Variables and Personalization

Use variables to insert prospect-specific data into a message. Use AI messaging when you want FirstTouch to generate text from that data and your instructions.

Choose a Personalization Method

Method	Use it for	What to know
FirstTouch variables	Saved contact and company details, such as first name or company name.	A supported field can still be empty for a particular prospect.
Sender variables	The sender’s name or company name.	Select these from the Sender group where available.
HubSpot variables	Available Contact and Company properties, including custom properties.	Requires a connected HubSpot account and a matching record with a value.
Research outputs	Findings from an earlier advanced Research Agent on the same path.	These are generated findings, not imported CSV notes.
Signal context	The engagement or website visit that triggered outreach.	Available fields depend on the Flow Plan’s source.
AI instructions	A different opening or message based on available context.	Enable AI messaging before using instructions in square brackets.
Static text	Fixed wording, links, and sign-offs.	Use alongside variables when you want to control the message’s wording.

To send different messages to different segments, use a Conditional Split. A split chooses a path; it does not create or populate a variable.

Insert a Variable

Open the message editor for an email, connection note, LinkedIn message, or available InMail step.
Open the variable menu by typing {.
Choose a group, search for the field, and select it.
Preview the message for a contact before publishing.

The menu shows fields available in that editor and flow context. Flow appears when contextual fields are available; HubSpot requires a connected integration. Call scripts also support the variable editor. Conditional Split uses a property selector rather than message-template syntax. For example, with AI messaging off:

Hi {ft.flow.prospect_first_name},
I'd like to learn more about your work at {ft.flow.company_name}.

For Alex at Example Company, this renders as:

Hi Alex,
I'd like to learn more about your work at Example Company.

Use the inserted token exactly. Typing an arbitrary placeholder such as {hyperscaler} does not create a field or supply its value.

Common Variables

The tables below are a practical reference for common personalization fields. Use the editor’s variable menu for the current list available to your step. Field availability does not guarantee data coverage.

Contact

Field	Token	Example value
First Name	`{ft.flow.prospect_first_name}`	Alex
Last Name	`{ft.flow.prospect_last_name}`	Example
Email	`{ft.flow.prospect_email}`	alex@example.com
Mobile Phone	`{ft.flow.prospect_phone}`	A saved or unlocked phone number
Role	`{ft.flow.prospect_role}`	VP of Engineering
Location	`{ft.flow.prospect_location}`	London
About	`{ft.flow.prospect_about}`	A description of the prospect
Background Summary	`{ft.flow.prospect_background_summary}`	A summary of the prospect’s background

These fields use saved Flow Enrollment values. Supported imports can supply basic identity fields; richer profile information depends on available enrichment. Configure enrichment before the step that needs its results.

Company

Field	Token	Example value
Name	`{ft.flow.company_name}`	Example Company
Domain	`{ft.flow.company_domain}`	example.com
Industry	`{ft.flow.company_industry}`	Software
Size	`{ft.flow.company_size}`	An available company-size range
Location	`{ft.flow.company_location}`	London
Description	`{ft.flow.company_description}`	A description of the business
Technologies	`{ft.flow.company_technologies}`	Available technology-stack information

Company fields use saved enrollment data and available company enrichment. Technologies can contain multiple technologies or be empty. It is not a dedicated cloud-provider field and does not preserve a custom value from your CSV.

Sender

Field	Token
First Name	`{sender_first_name}`
Last Name	`{sender_last_name}`
Company Name	`{sender_company_name}`

Sender tokens use a different syntax from FirstTouch contact and company tokens. Insert them from the Sender group and preview with the intended sender context.

Signals and Research

Field	Token or selection	Prerequisite
Signal Context	`{ft.flow.signal_context}`	A Signal source. Website Visit Signal flows label this Website visitor captured url(s).
Engagement Type	`{ft.flow.engagement_type}`	A Social Engagement Signal source.
Post Text	`{ft.flow.post_text}`	A Social Engagement Signal source.
Post URL	`{ft.flow.post_url}`	A Social Engagement Signal source.
Research output	Select the configured output from Flow.	An earlier advanced Research Agent on the same execution path.

Post-related variables and Post Text Conditional Split properties require a Social Engagement Signal source. See Social Engagement for setup.

Use a HubSpot Custom Property

HubSpot Contact and Company variables use these forms:

{hs.contact.property_internal_name}
{hs.company.property_internal_name}

The property must exist in your connected HubSpot account and be available in the variable menu. Use its internal name, not its display label, and choose the correct object. For example, if a Contact property has the internal name hyperscaler and contains your verified value AWS:

Hi {ft.flow.prospect_first_name}, my notes show that you use {hs.contact.hyperscaler}.

Confirm the property is populated on the relevant HubSpot Contact.
Select that property from the editor’s HubSpot group.
Preview using a contact whose matching HubSpot record contains the value.
Check a contact with no value and adjust the message or flow before publishing.

This example applies only when that property and record context exist. If the property belongs to a Company, select the Company property instead. HubSpot variables are separate from FirstTouch variables saved on an enrollment. Property mapping controls FirstTouch-to-HubSpot writes; it does not automatically copy arbitrary HubSpot values into FirstTouch variables.

Create a Custom Research Output

An advanced Research Agent can make named outputs available to later steps on the same execution path. Select the output from the editor’s Flow group; its display label is not necessarily its token. Follow Use a Named Output in Messaging to configure a question and use its result.

Can CSV Columns Become Custom Variables?

No. The standard importer maps a fixed set of fields; extra headers such as hyperscaler do not create variables. See CSV fields and personalization for supported mappings and alternatives.

Missing Values and Preview

A recognized token can still lack a value. Missing required data can cause validation or execution issues; do not assume every missing variable becomes an empty string. Preview a contact with the field populated and one without it. Use the step’s available fallback settings, change the wording, or route contacts through an appropriate Conditional Split. For source-specific checks, see Flow Plan Variable Did Not Resolve.

Next Steps

Messaging Guide: choose authored or AI-generated messaging and preview the result.
Personalize LinkedIn Connection Notes: build a complete CSV-to-outreach flow.

Start Here

Web App

Public API

Chrome Extension

References

Choose a Personalization Method

Insert a Variable

Common Variables

Contact

Company

Sender

Signals and Research

Use a HubSpot Custom Property

Create a Custom Research Output

Can CSV Columns Become Custom Variables?

Missing Values and Preview

Next Steps

​Choose a Personalization Method

​Insert a Variable

​Common Variables

​Contact

​Company

​Sender

​Signals and Research

​Use a HubSpot Custom Property

​Create a Custom Research Output

​Can CSV Columns Become Custom Variables?

​Missing Values and Preview

​Next Steps

Choose a Personalization Method

Insert a Variable

Common Variables

Contact

Company

Sender

Signals and Research

Use a HubSpot Custom Property

Create a Custom Research Output

Can CSV Columns Become Custom Variables?

Missing Values and Preview

Next Steps