Directive Consulting is a leading performance marketing agency for SaaS companies. Naturally, they do a lot of testing and iterating on their own performance marketing programs.

One of their flagship programs involves offering gift cards to top target accounts who meet with them to learn about their offerings. While the initial iteration of the program brought in qualified prospect meetings, Director of ABM Hannah Mans noticed two problems:

• Top target accounts weren’t engaging at the desired rate

• Prospects weren’t familiar with Directive going into the meeting

To solve this problem, Hannah thought that if she created a personalized page for each target account, she could give them more context on what the meeting was about, resulting in more awareness of Directive’s services going into the meeting.

Build a list of target accounts

Directive had a tiered list of target accounts, and each account had a budget for a certain value of gift card they were prepared to offer.

Build outbound pages for target accounts in Mutiny

Since the data on each target account was already in Salesforce, it was easy for the team to dynamically insert variables like company name and logo onto the page.

Here’s an example of what the page looked like:

Launch the campaign and distribute links

After launching the campaign in Mutiny, the team created personalized ads in Terminus and linked to each outbound page. They also built email sequences they sent through Outreach.

Learn from Thomas Maremaa at Brex how to build personalized 1:1 outbound pages, and verticalize your messaging to resonate with target accounts.