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How to Use HubSpot's CRM to Personalize Your Marketing Messaging

Anyone who has done previous marketing for any business knows how difficult it can be to have the right marketing messaging because your target audience is constantly changing.

People's tastes and preferences, as well as their interests, are always in flux. Additionally, there are many different ways to reach an audience, and finding the right blend of messaging and media can be challenging to reach them effectively. Competition for attention is also fierce, so it can be challenging to stand out from the crowd and deliver a message that resonates.


But if you're already using HubSpot's CRM, you've already got the higher ground to make it easier to have the right messaging, reach your audience at the right time, and stand out from your competitors. 

In this post, you'll learn how to personalize your marketing messages to specific customers using HubSpot's CRM.

With over 9+ years of HubSpot experience, our team knows how valuable it is to know the ins and outs of the platforms you use to support your marketing efforts, and HubSpot is no exception.

Keep reading to learn about HubSpot's various features that can help you personalize your content to your viewers.

But first—why is personalized marketing important?

Personalized marketing is important because it allows businesses to develop a one-to-one connection with their customers.

By tailoring the customer experience to meet the unique needs and interests of individuals, businesses can build trust, loyalty, and long-term relationships with their customers. 

Personalized marketing also helps businesses capture more data about their customers, which can be used to create more targeted and effective marketing campaigns.

90% of consumers in the US find the idea of personalization appealing


Finally, personalized marketing helps businesses make the most out of their marketing budget by targeting the right customers at the right time with the right message—which is the ultimate goal of inbound marketing!

So, how can you use HubSpot's CRM to personalize your marketing messaging? (Click on the title below to jump ahead to section.)

  1. Collect the right information through custom properties
  2. Use lead scoring to understand your customers
  3. Create segmented email campaigns
  4. Automate workflows based on specific actions
  5. Use smart content to strengthen your personalization
  6. Last, but not least—track your campaigns

Collect the Right Information Through Custom Properties

HubSpot's custom properties are custom fields you can use within your CRM to store and manage your contacts' data. You can use custom properties to track and segment your contacts based on their interest, preferences, and other characteristics.

For instance, you can use custom properties to store information like a contact's job title, company size, or industry.

Including custom properties in website, forms can help you collect this information from prospects in exchange for something of value, like a downloadable offer.

You can then use custom properties to personalize your marketing messages and tailor your outreach to specific audience segments.

Use Lead Scoring to Understand Your Contacts

HubSpot's lead scoring tool allows companies to categorize and prioritize leads according to their likelihood of becoming customers.

To assign scores, you can use various criteria such as demographic, website activity, and previous interactions with your company.

Lead scoring can help you prioritize your contacts and help your business determine which leads are most likely to respond to certain marketing tactics and which contacts may need additional nurturing.

Lead scoring helps businesses focus their efforts on their most promising leads, allowing them to build better sales pipelines and optimize their marketing strategy. 

Did you know...

Using HubSpot's persona property in addition to lead scoring can help you categorize your leads even more!

Create Segmented Email Campaigns

Segmenting email campaigns can help to create more targeted and effective campaigns. The basic process involves dividing your email list into smaller groups based on shared characteristics such as location, age, gender, interests, and purchase history.

Once you have segmented your list, you can craft more personalized messages for each individual segment, increasing the chances of engagement and conversion.

Additionally, segmenting your campaigns can help you track the performance of each segment separately, allowing you to identify which segments are performing the best and focus your efforts accordingly.

Automated Workflows Based on Specific Actions

You can also use HubSpot's automated workflows to send relevant and personalized messages to customers based on their actions and triggers. These messages can range from emails, text messages, and more.

For example, if a customer requests a demo, you can follow up with a confirmation email, along with reminders and any other resources. You can also use workflows to update contact properties (such as lifecycle stages or deal pipelines) and enroll contacts into other sequences. 

Smart Content

Finally, you can use HubSpot's CRM to personalize messages even further by using smart content. 

HubSpot's smart content tools are a great way to execute contextual marketing strategies by showing different versions of your content based on specific categories relating to a viewer's behavior and interests. 

You can add smart content to your CTAs, marketing emails, forms, and even web pages. (We suggest against using smart content in your blog posts, as this may confuse RSS readers and negatively impact your SEO.)

For example, say you're a SaaS company sending a marketing email to existing customers and prospects, talking about a new feature or integration.

Based on your contact's lifecycle stage, you could change your content for existing customers, using messaging that focuses on the benefits of adding your integration to existing accounts. Content for prospects could remain more top-of-the-funnel focused.

Track the Performance of Your Campaigns

One of the biggest benefits of housing all of your marketing efforts under one roof is using HubSpot's reporting tools to track your marketing campaigns and the assets associated with them.

With HubSpot's campaign tool, you can quickly build and manage your campaigns without relying on multiple platforms. You can look at emails, landing pages, forms, and even ads associated with specific campaigns.

Tracking the performance of your marketing campaigns helps you understand which campaigns are successful, which need improvement, and which should be abandoned altogether.

Tracking your campaign's performance allows you to make data-driven decisions about your marketing strategy, budget, and tactics. Tracking performance will also enable you to identify where potential customers are coming from and which channels are most effective for reaching them.

In addition, tracking performance helps you determine which messages resonate best with your target audience and can help you optimize your campaigns for maximum ROI.

Marketing and sales team using HubSpot reports and features to start analyzing their marketing results

Overall, HubSpot's CRM is a valuable tool for marketing in several ways.

By storing and organizing customer data in one place, you can create a more personalized and effective messaging strategy that will help you engage with your customers, optimize existing marketing campaigns, and, ultimately, drive conversions.

Not only that but integrating HubSpot's CRM with its marketing automation tools and help you automate and streamline your campaigns, freeing up your time to focus on more high-level strategies.

If you'd like to understand your customers better and create more targeted, effective marketing campaigns, don't hesitate to book a video call with our team at Brightlark. We'd love to help you personalize your marketing messaging and see great results.

Download our Free HubSpot PDF

Erin Shimamoto
Post by Erin Shimamoto
December 28, 2022

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