Setting Default Values for Personalization Tokens in HubSpot Emails and Website Content

What I failed to do was two things:

I normally send emails with a different intro, something like “Hi”, “Hey”, or “Hello” which doesn’t look bad when the First Name field is empty.

If the intro requires a default value I’ll typically set the value to “friend” since this seems to be the best alternative for a missing First Name field value.

The Marketing Operations Playbook – aligning Sales and Marketing in one document

Write a great MOP and keep your sales and marketing team aligned.

There Is No Autopilot In Marketing Technology

There is no autopilot in marketing technology. It is not going to magically work. It isn’t a flip-of-a-switch growth engine. It doesn’t actually do all the stuff it can do….unless you have the team to do it.