How to Use Hubspot Context Marketing on Your Website

Modern buyers expect brands to know them, and Hubspot popularized a practical way to meet that expectation through context marketing: delivering the right experience, to the right person, at the right time.

This guide explains what context marketing is, why it matters, and how to apply these ideas step by step on your own website using Hubspot-style best practices.

What Is Context Marketing in Hubspot Terms?

Context marketing is the practice of tailoring your messages and offers based on what you know about a visitor. Instead of sending the same generic content to everyone, you adapt the experience to their:

• Stage in the buyer journey
• Past behavior on your site
• Interests and goals
• Demographics and role

In the original Hubspot article on context marketing, this idea is described as moving from generic broadcasting to relevant, personalized communication that feels helpful instead of interruptive.

Why Hubspot Context Marketing Works

Context makes your marketing feel like a conversation rather than a campaign. When you adopt a Hubspot-style context strategy, you get several key benefits:

• Higher engagement: Visitors are more likely to click, read, and convert when content matches their situation.
• Better lead quality: Offers are aligned with the right stage of the funnel.
• Stronger trust: Relevance shows that you understand your audience.
• More efficient nurturing: Your team focuses on the right people with the right message.

Instead of blasting the same offer to every contact, you progressively adapt the experience as you learn more about each person.

Core Principles Behind Hubspot-Style Context

Before you build anything, you need to understand the principles that support effective context marketing inspired by Hubspot.

1. Know Your Contacts

Context depends on data. You need a unified view of each visitor and contact so that every interaction can become more relevant over time.

Typical contact data that supports context marketing includes:

• Pages visited and content consumed
• Forms completed and offers downloaded
• Lifecycle stage (subscriber, lead, customer)
• Company information and role

2. Map the Buyer Journey

Hubspot frameworks emphasize the journey from stranger to promoter. For context marketing, think in terms of three simple stages:

1. Awareness: The person is just discovering a problem.
2. Consideration: They are comparing approaches and solutions.
3. Decision: They are choosing a vendor or product.

Each stage calls for different messages, formats, and offers.

3. Deliver Content Based on Context

Once you understand your visitors and their journey, you adapt your website experience accordingly. Hubspot tools make this easier through smart content, but the underlying logic is platform-agnostic.

This usually means adjusting:

• Headlines and copy on key pages
• Calls-to-action (CTAs)
• Forms and progressive profiling
• Follow-up emails and nurture paths

Step-by-Step Hubspot Context Marketing Process

The following process distills the approach illustrated in the Hubspot article into practical steps you can apply on any site.

Step 1: Audit Your Current Website Experience

Start by reviewing what visitors see today. Ask:

• Do all visitors see the same homepage hero and CTA?
• Are there different offers for new vs. returning visitors?
• Does your blog recommend next steps based on topic?
• Is there any personalization for customers vs. prospects?

Document where the experience is one-size-fits-all. These are prime opportunities for adding context.

Step 2: Define Segments Inspired by Hubspot Personas

Segmentation is the backbone of contextual experiences. Using a Hubspot-style persona model, define a few high-value segments such as:

• First-time visitors from organic search
• Leads who downloaded a specific guide
• Sales-qualified leads who requested a demo
• Existing customers returning to your site

Keep your first version simple. Two to four segments are enough to launch and learn.

Step 3: Match Offers to Each Segment

Now decide what you want each segment to do next. Following the Hubspot context approach, align one clear next step per segment:

• New visitors: subscribe to the blog or download an introductory guide.
• Engaged leads: download a deeper comparison or watch a product video.
• Sales-ready leads: schedule a demo or consultation.
• Customers: access training, best practices, or upsell content.

Each segment should see an offer that feels like a natural next step, not a leap.

Step 4: Create Contextual CTAs the Hubspot Way

Calls-to-action are the easiest place to apply context fast. Use rules to vary CTAs based on what you know about a visitor. For example:

• Show a “Download the Guide” CTA to blog readers who have not converted yet.
• Show a “Request a Demo” CTA to contacts who already downloaded top-of-funnel content.
• Show a “Customer Resources” CTA to logged-in users.

Hubspot popularized the idea of smart CTAs that update automatically depending on lifecycle stage. Even if you use another system, you can emulate this logic with conditional content or personalization rules.

Step 5: Personalize Key Website Sections

Beyond CTAs, apply context marketing to other elements of your site:

• Homepage: Adjust hero copy or featured resources based on known industry or persona.
• Blog: Recommend related posts or next steps based on category and past visits.
• Landing pages: Shorten forms for returning contacts and use progressive profiling to ask new questions over time.
• Thank-you pages: After a download, suggest the most relevant next resource or offer.

Each small improvement compounds into a noticeably more relevant experience.

Step 6: Close the Loop with Nurturing

Context marketing continues after the visitor leaves your site. Hubspot-style workflows use the context of a conversion to trigger relevant follow-up sequences.

For example:

• If a contact downloads an awareness-stage guide, send educational emails that lead toward a comparison resource.
• If a contact attends a product webinar, send case studies and a demo invitation.
• If a customer downloads an advanced tutorial, introduce related add-ons or consulting services.

Every new action adds context that should influence the next communication.

Measuring Hubspot Context Marketing Success

To know whether your context strategy works, track a few simple metrics inspired by typical Hubspot dashboards:

• Click-through rate on smart CTAs vs. generic CTAs
• Conversion rate by segment and page type
• Lead-to-customer conversion rate
• Engagement with follow-up email sequences

Compare performance before and after adding contextual rules. Iterate by improving the segments, messages, and offers that underperform.

Implementing Context Marketing Beyond Hubspot

While Hubspot provides integrated tools for context marketing, the methodology can be executed with other platforms as well. The core requirements are:

• A central contact database with behavioral data
• Personalization rules for website content and CTAs
• Automation for email and follow-up sequences
• Reporting that ties segments to outcomes

If you need help structuring your context strategy, a specialized digital consultancy like Consultevo can help you design the right segments, journeys, and measurement plans.

Next Steps for Applying Hubspot-Style Context

You do not need a complete overhaul to benefit from context marketing. Follow this simple action plan:

1. Identify the top three pages where conversions happen today.
2. Define two or three segments that visit those pages.
3. Create a tailored CTA for each segment.
4. Launch your first version and measure the impact.
5. Expand contextual rules to more pages and offers.

By steadily adding context, you will move closer to the kind of personalized, relevant experiences described in the Hubspot context marketing framework, without overwhelming your team or tech stack.

Start small, stay focused on your visitor’s situation, and use data to keep refining the journey. Over time, context marketing will turn your site from a static brochure into a dynamic, conversion-focused experience.