When Joel joined to head up growth marketing at SingleStore, a performative data platform for AI applications, he was tasked with a mission: break into hard-to-reach enterprise accounts.

But he quickly ran into a familiar hitch— very limited marketing resources, and an “old habits die hard” mentality to work through.

"The status quo at a lot of companies is to cast a very wide net," Joel explains. For many marketing organizations, a bigger audience feels safer in terms of reach and resonance. Joel believed the winning strategy they hadn't yet tried was to align with sales and focus their efforts on a hyper-targeted account list. This approach was necessary to break into accounts with over $1B in revenue—accounts so difficult to reach that the team named them their "strategics."

Optimizing his marketing strategy around target accounts addressed one problem. But the other problem was still looming.

Before Mutiny, creating manual custom landing pages for target accounts was painfully slow. It would take their design team 90 days to build out the necessary assets because the design team was busy with several projects.

Joel believed that a hyper-targeted, account-specific approach would yield better results than casting a wide net. His hypothesis:

• If SingleStore created personalized ads and landing pages for target accounts, they could significantly increase engagement and pipeline

• By focusing only on high-intent accounts with specific technographic markers, they could drive more efficient marketing spend

• By creating an integrated experience from ad click to sales outreach, they could convert more enterprise prospects

Identify High-Value Target Accounts Using Multi-Factor Segmentation

Joel put into a motion to plan—one he refers to as a “sales-led” growth model. His Sales team identified a data-driven approach to narrow down target accounts and then got in a room to work through it with the people who knew them—sales.

First, he asked account executives to provide their top accounts for the quarter, organized by industry (cybersecurity, financial services, marketing tech, etc.).

Next,  Joel segmented accounts in 4 ways to allow for very targeted plays:

• Industry

• ARR above 100M and below 5B

• Different data maturity levels: building something new, augment existing data, lifting and shifting for a full replacement.

• Buying cycle stage - Joel used tech to identify which accounts were in the consideration, decision, or purchase stages.

Another thing Joel analyzed? Closed won deals. Joel focused on pulling insights around which technologies SingleStore had successfully displaced in past deals and targeted accounts with a similar tech stack. 

Unlock Personalization at Scale Through a Template-Based Approach 

Rather than manually building pages one-by-one in their CMS (which historically had taken months), Joel built reusable templates based on industry, then customized specific elements for each account.

Using Mutiny's Campaigns product, his team created landing pages with:

• Account name prominently displayed

• Industry-specific messaging and use cases in the H2

• Relevant peer logos

SingleStore’s 1:1 Mutiny Microsite experience for Barracuda Networks:

"What used to take us easily over 3 months with our design team now takes less than a week," Joel shared. "Once we had a standard template built, Mutiny enabled us to create new 1:1 pages incredibly fast."

Deliver Hyper-Personalized Ads that Get Comments, Not Just Clicks

To amplify the ABM campaign further, Joel then created account-specific ads that featured the target company's name right in the creative:

These ads maintained consistent branding and messaging that was tailored to the specific company, creating a seamless journey from ad to landing page.

And the results? Striking.  "The click-through rate was about 3 to 5x for the personalized LinkedIn ads," Joel said. 

"But even better, people within those accounts were “liking” the ads and commenting—'This is so cool! How did you guys do this?' I've never seen that in all my time in digital marketing."

Use Engagement Insights for Easy Seller Activation 

Mutiny helps you identify contacts that are engaging on your website so sales can take action with relevant messaging.

"If they hit the page and we know we have contacts that have opted to be contacted, I send an [automated] outreach email, customizing the subject line and body," Joel explained. "I'm not dependent on our SDRs to immediately follow up because they have so much to do."

Enabling customized, fast follow-up allows sellers to engage with prospects at the right time, boosting chances of success.