A simple litmus test before you start pulling your hair out.

If you are considering using HubSpot's COS smart content feature (or any website personalization for that matter), here is a simple way to think about it whether or not to use it:

Can we help people who view this page…

  1. ...get where they want to go faster by customizing calls-to-action and links?
  2. ...understand our value proposition better by tailoring our messaging to their role or industry?
  3. ...take action by presenting that prospect's next immediate action in our sales process
If yes to any, go ahead and use smart content!

Have other use cases for simple applications? Disagree? Let me know…