Contextual marketing takes the content of all a company's communications with someone — on their website, on email, on social media, or on direct communication — and adapts it to be relevant to that person's particular needs or situation, rather than just generic one-size-fits-all content. From the first time a person sees a website, they are being addressed in a context that is specific to them. HubSpot offers a certification for Contextual Marketing. But what happens when an organization wants to go a step beyond a certification? This case study addresses how one organization chose to go beyond a certification and ensure that a certified marketing team helped them to place their content into the particular needs and situation of the visitor.