Simpro Group, a global leader in field service management software, needed to deliver personalized experiences across four distinct brands and regions. By implementing Mutiny, the team built a scalable personalization and ABM program that connected audience insights directly to the user journey. 

As Simpro Group expanded to include Simpro, BigChange, ClockShark, and AroFlo, its marketing team faced a core challenge:

• Scaling personalization across thousands of target accounts without overwhelming headcount.

• Guiding visitors to relevant content for their industry, region, or stage in the buying journey.

• Unifying efforts across brands while ensuring each ICP received tailored experiences.

They needed a platform to turn audience data into personalized journeys that could flex across four brands and global markets.

Starting with Simpro in late 2023 and quickly expanding across the portfolio, the team used Mutiny to connect audience insights with ABM plays that engaged high-value accounts in meaningful ways.

Turning Insights Into Personalization Plays

Simpro first ran a wave of experiments to understand what messaging and journeys resonated most with different audiences. These insights became the foundation for their ABM strategy. For example:

• Competitor intent audiences: Tests revealed competitor-driven traffic engaged more when directed to comparison content. Simpro used this learning to capture high-intent visitors with targeted competitor campaigns.

• Industry-based journeys: Early experiments showed visitors were 3x more likely to engage when offered industry-specific paths instead of generic solution paths—shaping how they personalized content for different ICPs.

1:1 Pages for Strategic Accounts

For high-value UK accounts, the team launched cross-functional initiatives to deliver bespoke microsites with:

• Account-specific hero messaging, logos, and testimonials.

• Personalized meeting bookers featuring the assigned AE.

• Tailored content and solutions based on past conversations.

These pages demonstrated deep research and intent, creating meaningful engagement with top accounts.

“Mutiny provided the critical infrastructure to operationalize our ABM vision, connecting our data intelligence directly to the user experience and enabling us to deliver true 1:1 personalization without a linear increase in headcount.” — Sara Cooper, Director of Web Strategy, Simpro Group