Andela had strong relationships with several enterprise accounts that showed significant growth potential. However, with these large organizations having multiple subsidiaries and business units, many potential buyers within these accounts weren't aware of Andela's existing successful partnerships within their company.

The challenge Ashley Rendall, Senior ABM Manager, faced was creating awareness and demonstrating the depth of these relationships in a way that would resonate across different divisions while maintaining the personal touch that had made these partnerships successful in the first place. Andela was already using Mutiny to build personalized experiences by industries and decided to leverage the platform to drive expansion engagement.

Andela believed that by creating highly personalized microsites for their strategic accounts, they could:

• Showcase their deep integration with these organizations through personalized content and real relationship artifacts

• Make it easier for champions to share Andela's success stories internally

• Create "surprise and delight" moments that would strengthen existing relationships

• Drive expansion by demonstrating proven success within other parts of the organization

Building the Foundation with Customer Insights

The journey began with extensive collaboration between teams. Ashley worked closely with 4 teams and 12 stakeholders across senior leadership, Revenue teams, Client Success teams, Client Partners and Talent Success managers to gather deep insights about each account.

Together, they collected the following data points: 

• successful project stories

• key stakeholders

• customer testimonials

• (this is the important one) authentic relationship moments captured through photos and videos from on-site visits and events

Crafting Personalized Experiences

Rather than creating generic landing pages, Andela developed captivating microsites with multiple layers of personalization. The hero section immediately established relevance with:

• Visitor's company name

• Relevant image as the background

• How long they've been partners of Andela

Andela leveraged a base page to generate different campaign experiences for their expansion target accounts, personalizing by contact. Here’s an example: 

For the solution sections, they tailored the messaging based on each account's specific needs and successes. Rather than generic capability statements, they highlighted specific projects and outcomes achieved with different teams within the organization. This included personalizing content based on whether their customers worked on engineering, product, or IT teams.

Here’s another side by side example:

The Cherry on Top: Adding Social Proof Through Real Relationships

The microsites went beyond standard case studies by incorporating genuine relationship artifacts. They included photos from joint events, showcasing the human side of these partnerships. They featured actual team members who worked with the account and included specific project highlights and alignment to strategic priorities that demonstrated deep understanding of the client's business.

Creating a Multi-Channel Distribution Strategy

Ashley decided to use these customized landing pages as the key pillar for distribution, treating each microsite as the account’s homepage. The distribution strategy was carefully orchestrated across multiple channels:

• They equipped their expansion SDRs with personalized links that could be tracked in Salesforce, pushed straight from Mutiny.

• Integrated QR codes on direct mail pieces (including custom Patagonia jackets and books) with custom cards that led to the microsites

• Implemented smart pop-ups that recognized when visitors from target accounts were on their website

• Planned dedicated newsletter campaigns to existing contacts 

• Developed targeted advertising to reach new contacts within these accounts

Sneak peek of some examples of their popup and newsletter campaigns: 

About a few months after launch, Andela is seeing the following results: 

• Personalized landing pages and targeted campaigns drove 2.1x higher engagement compared to standard marketing campaigns

• ABX accounts demonstrated 2.9x higher win rates compared to non-ABX accounts, validating the personalization strategy

• Account-specific newsletters achieved 35.8% open rates (+62.7% above benchmark) and 3.4% CTR (+70% above benchmark)

• Account-based campaigns generated 77% higher contact growth in target accounts versus non-ABX accounts

• Personalized targeting led to 14x higher opportunity creation in ABX accounts

Most importantly, the project established a scalable framework for account-based experiences that could be adapted based on account tier and strategic importance. As Ashley noted, “The goal is to reach the right people, and even just from the few that have come through, being able to see the name of who it was and follow up with them and know that they viewed has been really helpful.”