For Week 2 of our Loop Marketing AMA series, we’re diving into Tailor, the stage where you turn your core message into personalized content that speaks directly to each individual.
I’m Steph Crigler, Product Marketing Manager at HubSpot and one of the contributors to Loop Marketing, HubSpot’s framework for marketing in the AI era.
The Tailor stage is about using everything you know about a contact to deliver content that feels made for them. Personalized emails, dynamic site experiences, tailored nurture paths. Your Data Layer and Customer Guide make this possible at the individual level, not just the segment level. AI makes it scale.
Questions to get you started:
- “How do I move from basic personalization to true 1:1 content?”
- “What data do I need to make Tailor actually work?”
- “How do I personalize at scale without it feeling robotic?”
I’ll be answering questions Monday, April 27 through Friday, May 1, checking in a couple of times a day (ET). Drop your questions below!
@scrigler Hello, I’m super new to the HubSpot Community. Yes, I’m so pleased to be part of such a dynamic community! I was wondering how I could join this upcoming session of Loop Marketing. And I totally missed the first session (Foundation & Express Stage). Could you please advise me on how to access the recording of the previous seesion. Thanks a million!
Hi @Chris18! So glad to have you here 
have no fear, you didn’t miss anything; these are asynchronous AMAs, and our Express AMA is still open through today! These are meant to give folks a space to ask questions about Loop Marketing. If you’re newer to Loop Marketing, I recommend checking out our Loop Marketing Academy course (there are dedicated videos for each stage), and bringing any questions you have to these AMAs!
You can also access more information on Loop here (there’s a resource section, filterable by stage, at the bottom of the page). Hope that’s helpful!
@scrigler Many thanks again for your detailed explanations of my inquiries.
Queiero aprender en eapañol,me sale inglés porque?
Hi @SHakobyan7! This community thread is an English discussion about the Adaptation stage of the Marketing Loop. If you’d like to learn about the Marketing Loop in Spanish, I recommend this HubSpot Academy playlist: HubSpot Academy
@scrigler
How would you recommend PRIORITIZING signals when data is incomplete or spread across multiple tools?
Hi @ARose51 ! Thanks for the question, it’s a good one. If your data feels scattered, I would prioritize gathering visitor intent. It’s the signal closest to “ready to buy” and the easiest to act on. In HubSpot, we define visitor intent as company-level buying interest inferred from repeat or meaningful visits to selected pages on your site.
If I were you, I would find your source with the highest match rates and accuracy and make sure that data is flowing well into HubSpot, or use HubSpot’s native Buyer Intent feature (HubSpot’s in-app usage guide for intent signals is here, worth looking at!).
Once you feel good about visitor intent coverage, I would work through other signals (like research-based intent) in the same way: coverage and quality first, then make sure each one pipes smoothly into HubSpot so your marketing and sales teams can act on it. The goal is a system you can rely on: signals flowing into HubSpot, teams acting where they already live.
I hope that’s helpful!
Thank you so much for hosting this week, @scrigler — the Tailor stage is such an important one and we’re excited to see the conversations unfold! 
Tagging in some of our top community members to see if you have any questions for Steph this week 
@danmoyle @CHawkins @Ian_Matt @mangelet and @miljkovicmisa
Do any of you all have any questions for @scrigler?
Cassie, Community Manager
Thank you @chighsmith for the prompt - nothing like my procrastination to get me to ask on the last day 
Thank you for the AMA @scrigler! I have two questions.
What signals or behaviors are most valuable for deciding how to tailor content in real time, and how do you prioritize them?
How do you measure whether 1:1 personalization is actually improving engagement or conversions compared to segment-based approaches?
Hey @danmoyle !! Throwback to our days workshopping positioning together (not sure if you remember that 
—2023 feels like a lifetime ago?!). Love seeing your name pop up here with some great questions.
On #1: I just touched on signal priorities for scattered data in a previous question. To expand a bit and tailor (ha!) this a bit more to signal priorities for real-time personalization, our HubSpot marketing team has really mastered this craft. At HubSpot (B2B-focused), we frame selecting data sources for our Tailor efforts according to these three buckets:
- Company: What do you know about the businesses you are targeting? Size, industry, ICP fit, strategic relevance.
- Contact: Who is the person? Their role, goals, where they sit in the buying process.
- Context: How are they interacting with your brand right now? Page visits, form fills, email engagement.
Context signals are the most actionable for real-time personalization. They tell you what someone is doing right now, not just who they are. But the richest personalization happens when all three are working together, which is why building your Data Layer as a foundation to Loop Marketing matters so much for the Tailor stage. And then, the more you run the Loop, the more signal you collect across all three!
On #2: We measure this at HubSpot with A/B testing. You could run a control (segment-based) against a variant (1:1 personalized) and let the data tell you what’s working.
HubSpot’s own email programs have seen conversion rate lifts ranging from 50% to 200% from AI-driven personalization, depending on the program and audience. Ari Echt-Wilson, our Director of Global Prospect Email Marketing walked through this in detail at INBOUND 2025: AI Email That Converts Without Sounding Like a Robot. Such a good watch!
Thanks for the questions, Dan!
Thanks for your questions and comments during our Loop Marketing: Tailor Stage AMA! I’ll meet you all next week for Week 3, focused on the Amplify stage. See you there!
