also possible to quickly replace variables using CRM data. A subscription to a compatible CRM like Salesforce or HubSpot is required for this functionality.
Aside from those basic requirements, smart content is set up within the PandaDoc workspace. During the template creation process, teams can create variables and conditions around specific content.
When documents are generated, inbound data from sources like the product library or a connected CRM is used to convert variables and placeholders into unique elements within a specific document.
Yes! You can use the data collected with Forms to fill in variables for a specific document.
Forms created within PandaDoc can be embedded onto your website pages and eventually, your documents.
When website visitors submit their information, a PandaDoc workflow can automatically create a document by inserting the form information into a pre-selected template.
Documents can then be sent to customers based on their provided email address.
When adding smart content blocks at the template level, admins or managers can specify which type of content can be added as part of the block. This includes text, images, and other media.
At the user level, reps with the ability to view templates and content library items can then add content items to a document from the pre-selected list provided by admins or managers.
This effectively restricts user options without overcomplicating the control mechanisms around content within the PandaDoc workspace.
