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How to Change Your ABM Based on Stage of Funnel

One of the questions that often comes up for people running ABM programs is how to personalize your content at each stage of the funnel. What strategies and tactics are most important to focus on at the awareness, evaluation and customer stages? If you’re in that group of questioning people, this is your lucky blog post––because those are precisely the questions we’ll cover here.

Before we get into the tactics, you’re probably wondering how to identify which stage a visitor is in.

There are a couple paths here. For the evaluation stage, you can connect your Opportunity table field(s) in Salesforce to Mutiny to use as a data source for personalization.

First you’ll want to activate and connect Salesforce in Mutiny. Then you’ll choose ‘Opportunities’ as the data source. From there you can map the columns on which you’ll personalize––such as deal status or deal stage, as well as variables you may want to include like first name, last name, company name and so on.

Activating the Salesforce integration

Choosing your source table -- opportunities

Mapping your columns for personalization

If you don’t have Salesforce or want to supplement the audience, another path is to use Behavioral data in Mutiny to track pages visited like pricing page, case studies, product pages or any ROI calculators you might have. Inside the Behavioral Audiences tab in Mutiny, choose Buying Stage as your audience type and name your audience. Then add the relevant URL keywords (e.g. pricing or case studies) to that audience to start identifying stage by URL visited.

To identify customers, you can of course use your Salesforce data––any field from Salesforce tables (e.g. Contacts and Accounts) can be accessed within Mutiny. This is also possible via the native Segment integration inside Mutiny, using Mutiny’s API, or by tracking in Mutiny if your visitor has seen your login page or completed a login or customer conversion event. And now that you can properly identify your visitors, here are some tactics to use at each stage of the funnel.


At the top of the funnel, clearly the place to start is to drive awareness. You may have noticed that we didn’t cover identifying awareness stage as most websites are by default optimized for awareness. To cover your bases, your website needs to clearly explain what you do, and how, and should generally be catered to a top of funnel audience and built to appeal to first-time visitors.

You can create an explicit segment for first-time visitors or you can separate your Evaluation and Customer segments as higher priority and assume all other customers are in “Awareness” stage. Since our recommendation is always to maximize your audience sizes, we recommend the latter.

Now, here are a few tactics you can use to optimize for eyeballs.

A clear how it works section on your home page

Often the ‘how it works’ section on a website is several scrolls below the fold or a few clicks away through your navigation. Making it easy for target accounts to find your ‘how it works’ is especially helpful at moving them down the funnel to evaluation. In general, you want to be as clear and simple as possible. Stick to 3-4 easy to scan bullet points that give enough context on your product so that your visitor understands it––you can always delve deeper into intricate technical detail and specific use cases with engaged prospects. For example, for Mutiny a simple 'how it works' might look like:

  • Step 1: Connect your data
  • Step 2: Build your segment
  • Step 3: Create personalized experiences

You can include a ‘how it works’ section below the fold after an introductory headline and subtext on your homepage, or you can create a banner that links to a ‘how it works’ section on your site or a help article.

Highlight star ratings from G2, Trustpilot or Capterra

Giving social proof is a well established way to bolster confidence and interest. At the Awareness stage, visitors are looking for a quick thumbs up that you have a trusted solution and happy customers. Give these visitors the quick nod by showing star ratings and review site badges near your CTA or logo bar.

Case Study in Banner

Another effective tactic is to offer a popular case study in a banner on your homepage. Bonus points for personalizing the case study by industry.


At the evaluation stage is where you get to pull out the fun tactics. Prospects in evaluation stage are familiar with your product so you don’t have to spend your time explaining what you do, but rather how you do it for them. ABM tactics for evaluation stage include special offers, invites to curated events, links to analyst reports and more.

Special Offer

When engaging with a target account at the evaluation stage, offering a gift can be an especially compelling tactic.

Implementation is pretty simple––with your evaluators already identified, you’d only need to create the component content, and route the visitor to a Google form to fill out their address info. Finally, you would need to choose a way to fulfill the offer, using a platform like Sendoso.

A lower lift technique is to use a standard offer that requires no shipping coordination. Hack: if you don’t think you have any offers - think again! This can be something you offer all customers but don’t advertise, like waived onboarding fees or custom implementation.

Invite to a curated event

Forming a peer set focused on solving common challenges is a powerful event tactic that we use ourselves, and that we’ve seen from companies like Segment.

Inside Mutiny, create a personalized invitation to an event that’s about your target account's vertical or use case. The component should drive to a landing page for a recurring event like a weekly webinar, or to a major tent pole event.

Link to an analyst report
A great way to establish your value for your target account and to elegantly position yourself in the ecosystem is to create a banner that links to an analyst report like Gartner.

If you have the report, implementing this is as simple as either placing a link to the report prominently on your home page or creating a banner that leads to a downloadable version of the report.

Replace a homepage section to elevate competitor messaging

To focus evaluating target accounts, try creating a competitor comparison section below the fold. You can create a simple headline and body copy that calls out a prominent difference between you and a competitor. Another option is to create a simple grid graphic that compares multiple points between you and your competitor.  

If you’d like to keep your homepage content as is, you can also create a banner that links to a dedicated comparison page.

A CTA Modal to Speak to Your Rep

If you’re already in the process of a deal, you can help streamline communication with a modal that links directly to the rep responsible for the account.

Use Salesforce to identify contacts at target accounts, and create a personalized banner or side pop for them that briefly gives context on the deal process and tells them who to contact. In the banner, you can easily link to the e-mail of the proper person on your team and you can even show their headshot.

In this example, inside Mutiny’s experience editor the user wrote:’ in the redirect field.

You could also include a link to a service like Chili Piper.


As your target accounts become customers (congrats!!), they’ll obviously have different needs and drivers for staying engaged and getting value. A few tactics at this stage include promoting a higher tier to free trial users, promoting relevant events or educational content, highlighting referral programs and more.

Promote higher tier to free users

If you have a freemium model that a customer signed up for, you can create a personalized experience promoting your paid version. Mutiny identifies the visitor's company through IP and matches it to your Salesforce records to identify the current product or plan the visitor is using.

Explain the benefits of how the upsell will solve a problem for the customer––for example, increase your data team’s output by 2x with our full product suite.

Promote Educational Content

Webinars and educational content are a great way for customers to get more value out of your product. If you’re hosting a webinar or you have playbooks to offer, they can be excellent resources for customer retention and growing brand affinity.

Since customers are familiar with your website, they are more likely to ignore the homepage content, so you want to grab their attention before they login with tactics like using their first name in your headline or creating a modal or banner that highlights your resource.

Highlight new product features

As in the above example, above the fold on the homepage is a great place to put content that adds value for your customer. In this case, you can replace your headline with a new feature announcement, that includes your customer’s first name in the headline. You could also announce the new feature in a side pop with a prompt for the customer to talk to their CSM.

You could easily adapt this tactic for an upsell and use the banner or the headline copy on the homepage to promote a new product a customer can add to their plan.

Ask for a review

Finally, to ease the path to a customer becoming an evangelist, you can create a modal that asks them to leave a review. Here, you might consider an exit intent modal on your blog or a resources page. Again, since you’ve already identified your visitor as a customer, you only need to create the modal content to run the personalization––and this can be done in minutes.

The modal can link directly to a site like G2 or Trustpilot.

Combining tactics

For added impact, you could combine tactics like referral and review requests, and new product highlights in a single homepage takeover.

At the top of the page, you can promote a referral, use the body content to promote new features and then ask for a review in the footer.

As you can see there are many ways to personalize your website based on the stage of funnel your target account is in. Of course, before creating content, ask yourself (or your sales counterpart) what the distinct needs are at that specific stage, what’s valuable for your target at that moment? Thinking from this perspective will often lead to surprising ideas. We’re excited to see how you use these tactics and what else you come up with that we haven’t imagined yet.


Evan Burton

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