Dialpad conversions coming in loud and clear.

Dialpad is a business communications platform that powers voice, video, messages, and meetings across your existing devices. Dialpad is constantly innovating to help customers get the most value, and marketing is no exception.

Andrew Gai is Director of Digital Marketing. Coming from a web development background, Andrew transitioned into marketing over 3 years ago. Prior to joining Dialpad, he led marketing at Five9.

Hear Andrew’s story or read the transcript.

Pay attention to everything I do. But not in a stalker-ish way.

0:00

One of the hardest things as a marketer is that you've got to cut through the noise, especially in the B2B space. People get hit up constantly, left, right, center every day with a million emails of somebody trying to pitch them something. And there's a lot of garbage out there, a lot of low effort, low reward, not quality emails. 

We ended up doing the initial pilot with outbound personalization where, at scale, we could personalize the landing page experience. The email was a basic personalization like 'Hi, {insert your name here}. We made a customized landing page for you and we would love for you to check it out. We think we're a really good fit.'

We were able to personalize at scale and drive that message home in a way that actually piques somebody’s interest enough to bring them to the page. And then they go, 'Hey, this is actually personalized to me and it's got my name on it, it's got details about me. Somebody actually did some research and spent the time to figure out what would resonate specifically to me as an individual and the company that I work for.' That was really compelling to our end users.

Seeing our name doubles clickthroughs. Hubris is Powerful.

1:21

When we would send out a version of the email that had a link to the personalized landing page hidden behind a word that said, 'Hey, click here' versus the other version that was recommended by Mutiny that put in the full URL that allowed the end user to see their name in the URL -- both emails made the claim that this was personalized, but one showed that it was personalized in that first touchpoint. That actually garnered 2-3 times as many click throughs as the other version. Having a little more personalization in the URL part stood out. We were able to drive visits back at a higher rate than we were with a generic outbound email.

A mind-bending tale about an email that got forwarded.

1:58

One of the best examples was -- we had somebody who responded. They weren't the right person, but this person actually responded to us, and e-mailed back and said, ‘Hey, I got your email. Thank you. I'm forwarding this to the right person’. Which for me is unheard of. I thought that was really cool because getting a response on a B2B outbound cold campaign is pretty phenomenal, and having the actual human response is really what we are going for.

Mutiny cleans dirty data, saves man-hours, keeps employees awake.

2:24

Mutiny is capable of automatically going through and making sure all your data is consistent. A lot of times when you're dealing with things that scale, not everything fits into a nice, neat box right away. Mutiny is able to make sure it's in all the right places so that when somebody does hit that experience, it's not broken. That automatic clean up is huge, because that's just straight man-hours if we do it internally and we don't have a way to automatically do it. Somebody is going through row after row after row after row and eventually they're falling asleep at their desk. So it wouldn't have happened without Mutiny.

Mutiny sniffs out bad segments. Runs 'em down. Personalizes.

2:59

Mutiny will discover the segments that are underperforming against your average conversion rate and recommend that you personalize against that segment to help improve that conversion rate. And that takes AB testing to the next level because you can then tailor the experience and test within that segment until you find the right combination to improve it, thereby adding up cumulatively over time the optimizations in the various segments to move the needle further than you could if you were just testing against your entire population.

New phone. Who dis? Not a good excuse for generic marketing.

3:32

We've got four different products that we sell and not everybody is interested in buying all four of those. We want to make sure the messaging is as specific as possible to their use case. Normally we don't know which one to lead with because we can't tell what somebody might be interested in.

You may not always get somebody to convert on the first touch. They might click through an ad to your landing page and then say, ‘Hey, that's great. But either I'm not interested right now’ or ‘I don't have time’ or a host of other reasons where they're just not ready to continue their journey down your marketing funnel. Now that they've been tagged, when they return, maybe they browse the web and they see one of our other retargeting advertisements. And go, ‘Yeah, that company Dialpad. Let me click back over there and check them out’. They come back to our website and they hit our homepage. Now we're able to use Mutiny to personalize that experience and say, ‘Hey, last time you were interested in our business phone system’ and that's what we're going to talk about and lead with.

This is my partner, Mutiny. We met online.

4:27

Mutiny makes it easier to personalize at a more granular level than any other competitor that I've used in the past. And on top of that, the entire company is forward thinking in a way that helps you differentiate your web properties from competitors that are using subpar tools.

You always have to find that balance if you can find a tool that does what you need it to do, how you need to do it, and will be a really good partner. That's a relationship that you want to invest in. Mutiny has done that. And we've seen the evolution of the product in really quick phases right out of the gate.

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