Personalization is one of the hottest words in technology today (along with AI). When you’re small, it’s possible to get to know your users and customize their product experience. But as you grow, it becomes harder to maintain the same level of closeness.

Pendo’s customer marketing team needed a way to improve one-on-one communication without having to send more emails or post more on social media. We need to reach customers where they interact with us. And with embedded content, we do just that.

Turning our login screen into a communication channel

Pendo’s welcoming experience is always the same: A gray screen, a place to enter your credentials, and some cheeky copy. There’s nothing wrong with that, but we know there’s potential to build something better.

Pendo’s customer marketing team communicates with users via email, web, social media, and in-app guides. They reached out to our product team about using this space in addition to our other channels, and luckily, they were already working on embedded content. We asked if we could place marketing content here, and the answer was “YES!”

Here’s the previous one:

And here is the final result:

Now, when our customers log in, they see beautiful messages about Pendo’s newest products or features.

Embedded content doesn’t feel like marketing. Instead, it’s a user’s native product experience, so it’s not as intrusive as other channels. We don’t need to worry if they ever visit our website, open our email, or register for a webinar.

Of course we are hope they do all those things. But if not, we have other tools to keep viewers aware and engaged.

Captive audience: Every active user will see your login screen

In just a few weeks, users viewed this embedded content 117,000 times—aka Lots free exposure to a product that many of our users may not know about. Better yet, this have higher engagement and conversion rates than traditional marketing channels. More than 300 users who may have never heard of the product expressed interest in purchasing.

Three other how to market using embedded content

Embedded content as a marketing channel can increase product awareness, expand ARR, and position yourself as a thought leader in the market. At Pendo, we also use embedded content to achieve three goals:

ARR Expansion

You can target users who subscribe to one product but not others, thereby personalizing cross-selling messages to focus on new product expansion. For example, we promote Listen products to users who don’t own them, thereby increasing awareness of their value.

Thought leadership

We also use embedded content to drive awareness of Pendo AI. Cutting through the noise can be difficult, but what better place to educate your users than when they sign in to use your product?

Achieve a new persona

With embedded content, we can reach specific groups of buyers based on intent. By building segments of users who have engaged with certain marketing materials or demonstrated certain behaviors, we can deliver content that is personalized and relevant to them—not just universal messages.

Previously, users only logged in to check their dashboard. Now, they found a new product. Pendo isn’t just for product teams. To stay inspired, see all the ways Pendozer uses Pendo.