25 Jan, 2020

From Data to Dollars: How Custom Properties in HubSpot Drive Personalized Engagement

In today's fast-paced digital landscape, successful businesses understand that personalization is the key to capturing and retaining customers. Personalization isn't just a buzzword; it's a powerful strategy that can significantly impact your sales and marketing efforts. One of the most effective ways to achieve personalization is by harnessing the capabilities of HubSpot, a robust CRM platform. In this blog post, we will delve into the importance of adding contact data to HubSpot for better personalization and explore the myriad ways custom properties can be used to nurture and engage prospects throughout the sales and marketing process. Additionally, we will touch upon how these properties can be leveraged in workflows and for sales forecasting.

The Foundation of Personalization: Contact Data

Before we dive into the ways custom properties in HubSpot can transform your sales and marketing, let's establish why contact data is the lifeblood of personalization. Contact data encompasses a wide range of information about your leads and customers, including their name, email address, job title, company size, industry, and more. This data provides invaluable insights into your audience's preferences, behaviors, and needs.

By collecting and organizing contact data in HubSpot, you create a rich repository that enables you to tailor your messaging, content, and interactions to individual prospects. This level of personalization goes beyond merely addressing recipients by their first name; it allows you to craft highly relevant and targeted marketing campaigns, ultimately driving better engagement and conversion rates.

Custom Properties: The Key to Personalization

One of HubSpot's standout features is its ability to create custom properties, which are fields that you can add to your contacts' records to store specific information unique to your business. These custom properties extend the power of contact data by allowing you to capture, categorize, and leverage insights that matter most to your organization.

1. Tailored Content Delivery Junior Sales Rep

Custom properties in HubSpot enable you to segment your audience based on their characteristics and behaviors. For instance, you can create custom properties to identify whether a lead is in the awareness, consideration, or decision stage of the buyer's journey. Armed with this knowledge, you can deliver content and messaging that resonates with each prospect's current position in the funnel.

2. Personalized Email Campaigns Demographic

Email marketing remains a cornerstone of sales and marketing efforts. With custom properties, you can go beyond addressing recipients by name. You can dynamically insert relevant information into your emails, such as their job title, company name, or even their specific pain points. This level of personalization not only grabs their attention but also demonstrates that you understand their needs.

3. Targeted Lead Nurturing Plans

Lead nurturing is a critical part of the sales process. By using custom properties, you can automate lead nurturing workflows that are highly tailored to each prospect's interests and behaviors. For instance, you can send a series of educational content to leads who have shown interest in a particular topic, gradually guiding them towards a purchase decision.

4. Personalized Web Experiences Social Selling

Your website is often the first point of contact for potential customers. HubSpot's custom properties can help you create dynamic website experiences that adapt to each visitor's profile. This can include showing them product recommendations based on their previous interactions or displaying relevant blog posts that align with their interests.


Using Custom Properties in Workflows

HubSpot's workflows feature is a game-changer for automating repetitive tasks and ensuring that your marketing efforts remain on point. Custom properties play a vital role in these workflows by allowing you to trigger actions and communications based on specific contact attributes.

1. Lead Scoring Funnel

Custom properties can be used to assign lead scores based on various criteria such as engagement level, demographic information, and buying intent. When a lead reaches a certain score, workflows can automatically notify your sales team, ensuring that they focus their efforts on the most promising prospects.

2. Sales Follow-Up Smarketing

For your sales team, custom properties provide valuable insights. They can see at a glance which products or services a lead is interested in, how far they've progressed in the sales funnel, and what pain points they've expressed. Armed with this information, your salespeople can have more personalized and effective conversations with prospects.

3. Marketing Campaign Optimization Optimization

Workflows can also be used to optimize your marketing campaigns. For example, if a lead clicks on a particular product link in an email, you can trigger a workflow that sends them additional information about that product or invites them to a related webinar or demo. This tailored approach increases the chances of conversion.

Sales Forecasting: The Data-Driven Advantage 

While personalization is often associated with marketing efforts, custom properties in HubSpot can also be invaluable for sales forecasting. Accurate sales forecasting is crucial for managing resources, setting goals, and making informed business decisions.

1. Predictive AnalyticsYearly Sales Report

By analyzing custom properties such as lead source, conversion rates, and the time prospects spend in each stage of the funnel, you can gain valuable insights into your sales pipeline. Predictive analytics can help you anticipate future sales trends, enabling you to allocate resources more effectively and optimize your sales strategy.

2. Customer Segmentation Unique

Custom properties allow you to segment your customers into different categories based on their attributes and behaviors. This segmentation can provide a deeper understanding of your customer base and help you tailor your sales approach to the unique needs and preferences of each segment.


In the digital age, personalization is no longer optional—it's a necessity for businesses looking to stand out and succeed. HubSpot's custom properties empower you to harness the full potential of your contact data, enabling you to create tailored experiences that engage and convert prospects.

From delivering targeted content and personalized emails to automating lead nurturing and optimizing marketing campaigns, custom properties are the key to unlocking the full potential of HubSpot. Additionally, when integrated into workflows and sales forecasting, they provide data-driven insights that can drive your sales and marketing efforts to new heights.

Incorporating contact data and custom properties into your HubSpot strategy isn't just a best practice; it's a strategic imperative in the era of personalized marketing. Embrace the power of personalization, and watch your sales and marketing efforts soar to new heights.

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