What are Personalization Tokens for?
When targeting prospects with messages on your website, personalization tokens can customize the messaging for prospects that come in through an outbound channel, so the rep that started the conversation can continue the conversation when intent is highest using compelling language, i.e.
Hey MongoDB, we help companies in Software as a Service get more leads.
Hey there, we help companies in Software as a Service get more leads.
This way, all the data enrichment an ABM you're paying for isn't going to waste :-) Below is an in depth walk through of how personalization tokens look and work.
Personalization Tokens in Action
Using personalization tokens in playbooks:
1. In the Copy
A common use for personalization tokens would be greeting a user by their first name if that attribute is known in Drift. Though we see personalization tokens used most often in Sales sequences email playbooks, we encourage users to think about using them in chat playbooks as well. Here's how to add a personalization token to a greeting in a Leadbot playbook:
You will also notice that we added a "default" this is what will display if first name is not a known attribute for a contact in Drift. In this example the end user will either be greeted with "Hey (first name)!" or "Hey there!"
2. Retrieving information for the attribute fields
One common practice is to add a question with a keyword response, and then map that response to the custom Drift attribute name! Here is a doc that outlines what that looks like.
There is a fine line between attribute and personalization token. Attributes are categories and the values within them that exist for individual contacts, whereas personalization tokens are populated with attribute information based on the conditions of who is interacting with the token. It is simply an attribute that is personalized for a specific instance.
Where to find Personalization Tokens
Personalization tokens can be added to emails and playbooks anywhere that the below tag icon or a button that is labeled "Personalization" can be found.
Get started making your own Personalization Token
1. Auto-creation by empty state Drift app
Here is a quick peek into all of the default tokens that exist when you click into the Personalization options of an Online Welcome Message Playbook right after creating an account and using Drift for the first time:
2. Auto-creation during use (often by CSV upload)
Those created by CSV import are pretty easy to spot, but here's an example of how they will look:
Commonly Used Drift Attributes
Common attributes for Personalization Tokens
Additional User Attributes
Additional Clearbit Attributes
|name||Name of company|
|legalName||Legal name of the company|
|site.phoneNumbers||List of phone numbers that appear on the website|
|site.emailAddresses||List of email addresses that appear on the website|
|category.subIndustry||Most specific tier of the company's industry classification|
|tags||List of company vertical descriptors. Generally more granular than industry classification|
|foundedYear||The year the company was founded|
|location||Address of company headquarters|
|timeZone||IANA time zone of company headquarters|
|geo.streetNumber||Street number of company headquarters|
|geo.streetName||Street name of company headquarters|
|geo.postalCode||Postal Code of company headquarters|
|geo.state||State of company headquarters|
|geo.stateCode||Two character state code of company headquarters|
|logo||URL of the company's logo|
|facebook.handle||Facebook handle of the company|
|linkedin.handle||Linkedin Handle of the company|
|twitter.handle||Twitter handle of company|
|twitter.id||ID of company's twitter account|
|twitter.bio||Bio found on company's twitter account|
|twitter.followers||The number of followers the company has on twitter|
|twitter.following||Count of accounts the company's twitter account is following|
|twitter.location||Location listed on the comapny's twitter account|
|twitter.site||Company website as listed on Twitter|
|twitter.avatar||URL of company's Twitter avatar|
|type||The company's type (education, government, nonprofit, private, public, or personal)|
|ticker||Stock ticker of company (public companies only)|
|phone||Headquarters phone number|
|metrics.alexaUsRank||US rank of company site traffic as calculated by Alexa (1 being the most trafficked website)|
|metrics.alexaGlobalRank||Global rank of company site traffic as calculated by Alexa (1 being the most trafficked website)|
|metrics.employees||Number of employees that work at the company|
|metrics.employeeRange||Bucketed employee ranges of company (useful for segmentation)|
|metrics.marketCap||Total market capitalization for company (public companies only)|
|metrics.raised||Total amount of funding raised by the company|
|metrics.annualRevenue||Annual revenue for company (public companies only)|
|metrics.estamedAnnualRevenue||Clearbit's proprietary estimated annual revenue range for the company|
|metrics.fiscalYearEnd||Month that the company's fiscal year ends (listed as integer 1-12)|
|tech||List of technologies used by the company|
|parent.domain||The domain of the parent company (if any)|