Colleen Pierre runs Account-Based Marketing at LaunchDarkly, a feature management platform that helps software teams release features safely and efficiently. As the sole ABM practitioner for two years, Colleen's impressive results have led to team expansion, with the recent addition of a Head of Campaigns and ABM to build upon her success. To hit their aggressive sales goals, Colleen orchestrates a tiered program spanning from high-touch strategic accounts to broader one-to-many initiatives.

Before implementing Mutiny, Colleen struggled with the labor-intensive process of creating and maintaining personalized landing pages. Using their CMS, she built custom pages for target accounts, but any product or brand messaging changes or team restructuring meant manually updating dozens of individual assets. This became increasingly unsustainable as her ABM program grew: "It got to the point where I felt like I couldn’t maintain this anymore. It was just becoming too much of a cumbersome process."

Actionable analytics became a significant challenge as well. With the manual landing page approach, she was using Google Analytics 4 to track engagement, but the data was limited and actionable insights were nearly impossible to extract. The ABM program was generating activity, but she had no way to connect it to specific contacts or accounts for proper follow-up.

In addition to supporting strategic account retention initiatives, in Q1 Colleen was tasked with an additional challenge: a new logo acquisition campaign targeting over 100 high-priority enterprise accounts that sales leadership had specifically identified. These were completely cold prospects with zero prior engagement with LaunchDarkly. With this expanded responsibility, Colleen knew she needed a more scalable solution. The goal for the new logo campaign was demanding: generate 30 sales accepted leads (meetings) from top enterprises.

Through the previous manual approach, Colleen had proven that personalization paired with targeted advertising was effective at generating engagement. However she simply couldn't manually create customized content for 100+ target accounts. Her hypothesis was clear: by leveraging Mutiny’s technology, she could maintain the high engagement and conversion of her personalized approach while dramatically expanding its reach. What she needed was a transformation in execution method that would allow her to scale without sacrificing the quality that made her manual efforts so effective.

While operating as a one-woman show, she also had leadership backing her up. The LaunchDarkly executive team recognized the value of ABM in their go-to-market strategy. Plus, sales was fully supportive of Colleen's efforts, giving her freedom to execute her vision. Colleen explains that she has "a really good relationship with the sales leadership team" who understand and champion the ABM approach. This alignment developed organically through Colleen's deliberate relationship-building strategy. From her early days, she focused on understanding the sales team's process and identifying where marketing could add value. She built trust through delivering "little wins" - helping with slide decks, presentations, reviewing emails, and offering copy suggestions. By positioning herself as a true partner with the mindset that "your success is my success," she established a foundation of mutual support.

The challenge for Colleen wasn’t convincing them of ABM's value but rather meeting their demand for customization despite limited resources. By implementing Mutiny to not only create compelling 1:1 assets at scale, she could also provide sales with robust data and tooling to further their outreach, strengthening this already solid relationship.

Mutiny's AI-native product, Campaigns, arrived at the perfect time to support Colleen’s strategies.

Microsite creation

To support her new logo initiative, Colleen created a scalable campaign for 100+ target accounts. Using Mutiny’s AI, she generated on-brand pages that had the same look and feel of their core website. After curating the base content, she dynamically added company names into the header section, plus customized the resource blocks for 15+ industries. With the flexible personalization capabilities, she was able to easily scale this section to only swap relevant content once per industry versus manually choosing content for each account.  

For the top strategic accounts, Colleen personalized even further, creating brand themes to ensure each account’s page featured its own colors for an extra special touch. Imagery and messaging were highly customized, including key data points about the partnership sourced from the account team.

Marketing Distribution Strategy

Then, Colleen mapped out a multi-channel distribution approach:

LinkedIn Ads: With support from the digital team, she created account-specific campaigns with personalized company names in the copy to ensure it caught the eyes of target accounts. Pro tip: Ensure the audience size is large enough to gain reach. She researched the companies that had at least 1,000 engineers (the primary role they sell to) to ensure the audience would be large enough to support a 1:1 LinkedIn campaign. For companies without teams of this size, they grouped them in with a more generic ad and landing page.

Inbound traffic Sidepop: To scale distribution for target accounts that come to the website organically, Colleen leveraged Mutiny’s Campaigns sidepop to target known visitors with a personalized message, giving them a preview, and leading straight to their microsites.

Sales Distribution Strategy

Colleen partnered with sales to ensure cross-team alignment and include reps in campaign distribution. (Have you hugged your AE today?) Building those relationships isn't just good for morale—it's critical for program success!

Sales Outreach: Sales was excited to leverage personalized microsites in their outreach, often requesting pages for their accounts. Colleen provided the sales team with a Google sheet containing all the account links plus recommended email copy templates. Steal this tactic if you want to become sales’ best friend!

Web Extension: The LaunchDarkly sales team uses Mutiny’s web extension to provide contact-level alerts and insights when target accounts visit the site. Colleen first rolled out this tool with the strategic account reps, but as this new logo team was formed, she onboarded them onto it as well. Taking a phased approach was helpful to ensure successful adoption, as the sales team has many tools at their disposal, so proper training and enablement was a must. Colleen shared "The web extension has been a real favorite of the SDRS and BDRs. They love it. Several have booked meetings using it."

So we had to chat with one of those BDRs to get the scoop! Axel Lloyd shared: “I saw that the Director of Systems Engineering from [one of my] accounts had been looking at our home page and demo page. This person was not on my radar, but because they were a known contact, I was able to jump in and cold call the prospect right away. Turns out I was 'calling at just the right time' as the team had finally decided they needed to look at feature management vendors."

Working Collaboratively

Creating an operational rhythm with sales was critical to the program's success. Colleen meets bi-weekly with strategic account representatives and the SDR/BDR teams to ensure alignment and see what resources they need. Rather than dictating how sales should use the assets she develops, she focuses on empowering them with the tools and intelligence they need.

"I try to let BDRs and SDRs lead those conversations, encourage them to share with their AEs what they're seeing because they're the boots on the ground. Empowering them with the tools and data is what I see works best."

Colleen leverages Mutiny’s Account Intelligence tool for many of those insights. She’s able to filter to specific account lists, look at the opportunities, see stage changes and activity, and this helps inform account activity.

To continue driving scaled success with enterprise accounts, Colleen looks forward to implementing Mutiny's AI account research capabilities into her personalization strategy. “I embrace AI” says Colleen, who finds AI very helpful for day-to-day tasks like writing emails or editing ad content. She views these tools as potentially transformative for enabling her sales team to have more informed conversations. 

For fellow solo ABM practitioners, Colleen emphasizes the importance of visibility– she advocates for regularly showcasing your work to leadership:

"Get your program out there. Let people know what you're doing. [As marketers] we have to do a better job of sharing it because you need to let leadership know what's happening and the impact that we're having." She uses Slack channels to share wins with the broader team. Colleen encourages sales to acknowledge marketing's contributions and isn’t shy about asking for recognition when appropriate! To support her personal growth, she maintains a document of testimonials - collecting positive messages and feedback from sales to showcase during performance reviews. These testimonials capture not just numerical wins but relationship-building successes like event attendance or thoughtful personalized gifts that resonated with champions. 

The only caution? Success breeds demand - once stakeholders see effective personalization and stellar results, everyone will want it for their accounts!