Website, Known Visitors

Promote webinars or educational materials to existing customers

When to consider this playbook

If you have webinars or educational content that can help your customers get more value out of your product, promote them when they come to your website. This personalization improves your customer retention and brand affinity while ensuring new visitors continue to see conversion-focused content and sign up as leads.

Data available to you

Mutiny identifies the visitor’s company through IP and matches it to your Salesforce records to identify existing customers and their main use case. Alternatively, you can use our Segment integration or Mutiny API to automatically connect your customer data. 

You can combine this data with Mutiny’s IP-based geo targeting to focus on customers located near the event.  

How to personalize

Your customers are familiar with your website and more prone to ignore the content, so you need a unique way to grab their attention. One way you can do this is by adding a Mutiny banner or modal to your site. Another way to do this is to include their name in the headline.

Top of fold

The best place to communicate with existing customers is the top of the fold because they go for the "log in" button and rarely scroll down the page. Don’t block their experience by hiding useful items like the login button; change the portions that don’t currently add value to something more relevant. 

Your educational content will likely have a headline, description, an image and a CTA button to engage. We recommend fitting this info into the first section of your website. 

To further stand out, call out something unique about the customer such as "Mike, you might like this ABM webinar" or "Mike, we just added feature X you requested, learn how it works."

Change your CTA name and link with Mutiny to send people to the right place once they click. 

Banner

Alternatively, add a personalized banner to the top of your page promoting the content.

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.

Below is an illustration of how they can promote their educational content to customers based on their maturity stage.

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