Blog

Tailor blog CTA by title/function

When to consider this playbook

If the use case or value prop of your product changes based on the user's role or job function, you should personalize your blog CTA to message to each segment. 

Data available to you

Email enrichment is integrated into Mutiny, which gives you access to Role, Title and Seniority for visitors that have previously given you their email. This should be a large segment if you are making it easy for visitors to subscribe to your blog. We can access the emails via Segment or Mutiny API.

Examples of role includes:

  • Engineering

  • Finance

  • Human resources

  • Marketing

  • IT

We can further break down each role by sub-role. For example, IT can be further broken down into:

  • Security

  • Architect

  • Database

  • Systems

You can also use Seniority to change your messaging. The available levels of seniority are Executive, Director, and Manager. 

See full list of role attributes here.

Mutiny can also use the role data you have in Salesforce.

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 (e.g., "Finance teams optimize their savings with TripActions") or a phrase that will pique this segment's interest (e.g., "Maximize savings with complete visibility into travel spend").

Sub-head

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

CTA text

If you are targeting decision makers, use action oriented CTA language such as "get started" or "buy now." If you are targeting influencers, a lower commitment CTA such as "learn more" or "download whitepaper to share with your team" may work better.

See it in action

TripActions is a travel management platform with different sets of features for travelers, travel managers, finance teams and human resources. For example, a travel manager will be most interested in ease to book travel and manage delays or cancellations. A finance manager will be more interested in getting visibility into travel spend and maximizing savings.

Below is an illustration of a personalized CTA for these 2 segments.

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