How to Personalize Campaigns Microsites

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Overview

Mutiny’s microsites enable marketers to create dynamic, 1:1 personalized experiences for target accounts at scale. By leveraging AI-driven content generation, structured variables, and content groupings, users can tailor microsites for each target account with minimal effort.

This guide covers:

How to personalize microsites in Mutiny.
AI-driven personalization: using AI context, sales data, and structured prompts.
Variable-based personalization: inserting dynamic elements like account name and industry.
Personalize-by content groupings: tailoring images, resources, and content based on segmentation.
Personalization plays: real-world strategies for using personalization effectively.

How to Personalize Microsites

Mutiny provides three core ways to personalize microsites:

AI-Driven Personalization – Uses AI and account-specific context to rewrite and generate text dynamically.
Insert a Variable – Adds dynamic elements like {{account_name}}, {{industry}}, and other Salesforce fields.
Personalize-by Content Groupings – Adjusts images, CTAs, and resource blocks based on segmentation like industry or buying stage.

Each method can be used individually or together for highly tailored microsite experiences.

Section 1: AI-Driven Personalization

What is AI-Driven Personalization?

AI-driven personalization enables you to rewrite microsite content dynamically based on the target account’s priorities, use cases, and context you feed Mutiny’s AI. This allows for highly relevant messaging without requiring manual customization for each account.

Step-by-Step: Using AI to Personalize Microsite Content

Prepare Your Data
- Ensure your campaign list contains relevant fields from Salesforce you want to use in your prompting.
- Consider adding AE Notes or other unstructured data fields for deeper personalization.
- Upload AI Context such as sales call summaries, brand voice guides, or product messaging documents.
Select a Text Block to Personalize
- Open the microsite editor.
- Click on a text block (e.g., hero section, subheader, or spotlight section).
- Click Personalize with AI.
Create and Test an AI Prompt
- Enter a personalization prompt, incorporating variables where applicable.
- Example: “Rewrite this section for {{account_name}}, focusing on {{use_case}} and their industry-specific challenges.”
- Click Preview to see the AI-generated text.
- If needed, refine the prompt and test again.
Apply AI Personalization
- Once satisfied with the generated copy, click Apply to All to personalize across accounts.
- Review changes in the audience sheet and make one-off edits anywhere you please.

AI Personalization Play Ideas

Rewrite hero headlines to match the account’s specific needs.
Generate use case-specific messaging based on notes given from your sales team.
Adjust value proposition sections to highlight industry-relevant benefits.

Section 2: Insert a Variable

What is Variable-Based Personalization?

Variables allow you to dynamically insert account-specific details (e.g., company name, industry, sales person) into microsite content. This is ideal for making minor adjustments that increase relevance without requiring AI-generated content.

Step-by-Step: Using Variables in Mutiny

Select a Text Block
- Open the microsite editor and click on the text section you want to personalize.
- Click Insert Variable.
Choose a Variable to Insert
- Select from available variables such as:
  - {{account_name}} – Inserts the account’s name dynamically.
  - {{industry}} – Displays the industry of the target account.
  - {{use_case}} – Pulls in relevant business use cases from Salesforce fields.
Adjust Formatting for Visibility
- Customize inserted variables by making them bold, italicized, or changing their color.
- Example: “Built for developers at {{account_name}}.”
Preview and Apply
- Check the preview to confirm that the variables are displaying correctly.
- Click Apply to All to roll out changes across accounts.

Variable Personalization Play Ideas

CTA Adjustments: “Start building with Mutiny at {{account_name}}.” or “Book time with your {{account_executive}}”
Headline Customization: “The Future of AI-Powered Analytics for {{industry}}.”
Customer Logos & Testimonials: Swap customer logos based on the industry of the target account.

Section 3: Content Groupings

What are Content Groupings?

Personalize-by allows you to adjust images, CTA buttons, resource blocks, or testimonials dynamically based on account segmentation (e.g., industry, buying stage, company size). This ensures microsite visuals and key assets are always relevant to the account viewing them.

Step-by-Step: Using Personalize-by

Select a Block to Personalize
- Open the microsite editor.
- Click on an element such as an image block, resource section, or logo bar.
Choose a Personalization Rule
- Click Personalize By and select a grouping method:
  - Industry: Different images, testimonials, or case studies per industry.
  - Buying Stage: Adjust resources based on where an account is in the funnel.
  - Company Size: Enterprise vs. SMB-specific assets.
Assign Content Variations
- Insert URLs to different content assets you have on your website such as articles, videos, and reports.
- Example:
  - Healthcare industry → Insert case study on a healthcare company
  - Financial services → Insert testimonial from a bank
Preview and Apply
- Toggle between account previews to verify that the correct content appears for each audience.
- Click Apply to All to roll out the personalized elements.

Personalize-by Play Ideas

Industry-Specific Resource Blocks: Show different content assets depending on the target account’s industry.
Dynamic Social Proof: Swap testimonial logos based on whether an account is a customer or a prospect.
CTA Adjustments by Buying Stage: Adjust CTAs from “Learn More” to “Request a Demo” based on an account’s intent signals.

Personalization Plays: Real-World Strategies

AI Personalization for Sales Insights

Upload AE notes to AI Context and personalize microsite copy based on deal insights.
Example: “Re-write this paragraph taking into account the {{sales_notes}} and the accounts {{use-case}}”

Resource Blocks for Account Stages

Use Personalize-by Buying Stage to show introductory content to prospects and deep-dive resources to active opportunities.
Example: Prospects see an industry report, while customers see a feature comparison guide.

Event-Based Personalization

Add dynamic event invites by region or industry, swapping CTAs to promote upcoming conferences.
Example: “Join us at our regional event in {{region}}.”

By leveraging these strategies, marketers can create deeply personalized experiences that resonate with key accounts and drive engagement.

Final Steps: Reviewing & Publishing

Preview the Microsite for Different Accounts
- Use the preview toggle to cycle through personalized views for different accounts.
Refine Any Needed Adjustments
- Make final tweaks based on AI-generated copy, variable placements, or content grouping assignments.
Publish & Distribute
- Click Publish to finalize the microsite.
- Generate shareable links for distribution via outbound sales, LinkedIn, or email campaigns.
- Enable the Campaigns Sidepop for your corporate website so 1st party identified contacts are served an offer to check out their 1:1 Microsite.

By following these steps, Mutiny users can create hyper-personalized microsites that resonate with key accounts at scale, driving better engagement and higher conversion rates.

Need Help?

If you have questions or need help, the Mutiny Support team is here for you! You can submit a support ticket at the bottom of this page or reach us at support@mutinyhq.com.