How does Smart Content work?
Smart Content alters the content displayed within rich text, form, custom HTML, and/or CTA modules depending on viewer characteristics. Much like HubSpot’s Smart Calls-to-Action (CTAs), Smart Content is powered by Smart Lists and Lifecycle Stages. By creating Smart Lists that recognize your different lifecycle stages, you can customize the content that people in each lifecycle stage will see. When a visitor comes to your website, they bring some context with them for that session, including any cookie that was attached to them from a previous session on your website.
Smart content can also be catered around anonymous visitors based on their country, device type, or referral source. So if a visitor comes to your website who has never been there before, you can still cater your content to them based on one of the three anonymous options. One of the main ways this is captured is via "user agent" so that even though they are anonymous, some information on them can still be seen.
So, what does this actually look like?When you have first time visitors to your website, they view what is called the “default” content: a statement that could apply to any visitor viewing HubSpot.com. Until they become recognized in HubSpot as a contact, they will continue to see the default content.
If the visitor has previously visited HubSpot and filled out a form, or is a customer, HubSpot will recognize them and be able to generate a personalized message for them. In this case, you can see that the content is personalized with a first name and the text actually welcomes back the visitor.