June Castro and Michael Vitak, Growth Strategists at Mutiny, are tasked with working alongside Mutiny customers to help get the most value possible from the platform.

Part of this role involves creating quarterly business reviews (QBRs) that they present to the customer to show the bottomline value that the user is generating using Mutiny.

The traditional approach of manually creating customized content for each account was time-consuming and inefficient, making it difficult to scale personalized engagement efforts.

"We had a large book of business, but we were struggling to provide a tailored experience for each customer account," said June. "Our team was spending hours researching and creating personalized content, which limited the number of accounts we could effectively reach."

To address this issue, June and Michael proposed creating personalized landing pages at scale using Mutiny.

The hypothesis was that by automating the personalization process, the team could reduce the time spent on creating customized content while maintaining or improving customer engagement and renewal rates.

Identify Target Accounts

June and Michael started by targeting their book of business, focusing on growth segment accounts that could benefit from personalized attention and engagement.

In this example they use their list of customers they're responsible for. But if you were on the Sales or Marketing team, you can apply the same principle by identifying your target account list.

Automate Data Extraction

To streamline the personalization process, the team leveraged existing data sources that they could use to personalize the report with information contextual to the account.

They pulled calls from Gong and other data sources, and with the help of AI, they automatically extracted key business goals, metrics, and milestones from customer data, formatting the information for easy integration into Mutiny.

Create Personalized Microsites

Using Mutiny, June's team created personalized landing pages for each target account.

These landing pages included:

• Key metrics and milestones: Showcasing the value received through Mutiny's platform.

  

• Embedded custom videos: Providing a personalized touch with recorded walkthroughs or success stories.

  

• Dynamic variables: Automatically populating account-specific data and messaging.

• Direct link to account manager: The customer can directly book a time to meet with their account manager. This is especially valuable when there are new stakeholders who have not yet built a relationship with the team.

  

Engage and Nurture

The personalized microsites were shared with existing customers as part of asynchronous QBRs. These customer touchpoints are crucial for nurturing and expanding relationships with growth segment accounts.

Because the report lives as a website, the link to the page is easy to embed and send using whatever channel is most accessible for the customer.

“Some customers prefer to communicate over email, while others are less formal and prefer a simple Slack or direct message.”

Iterate and Optimize

Mutiny microsites come built-in with engagement analytics, allowing the team to monitor to see if the page is being seen by the right people. 

This also gives the customer success team signals to understand whether an account is heavily engaged, or need some gentle reminders. This goes a long way to help account managers suss out which accounts need more attention when renewals loom on the horizon.