5 Mistakes That May Cost You Leads

The 5 most common personalization mistakes that you must avoid


As marketers, our ultimate goal is to create both content and experiences that connect with people. Aware that in order to be successful we must be committed to creating the right content, for the right people, at the right time, we can’t afford to make these 5 mistakes.


To ensure success, here are the 5 most common personalization mistakes outlined by Jeffrey Vocell, (a Product Marketing Manager at HubSpot ) that you need to avoid, as well as the actionable advice you need to improve your own marketing.


Mistake #1 – Using a megaphone

  • Segmenting customers by common attributes and intent has been a natural way to create a group of similar people.
  • However, creating broad segments that incorporate many different audiences makes it difficult to offer a truly personalized experience.
  • How do you create segments that work:
  • Get to know your audience and identify trends in audiences that are representative of similar groups
  • Before you create any marketing, go through the actual audience data and review it for accuracy.
  • Finally, test your personalization on a small subset of the audience and closely monitor the results.
  • You may even want to try an email or landing page A/B test with different versions of messaging to see which works better.

Mistake #2 Going only half-way

  • Most emails now contain some level of personalization, whether it’s “Hi First Name” or Hi Company Name.
  • However, when you take the recommended call-to-action, you’re sudden lyin an experience that doesn’t know who you are anymore.
  • Any attempt to create a satisfying personalized experience should start with brainstorming about the complete experience.
  • Once you have personalized an email, what will that person see on your landing page once they click the CTA?
  • How to create a holistic experience that is personalized:
  • Start with the end-goal in mind and work backwards. If you want to generate more webinar registrations, consider starting by focusing on how you would personalize the registration thank you page, then landing page, then invitation email.
  • Using Smart Content, you can easily create a unique and personalized experience for every individual so it’s not lost when the prospect clicks on your CTA.

Mistake #3 Treating every device the same way

  • Visitors that are coming to your site from mobile versus desktop should likely see a different experience.
  • Browsing, shopping, and usage trends are all different based on what device an individual is using, so why should your website be the same in each case?
  • How to easily create personalized experiences for visitors coming from different devices: 
  • Using Smart Content you can easily put forth specific versions of your page that different mobile visitors will see.
  • For example, if your goal is to generate ebook downloads, then you should optimize the experience for anyone landing on the ebook landing page.
  • When a mobile visitor encounters the landing page, consider showing them an option to send the ebook to their email rather than download it directly.

Mistake #4 Forgetting about your customers

  • If you market and sell into your existing customer base, you should consider creating personalized experiences for customers.
  • With the significant amount of customer contact information and data you already have on them, there is a huge opportunity to create truly personal experiences.
  • So instead of completely ignoring them, let’s walkthrough how to grow your business using personalization to existing customers.
  • How to create personalized experiences for customers:
  • Using Smart Content that is targeted for existing customers you can show different messaging and information.
  • A current customer no longer needs to see the same marketing message used with prospects and leads, but a more useful message based on their unique circumstances.

Mistake #5 Assuming all of your marketing data is 100% accurate

  • This is not an example of actual marketing, but it is potentially the most valuable resource that powers your marketing.
  • Email databases decay at 23% per year, and without consistent updating and new information the data you are looking to use in personalization could be out-of-date.
  • How to keep your data up-to-date for personalized experiences:
  • When a prospect encounters their first form, you may ask standard questions such as first name, last name, company name, and email.
  • But upon their second visit, you can now gain additional information by instead asking about their budget, timeline, and more.


These are just a few of the examples of personalization mistakes you can avoid, and strategies for addressing each of them. If you want more information on how you can utilize personalization in your marketing?  Read HubSpot’s new ebook on mastering personalized marketing by clicking below…..

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To Your Success,
Joan Harrington

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0 Replies to “5 Mistakes That May Cost You Leads”

  1. This may sound perverse to you, but I enjoy reading your posts on marketing because, as a consumer (and not an entrepeneur), I want to be conscious of the various methods marketers use to try to get my attention (and my dollar). I like to see the “person behind the curtain”. If I ever become an author, I will have to do self marketing and reading about these methods will (I hope) pay off for me one day.

    1. Hi Alana,
      Not perverse to me at all 🙂 As long as my posts are giving you value, that is awesome! Resonating with content is key to success online 🙂 I love reading your blog and your posts…..you are a good writer, just wanted you to know 🙂 Yes, it will pay off for you as long as you stay focused and consistent 🙂

  2. Thanks Joan!

    You are providing five incredibly effective ways to prevent the loss of everyone’s businesses true life blood, which is leads!

    It’s amazing that we put so much time, money and effort generate leads, but don’t spend nearly enough to time learning how to protect our efforts! Thanks!

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