Personalize the Buyer's Journey with Smart Modules
July 15, 2021 | 3 min read time
Topics: HubSpot marketing
Through HubSpot’s Smart Modules, you can customize your user experience and truly tailor it to their needs. No longer will they have to wade through information that is not relevant just because of the nature of how a company operates—you are able to provide them with meaningful content for when they need it most.
Marketing professionals nurture leads and prospects with quality content, but that isn’t always enough in today’s world. Understanding the basics of smart content helps ensure you are providing your most valuable content to each visitor, regardless of where they are in the buyer’s journey.
With HubSpot’s smart modules, you can create “dynamic” content geared toward different contacts that can be used in your emails, forms, web pages, landing pages, and templates based on the interests or past behavior of the user. This helps create an experience that’s customized for the user at that moment and can help turn them into customers.
Smart content is the aspects of a website, ad, or email that change based on the interests or past behavior of the viewer. This allows you to create an experience that is customized specifically for the visitor or reader at that moment.
HubSpot smart modules take into account your visitors’ location, language, device type, referral source, and demographics. A great example of smart content is Amazon’s recommendation engine.
There are 8 categories for smart rules:
As of now, HubSpot Marketing Hub Professional and Enterprise customers can create smart CTAs, forms, and rich text modules on landing pages, website pages, or in email.
Today’s marketing requires creating an experience that encourages trust at any and all stages of the buyer’s journey. It’s more than writing blog posts, it’s personalizing content.
There are three stages in the buyer’s journey:
While smart content allows you to provide your visitors with new and increased content each time they return to your site, keep in mind that a healthy mixture of static, dynamic, and conversational content is best. Look at smart modules as a means to build upon your user experience rather than focusing solely on it.