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Personalizing your Marketing with Smart Content
Kate Ferrie
Principal Inbound Marketing Consultant; HubSpot
1 What is Smart Content?
2 How do you use Smart Content
3 Smart Content Examples
4 Anonymous Targeting
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Smart Content lets you target content based on anything you
know about your contacts, and serve up relevant context.
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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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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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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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20%The conversion 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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• Landing Pages
• Site Pages
• Calls to Action
• Emails
Where on your site will you place this Smart Content?
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Overall Process
Identify Targeted Groups Write default Text Add 1st Smart Rule Write Text for Rule
1Rinse and Repeat
for Other Rules
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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 Who will be giving them the
demo.
How: Based on the Sales Owner that has been
assigned to them
Landing Pages
Pro Tip: Landing Page/ Thank You Page• 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
• Delay to use recently collected data: 1 min
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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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Email Newsletter
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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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Step 6: CTA For LifeCycle Stage = Lead Show CTA Consideration Content
Lifecycle Stage = Lead
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
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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Follow Up
Consider taking our “Contextual Marketing
Certification” for further education with Smart Content