ABM

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

When to consider this playbook

If you have target accounts you are going after 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 account or opportunity data. Within minutes you can create hundreds or thousands of tailored pages with personalized links for each account. 

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 account, with tailored 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 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, the headline is your next opportunity to prove to your target accounts that this page is for them and them alone. Use their company name, along with a value prop tailored to their vertical or use case. Highlight the personalized value with a special font color treatment using Mutiny. We also recommend stating anything you know about them e.g., "you have added 50 employees this year, which means managing your hiring funnel is a big challenge."

Page content → "problem / solution"

In the Awareness stage, it's ideal to focus on the problems you solve and how you add value. Depending on your segmentation model, this may be verticalized or use case 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, "track product added to cart" is more relevant for ecommerce than "track web events."

Social proof

Personalize your case studies and logos based on the target account's industry or use case.

Tech stack (if available)

The two most valuable ways to use tech stack for personalization are highlighting integrations and de-positioning a competitor. Highlight tech your target accounts use that you integrate with - or - if your target accounts currently use a competitor, include a value prop for switching to your product or service.

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

Segment is a customer data platform that lets you collect, standardize, and activate your customer data in all your marketing and analytics tools with a single API. 

They reach out to contacts at their target accounts with 1:1 pages personalized for each account. They personalize the headline by company name and use case, the sub-header using the company's website URL, the value props throughout the page by use case, the integrations by company's tech stack and the CTAs by sales rep. 

Below are a couple of lives examples for two of Segment's core use cases - ecommerce product manager and B2B marketer.

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