Personalization variables overview

Overview

Smart personalization in Walnut helps you tailor demo content automatically using dynamic variables, so each viewer sees a more relevant experience without requiring you to create a separate demo every time.

You can power that personalization using data from:

• CRMs
• Lead forms (HubSpot, Marketo, Pardot)
• URL parameters

With smart personalization, one Walnut experience can dynamically adapt across outbound campaigns, live sales workflows, marketing journeys, and follow-up motions, helping teams scale relevance without scaling manual work.

---

See Smart Personalization In Action

walnut.io/demo

Open demo in a new tab

---

Before You Start

Before setting up smart personalization, make sure you have the right access and any required integrations in place.

• You’ll need Admin or Editor permissions to create and manage variables.
• If you plan to personalize with Salesforce, make sure your Salesforce Integration is already connected.

---

Quick Start Guide

Smart personalization in Walnut follows a simple pattern: create the variable, choose the data source, then map the value.

The sections below walk through each step and then break down how personalization works for Salesforce, URL parameters, and lead forms.

---

Step 1: Set Up Your Variables

Variables act as placeholders inside your demo. Once mapped, Walnut replaces them with the personalized value pulled from your selected source.

1. Select a text element in the Editor body, or highlight the portion of text you want to turn into a variable.

2. Click the Variables icon in the element editor toolbar and select New Text Variable.

   

3. Enter a name, description, and default value for the variable.

4. In the Get personalized value from dropdown, choose Salesforce, URL, or Lead Form, then click Done.

Best practice

Choose a clear variable name and set a sensible default value. That way, your demo still reads well even if a personalized value is missing.

---

Step 2: Map Your Variable Values

Once the variable exists, the next step is deciding where Walnut should pull the personalized value from.

The setup will vary slightly depending on whether you are using Salesforce, URL parameters, or an in-demo lead form.

• Get Personalized Values from Salesforce
• Get Personalized Values from URL
• Get Personalized Values from Lead Form

---

Get Personalized Values from Salesforce

Salesforce-based personalization is a strong option when you want Walnut to pull known CRM data directly into your demo experience.

Important

• Make sure your Salesforce integration is set up before mapping variable values.
• Smart personalization with Salesforce currently supports these mapped values only:
  • Full name
  • First name
  • Last name
  • Company name

1. Create your variable and select Salesforce in the Get personalized value from dropdown.
2. In the Source menu, choose the matching Salesforce field.
3. Click Done to save the mapping.

Why this matters

Salesforce personalization works best when you already know who the viewer is and want Walnut to reflect familiar CRM context, like their name or company, directly inside the story.

---

Get Personalized Values from URL

URL-based personalization is one of the most flexible ways to personalize Walnut at scale. It allows you to pass values directly through the demo link, which makes it especially useful for outbound campaigns, email sends, and automated workflows.

When creating a new variable, select URL from the Get personalized value from dropdown.

This allows you to populate demo content using recipient or account-level data such as name, company name, company logo, and more.

Walnut will show you how the query parameter should appear once added to your demo link. The same pattern can also be used for image variables.

After setup is complete, create and publish your demo. Once published, you’ll be able to copy the personalized link with URL variables included, or copy the base link without them if needed.

Common URL personalization use cases include

• SDR or AE outbound emails
• Marketing nurture campaigns
• Personalized follow-up links after meetings
• Logo or company-level personalization at scale

---

Get Personalized Values from Lead Form

Lead-form-based personalization allows Walnut to update the experience after a viewer submits information directly inside the demo.

This is especially useful when the viewer is not known in advance, but you want the demo to adapt once they identify themselves.

Supported fields

With lead form variables, you can map any field from your lead system to a Walnut variable, including multiple fields if needed.

To get started, create a variable and select Lead Form as the source. Then embed a lead form into your demo.

Once the form is added, include variable mapping inside the form script so Walnut knows which submitted values should populate which variables.

Note

The full script used in your demo should come from your lead platform. Only the variable mapping portion shown below should be adapted and inserted into that script.

Walnut supports multiple lead form providers. The examples below show how to pass submitted values back into Walnut variables:

• HubSpot: Use the form submission callback to map submitted field values into Walnut variables.
• Marketo: Use form.vals() after a successful submission to send mapped values back to the demo.
• Pardot: Listen for the form submission event and map the relevant field values into Walnut variables.

---

HubSpot Lead Forms

For HubSpot, Walnut variables are typically set when the form submission event fires and Walnut receives the submitted values.

Each variable should follow this structure:

'Variable Name in Walnut': data.submissionValues.internalname

Example:

Common HubSpot Field Labels

How to find exact field names in HubSpot:
1. Open your HubSpot form editor.
2. Click into the field you want to map.
3. In the left sidebar, find the Internal name. That is the value you should use in data.submissionValues.

Best practice

If your HubSpot form field label looks human-readable but the mapping is not working, double check the internal name. That is the value Walnut needs, not the display label.

---

Marketo Lead Forms

For Marketo, Walnut variables are usually passed back after form submission using values collected through form.vals().

MktoForms2.loadForm(
  "//app-xyz.marketo.com",
  "718-GIV-198",
  621,
  function (form) {
    form.onSuccess(function () {
      const vals = form.vals();
      window.postMessage(
        {
          message: "walnut-set-variables",
          payload: {
            'First name': vals.first_name,
            'Last name': vals.last_name,
          },
        },
        "*",
      );
    });
  },
);

---

Pardot Lead Forms

Pardot follows a similar pattern. Once the form is submitted, Walnut can receive the mapped values and apply them to the demo variables.

const formID = "#pardot-form";
const form = document.querySelector(formId);

form.addEventListener("submit", function (event) {
  window.postMessage(
    {
      message: "walnut-set-variables",
      payload: {
        "First name": form.first_name.value,
        "Email": form.email.value,
      },
    },
    "*",
  );
});

---

Key Takeaways

• Use Salesforce when you want Walnut to personalize based on known CRM values.
• Use URL variables when you want scalable personalization across outbound and campaign workflows.
• Use lead form variables when you want the demo to adapt after a viewer identifies themselves in the experience.
• Variable naming and clean field mapping matter. Small naming mismatches are one of the most common causes of setup issues.

Final Takeaway

The goal of smart personalization is not just to swap in a name. It is to make the experience feel more relevant, more contextual, and more tailored to the person engaging with it.