Your microsite is ready to make waves with your target accounts—but how you distribute it will determine whether it delivers meaningful results or gets lost in the noise. Successful microsite distribution requires a clear plan, coordinated execution, and strategic use of your available channels.

In this chapter, we’ll walk you through how to craft a tailored distribution strategy that leverages outreach, ads, and events to engage your audience effectively.

Start by defining your distribution channels and tactics, using your campaign brief as the foundation for messaging and goals. Here are some key ways to distribute your microsite:

• Cold Outreach: Equip your BDRs with targeted email sequences that include links to the microsite. Use at least two emails in the sequence to highlight the microsite, and ensure messaging is consistent across LinkedIn touches and phone calls.

• Marketing Outreach to Known Contacts: Use an HTML-based email campaign tied to your theme, embedding the microsite link. For example, see the Veracode approach to embedding 1:1 pages seamlessly.

• Event-Based Distribution:

  • Pre-Event: Send the microsite as part of an invite, with a CTA to book a meeting.

  • Post-Event: Follow up with attendees using a link to their personalized page.

• Paid Ads:

  • Use 1:1 ads for your top accounts on LinkedIn, directing them to the microsite.

  • Ensure each campaign includes at least 300 contacts to optimize for LinkedIn’s ad platform.

• Inbound Workflows: For evergreen campaigns, integrate workflows in your marketing automation tool to send microsite links after forms are filled. Ensure CRM and marketing automation tools are synced to enable seamless workflows.

• Sales-Driven Distribution: Enable AEs to share microsites during pre-meeting overviews, post-meeting follow-ups, and as resources during live calls. Provide scripts for follow-ups, e.g., “Did you get a chance to explore the page I sent over?”

Use your campaign brief to ensure your messaging is tightly aligned with your audience. Here are some guidelines:

• Structure: Start with a clear reason for reaching out (“Reaching out because I noticed that {{Company Name}} uses 6sense.”).

• Link to Your Product: Highlight how your solution aligns with the prospect’s needs (“Most marketers we connect with here at Mutiny are looking for ways to better utilize their 6sense data to personalize their website and ABM tactics.”).

• Social Proof & Microsite: Include examples and a microsite link to build credibility (“With Mutiny, companies like Snowflake, Carta & Amplitude are creating personalized digital experiences for their target accounts at scale—here’s a custom intro to Mutiny I built for you on how you could replicate their success: {{Microsite}}”).

CTA: Use open-ended CTAs to invite further discussion (“Interested in learning more?”).

Here's an example:

Benchmarks to Track:

• Reply Rates: Expect 2-5% for warm sequences, 1-2% for cold sequences.

• Meetings Booked: Focus on the ultimate conversion rather than clicks or opens.

• Microsite Activity: Use tools like Mutiny to track views (average: 7-12% of targeted accounts).

Templates to Scale Yourself:

• Publish outreach templates with a focus on pre/post-event sequences and triggers based on account activity.

• Provide call scripts for BDRs that emphasize conversational engagement.

• Include HubSpot workflows for automating advanced plays.

Time to get sellers excited. Equip your sales team to execute effectively:

• Training Session:

  • Show them how to preview microsites without triggering tracking.

  • Walk through the outbound sequence and how to integrate microsite links.

• Chrome Extension: Lets you see who viewed your page so you can follow up in a timely way.

• Check-Ins: Monitor early outreach data and gather feedback. Work closely with 1-2 pilot reps to refine the approach before rolling it out broadly.

Pilot Presentation: Have your pilot reps share their experiences and learnings with the rest of the team during the rollout.

Here’s an overview of an effective multi-channel distribution strategy for breaking into Enterprise accounts using Mutiny:

1. Email: Intro to Microsite

   • Why reach out, who we are, and a custom overview.

2. LinkedIn: Connect on LinkedIn

   • Build a connection and drive engagement.

3. Email: Industry Case Study

   • Share relevant case study, P.S. check out your microsite.

4. Email: Industry Case Study

   • Reinforce the relevance of the microsite and provide additional value.

5. Phone: Call Prospect

   • Ask if they had a chance to view the page you made for them.

6. Email: Custom ROI

   • Offer an ROI session, P.S. custom overview on your microsite.

Pro Tip: Keep iterating based on feedback from both internal teams and external engagement metrics. The more aligned your outreach and distribution are with your target accounts’ needs, the more impact your microsite will have.