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.

Inspiration & ideas for CRM-based audiences

  • Dynamic pages based on lead value: Most CRMs automatically enrich lead profiles with company-specific data such as company size, number of employees, industry, location, and more. You sell an HR-software? Create audiences based on # of emloyees. Next, send small companies to your self-serve app, while enterprise clients, see CTAs that allow them to get in touch with sales. This way, you sales team can spent more time on the most-valuable leads.
  • Personalized sales page: Take the data you already have about a lead and combine it with what a lead's behavior indicates. You have a law firm and your lead working in retail has downloaded two white papers about GDPR? Send them to a sales page that shows them exactly how you're able to help retailers with becoming GDPR-compliant.
  • Increase ROI for cold outreach: Scraping or buying contacts for cold outreach is becoming less and less effective. This can be mostly attributed to pseudo-personalized emails à la "Our solution will be great for {{company}}". Recipients see right through it and show you the cold shoulder. However, a personalized landing page still guarantees an impressive pitch. For cold outreach at Unless, we dynamically inject data about industry, revenue, and personalization use cases - works like a charm!


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.