Using HubSpot Personal Tokens in Sales & Marketing

Are you trying to humanize your sales and marketing collateral? In this tutorial, we show you how to use HubSpot personal tokens in your sales and marketing efforts. We talk about setting defaults, required form fields, and much more.

Watch Default Personal Tokens video.


About the Expert

George B. Thomas

George B. Thomas is an Inbound Marketing Marketer, Video Jedi and HubSpot Certified Trainer with more than 25 years of sales and marketing experience. He leads the Impulse Creative crew in HubSpot certifications with 19 including Inbound, Email, Contextual, and Content Marketing.

George utilizes his love of teaching and learning to help companies find their way to growth via workshops, speaking engagements, business audits, and of course, Sprocket Talk.


Full Transcript

Hey, do you want to be more human with your sales and marketing efforts? Have you heard the term personal tokens but don't know what that means? Or how to use them inside of HubSpot? Well, after this video, you're going to be a ninja and be more human inside of your sales and marketing collateral. Hey, you know what time it is. That's right. Today we're diving into the wonderful world of personalized or personalization tokens doesn't matter how you say it, it achieves the same thing. And today, we're going to look at a simple example that you can do on your website, we're going to look at landing pages, emails, snippets, and templates, all four of those, of course, there are more places that you can use personal tokens, but this will be a great start to get you rocking and rolling. Hey, let's get into the good stuff. So as you're going to see personalization tokens can be simple or they can be grandiose, but what they will do is add a human element, we're going to show you a couple different places where you can use personalization tokens. So a great example is on this brocket top dashboard homepage pretty much every page, you're gonna see just a simple Hello, George. That's right. When you're logged in, we actually let you know that we know that it's you. And it's just a nice little personal touch. But how do you take personalization tokens and run with them across your sales and marketing efforts? Well, if we go into the landing page tool, and we look at something like this, which is a webinar, we're going to do weekly webinars starting October 5. This one's with AJ Wilcox. But right now our headline says ready to learn about LinkedIn ads and then leverage them for your business success. But what if we made it a little bit more human and did something with personalization tokens where we could actually come up here and go personalize and we could do contact and we could search for first name. And we'll insert that so we've got first name. Are you ready to learn about LinkedIn ads and maybe its first name Are you ready to To learn more about LinkedIn ads, and then leverage them for your business success, we're actually talking to them instead of talking to everybody. And that right there is the power of talking in singularity to an individual versus a community is super powerful. So that's one example, you can come over to your email. And this is a premium member content update, where we let our premium members know weekly, the new content that we create, because well shoot, we create a lot of it tutorials, interviews, webinars, and we want the premium members to get back to the pieces that are going to help them grow and solve the problems that they have. And right now it says enjoy the latest content we've created for you. Well, we can kind of amp this up a little bit as well. So we might do something like hey, and then personalize up here in the top right. Again, look for contact and then first name, and we'll insert and so what you can see is we kind of transitioned to this to Hey Bob, here's some new content. You can enjoy. We've created it just for you again singularity instead of community when it comes to using these personalization tokens now that's a great example in marketing with landing pages and email. But what about the sales team? Well, what the sales team you can use snippets. And if your sales team is not using snippets, I will say, hey, they should be using snippets. But here you can see, here's an example when people ask for my speaker bio, I want to be able to send that out. But we've got Hey, contact first name, which is Hey, Bob, hey, Susie. Hey, Jenny. Thanks for asking about my bio, and then we get that information. But to add this, it's simply like you've seen with the marketing tools is very much the same. We hit on personalize, we do contact and we just search for first name. Now in these examples, I've only used first name, but you can use things like company name or custom properties, all sorts of different things or information or data that you have have pulled in. But I will say you'll want to make sure that you have a backup if you don't have the answers. And I will explain that here in a hot second, make sure you're using personalization for data that you have, which of course means you're either manually putting it in, or you've got it as a required field in your form, or there's a backup. We'll explain that in a minute. Now, the other part of this snippets is templates. And we can use templates and snippets together. This is an example of HubSpot onboarding that we do. And of course, we want to say hi, contact Bob, Susie, Jenny. And right down here in your templates, there's personalized contact, you can search for any personalization token that you want, and you can insert it in this manner. Now one of the things that you want to pay attention to, like I said earlier, is the defaults. If you don't

have that data, what's going to be put in place of that data for the defaults. Now there's two places one for email and you can go into your settings and go into your email settings and you're going to see Configuration tab down at the bottom, there's contact property defaults that you can edit and company property defaults that you can edit. And we actually have done a video on how to do this. So we'll leave a link in the description below. The other place you're going to want to do this is on your actual pages. So if you go to your pages and go to personalization, you're going to see here contact property defaults and company property defaults. So there you have it. It's that simple. Now make sure you have those defaults set up that backup information in case you don't have the data but also make sure your form fields are required for the places that you're collecting the data for the future personalization, make sure you go ahead and use your marketing landing pages and emails for personalization. Make sure you use your snippets and templates but also journey into other places like templates, the whole templates like you saw on sprocket talk where when somebody logged in, it's there. There's a lot of different places you can do this, but the idea is to humanize your brand and to Talk in singularity instead of talking in community and man, can we do that in a lot of places in our sales and marketing efforts a while you're doing this using personalization tokens in your sales and marketing efforts. Remember to be a happy, helpful, humble human. And of course, let's do some happy hub spotting along the way.