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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
HubSpot’s personalization tokens can’t aggregate data from multiple associated records, limiting you to basic single-field personalization when you need dynamic content that adapts to each contact’s complete relationship data.
Here’s how to create sophisticated personalization tokens by concatenating associated records with full control over formatting, conditional logic, and dynamic content generation.
Build dynamic personalization tokens using Coefficient
Coefficient enables advanced personalization by letting you pull HubSpot contacts with all associations, create formatted concatenation strings using spreadsheet formulas, then sync these personalization-ready fields back to HubSpot contact properties.
How to make it work
Step 1. Import contacts with all associations.
Use Coefficient to pull Contacts with all associations including Deals, Custom Objects, and Companies. Select specific properties needed for personalization and use Row Expanded view for complete visibility of all relationships.
Step 2. Create advanced concatenation formulas.
Build formatted strings like =”Your ” & TEXTJOIN(“, “, TRUE, FILTER(B:B, A:A=A2)) & ” are ready for review” for basic concatenation. For conditional personalization, use =IF(COUNTIF(A:A,A2)>5, “Your extensive portfolio includes ” & COUNTIF(A:A,A2) & ” items”, “Your items: ” & TEXTJOIN(“, “, TRUE, FILTER(B:B, A:A=A2))).
Step 3. Add smart formatting and limits.
Handle email length limits with =IF(LEN(TEXTJOIN(“, “, TRUE, FILTER(B:B, A:A=A2)))>100, LEFT(TEXTJOIN(“, “, TRUE, FILTER(B:B, A:A=A2)), 97) & “…”, TEXTJOIN(“, “, TRUE, FILTER(B:B, A:A=A2))). Create context-aware patterns like “Based on your purchase of [Product A, Product B], you might like…” or “You have deals in [Negotiation (2), Proposal Sent (1)]”.
Step 4. Sync personalization tokens to HubSpot.
Create custom contact properties for each token type using descriptive names like “personalized_product_list” or “event_summary_token”. Export via Coefficient with UPDATE action and schedule refresh based on how frequently your associated data changes.
Unlock advanced email personalization
This approach processes thousands of contacts in minutes while enabling A/B testing of different concatenation strategies and providing version control through spreadsheet history. Get started with Coefficient to build personalization tokens that adapt to each contact’s complete data profile.
