The Guide to HubSpot Smart Content for Events

Personalization is no longer optional. With HubSpot Smart Content, you can show different text, images, and CTAs to different segments of your audience on the same page.

Defining Your Smart Segments

The first step is deciding which groups need a unique experience. We recommend starting with:

• Prospective Attendees: Show a "Register Now" CTA.
• Registered Attendees: Show "View Your Tickets" or "Add to Calendar."
• VIPs: Show exclusive session access or lounge locations.
• Speakers: Show greenroom directions and schedule links.

Implementation Steps

1. Create Active Lists: Build lists in HubSpot based on 'Contact Properties' (e.g., Ticket Type = VIP).
2. Enable Smart Rules: In the HubSpot Page Editor, click a module and select "Add Smart Rule."
3. Choose Basis: Select "Contact List Membership" as the rule type.
4. Draft Variants: Create the specific content for each list. Ensure your default content is broad enough for unknown visitors.

Best Practices for Event Personalization

Don't over-complicate. Start with a smart header image or a personalized greeting using 'First Name' tokens. Always test your smart content by 'Viewing as' a specific contact to ensure the logic works as intended.