Audiences based on CRM data - leads, prospects, customers

Learn how to use information stored in your CRM to segment your visitors into audiences (e.g. "leads" vs. "customers" vs. "prospects").

Just like your email service, your CRM encodes data in form of merge-tags. By tapping into it, your sales team can take personalized pitches far beyond emails.

How to set up CRM-based audiences

Personalizing based on data send via a CRM works the same way as via email. In CRMs, merge tags are used to create automated emails or sales mailings. Please watch this video about email-based personalization to learn more.

What are query string parameters?

Parameters are little snippets of information, added to a URL. They transfer information between places and are great for creating a personalized website experience. The information can either come from ad networks (e.g. Facebook, AdWords) or your own data sources (CRM or ESP).

Common CRM merge tags (=query string parameters)

How the query string parameter looks, depends on the CRM you are using. Here are some of the most popular tools and their merge tags.

  • HubSpot's merge tags: {$tag} (e.g. {$FirstName})
  • Salesforce's merge tags: {!ObjectName.FieldName} (e.g. {!Contact.FirstName})
  • AWeber's merge tags: {!tag} (e.g. {!firstname})
  • Bronto's merge tags: %%tag%% (e.g. %%firstname%%)


  • To create an audience, use the final string value or just the parameter (without a value). A dynamic string ({{some_value}}) will not trigger your personalizations - the audience has to be set up according to the parameter displayed in the final URL.