The rise of hyper-personalized content was predicted long before it took center stage in B2B marketing. It’s not really surprising, as humans, we like people better when they show interest in us and remember key details about our interests and lives. Why would B2B or B2C marketing be any different?

Hyper-personalized buying experiences rely on the marketers behind the scenes leveraging real-time data, advanced segmentation, and highly tailored marketing messages and content to deliver personalized experiences. Let’s dig into the finer details of how to increase the personalization you're using in your marketing campaigns. If you’re doing no personalization today, let’s start small. If you’re a personalization pro, then you may be ready to graduate to hyper-personalzation. Frist what’s the difference?

Personalized marketing tailors content to broad segments or individual traits like name, company, or industry.

Hyper-personalized marketing uses real-time data, behavior, and AI to dynamically tailor messaging at the individual level. If you’re using HubSpot or a comparable CRM tool this could include personalization based on lifecycle stage or other CRM properties.

Quick breakdown

If you’re using HubSpot, here are a few tools that can help you deliver a hyper-personalized experience:

Built-in tools

Smart Content: Show different text/images based on contact lists, lifecycle stage, device type, etc.
Personalization Tokens: Insert dynamic fields (e.g., name, company, last interaction) in emails and pages.
Behavioral Triggers: Use workflows to send emails or change content based on actions like page views, email clicks, and form submissions.
Custom Properties: Track detailed user data and personalize based on CRM fields.
Dynamic CTAs: Swap calls-to-action based on visitor behavior or contact data.

Advanced options (for deeper hyper-personalization)

HubSpot + Operations Hub + Webhooks: Send real-time data to external systems for processing and then return personalized content.
Third-party integrations: Tools like Clearbit, Segment, or custom APIs can enrich contact data or feed AI engines.

Personalization + Clean Data = Win

First-party data and zero-party data is information that you own. Typically, it’s housed in your CRM and used to market to prospects and customers. Clean, accurate, and up-to-date data is crucial for personalization. We joked in the title of this blog by dropping [First Name] in the headline, but we’ve all gotten an email or 10 with a horrible personalization fail.

Here's a quick breakdown of first-party vs. zero-party data:

First-party data that tracks behaviors is crucial in delivering a hyper-personalized experience for your customers and prospects, so make sure both data types are in order. If your data is messy, cleaning it up is step 1. If your data is squeaky clean, then personalize away!

Emerging Trends in Personalized Marketing

AI-Powered Insights
There are endless AI tools that can deliver real-time, individualized experiences through the delivery of dynamic content and predictive product recommendations. Many of these tools are used as part of, or in combination with your CRM.

Web Design
Personalized website experiences are becoming more commonplace. Tools like HubSpot make it easy to use smart rules to deliver a completely personalized message based on each visitor.

Personalization Tokens Beyond First Name
We’ve all written emails that are personalized to first name, but we’ve probably not all written an email that is personalized based on product interest or even company name. These more advanced personalizations can make a big difference.

Emphasis on Zero-Party Data
More brands are prioritizing collecting zero-party data via content marketing strategies so they can rely less on third-party cookies.

Omnichannel Personalization
Delivering a consistent and personalized experience across multiple channels—email, social media, websites, and in-person interactions—is essential. This approach ensures that customers receive relevant messaging regardless of the platform they use.

Generative AI for Content Creation
Generative AI tools are transforming content creation by enabling the production of personalized marketing materials at scale. This technology allows for rapid development of tailored content, enhancing the efficiency of marketing campaigns.

Personalization Datapoint to Use

Use this list of personalization datapoints to get started with adding personalization to your marketing campaigns.

Firmographic Data

Company name
Industry
Company size (employees or revenue)
Location / HQ
Tech stack (via tools like BuiltWith or Clearbit)
Job title/department

Behavioral Data

Pages viewed
Time on site/scroll depth
Email opens & clicks
Downloads (eBooks, whitepapers, etc.)
Webinar attendance
Chatbot interactions

Lifecycle & Intent Data

Lead stage (new lead, MQL, SQL, customer)
Previous purchases or product usage
Trial signup date or renewal window
Event attendance
Sales engagement history
Buyer intent signals (e.g., G2, Bombora, 6sense)

Zero-Party Data

Survey/quiz responses
Preferred communication channel
Self-selected challenges, interests, or goals
Role-specific preferences (e.g., “I’m a vet tech,” “I handle purchasing”)

Contextual Data

Device type
Browser language
Time of day/timezone
Referral source (LinkedIn ad, email campaign, organic search)
IP-based location

Ready to Tailor a Personalized Approach to [Your Company Name]’s Marketing Strategy?

Our team has extensive experience optimizing CRMs to enable you to take a personalized approach to marketing.

Red Brick Partners is also a HubSpot agency partner, and we’re equipped with the team to help you optimize your current HubSpot implementation or get started with your first HubSpot account. Contact us for a brainstorming session or to spec out your project.

Ready to Kick Your Conversions into High Gear?

Red Brick Partners is a HubSpot agency partner and we’re equipped with the team to help you optimize your current HubSpot implementation or get started with your first HubSpot account. Contact us for a brainstorming session or to spec out your project.

Dear [FirstName]: Why Your B2B Marketing Campaign Needs Personalization