Personalization in inbound marketing (email, smart content, and more) can be a powerful thing – in fact recent data shows that 80% of buyers prefer brands that use personalization. And 90% of marketers say that personalization significantly contributes to achieving sales and other business objectives.

🔎 Related: HubSpot email marketing strategy best practices we love (HubHeroes Podcast)

But the line between successful personalization that fosters meaningful connections and buyer engagement, and personalization that is off-putting and downright creepy is a very, very thin one. Of course, HubSpot itself provides a ton of personalization features and capabilities – some are obvious, like the naming tokens you can use in emails and smart content. Some are not so obvious and, quite frankly, criminally overlooked.

So, this week, the whole gang is here and we’re throwing ourselves down the personalization rabbit hole. We talk about what folks are getting right with personalization, what so many of us are getting wrong, what most inbounders are totally missing with personalization opportunities, and how to maximize your personalization capabilities in HubSpot.

But, you know, without being a total creeper. There's a fine line between helpful and Big Brother, folks.

What We Talked About

• How effective is personalization really, from our perspectives as both marketers and consumers?
• What are some of your favorite examples of personalization you’ve either created or experienced?
• Where do you draw the line between personalization that is CHEF’S KISS perfect and Big Brother Creepy?
• George loves to say, "Keep it human, not creepy," but what the heck does that mean?
• What's the difference between "declared" and "undeclared" consumer preferences, and why does it matter to the privacy and personalization conversation?
• What are some of the most common mistakes you see folks make with personalization, particularly when using HubSpot?
• What are your favorite ways to use HubSpot to create exceptional personalization experiences?
• In what ways do we encourage inbounders to think about personalization differently in 2024? Has anything changed about personalization in the past few years?

And so much more ... 

Additional Resources

• AI website agents and is Google in trouble?
• How to use AI for marketing (examples + best practices)
• AI, ChatGPT, and the future of inbound marketing (HubHeroes podcast)
• What Jorge Learned: Owner's mentality, content UX, and the truth about ChatGPT
• Your unforgettable, completely unhinged #INBOUND23 recap (HubHeroes podcast)
• A thought-provoking AI fireside chat with George B. Thomas (HubHeroes podcast)