Nearly 50,000 users across 90 countries use HubSpot. We use it ourselves for things like email marketing, creating forms, automating processes, and getting a holistic view of our engagement with prospective and existing customers.
With personalisation mentioned in almost every ‘future of marketing’ forecast*, it’s an area of keen interest for HubSpot users. Of course, the challenge is personalising at scale and in a way that doesn’t require a huge amount of resources, financial or otherwise. Fortunately, there are solution providers out there looking to unlock this capability.
HubSpot offers a wide range of integrations – 209 of them, as of today. This may seem overwhelming, but fear not! I have filtered through them to bring you the top integrations for personalising content on HubSpot.
As you’ll see from the list, personalisation can mean many different things and can be performed to varying extents: it can focus on creating more granular customer segments, on easily matching content to contact properties, or generating new insights into a customer’s preferences; it can be as simple as using someone’s first name in an email or it can be as advanced as tailoring content to the personality of the recipient.
With QWILR, you can quickly create personalised proposals and quotes, with information like name, address and company taken from your HubSpot database and automatically added in. As it’s all web-based, e-signatures and payments are automatically logged in HubSpot – saving you time there too.
GetAccept allows you to add a personal video introduction to your sales proposals and quotes. Like QWILR, the integration also allows you to track e-signatures and payments from within HubSpot.
Show different content to different website visitors, based on the information you have stored on them in HubSpot. For instance, maybe they have a later Lifecycle Stage so you want to show them some bottom-of-the-funnel content like a ‘free trial offer’.
Enthusem allows you to send out printed mail as easily as an email, all from within HubSpot. Templates can be automatically personalised based on the information you have stored on the contact in HubSpot, such as their name or profile photo.
With TrenDemon you can gain advanced insights into how your content is performing at different stages of the sales funnel. This allows you to make informed decisions on which content to promote to which users. Like RightMessage, you can then set up rules to show different content to different users as they browse your website.
Swell allows companies to offer rewards and incentives to their customers. This integration pulls associated data, such as the number of reward points a customer has accrued, into HubSpot – allowing marketers to create new, more granular segments for their customers (i.e. a VIP tier for customers with over 500 points) and thereby sending more relevant content to them.
Oktopost automatically pushes data on how contacts have engaged with your brand on social media into HubSpot, enriching the information you have on them. Like with Swell, you can use this additional information to create more granular segments and then send more relevant content.
These are features rather than integrations but worthy of a mention nevertheless. HubSpot’s personalisation tokens allow you to add placeholders into your emails for information like ‘First Name’ and ‘Company Name’. When the email is sent, these placeholders are replaced with the recipient’s details. Then there is the smart content feature. Here you can set up ‘smart rules’ that mean different images or blocks of text are shown to different users, depending on factors such as device type, referral source, list membership and lifecycle stage. HubSpot doesn’t tell you what that smart content should actually be, however – that you still have to compose yourself.
Even this basic level of personalisation has been shown to outperform generic content by 212%.
Our integration allows you to understand the personality of your customers based on how they have engaged with previous emails and provides inline recommendations for how to tailor content accordingly. You get brand new segments – backed up by decades of scientific research on what drives human behaviour – and rather than having to come up with the personalised content yourself, our platform tells you exactly which images you should be using instead and how much more appealing they will be (words coming soon). It’s not an official integration yet but you can sign up to be one of the first users to have access here.