Let's Get Vertical

Before getting started: The stuff covered in this chapter builds on what you built in Chapter 1, Chapter 2, and Chapter 3 (we recommend starting there if you haven't done it already).

First, a look back before we look forward

How are your company size experiences performing? Notice any consistent trends? If you see a consistent positive trend, and the experience has reached a statistically significant result, go ahead and promote it so you can capitalize on the win!

If you see a consistent negative trend, it might be time to think about iterating. Check out this guide to learn more about reading results and iterating.

Now that we’ve got a few company size experiences rolling, it’s time to get more specific.

Often times, industry or business model is a strong proxy for a company's core use case, which is very difficult to get without speaking to someone at the company. You should personalize your website by industry if your core value prop or product usage changes based on your customer's industry.

Even if your value prop does not change by industry, you can still personalize your social proof because buyers (especially enterprise buyers) are often motivated by seeing what products their peers are using.

Now we are ready to create some verticalized experiences. Let’s start with data.

Open up the segment creator and explore different industry attributes, like Industry, Sub Industry, Industry Group, and Company Tags. As you select each, open up the dropdown to see how many monthly visitors hit your site from each segment.

Note that “Industry” is the most broad segmentation, which means largest segment sizes but can sometimes be too broad to create segment-specific content. Sub Industry is the most granular cut, which can provide a really clear way to personalize but may result in smaller segment sizes.

Pick a large industry your website doesn’t serve well today. Try to find a segment that has at least 200 visitors that you have differentiated value props for which are not broadly communicated to website visitors today.

We are going to create 3 different experiences for this segment.

🔥 Hot tip: Combine attributes to build larger segments

Combine segment definitions from various data attributes to build larger segments and reach statistically significant results faster. You can combine definitions across Industry, Sub Industry, Tags, etc. You can also add in relevant ad groups via UTM parameters, first party data (from Salesforce, Segment, Marketo or Hubspot), and even page browsing behavior to widen your audience exposure.

Homepage content

Most visitors on your site will start on your homepage and many won’t make it past that point if they don’t immediately understand how your offering is relevant for them.

Create an industry-personalized experience on your homepage.

You should spend most of your time and effort on the top of fold elements - headline, subhead, CTA and logo bar.

Here’s some guidance on how to personalize your page elements.

• Top of fold: Your headline is your opportunity to pull in your future customer with a really compelling value prop. Use the name of the segment, such as "Best 401(k) for law firms," or a phrase that will pique this segment's interest, such as "Compliant and audit-ready equity platform." Use your sub-head to go into more detail or make a secondary point that will be compelling to this industry.

• Social proof: Show industry-specific logos and case studies to showcase that your product would be a great fit for this industry and that you are a trusted solution by leaders in the industry.

• Page content: Use the page content to communicate relevant value props to the user's industry. Lean on usage from your existing customers in this industry to inform the value props throughout the page. This is a great place to get some help from Mutiny's AI to help you generate personalized content.

• Calls-to-action: Generally, action-oriented CTAs such as "Get started" or "Buy now" work best. If the industry you are targeting has a lower propensity to buy, then a lower commitment CTA such as "Learn more" or "View case study" may work better.

Sitewide banner

Add a banner with a relevant case study or industry report. Use multi-page targeting to add the banner sitewide and expand your reach.

Note: make sure your banner is not covering your navigation! More info on how to prevent that here.

Resource homepage

Help customers quickly find relevant resources by reordering your assets to show the best fit content first. You can apply this concept on your blog homepage, your resources homepage, or your case study homepage.

🔥 Hot tip: Getting help with content

Remember you can get help with content creation by using Mutiny's AI rewriting feature. We also recommend doing an SME interview with a sales rep who sells into the industry or a product marketer to learn more.

A note on priority

Now that you’re cooking with different types of segments on the same pages, it’s time to chat about priority. Since these experiences are more targeted than your company size experiences, let’s make these higher priority. Otherwise we will limit traffic to these smaller, more specific segments. In general, smaller segments should be higher priority than larger segments.

⭐️ Extra credit: Hungry for more? Repeat for a second industry. Hell, repeat for a third industry. There’s no stopping you!

Check out vertical playbooks from other ground breakers.

See how Robert from RStudio uses SMEs to develop strong content.

Read Grace from 6Sense’s conversion secret on building industry specific experiences.

We will let these experiences collect some data and check back in on how they are doing in the next few weeks.

In the meantime, let’s optimize your paid channels.