Building Buyer Journeys

Before getting started: The stuff covered in this chapter builds on what you built in Chapter 1 and Chapter 2 (we recommend starting there if you haven't done it already).

We have some basic headline experiences running for small and large companies. The headline is just the first step to get the visitor in the door. We need to continue to build out personalized journeys for each segment to get them through the funnel and convert demand to revenue.

The needs of small and large companies vary greatly, the paths they take to get to the right product or solution differ.

Larger companies generally need consensus across multiple buying personas and groups before moving forward. Smaller companies can move fast and typically want to try out your product to see if it works with their processes.

There are generally 2 critical pages to optimize in the conversion journey: your pricing page and signup page.

Since we’re going to build deeper journeys for large and small company segments, we will use the same segments you already built and create some new personalized experiences.

For both large and small companies, create a personalized page experience for your free trial or demo signup page, and a personalized page experience for your pricing page. If you don’t have a pricing page (or if you want some extra credit) personalize more elements on your homepage.

Here are some tips for what and how to personalize:

Above the fold

What to do for small companies:

Include the name of the segment (e.g. "Product analytics for Startups" or "Built for early stage companies"), highlight their most critical pain point, or overcome their #1 perceived objection (e.g., "Get started for free"). 

Use your sub-head to go into more detail and round out all the awesome things you do for startups.

What to do for large companies:

Successful headline personalization tends to include the name of the segment (e.g. "Trusted by the Fortune 500") or highlight their most critical pain point (e.g. "Plugs into any tech stack").

Use your sub-head to go into more detail or make a secondary point that will be compelling to large companies.

Social proof

What to do for small companies:

The right logos have a big impact on startups because they have very little time to evaluate and research. However, startups are rarely motivated by incumbents in their vertical.

They often buy based on recommendations from people they trust or more established startups that they respect. Show aspirational company logos such as Stripe, Gusto, and Segment that startups identify with culturally and hope they grow up to become one day.  Reviews from well known third-party sites are much more effective for this audience than Magic Quadrants and the number of likes.

You can build on top of this by using different social proof such as G2/Capterra badges, customer testimonials and analyst reports.

What to do for large companies:

Show logos and case studies for companies of the same size as the visitors to your site to visually showcase that your product would be a great fit and that you are a trusted solution for companies like them.

Enterprise buyers are heavily influenced by what their competitors are doing, so further breaking down enterprise logos by industry can be really valuable (e.g., show Adidas logo when Nike visits). We will go deeper into verticalization next, but for now focus on showcasing your most impressive logos for large companies.

Content

What to do for small companies:

Focus on ease of use, fast setup, and features that startups love about your product.

What to do for large companies:

Provide a deeper description of how your product solves the customer's biggest problems. The value prop and supporting features that will resonate are likely different depending on the visitor's company size.

Call-to-action

What to do for small companies:

Lower commitment and hands-on CTAs work best such as "Try for free," "Free trial," "Get started" or "Explore live demo."

If you don't have a self-service signup, you can try short or email-only signup forms, free demo, webinars, or videos.

What to do for large companies:

Use more formal and higher commitment language such as "speak to sales" or "connect with an expert" or "see a demo."

That said, some Mutiny customers that serve more progressive buyers have found that all their buyers prefer the more hands on "get started now" or "explore live demo" CTAs.

No need to stress -- Mutiny gives you audience-specific analytics so you can see what's working for each segment. Start with your best instinct and iterate with data.

Pricing or Plans

What to do for small companies:

Small companies don’t want to feel like they are buying too big of a solution for what they need. Simplify the plan options to only those relevant for small companies. Use badging or personalize the text to recommend the best fit plan for small companies.

What to do for large companies:

Showing smaller plans can price anchor your large company visitors and prevent your sales team from closing enterprise deals. Remove free or small plans and help the visitor focus on the most relevant plan options for them. Use badging or personalize the text to recommend the best fit plan for large companies.

🔥 Hot tip: Talk to a Subject Matter Expert (SME) to understand what incentivizes small and large companies to finish your flow and convert

Sales and product marketing teams tend to have the best knowledge of what different customer segments care about. Set up 30 minutes with them to learn more about what makes them tick and when those lightbulb moments go off in their head. Use this insight to inform the copy / changes you make.

Check out company size playbooks from other ground breakers.

We will let these journeys collect some data and check back in on how they are doing in the next few weeks. In the meantime, let’s get vertical.