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Common mistakes: Where Hubspot Smart Content fails in website personalization?

April 16, 2022 | Teemu Raitaluoto
Where Hubspot smart content falls short

Hubspot is a great all-around digital marketing and marketing automation platform. However, when it comes to website personalization, there is a couple of crucial things where Hubspot falls short. This is the Hubspot vs Markettailor comparison.

Full disclosure: we are fans of Hubspot and use it to host our website. However, we much rather use our own product for website personalization 😎

What is Hubspot smart content

Hubspot has a feature called smart content which is a synonym for personalization. Smart content (available in Hubspot Marketing Hub Professional plan) allows marketers to target website visitors based on characteristics such as:

  • Country
  • Device type
  • Referral source
  • Preferred language
  • Contact list membership
  • Lifecycle stage.

Hubspot smart content rules

These rules can be attached to editor elements such as text and images to create personalized content for customers that fulfill the criteria. When a visitor on a website matches the set criteria, the content is personalized for them.

How do you personalize based on firmographics using Hubspot smart content?

Let's pick the customer's industry as an example attribute to personalize against from firmographics. To personalize content based on the customer's industry in Hubspot, you need to first create a contact list and segment your existing contacts based on their company industry to your list.

Once you have your list, create personalized content in the Hubspot editor and create a smart variation based on the list you created.

Hubspot edit smart content

Now you're ready to launch your personalization!

What about visitors that don't belong to a contact list? 🤔

You might have already noticed that in order to personalize content based on firmographics, a visitor needs to have already submitted their contact info through a form on your site.

98% of your traffic are unknown visitors. By identifying the anonymous company visitors, you can create the best personalized experiences and boost customer engagement and conversions.

Some of the main reasons to use personalized content are to drive customer engagement of unknown visitors and generate new leads, i.e. lower bounce rate and increase conversion rates. In order to do that, you need to create personalized content also for new unknown visitors, which represent around 98% of your traffic anyway.

Hubspot Smart Content fails to provide the best personalized website experience by not identifying anonymous companies on the site. 

Markettailor is built to identify anonymous traffic such as visiting companies and personalize content for everyone. Our visual editor works with any existing website and platform, even Hubspot, so using both products is not an issue. Also, check out our Hubspot integration if you want to pull data from your CRM and create personalizations based on the customer funnel stage.

What if I want better control of my personalizations?

It's not unusual that a visitor can belong to more segments than one. This becomes a problem if you want to have better control over what segment the visitor should belong to.

For example, a visitor might be segmented as an enterprise customer from USA starting from pricing page. If you're using Hubspot for personalization, you can use only one smart type (e.g. country, contact list membership, etc.) per module.

Smart rules-1

Either you create a lot of different contact member lists in Hubspot or start using Markettailor, which gives you full control over the prioritization of segmentation.

By default, we personalize content based on specificity. This means, if you have targeted a single company (Account-based marketing), the personalization always matches that first. When specificity decreases, visitors are segmented based on 1) firmographics, 2) marketing campaign 3) country, in that order. You can always reference our Knowledge base articles to understand the current prioritization order of personalization.


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