In 2025, digital buyers expect more than just content—they expect relevant, timely, and personalised experiences. Generic messaging is no longer enough. Whether it’s a first-time visitor on your homepage, a returning lead in your email funnel, or a sales-qualified contact on a pricing page, your ability to adapt content dynamically can mean the difference between engagement and churn.
That’s where HubSpot Smart Content comes in.
Smart Content allows marketers to serve tailored messaging based on real-time user data such as location, lifecycle stage, device type, referral source, and more—all without building separate assets for every segment. Instead of creating five different landing pages, you can create one that adapts automatically to each user.
This guide will walk you through everything you need to know about HubSpot Smart Content—from how it works and where to use it, to advanced personalisation strategies and real-world examples. Whether you’re a marketing manager, CRM strategist, or HubSpot power user, you’ll discover how to personalise at scale without complexity.
HubSpot Smart Content is a powerful personalisation feature that dynamically changes the content users see based on who they are, where they’re coming from, or how they’ve interacted with your brand. Instead of creating multiple versions of the same email, landing page, or website module, Smart Content allows you to serve one experience that automatically adapts for different segments of your audience.
It works by applying “smart rules” to individual elements within your content—such as headers, CTAs, buttons, text blocks, or form fields. These rules determine which version of content is displayed to a visitor based on pre-defined criteria like their country, device type, contact list membership, lifecycle stage, or referral source.
Website Pages & Landing Pages: Customise headlines, calls-to-action, or value props
Marketing Emails: Adjust body copy, images, or offers based on user behavior
Forms: Show or hide form fields dynamically (e.g., known vs unknown visitors)
CTAs: Use smart CTAs that change based on persona, lifecycle stage, or previous interactions
Modules (in CMS): Add smart logic to rich text, images, testimonials, and more
This flexibility enables marketers to deliver contextual experiences across the buyer’s journey without building entirely separate campaigns.
Scales personalisation without increasing complexity
Improves conversion rates by serving the most relevant message
Enhances user experience through content tailored to intent and identity
Reduces asset duplication across teams and campaigns
Whether you're looking to personalise an email sequence or adapt a homepage headline based on location or lifecycle stage, Smart Content helps you do it all—within the same asset.
One of the biggest advantages of using HubSpot Smart Content is its flexibility. You’re not limited to just one format or channel—smart content can be applied across multiple assets in HubSpot’s Marketing Hub, including emails, web pages, forms, CTAs, and even within your WordPress website using the HubSpot plugin.
Here’s a breakdown of where and how you can apply smart content in HubSpot to create tailored user experiences:
Using HubSpot smart content email capabilities, marketers can personalise:
Email body text (e.g., product descriptions, value messaging)
CTA buttons (e.g., trial vs demo offers)
Header images or banners
Event invitations or webinar dates based on location or time zone
You can add smart content to HubSpot email by creating smart rules based on:
Contact lifecycle stage
List membership
Country or device type
This is especially useful for smart B2B lead nurturing, where different personas (e.g., marketers vs CEOs) receive more relevant messaging at scale.
If you're using HubSpot CMS, you can apply smart content to any rich text module, image, or CTA block. But even if you're on WordPress, HubSpot's plugin allows you to show smart content on WordPress pages, pulling from contact and behavioral data in your CRM.
Use smart content on:
Homepage hero sections
Pricing pages tailored by industry
Location-specific banners and CTAs
Module variations for returning visitors
Forms are a high-impact area for personalisation. With HubSpot form smart content, you can:
Hide fields the user has already submitted in the past
Show custom form fields based on lifecycle stage or region
Auto-fill fields for known contacts using cookie-based tracking
This reduces friction and creates a more seamless conversion experience, especially on mobile or landing pages with returning leads.
Every CTA in HubSpot can be made “smart,” meaning it changes based on user segmentation. Use smart CTAs to:
Promote different offers for new vs. existing customers
Show free trial buttons for unknown users, but case studies for MQLs
Change text and links based on country or referral source
Likewise, CMS modules (such as testimonials, headlines, product images) can all be modified using smart rules—turning a single page into multiple experiences without duplication.
By applying smart content across multiple touchpoints, you create a truly dynamic user journey—without building and managing dozens of asset variations.
At the heart of HubSpot Smart Content is a simple but powerful concept: rules. These rules allow you to segment your audience based on a wide range of attributes—so the right content reaches the right person, every time.
When creating smart content in HubSpot, you’ll set up smart rules to determie who sees which variation. These rules can be applied to email elements, website modules, CTAs, forms, and more.
Here are the key personalisation criteria you can use:
You can use HubSpot smart content by location to show different messaging based on the visitor’s geographic region.
Show different offers for UK vs US users
Promote local events based on city
Translate CTAs or form labels into native languages
HubSpot determines location using the user’s IP address, making it easy to display smart content by IP in HubSpot—no manual segmentation required.
Using HubSpot smart content by URL or smart content with URL parameters, you can display content variations depending on how a user enters your page.
This is ideal for:
Tailoring landing pages by ad campaign or UTM tag
Showing a referral-specific banner (e.g., Facebook vs Google traffic)
Adjusting offers by affiliate or partner codes
You can personalise content based on where a contact is in the buyer journey:
New leads vs MQLs vs SQLs
Customers vs trial users
Newsletter subscribers vs one-time visitors
This allows you to create smart content in HubSpot that moves people down the funnel without sending them irrelevant offers.
4. Device Type and Referral Source
Using device segmentation, you can:
Show shorter CTAs on mobile
Display desktop-only videos or layouts
Personalise offers for mobile app downloads
Referral sources can help tailor messaging to context—i.e., social traffic may need softer CTAs than Google Ads visitors.
Yes, you can segment by country in HubSpot smart content, automatically adjusting content for different regions.
Combined with IP-based personalisation, this allows:
Currency-specific pricing
Regional office contacts
GDPR-specific notices for EU visitors
Contact property values (e.g., job title, company size)
Known vs unknown users
Membership in a smart or static list
Form submission history or page view
Creating smart content in HubSpot is straightforward—but the real power lies in setting it up with the right strategy. Whether you’re personalising a landing page module, email paragraph, or CTA, the process follows a similar structure.
Smart content can be added to:
Website or landing page modules
Email content blocks
Forms
CTAs
Custom modules in HubSpot CMS
If you’re editing a HubSpot page, hover over a module and click “More” → “Add smart rule.” For emails, highlight the section you want to personalise and select “Make smart.
When adding smart content, HubSpot will prompt you to select one of the following rule types:
Contact list membership
Contact lifecycle stage
Country (based on IP)
Device type (mobile, desktop, tablet)
Referral source (e.g., email, social, paid ad)
Preferred language
Query parameter (URL)
Each smart variation corresponds to one of these conditions.
Now it’s time to write custom content for each segment. For example:
MQLs see a “Book a Demo” CTA
New contacts see a “Download Our Ebook” button
Visitors from the US see prices in USD, while UK visitors see GBP
Each variation lives within the same page or email—no duplication needed
Use HubSpot’s Preview as a Contact tool to simulate how content appears to different users. You can also:
Test by location/IP
Check mobile vs desktop versions
Review fallback content
Once live, your smart content will adapt automatically. Make sure to track results using Smart Content Insights (covered in Section 8), and keep an eye on engagement metrics to refine targeting over time.
By following this process, you’ll unlock the ability to personalise content at scale—all within a single asset—saving time and boosting conversion rates.
Integrating smart content in a HubSpot campaign allows you to build end-to-end personalisation across the buyer’s journey—from first touch to closed deal. Rather than treating each campaign element (emails, landing pages, CTAs) as isolated assets, smart content helps you connect the dots—so leads get consistent, context-driven experiences at every stage.
Let’s explore how to use smart content in a HubSpot campaign and where it fits across your funnel.
At this stage, you're engaging cold traffic or new visitors. Smart content can help:
Change homepage messaging based on referral source (social, organic, ads)
Display smart CTAs to promote the most relevant lead magnet
Adapt blog intros for new vs returning readers
Use smart forms to shorten fields for known visitors
Example: A visitor from a LinkedIn ad sees a downloadable LinkedIn-specific checklist, while someone from search sees a broader industry guide.
Smart content can make your email nurturing campaigns more effective by tailoring:
Product messaging by persona (e.g., marketer vs developer)
Case study suggestions by industry
CTAs based on lifecycle stage
Using hubspot smart content email features, you can modify email content blocks so MQLs get demo offers, while new leads get ebooks.
This ensures your smart content email feels personal—without creating multiple workflows or email versions.
Use smart content on:
Landing pages to change benefit messaging based on lifecycle stage or job title
Pricing pages to show tailored feature sets (e.g., SMB vs enterprise)
Sales handoff emails with dynamic CTAs or resources
Example: SQLs see a "Book a Call" CTA, while late-stage leads see client testimonials or ROI calculators
Seeing HubSpot Smart Content in action helps bring its potential to life. From email marketing to landing pages and WordPress websites, here are real-world hubspot smart content examples across different industries and use cases. Each example shows how smart content can elevate personalisation, engagement, and results.
Use Case: A SaaS company segments its email list by lifecycle stage. New leads get educational resources, while MQLs receive product walkthroughs.
Smart Content Elements Used:
Dynamic email text blocks
Smart CTA with “Start Free Trial” or “Book a Demo”
Contact list-based rules
Why It Works: Reduces unsubscribe rates and improves CTR by sending only relevant information
Use Case: An international events company displays event banners based on a visitor’s country.
Smart Content Elements Used:
Country-based rules using IP address
Dynamic banner modules
Event CTA adapted for local time zones
Why It Works: Visitors immediately see location-relevant offers, improving engagement and conversion.
Use Case: A B2B agency uses HubSpot’s plugin to show smart testimonials on their WordPress website, depending on industry.
Smart Content Elements Used:
HubSpot WordPress integration
Module smart rules based on contact properties (industry field)
Smart CTA variations
Why It Works: Prospective clients see proof points that resonate with their sector, boosting trust.
Use Case: A content marketing team runs a lead gen campaign. Known contacts skip name/email fields, while new visitors complete them.
Smart Content Elements Used:
HubSpot smart form content
Hidden fields for returning users
Smart rules using cookie tracking
Why It Works: Reduces form friction and improves submission rates—especially for repeat visitors.
Use Case: A partner campaign sends traffic with unique UTM codes, and the landing page changes content based on source.
Smart Content Elements Used:
URL-based smart rules (e.g., ?source=partnerX)
Customised benefit statements
Dynamic CTAs by traffic source
Why It Works: Visitors get messaging aligned with the partner who referred them, making the experience more cohesive.
These use cases show how versatile HubSpot Smart Content can be—from simplifying forms to hyper-personalising email flows and web pages.
Creating personalised experiences is only half the equation. To truly leverage the power of HubSpot Smart Content, you need to measure how it's performing—and continuously optimise it. This is where HubSpot Smart Content Insights come into play.
Smart content analytics help you answer questions like:
Which audience segments engage more with specific variations?
Are certain CTAs converting better for particular lifecycle stages?
Is your location-based content driving regional performance differences?
Let’s explore how to gain meaningful insights and improve your results over time.
Navigate to the asset (landing page, email, or CTA) where you've implemented smart content. Under the “Performance” tab, you’ll find:
Views by content variation
Clicks, submissions, or interactions per variation
Top-performing smart rules
For emails, you can compare:
Open and click rates by smart rule (e.g., new leads vs MQLs)
A/B test results between smart and static content
Smart CTA performance across list segments
2. Segment-Based Analysis
Use contact segmentation tools to analyse how smart content variations perform across:
Countries
Devices
Lifecycle stages
Traffic sources
Example: You may find that smart content for US visitors outperforms EU versions—indicating a need for better localisation or CTA alignment.
Once you identify underperforming smart content, here’s how to optimise:
Test new variations with more benefit-focused copy or visuals
Refine segmentation logic (e.g., split “leads” into sub-personas)
Align CTAs more tightly with lifecycle intent
Use URL parameters to personalise offers by campaign
Pro Tip: If your fallback content outperforms a smart variation, re-evaluate that rule or create a new smart rule tailored to a more specific user type.
You can combine smart content metrics with campaign-level reporting by:
Tagging assets within campaigns
Using HubSpot’s Custom Reports Builder
Mapping smart content interactions to lifecycle progression
This gives you a full-funnel view of how personalised content drives conversions, pipeline velocity, and revenue.
By tracking and acting on these insights, you turn smart content from a “set-it-and-forget-it” tool into a dynamic engine for continuous personalisation and growth.
While HubSpot Smart Content offers powerful personalisation features, poor execution can lead to confusion, lower conversions, or even broken user experiences. To get the most out of your smart content strategy, here are common pitfalls to avoid—plus actionable tips to fix them.
Many marketers try to over-personalise right out of the gate. While it’s tempting to create unique content for every possible audience segment, it often leads to:
Message dilution
Inconsistent brand voice
Hard-to-manage updates
Fix: Start with 2–3 high-impact segments (e.g., location, lifecycle stage, device type). Validate performance before expanding.
Not all visitors will meet your smart content criteria. Without fallback content, users might see:
Blank spaces
Irrelevant offers
Incomplete layouts
Fix: Always define a strong fallback variation that speaks to the general audience and delivers value to everyone.
Smart content can render differently across devices, browsers, and contact types. Neglecting to test may result in:
Broken formatting
Duplicate CTAs
Inaccurate messaging
Fix: Use HubSpot’s preview as contact and IP/location simulation tools. Send test emails and QA landing pages thoroughly.
If you’re not monitoring performance, you’re missing out on optimisation opportunities. Many teams forget to:
Compare variation performance
Adjust messaging based on insights
Test new personalisation hypotheses
Fix: Regularly check HubSpot Smart Content Insights and A/B test high-traffic modules.
Poorly structured smart rules can result in conflicts, where users qualify for multiple variations or none at all.
Fix:
Prioritise smart rules carefully
Avoid duplicate logic
Use clear segmentation logic (e.g., only one rule per persona/lifecycle stage)
Smart content performs best when it’s part of a broader campaign strategy. Using it sporadically—e.g., just one smart CTA—can limit its impact.
Fix: Align smart content across:
Emails
Landing pages
Forms
CTAs
Blog modules
Create end-to-end personalised experiences.
Avoiding these mistakes helps you get full value from smart content in HubSpot, driving stronger engagement, faster funnel progression, and better ROI.
In a world where customer expectations are rising, HubSpot Smart Content empowers marketers to deliver tailored, relevant, and timely experiences—at scale. By leveraging smart rules based on location, lifecycle stage, device type, and other criteria, you can transform static emails, pages, and CTAs into dynamic assets that speak directly to each user.
Throughout this guide, we explored how to:
Create smart content in HubSpot across pages, emails, and forms
Use smart content in campaigns to personalise every stage of the funnel
Review real-world HubSpot smart content examples to spark ideas
Track performance with HubSpot Smart Content Insights
Avoid common pitfalls like over-segmentation or missing fallback content
Whether you're looking to improve engagement, boost conversions, or enhance the customer journey, smart content gives you the tools to personalise without the manual workload. When done right, it doesn’t just improve marketing effectiveness—it transforms the entire digital experience for your audience.
As personalisation continues to evolve, Smart Content remains one of HubSpot’s most powerful features for modern marketers.