🎯 Goal
Send the right content to the right person at the right time, without the overhead of creating and managing dozens of versions. This playbook leverages a DemandBase or 6sense integration to personalize content in real-time as readers engage, increasing relevance and impact while keeping execution simple and scalable.
Before you begin
This playbook is designed to spark ideas and provide the practical details you need to understand how a campaign will play out - what’s supported, how it functions, and what to plan for. Pick the steps that fit your objectives, and mix or adapt approaches from other playbooks to create campaigns that suit your goals and tech stack.
This diagram presents a high-level overview of the playbook, illustrating each step and the integrations supported along the way. The article then explores each step in more detail.
Step 1. Create Content in Turtl
Start by creating the main piece of content for your campaign - such as a guide, report, or any asset you’d normally share with prospects. This document is your foundation, containing the core story, messaging, and visuals every reader should see.
At this stage, the goal is to create one strong, reusable piece of content that works on its own. Later steps layer in personalization and distribution, building on this foundation rather than changing it.
Additional Reading
See more on content creation
Step 2. Set Up Personalization
Before configuring personalization, decide who your content is for and how it will be shared. Your distribution approach influences how much personalization you should rely on and how it should be set up. No matter the campaign, we suggest starting small and keeping things simple at first. You can build in more complexity and refine your approach after a few cycles.
How dynamic personalization works
Single base document
You always distribute the URL for one base document. When a reader clicks the base URL, a personalized version of the document - and a unique URL - is created automatically. This happens behind the scenes, without the reader noticing, and removes the need to create multiple versions in advance.
Automatic identification
6sense or Demandbase power identification by attempting to recognize the reader via their IP address. Once an account is identified, Turtl then delivers the personalized content experience. If the reader can’t be identified, they will still receive a unique URL, but the content itself won’t be personalized.
What this means for setup
Because identification isn’t guaranteed with some distribution methods, we recommend keeping personalization simple and always including sensible default values so the content still reads naturally when personalization isn’t applied.
Setup considerations by use case
These are two common scenarios that illustrate how distribution should inform your personalization setup:
Scenario A: Broad demand generation If you plan to share content widely - such as on your website, social channels, or in general email campaigns - you won’t know in advance what percentage of readers will be identifiable. For this reason:
Use light personalization that adds relevance without changing the core message
Focus on high-level variables like account name, region, or industry
Always define strong default values so the content still makes sense when personalization isn’t applied
Scenario B: Targeted ABM campaigns If you’re using content as a CTA within a targeted ABM campaign (for example, in a display ad to a specific segment), your audience is more controlled and your available data is clearer. In this scenario:
You can be more deliberate with personalization variables
Base your setup on the data available for your selected segment in 6sense or DemandBase
Still include sensible defaults to account for edge cases or partial identification
Whatever your method, the principle is the same: personalize what adds clarity or impact, and keep the core message consistent.
💡Top Tip
When setting up your personalization form, you can use our 6sense and Demandbase integrations to automatically create form fields that map directly to data points in those platforms. This ensures your Turtl personalization fields connect seamlessly with your ABM data.
Additional Reading
How to set up for dynamic personalization leveraging Demandbase
Step 3. Share across channels
Once your content and personalization are set up, the next step is distribution. The goal is simple: put the personalized experience in front of the right audience, in the places they already engage.
Scenario A: Broad demand generation Share your content widely across channels such as your website, email, and social. In every case, you link to the same base URL. When a reader clicks the link - whether from a website thumbnail or an email - the content is personalized in real time. This approach prioritizes reach and discovery, allowing the content to adapt dynamically as different audiences engage with it. Use this when your goal is awareness, early interest, or inbound engagement at scale.
Scenario B: Targeted ABM campaigns Distribute content through your ABM or display ad campaigns, focusing on specific accounts you’ve already identified. This approach emphasizes precision over volume and reinforces relevance across account-level touchpoints. As with broad distribution, you share the base URL. When a reader clicks the ad, the content is personalized on the fly - aligned with the setup decisions you made in step two.
Additional Reading
Best practices for sharing Turtl content
Step 4. Understand who’s engaging with your content
As readers engage, data flows into your Turtl Dashboards, giving you visibility into what’s landing and where interest is building.
Depending on your campaign and integration setup, your data will be a mix of unknown or known readers. Even if you can’t recognize specific readers, you will see how different personalized versions of your content are performing.
This helps you answer questions like:
Which messages are holding attention?
Which segments or variations are driving deeper engagement?
Where readers are dropping off or spending time
The goal isn’t perfect attribution yet, it’s directional learning. These early signals help you validate whether your personalization strategy is working and where to refine it before pushing further down the funnel.
Account-level insights (coming soon)
In the future, you’ll be able to see an aggregated view of engagement by account, moving beyond individual readers. This will make it easier to see account coverage, depth of engagement, and which accounts are warming up, even without form fills.
Additional Reading
Reviewing analytics of personalized content
Step 5. Monitor content performance and audience intent
As more readers engage, use Turtl analytics dashboards to understand what’s resonating and where interest is building. This step is about moving from observation to prioritisation.
Instead of looking at metrics in isolation, focus on patterns that signal intent and content effectiveness. For example:
Average Read Time: Depth of engagement across campaign as a whole
Avg. % of Doc Read: Depth of engagement / effectiveness of each chapter
Bounce Rate: Relevance, initial impact and distribution success
Top Accounts: Personalizations with highest Avg. Read Time
No. Unique Readers: Understand breadth of buyer group
These insights help you decide what to double down on, what to refine, and where to focus follow-up efforts. The goal isn’t to report on performance for its own sake, but to use engagement data to make smarter content and campaign decisions going forward.
Additional Reading
How to improve key Turtl Analytics metrics
Step 6: Identify Returning Readers
Supported Integrations
HubSpot
Marketo
Pardot
As your campaigns continue, some readers who were previously unknown may identify themselves later, for example by signing up for a webinar or filling in a form elsewhere.
When those people return to your content, their earlier engagement is automatically connected to them. This gives you a more complete picture of how interest built over time, rather than treating each visit as isolated.
The value here is continuity. You can better understand which content influenced someone before they raised their hand, and use that context to inform attribution, nurturing, and follow-up in your other systems.
Additional Reading
Step 7: Use intent signals to power your existing systems
Supported Integrations
HubSpot
Marketo
Pardot
Demandbase and 6Sense (with Turtl Support)
Once engagement data starts flowing, the next step is to put it to work beyond this campaign. The goal is to make your other marketing and sales tools smarter by using real content engagement as a signal.
As readers become known, their engagement data can be passed into your CRM, MAP, or ABM platforms. This helps teams prioritize leads more accurately, tailor follow-up based on what people actually cared about, and run campaigns that reflect real buying interest.
At an account level, engagement signals can also be used to understand which target accounts are showing momentum, even when individual readers haven’t identified themselves yet.
Instead of content performance living in a silo, engagement insights inform lead scoring, outreach, and account prioritization across your existing stack.
Turtl supports syncing intent data into platforms such as HubSpot, Marketo, Pardot, Demandbase, and 6sense. Exactly what can be synced depends on the specific platform.
Additional Resources
Step 8 Connect content engagement to revenue impact
Supported Integrations
HubSpot
Salesforce and Dynamics (with Turtl Support)
When readers become known and are associated with opportunities or deals in your CRM, Turtl’s Revenue Dashboards lets you see how content engagement contributes to pipeline and revenue.
This step is about closing the loop. Instead of treating content as an awareness activity, you can see where it influenced real commercial outcomes.
Use revenue reporting to understand:
Which content is associated with deals progressing
How engagement differs between won and lost opportunities
Where personalized content is supporting revenue creation
The goal isn’t to attribute every deal perfectly. It’s to gain confidence in which content and approaches are actually moving the needle, so you can repeat what works and justify investment with evidence, not assumptions.
Additional Reading