Mutiny runs an account-based GTM motion that prioritizes engaging with best-fit prospects.

For sellers like Marta Misiewicz and Jordan Zenger, they are always looking for ways to drive meaningful engagement with their target accounts.

Traditional mass marketing tactics were no longer cutting it, and they needed a more personalized approach to resonate with their ideal buyers.

This led Marta and Jordan to hypothesize that creating highly targeted and personalized web experiences could be the key to unlocking better engagement and conversions. 

By leveraging account and intent data, and tailoring their outreach to specific accounts and individual prospects, they theorized that they could create a more relevant and compelling narrative across email, LinkedIn, and the website that would move deals forward.

Building Personalized Microsites

The first step in their strategy was to build out microsites specifically designed for their target accounts.

These microsites were essentially miniature websites that showcased content and messaging tailored to the unique pain points and challenges of each account.

"We wanted to create a dedicated space that felt like it was built just for them," explained Marta. "It wasn't about generic, one-size-fits-all content anymore."

The team mapped their CRM and target account data into Mutiny, the website personalization platform powering their microsites. This allowed them to dynamically populate content based on factors like the prospect's industry, company size, and even their role within the organization at scale—without needing to manually create each page.

This frees up an immense amount of time and resources that would otherwise be spent manually creating custom assets for each account.

Hyper-Personalized Email Sequences

But the personalization didn't stop there. The team also crafted email sequences that were tailored to each prospect's unique profile and behavior.

By leveraging CRM data that shows the internal tools the prospect has in their tech stack, their role within the company, and their interactions with the microsite content, the emails felt like they were part of an ongoing, personalized conversation.

"We didn't just blast out generic emails anymore," said Jordan. "Each sequence was crafted to speak directly to the individual recipient, addressing their specific pain points and interests."

Real-Time Notifications and Follow-Ups

To further enhance their outreach, the team utilized Mutiny's browser extension, which provided real-time push notifications whenever a prospect interacted with their microsite content.

This allowed them to strike while the iron was hot, following up with relevant and timely messaging based on the prospect's latest engagement.

"It was like having a sixth sense for when our prospects were most engaged," said Jordan. "We could reach out at the perfect moment, continuing the conversation and guiding them further down the funnel."