ABM

1:1 intro page for contacts at target accounts (awareness stage)

When to consider this playbook

If you have a list of ideal contacts at your target accounts and want to up your outbound game to increase response rates and demos booked, you should create 1:1 personalized pages for each of them. Your prospects are inundated with cold emails and are conditioned to click archive. With 1:1 intro pages with personalized links, you can break through the noise and increase your likelihood of starting a conversation with them. 

You can either contact these accounts via email or LinkedIn, or use ABM or retargeting ad platforms.

Data available to you

Mutiny integrates automatically with your Salesforce instance, enabling you to easily create 1:1 landing pages using your Salesforce contact data. Within minutes you can create thousands of tailored pages with personalized links for each contact. 

If you don't use Salesforce or if your data is fragmented across different tools, you can use a CSV with any data fields to create your personalized landing pages.

How to personalize

With 1:1 landing pages, you can tailor the full page content to speak directly to a single person, with pointed value props and calls to action.

URL

1:1 landing pages created in Mutiny automatically have personalized URLs. This is the first way you can show (and not tell) your target account contacts that the page was created just for them. Expose the link vs hiding it behind text to see 2-3x the clickthrough rate.

Headline / opening

After the URL, your headline is your next opportunity to prove to your target accounts that this page is for them and them alone. Use their name, their role, and their company name, along with a value prop tailored to their persona. Highlight the personalized value with a special font color treatment using Mutiny.

Page content → "problem / solution" 

In the Awareness stage, it's ideal to focus on the problems you solve and how you add value. A crisp problem-solution strategy works well e.g., "here is what you are facing, here is how we help."

Depending on your segmentation model, this may be verticalized or role based value props. Make sure each section heading makes a specific and compelling point. Articulate problems and value props in the segment's language to reduce ambiguity. For example, "book more demos" is better for an SDR manager than "increase conversion of your web pages." 

Social proof

Personalize your case studies and logos based on the target account's industry or use case. You could also go a step further and show case studies from buyers in similar roles.

CTA

Normally, the CTA for a 1:1 personalized landing page is to book a meeting with a sales rep. You can personalize the CTA and continue the 1:1 conversation by including the picture and calendar booking link for the rep assigned to the account. If you're looking for a lower commitment CTA, you can offer a relevant case study or vertical-specific whitepaper to download.

See it in action

Dialpad is a business communications platform with several different product offerings for different use cases. One of their products, for example, is Dialpad Sell. Sell is a sales intelligence platform that helps sales teams close more deals. Their core buyer for Sell is sales leaders. 

To reach sales leaders at their priority accounts, they create 1:1 personalized landing pages for each. They personalize the headline by contact name, sub-head by title and company name, and value props by number of sales reps in the company and competing tech the company is currently using.

Below are live examples of how Dialpad personalizes their landing pages for sales leaders at their target accounts.

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