Mastering Personalization with HubSpot - Using Smart Content, Tokens & AI Remix

TL;DR

• Personalization boosts engagement and conversions.
• HubSpot supports it via Smart Content, Personalization Tokens, and List-Based AI Remix within the CMS.
• Start simple; build in layers using lifecycle, location, persona, then step into AI-powered personalization.

Why It Matters

• Personalized experiences make visitors feel seen and understood. That builds loyalty and trust.
• HubSpot’s tools let you personalize across emails, web pages, CTAs, and content blocks—without needing dev help.
  

1. Personalization Tokens — Your First Step

• Use contact-centric fields (like first name, company) to personalize emails, pages, and CTAs.
• Always set a fallback value—avoids awkward gaps if data is missing.
• Supported across content types including deals, tickets, and e‑commerce properties.
  (hubsplanet.com)

2. Smart Content — Show the Right Message to the Right Visitor

Smart Content lets you tailor different sections of your site depending on visitor traits:

• Lifecycle stage (lead vs. customer)
• Location or language
• Device type (desktop vs. mobile)
• Source, referral, or custom persona criteria
  Ideal for CTAs, images, landing page sections—used thoughtfully, it elevates UX and relevance.
  (hubsplanet.com, fuenteszapata.co)

3. Elevate with List-Based AI Remix (Breeze by HubSpot)

For content teams on Marketing or Content Hub (Professional+), you can automate personalized content using AI:

• Enable list-based remixing via CRM → Lists → Use in Remix
• Feed your audience lists into the AI engine
• Generate tailored content types (e.g., blogs, social posts) at scale
• Edit, refine, and apply directly in CMS
  (HubSpot Knowledge Base, HubSpot Community)

Best Practices for Personalization

1. Start small — begin with tokens or simple smart content for high-impact sections.
2. Segment smartly — use lifecycle, persona, or behaviors to guide content decisions.
3. Ensure data hygiene — clean CRM data prevents embarrassing mismatches.
4. Set fallbacks — provide default messages when personalization data isn't available.
5. Test & iterate — A/B test personalization rules and refine based on engagement.
6. Audit regularly — revisit personalization criteria and update outdated logic.