When to consider this playbook

If the value prop of your product changes by use case, you should personalize your blog CTA message to each segment.  

Data available to you

Behavioral data in Mutiny allows you to define use cases by creating an audience of visitors who have clicked on specific URLs on your site. For example a document sharing platform might have several use cases, including ‘Sales Engagement’ and ‘Startup Fundraising’. Visitors who view pages geared to fundraising, startups, and pitch decks are mapped to the ‘Startup Fundraising’ use case, while those who view sales related pages are mapped to the ‘Sales Engagement’ use case.

How to personalize

Typically a blog CTA has a headline, sub-head, and text. Here's how to think about personalizing these elements.

Headline

Your CTA headline is the hook that will grab your future customer's attention. This is your opportunity to pull them in with a really compelling value prop. Use the name of the segment, or use case (e.g., "Best Platform for Sending Contracts Cecurely") or a phrase that will pique this segment's interest (e.g., "Secure and Frictionless Document Sharing"). 

Sub-head

Use your sub-head to go into more detail or make a secondary point that will be compelling to this industry.

CTA text

Generally, action oriented CTAs such as "get started" or "buy now" work best. If the industry you are targeting has lower propensity to buy, a lower commitment CTA such as "learn more" or "view case study" may work better. 

See it in action

DocSend provides real time sharing, secure access and engagement tracking for business-critical documents. Different customers can have widely divergent needs. A startup founder will want to easily send pitch decks to investors, while a sales person will want an easy and secure way to send sales enablement materials and contracts.