Marketing ops · Production

Andela 14x'd Enterprise Opportunities with Hyper-Personalized Microsites via Mutiny

The problem

Andela had strong enterprise relationships with significant growth potential, but potential buyers within subsidiaries and business units of large organizations were unaware of Andela's existing successful partnerships elsewhere in their company, making expansion into new divisions difficult.

Workflow diagram · grounded in source
1
Cross-team account insight gathering
human_review
“Ashley worked closely with 4 teams and 12 stakeholders across senior leadership, Revenue teams, Client Success teams, Client Partners and Talent Success managers to gather deep insights about each account. Together, they collected the fo…”
2
Personalized microsite development
output
“Rather than creating generic landing pages, Andela developed captivating microsites with multiple layers of personalization. The hero section immediately established relevance with: Visitor's company name, Relevant image as the backgroun…”
3
Contact-level experience generation
ai_action
“Andela leveraged a base page to generate different campaign experiences for their expansion target accounts, personalizing by contact”
4
Smart visitor pop-up recognition
ai_action
“Implemented smart pop-ups that recognized when visitors from target accounts were on their website”
5
Salesforce-tracked SDR distribution
integration
“They equipped their expansion SDRs with personalized links that could be tracked in Salesforce, pushed straight from Mutiny”
6
Multi-channel campaign delivery
output
“The distribution strategy was carefully orchestrated across multiple channels”
Reported outcome

About a few months after launch, Andela saw 14x higher opportunity creation in ABX accounts, 2.1x higher engagement versus standard marketing campaigns, 2.9x higher win rates among ABM accounts, 77% higher contact growth in target accounts, and newsletter open rates of 35.8% — 62.7% above benchmark.

Reported metrics
enterprise opportunity creation in ABX accounts14x higher
On-page engagement vs standard marketing2.1x higher
win rates among ABM accounts vs non-ABX2.9x higher
Newsletter open rate35.8%
Show all 8 reported metrics
enterprise opportunity creation in ABX accounts14x higher
on-page engagement vs standard marketing2.1x higher
win rates among ABM accounts vs non-ABX2.9x higher
newsletter open rate35.8%
newsletter open rate above benchmark+62.7% above benchmark
newsletter CTR3.4%
newsletter CTR above benchmark+70% above benchmark
contact growth in target accounts vs non-ABX77% higher
Reported stack
MutinySalesforce
Source
https://www.mutinyhq.com/case-studies/andela
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

About a few months after launch, Andela saw 14x higher opportunity creation in ABX accounts, 2.1x higher engagement versus standard marketing campaigns, 2.9x higher win rates among ABM accounts, 77% higher contact gro…

What tools did this team use?

Mutiny, Salesforce.

What results were reported?

enterprise opportunity creation in ABX accounts: 14x higher; On-page engagement vs standard marketing: 2.1x higher; win rates among ABM accounts vs non-ABX: 2.9x higher; Newsletter open rate: 35.8% (source-reported, not independently verified).

How is this marketing ops AI workflow structured?

Cross-team account insight gathering → Personalized microsite development → Contact-level experience generation → Smart visitor pop-up recognition → Salesforce-tracked SDR distribution → Multi-channel campaign delivery.

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