The advanced use cases of personalization variables include using company and contact level data in your personalizations. Not all the ways require a premium subscription.

Contents

1. Using company data from 3rd party lookup integration

2. Using company and contact data from CRM

   1. Company lookup

   2. Form submission

   3. Outbound campaign

   4. Domain/email in URL

3. Using any data from URL query string

Using company data from 3rd party lookup integration

Requires subscription

You can use tools like Clearbit to identify anonymous companies visiting your website. You can use any data point from these tools on your website once you have enabled the integration or AbmaticAihas enabled it for you after a premium subscription has been bought.

Using Clearbit is currently the only way to use company logos on the website.

Using company and contact data from CRM

To use CRM data on a website, you need to first integrate your CRM to Markettailor.

Then you'll see the variables in the personalization variable menu. However, we need some way to identify the visiting company or contact.

1. Using company data from CRM - Company lookup

Requires subscription

Once a visitor has been identified using a company lookup service, we fetch any associated data from your CRM related to that company, and you can use that data for personalization.

2. Using company and contact data from CRM - Form submission

Does not require a subscription

We automatically observe forms on your website for email submission which we can the use to match the domain and email to a company and contact record in your CRM. This functionality is similar to what Hubspot currently supports.

3. Using company and contact data from CRM - Outbound campaign

Does not require a subscription

If you are running Outbound campaigns using our account-based marketing tool, we can match your contacts and companies to a record in your CRM when the visitor enters your website via the personalized link.

4. Using company and contact data from CRM - Domain/email in URL

Does not require a subscription

Domain and email are a special query strings that we can use to identify a company or a contact and fetch data from your CRM for personalization.

We automatically observe query strings when a visitor enters your website and if we see domain in the URL query string we can use that to identify a company and fetch data from your CRM.

For example, if the visitor enters your website from a query string such as:

https://markettailor.io?domain=example.com

We can then fetch all the associated CRM data of example.com.

You can use this tactic in your email campaigns if you have the recipient's domain data available, eg. from a Linkedin data export.

Using any data from URL query string

Does not require a subscription

You can also use any variable on your website that we have observed in the query string when the visitor entered your website.

For example, if the visitor enters your website from a query string such as:

https://markettailor.io?firstName=Jenny

This data won't show up in the Insert personalization variable menu in the editor because you can literally use any data in the query string. You can then use the variable in the visual editor by writing it manually with a prefix "mt_" and surrounding brackets for the variable

For example:

My name is #

You can use this tactic in your email campaigns if you invite the recipient to your landing page.

✅ Additional tip: You can also use variables in the URL to override other data coming from other sources.