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How the Fastest-Growing Companies Personalize Their Websites for ABM (Part 2: Organic Website Traffic)

This is the 2nd article in our 4 part series. You can read the others here - Part 1, Part 3 & Part 4

Target accounts can discover your website organically through SEO, word of mouth or offline through activities such as direct mail or events. When they arrive, they skim your headlines and logos before deciding whether or not to invest their time in the rest of the page's content.

The best companies show each target account the most relevant content to immediately signal that they are a good fit — and worth further investigation.

Here are a few different ways Mutiny customers personalize to deliver more relevant content.

Category-based personalization:

The easiest way to personalize your website is to tailor by vertical or some other important characteristic such as company size or technology stack.

You can pick your top 3-4 verticals and start by simply tailoring your headline, logos and hero image. This content can be quickly gathered and yields a 50% increase in target accounts that sign up to talk to sales (again, this is real data from our customers).

The product analytics powerhouse Amplitude uses Mutiny to personalize their website by the visitor’s industry such as B2B, B2C, Financial Services, etc.

“Since we do provide a solution that works for so many different companies... how can we get our prospects to that ‘Aha’ moment as quickly as possible on our site where they get to our website and they say, ‘Okay, Amplitude is the solution for me’ as opposed to ‘Amplitude is a solution for enterprise companies’ or ‘Oh, Amplitude is a solution for startups,’” said Marcus Akerland, Senior Performance Marketing Manager at Amplitude.

Amplitude personalizes the homepage logos, headline and the logos on their pricing and sign up page by the visitor’s vertical. A B2B company will see social proof from Box and Cisco whereas a B2C company will see Postmates and Under Armour.

The result? 54% increase in leads.

Learn more about personalizing by vertical in our playbook here.

Stage of funnel personalization

Stage of funnel is another easy way to start personalizing content. Prospects at the awareness stage need to understand the business value and wrap their head around how the product could work. Social proof will also be key here.

In later stages, prospects need to understand why the product is the best solution for them, requiring more competitive comparisons and ROI analysis to justify budget.

Mode is an analytics platform designed to help data scientists answer open-ended questions about their business.

At the awareness stage, Mode introduces their product on their website with an open-ended question that they can help answer for that target account. The CTA is "Schedule Consultation" which is a great way to share valuable information with the prospect without putting pressure on them to buy now. However, visitors in the evaluation stage see how Mode plugs into the target account’s tech stack to augment existing investments.

Learn more about personalizing by funnel stage in our playbook here.

1:1 personalization

When you’re ready to create more advanced ABM content, you can personalize even further by showing each target account a 1:1 experience on your website.

We recommend doing this for your tier 1 accounts (aka your top 50 target accounts) since the 1:1 content can take more effort to create.

Location data infrastructure provider Radar provides great inspiration for how to implement 1:1 personalization. As a company that helps product teams use exceptionally fine-tuned geofencing, they target brands in verticals like shopping apps, travel and entertainment.

Their 1:1 experience consists of inserting the target account’s name in the homepage headline and adding their logo and custom headline in the hero image. They also focus the value proposition on the target account’s vertical. Mutiny pulls this data either from automatic IP data enrichment or custom data stored in Salesforce fields.

This is what Tinder sees when they visit Radar’s website, immediately grasping how the product applies with a custom in-app notification:

How to deliver the personalization

You’re probably wondering how much engineering effort it takes to do all this. We built Mutiny to enable this type of personalization without engineers and at scale. Here is how it works.

Mutiny identifies the visitor's company through IP, enriches it with actionable company characteristics and matches the company to your Salesforce records. This enables you to identify if a visitor is from a target account and personalize their website experience using:

  • your Salesforce data (e.g. their stage in the funnel or any custom fields)
  • automatic IP enrichment data (such as their industry or tech stack)

All you have to do is add one line of javascript to your website. If you want more 1:1 customization, activate our Salesforce integration to let Mutiny access your target account data in Salesforce.

Here is a quick preview for creating segments of target accounts in Mutiny:

In the next article, I’ll show you how companies are personalizing their ABM ad landing pages to maximize their ad budgets.

Author

Jaleh Rezaei

CEO & Co-founder at Mutiny, previously Head of Marketing at Gusto from 10 to 500 employees and Director of Product Marketing at VMware.

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