On-demand talent platform MarketerHire had a ton of traffic coming in. Paid, organic, referral, social—everything was looking good.

Problem was, their traffic wasn’t converting into inquiries, opportunities, or deals. 

When growth marketing consultant Hachimi Yallaoui dug into MarketerHire’s homepage, he learned why. The homepage had: 

• Universal messaging: A static website communicated MarketerHire’s primary value prop. While it was strong, it wasn’t relevant to every visitor.

• Static user journeys: Every visitor hit the same website and went through the same user journey—regardless of their unique challenges, needs, and goals.

If Hachimi was going to turn MarketerHire’s traffic into inquiries and customers, he knew both of those problems had to change.

MarketerHire funneled diverse visitors into a generic website. Hachimi’s hypothesis was that by segmenting traffic and delivering diversified experiences, he could increase conversion rates.

He identified eight personalization levers:

1. Lack of personalized messaging

2. Static user journeys

3. Industry-specific messages

4. Account-level pain point

5. Value prop copy

6. Engagement layers

7. Leading page structure

8. Campaign traffic segmentation

And he planned to pull those levers with a three-pronged personalization strategy.

Layer 1: Firmographic

Hachimi connected Mutiny to the B2B data platform, Clearbit. (Although he says another customer data platform like 6sense would also work.) Using Clearbit Reveal, he de-anonymized traffic and segmented it based on company size, industry, revenue, and other firmographic data.

He analyzed each segment and identified personalization opportunities around messaging, user journeys, engagement layers, and other levers.

Take company size, for example.

“Startups typically experience budget pain points,” says Hachimi. “For SMBs, the bottleneck is recruitment and hiring speed.”

Below is the home page headline seen by SMB visitors.

Instead of a generic headline, Hachimi focused on the most common pain point among smaller companies: budget and speed.

Different industries triggered changes, too.

Hachimi changed what marketing talent he highlighted on the homepage depending on what industry visitors worked in.

Services companies saw services experts. Consumer tech businesses saw B2C specialists. Apps saw marketplace experts. You get the idea.

Layer 2: CRM

The first layer focused on new visitors—people MarketerHire knew little about. But they also received a lot of returning visitors from prospects, leads, and existing customers.

“We already know what journey they've been through,” Hachimi explains. “We know what sort of pain points they’re facing.” 

MarketerHire’s second layer checked if visitors were in the company’s CRM. If they had records for a visitor, Hachimi personalized the homepage using information like:

• Contact-level data: Mention individual buyers and stakeholders by name.

• Unique pain points: Hyper-personalize messaging to specific pain points like hiring a programmatic marketer for a consumer tech company.

• Account manager details: Replace anonymous contact forms with the direct contact details for the account’s assigned contact manager.

These changes sound time-consuming, but Hachimi says that wasn’t the case. Using Mutiny as a testing platform allowed him to move quickly. He could devise a new messaging variant and upload it within five minutes.

“You don't need a lot of commitment,” he says. “I would test a message and cut it off as soon as I saw negative results. That's the beauty of it. You run and fail as fast as possible.”

Layer 3: Behavioral

MarketerHire’s third and final personalization layer was behavioral. In other words, personalizing the homepage depends on what the visitor has done on the website.

Hachimi used two main tactics:

• Campaign: He matched homepage messaging to campaign messaging. For example, if someone clicked a D2C-focused ad, the homepage adapted its messaging to D2C pain points, goals, and services.

• Past behavior: Actions speak louder than words. Hachimi personalized MarketerHire’s website based on visitor behavior—the pages they accessed, blogs they read, forms they filled out, and so on.

Across all three tiers, Hachimi treated each personalization segment as an experiment. He’d make a change, study the impact, and assess the outcome. Some experiments worked. Many micro experiments (copy tweaks, design changes, and so on) delivered a solid lift in conversion of 12-15% above baseline. 

But others fell flat.

Hachimi says those negative personalization experiments were just as valuable. He cut poorly performing messaging and refined MarketerHire’s positioning.

See how Tommy Culshaw at AlphaSense adjusted their free trial landing page and saw a 73% lift in conversion.