Lead generation is a top priority for most marketers. But what about the untapped potential of existing customers or leads who haven’t been fully nurtured? In 2025, focusing on these areas can lead to significant growth. In this article, we’ll explore how HubSpot’s tools — especially for email marketing, workflows and sales sequences — can help you capitalize on these opportunities and achieve greater success.

The Growing Importance of Personalized Marketing

Personalized marketing is becoming essential for building stronger customer relationships and encouraging loyalty. As we enter 2025, customers expect brands to understand their unique needs and preferences, rather than just sending generic messages. According to HubSpot’s 2025 State of Marketing Report, 96% of marketers agree that personalized experiences lead to higher sales.

When customers receive personalized content, whether it’s in their preferred language or relevant to their interests, it creates a deeper connection. They feel valued and understood, which strengthens trust and increases the likelihood of them becoming long-term, loyal customers. Personalization is not just about driving immediate sales — it’s about enhancing the overall customer experience and ensuring your audience knows you care about their specific needs.

In the next section, we’ll explore how HubSpot's tools can help you bring this personalized touch to your email marketing strategy, fostering stronger connections and driving better results.

Personalizing Emails with HubSpot's Smart Content

HubSpot’s Smart Content for Emails is a powerful tool for email personalization, available in both the Marketing Hub Pro and Enterprise. This AI-driven feature uses smart rules to customize different elements of an email for each recipient. The smart rules consider data, such as contact properties, behaviors and lifecycle stages, to customize content like the subject line, images, body text, CTAs, buttons and more. The only exception is the email footer or the web version link, which appears when recipients click to view the email in a browser.

How To Personalize Emails Using Smart Content

To implement this type of personalization, we use list memberships, which allow us to create lists based on specific properties using data. For example, we can personalize content based on language. By creating a list of Spanish-speaking clients, we can set up a smart rule to automatically send emails in Spanish instead of English. In addition to languages, other properties that can drive list creation include event attendance, product interest, customer type and behaviors. Additionally, emails can be tailored to the recipient's life cycle stage, helping us distinguish between current customers and prospects, further customizing the email content accordingly.

Benefits of Using Smart Content for Email Personalization

By tailoring content to target different interests, behaviors and pain points, you increase the relevance of your emails, driving higher conversions. When you offer customized solutions, your email content becomes more compelling, leading to greater engagement. Additionally, smart content boosts campaign efficiency by allowing you to use a single template for multiple personalized messages, saving time while ensuring relevance.

Leveraging Smart Content in Workflows

Another powerful way to leverage smart content is by incorporating it into a workflow. Workflows are often used as automated or event-triggered email series sent to larger groups of people. You can set up personalized emails that engage leads who take specific actions, such as downloading materials, filling out forms, subscribing to your newsletter, visiting key web pages or interacting with previous emails (such as opens or clicks). This allows you to automatically send tailored content based on their behavior and engagement with your brand. Additionally, smart content can be used to create segmented email campaigns. By organizing your contacts into meaningful segments, you can send targeted emails with tailored recommendations that align with each recipient’s interests, further enhancing the relevance of your messaging and increasing the likelihood of conversion. Using smart content in workflows also streamlines your processes, creating a cleaner and more concise workflow. Instead of manually creating separate campaigns for each action, you can rely on automated, personalized content delivery, saving time and ensuring consistent engagement.

Using Smart Content in Sales Sequences

Unlike workflows, sales sequences involve one-to-one outreach from a sales rep to a prospect. These sequences can include follow-up emails sent as direct replies to the initial outreach, creating an ongoing email chain. Smart content can enhance these sales sequences by tailoring follow-up emails based on how the prospect interacted (or didn’t) with the initial email. For example, if the initial email included a link to a blog and a meeting scheduling link, and the prospect clicked the blog but didn’t schedule a meeting, the follow-up can emphasize their interest in the blog while making the meeting link more compelling. On the other hand, if the prospect didn’t engage with either link, the follow-up could refocus on reigniting interest in the blog and specifically prompting them to schedule a meeting. By using smart content, you can ensure each touchpoint is personalized and highly relevant, increasing the chances of progressing the conversation and ultimately converting the prospect.

Conclusion

Integrating smart content into your HubSpot strategy opens exciting opportunities for personalized marketing, streamlined workflows and effective sales sequences. While setting up and maximizing these tools can be complex, our team at Pepper Group is here to help. Contact us, and let us show you how HubSpot can transform your marketing strategy and deliver results.