RevenueCat’s marketing strategy is a blend of self-serve and account based marketing for high value accounts.  RevenueCat's annual benchmark report was already successful in their self-serve motion, generating thousands of downloads. Cameron McAllister, Senior Paid Marketing Manager at RevenueCat, identified an opportunity to leverage their app downloads and revenue data from their benchmark report to better serve enterprise prospects, specifically the top 400 largest subscription apps. These high-value accounts required more personalized attention and context-specific data to demonstrate value.

The challenge was that their existing benchmark report, while comprehensive at 120+ pages, wasn't tailored to enterprise needs. These sophisticated buyers needed to see how they specifically compared to other top performers in their category.

RevenueCat believed that they could provide their enterprise accounts with a unique experience by using their benchmark data and crafting highly personalized insights for each. Doing this would:

• Demonstrate deeper understanding of each account's specific market position

• Provide actionable insights based on real data from their category

• Create a compelling ROI story using account-specific metrics

• Drive higher engagement by showing relevant competitive benchmarks

Segment the Data for Enterprise Relevance

The team began by diving deep into their benchmark data, recognizing that standard industry averages wouldn't impress enterprise prospects. They focused specifically on isolating the performance metrics of the top performers - looking at both the upper quartile and the coveted upper decile across all key metrics. This wasn't just about having higher numbers; it was about understanding what made these top performers different. Metrics included: 

• Number of app downloads

• Conversion rates

• Trial rates 

• Retention rates

The team meticulously created separate benchmark sets for different app categories, knowing that what constitutes "excellent performance" varies significantly between, say, a utilities app versus an education app. They then condensed these insights into an enterprise-focused version of their report, specifically highlighting the strategies and metrics that distinguished market leaders from the rest of the pack.

Create Account-Specific Reports

With their enterprise framework in place, RevenueCat partnered with AppFigures to gather a detailed number of downloads and revenue estimates for their target accounts compared to benchmark to calculate potential ROI. This data became the foundation for their personalization strategy. Using a comprehensive spreadsheet, they mapped each account's current performance against the relevant category benchmarks they had identified.

Cameron recalls, “We compiled a big spreadsheet containing each app in a row, pulling in all the data that we could find, with download estimates, revenue estimates, monthly prices and competitor benchmarks from their category.”

The real magic happened when they began calculating potential ROI for each account. By comparing current performance to category leaders, they could show exactly how much revenue an app could gain by improving specific metrics. These insights were then carefully crafted into 400 custom PDF reports, each one tailored with account-specific data points, analysis, and actionable recommendations.

Build Personalized Landing Pages

The next challenge was creating an engaging digital experience to deliver these insights. Using Mutiny, they built sophisticated microsites that dynamically personalized content for each visitor, using the spreadsheet as the basis for dynamic variables. 

Now this isn’t your grandma’s personalization - this wasn't just about swapping out company names. They created truly customized experiences incorporating each company's App Store:

• preview images

• their specific category benchmarks

• custom ROI calculations

To maintain a seamless experience, they implemented backend logic ensuring that when someone filled out the form, they received their company's specific report. The experience felt premium and tailored from start to finish, with industry-specific social proof reinforcing the value proposition at every step.

Here’s an example for a target account. RevenueCat personalized these elements above the fold: 

• Account logo 

• H1 personalized to include account name 

• Hero image pulled from accounts app store 

Below the fold, Cameron blended 1:1 personalization and 1:many personalization by high performing apps by industry. 

• Mentioning the specific app category 

• Highlighting potential ROI 

• Category specific benchmarks for high performers depending on industry

The bottom CTA encouraged prospects to grab their full custom report. Using a backend query to identify Mutiny visitors, the personalized elements on the microsite appeared on the detailed report. Boom. 

Execute Multi-Channel Distribution

With their personalized content ready, RevenueCat developed a multi-channel distribution strategy. They launched personalized outbound campaigns, carefully targeting key personas through direct email outreach and LinkedIn Sales Navigator messages.

Their paid advertising strategy was equally sophisticated. They ran LinkedIn in-feed ads and conversation ads, but with a twist - instead of generic messaging, they showed prospects examples from similar companies in their category. When someone engaged, they followed up with an offer for a personalized version specific to their company. If someone engaged with that offer, this would trigger an email with a personalized microsite. 

To capture intent from existing website visitors, they implemented smart side-pop notifications that appeared when target account visitors were reading relevant blog content. This created multiple touchpoints for engagement, ensuring their personalized content reached the right people at the right time.