Personalization across marketing channels and the website is a burgeoning strategy in inbound marketing. And for good reason, a 2013 Monetate/eConsultancy Study found that marketers who are personalizing their web experiences see on average increase of 19% in sales. But many marketers don’t know where to begin with personalization. This session will walk through how to develop a personalization strategy using HubSpot, focusing particularly on website personalization as a way to reduce friction and increase conversions in the sales process.

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Personalizing your Marketing with Smart Content
Kate Ferrie
Principal Inbound Marketing Consultant; HubSpot

2. Principal Inbound Marketing Consultant
KATEFERRIE

3. 1
What is Smart Content?
2
How do you use Smart Content
3
Smart Content Examples
4
Anonymous Targeting

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What is Smart Content

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Smart Content lets you target content based on anything you know about your contacts, and serve up relevantcontext.

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Smart Content alters rich text modules depending on the Smart rules that you set up.
How does Smart Content Work on Pages?

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Why is it Important?

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1.
Promotes a Great User Experience
2.
Provides personalized messaging that is relevant to visitors
3.
Increase conversion rates
How can smart content help you?

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Same Website
Experience

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Smart content helps you promote a great user experience.

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Personalized Messaging

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74%
of online consumers get frustrated with websites when content they see has nothing to do with their interests
*2013 study from Harris Interactive and Janrain
Nearly three-fourths

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Smart Content will boost
your conversion rates.

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20%
Theconversion rate of the page that had Smart Content was 20% higher than the page that didn’t have it.
Increase Conversions

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2
How do you use Smart Content?

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Identify your audience

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Where on your site will you place this Smart Content?

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Landing Pages
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Site Pages
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Calls to Action
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Emails
Where on your site will you place this Smart Content?

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What do you put in Smart Content Pages?

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TEXT

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Overall Process
Identify Targeted Groups
Write default Text
Add 1stSmart Rule
Write Text for Rule 1
Rinse and Repeat for Other Rules

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Smart Content Examples

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Smart Content on Site Pages & Landing Pages

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Problem: Same Homepage Experience for Everyone
Site Pages

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Solution: Smart Content based on Personas

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Step 1: Make lists based on Persona

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Step 2: Craft your Text in the page
Start with Default Text

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Step 3: Make the Module Smart

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Step 4: Add a Rule Option: Contact List

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Step 5: Select the Persona list

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Step 6: Write Text for Rule 1

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Managing & Creating your Smart Content
Rule’s Text are we seeing

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Step 7: Add Second Smart Rule

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Step 8: Write Text for Rule 2

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Homepage Based on Persona
Result:
Content that has relevance

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PRO TIP: Smart Content on Pages
o
Default Text will be indexed SEO Optimize it
o
Make sure users can get to all valuable content
Site Pages

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Problem:
Demo is very important to your sales process and knowing who is giving the demo makes it more personalized and helps conversion
Landing Pages

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Solution:
Show Lead Whowill be giving them the demo.
How:
Based on the Sales Owner that has been assigned to them
Landing Pages

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Step 1: Make lists. Based on Sales Owner

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Step 2: Write Default Demo Text

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Add a Rule Option: Contact List

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Create a list for Sales Rep:

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Write Text for Rule 1

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End Result:
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Makes demo experience more humanized, increased conversions

45. Pro Tip: Landing Page/ Thank You Page
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Time delays from form submissions will hinder certain rules –e.g. If using smart content on a thank you page, cannot be based on the info gathered on THAT form, will not process in time
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Delay to use recently collected data: 1 min

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Email Examples

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Problem:
Generic Newsletter –Want to have it be more relevant and responsive to either a lead or customer
Solution:
Create Smart Modules within your email to render text to lifecycle stages

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Step 1: Write default Content

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Step 2: Make the Module you want Smart

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Step 3: Add Rule

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Step 4: Write Text for Customer Module

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Email Newsletter
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53. Pro Tip: Email
Can’t break out analytics for variations

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Smart Calls to Action

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42%
higherview-to-submission rate
CTAs targeted to the user had a

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Problem:
Have limited space to showcase a CTA but want it to be relevant to where the viewer is in the buyers journey
Solution:
One CTA that showcases a relevant CTA to each visitor based on their Lifecycle Stage or what content they have consumed

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Plan out What CTA each Lifecycle stage will get

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Step 1: Choose Smart CTA

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Step 2: Choose the Rule & Give it a name

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Step 3: Select Default CTA
CTA for Visitor Awareness Offer

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Step 4: Add a Smart CTA Rule

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Step 5: Pick the Lifecycle Stage

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Step 6: CTA For LifeCycleStage = Lead
Show CTA Consideration Content
Lifecycle Stage = Lead

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Step 7 : Add another Smart CTA Rule

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Step 8: Pick the Lifecycle Stage

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Step 9 CTA For Lifecycle Stage =MQL
Show CTA forDecision Content

67. Pro Tip for CTAs:
Whatever rule the contact fulfilled first(listed sequentially) will be the one they are bucketed into
Need to use Negative Lists to ensure lead moves out of one list & onto another if lead could be part of multiple lists
Eg“Has not done_______” Lead will only be in one list at a time rather than multiple
Mutually Exclusive Lists are Best Practice

68. Multiple Smart Content Rules
Smart List: Downloaded eBook
Show Check List
Downloaded Checklist
Show Case Study
List: Has not seen Checklist
Show Checklist
List: Has not seen Case Study
Show Case Study
List: Has not seen eBook
Show eBook
Always in this smart list. Smart Rules go off of the first rule listed

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PERSONALIZING TO
FIRST-TIME VISITORS
NEW!

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Choose The Personalization You Want

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Relevant Local Content

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Final Thought

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Start Small
Mutually Exclusive Criteria

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Follow Up
Consider taking our “Contextual Marketing
Certification” for further education with Smart Content

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Thank You !

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QUESTIONS ?