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For a long time, websites have been digital brochures for companies that simply explain who they are and what they do. But Jaleh Rezaei believed they could be so much more than that. Jaleh is the CEO & Co-founder of Mutiny, which offers companies the opportunity to personalize their websites for each unique visitor. And when companies do that, Jaleh says, the increase in conversions and leads is greater than you could imagine. She explains the process, the results and more on this episode of Marketing Trends.

3 Takeaways:

– The initial set-up of any amount of personalization is hard, and access to engineers is important in order to understand all these aspects of personalization

– The web has been underutilized as a conversion tool in the past — personalization can help change that

– Simple forms of personalization — like adjusting the logos a perspective buy sees when visiting your website — can lead to a huge increase in conversions

Key Quotes:

“It started to hit me that wow, personalization works incredibly well, and this is something that every B2B company is going to need, but it’s really difficult to do it right. We need analysts, we need engineers, we need designers. Every time we want to do something with personalization, it’s a custom, separate, one-off project. I had a really clear vision around how we could create a platform that was incredibly easy to use, didn’t require code, and would allow any B2B marketer to be able to create a personalized experience.”

“There are a couple of things that are challenging about personalization. The first has to do a lot with the science of it — just figuring out how to change a digital experience based on who that person is in and of itself can be really challenging. If you want, for example, to personalize a website, you need to know a lot of things about that audience. You need to take your data and enrich it and augment it so that you can know actionable things – not their favorite color, but things like their industry or their role or the size of the company that they’re coming in from, or what stage of the funnel they might be in. All of this has a big engineering burden. You then need to be able to prioritize between all of the different personalization that you could do.” 

“Personalization has challenges around art and science. I think that’s partially why it’s been so difficult to get it right. Because even if you gave somebody all the tooling, that doesn’t mean that they know how to properly implement it.”

“We focus on the web because it was an extremely important channel, but B2B marketers haven’t traditionally had the ability to do interesting things to improve its conversion. And it’s a really great place from a data standpoint. So, we created focus around web. We also created focus around B2B and then we have a recommendation-based approach.”

“I read somewhere that on average there are nine alternatives now to every single product and that alternative is just a Google search away. If someone doesn’t like what you have sent them, or if they come to the website and they don’t understand what you do, they can just X out of it and go use something else. Because of how much noise there is, it’s even more important that you show that you’ve been thoughtful. Of course, you can’t actually be that thoughtful with every single person. So you need scalable ways to be able to provide that type of personalization.” 

“Three to five years from now, we’re going to look back and laugh at the time when websites were just these giant digital brochures….Hopefully, what we’re enabling now with the personalization technology is going to be there and the best practices are there. Then, B2B marketers can start to incorporate what should be a pretty native part of marketing – this idea of understanding customers and adapting to the way they think every time they create messaging or a website.” 

“When I first became a head of marketing, I had FOMO. I wasn’t sure. I was thinking, ‘Okay, there’s all these channels. Everyone’s talking about all these best practices and what are we missing out on?’ I was just constantly taking meetings with folks and trying to learn what channels they were using and trying to extrapolate all these specific best practices. I thought there was some silver bullet answer out there that we had to do. And as I gained more experience, as we launched more tasks, as we started to get more of these wins and losses under our own belt, I realized that there’s a much simpler way to look at everything. At the end of the day, we have a product that is built for a certain set of people in the market and we’re just trying to get that product into their hands.”

Bio:

“Jaleh is the Co-founder and CEO of Mutiny, a YC-backed company focused on helping SaaS companies personalize their website for each visitor. Prior to Mutiny, Jaleh was employee 12 and head of marketing and business development at Gusto, and grew the company from 500 to 50,000 customers over 4 years. She was the Director of Product Marketing at VMware prior to Gusto. She hold a B.S. in mechanical engineering from UC Berkeley and an M.B.A. from Stanford.”

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

 

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