- Product
- Content
- Customers
- Company
WHAT YOU'LL LEARN
- How to combine firmographic, CRM, and behavioral personalization
- How personalization can 5X conversions from stable traffic
- Why testing speed is key to successful experimentation
WHAT YOU'LL NEED
- A reverse IP lookup service to de-anonymize visitors
- A website personalization platform that connects to your CRM
- A data enrichment tool to help identify key contacts within accounts
THE PROBLEM
On-demand talent platform MarketerHire had a ton of traffic coming in. Paid, organic, referral, social—everything was looking good.
Problem was, their traffic wasn’t converting into inquiries, opportunities, or deals.
When growth marketing consultant Hachimi Yallaoui dug into MarketerHire’s homepage, he learned why. The homepage had:
Universal messaging: A static website communicated MarketerHire’s primary value prop. While it was strong, it wasn’t relevant to every visitor.
Static user journeys: Every visitor hit the same website and went through the same user journey—regardless of their unique challenges, needs, and goals.
If Hachimi was going to turn MarketerHire’s traffic into inquiries and customers, he knew both of those problems had to change.
THE HYPOTHESIS
MarketerHire funneled diverse visitors into a generic website. Hachimi’s hypothesis was that by segmenting traffic and delivering diversified experiences, he could increase conversion rates.
He identified eight personalization levers:
Lack of personalized messaging
Static user journeys
Industry-specific messages
Account-level pain point
Value prop copy
Engagement layers
Leading page structure
Campaign traffic segmentation
And he planned to pull those levers with a three-pronged personalization strategy.
THE SOLUTION
Layer 1: Firmographic
Hachimi connected Mutiny to the B2B data platform, Clearbit. (Although he says another customer data platform like 6sense would also work.) Using Clearbit Reveal, he de-anonymized traffic and segmented it based on company size, industry, revenue, and other firmographic data.
He analyzed each segment and identified personalization opportunities around messaging, user journeys, engagement layers, and other levers.
Take company size, for example.
“Startups typically experience budget pain points,” says Hachimi. “For SMBs, the bottleneck is recruitment and hiring speed.”
Below is the home page headline seen by SMB visitors.
Instead of a generic headline, Hachimi focused on the most common pain point among smaller companies: budget and speed.
Different industries triggered changes, too.
Hachimi changed what marketing talent he highlighted on the homepage depending on what industry visitors worked in.
Services companies saw services experts. Consumer tech businesses saw B2C specialists. Apps saw marketplace experts. You get the idea.
Layer 2: CRM
The first layer focused on new visitors—people MarketerHire knew little about. But they also received a lot of returning visitors from prospects, leads, and existing customers.
“We already know what journey they've been through,” Hachimi explains. “We know what sort of pain points they’re facing.”
MarketerHire’s second layer checked if visitors were in the company’s CRM. If they had records for a visitor, Hachimi personalized the homepage using information like:
Contact-level data: Mention individual buyers and stakeholders by name.
Unique pain points: Hyper-personalize messaging to specific pain points like hiring a programmatic marketer for a consumer tech company.
Account manager details: Replace anonymous contact forms with the direct contact details for the account’s assigned contact manager.
These changes sound time-consuming, but Hachimi says that wasn’t the case. Using Mutiny as a testing platform allowed him to move quickly. He could devise a new messaging variant and upload it within five minutes.
“You don't need a lot of commitment,” he says. “I would test a message and cut it off as soon as I saw negative results. That's the beauty of it. You run and fail as fast as possible.”
Layer 3: Behavioral
MarketerHire’s third and final personalization layer was behavioral. In other words, personalizing the homepage depends on what the visitor has done on the website.
Hachimi used two main tactics:
Campaign: He matched homepage messaging to campaign messaging. For example, if someone clicked a D2C-focused ad, the homepage adapted its messaging to D2C pain points, goals, and services.
Past behavior: Actions speak louder than words. Hachimi personalized MarketerHire’s website based on visitor behavior—the pages they accessed, blogs they read, forms they filled out, and so on.
Across all three tiers, Hachimi treated each personalization segment as an experiment. He’d make a change, study the impact, and assess the outcome. Some experiments worked. Many micro experiments (copy tweaks, design changes, and so on) delivered a solid lift in conversion of 12-15% above baseline.
But others fell flat.
Hachimi says those negative personalization experiments were just as valuable. He cut poorly performing messaging and refined MarketerHire’s positioning.
THE IMPACT
Using Mutiny, Hachimi implemented his three-layered personalization strategy and quickly generated hundreds of segments, without the need for engineering help.
Across all experiments, the cumulative gains were enormous. Without adding any more ad spend or increasing traffic, MarketerHire was able to capture hundreds of extra leads.
And with a rock-solid framework like this one, Hachimi has dozens of segments he can continue to optimize and experiment with.
Next playbook
See how Tommy Culshaw at AlphaSense adjusted their free trial landing page and saw a 73% lift in conversion.
