Marketing ops · Production

6sense uses Mutiny website personalization to achieve 442% more meetings booked from new industries

The problem

6sense's website was built around tech industry pain points, leaving manufacturing and other verticals underserved; despite having industry-specific ads and intent data, the marketing team had no way to personalize website content for different industry segments.

Workflow diagram · grounded in source

Identify target industries with data

ai_action

“We used 6sense's profile fit scores and layered in additional information like company size, revenue ranges and geography. Then inside of 6sense there are dashboards that show you which industries those accounts fall into.”

Research manufacturing buyer needs

human_review

“Grace consulted with the product marketing team, who spoke to existing manufacturing customers to identify pain points and put together industry-specific use cases.”

Personalize homepage for manufacturing

ai_action

“Using the 6sense integration in Mutiny, she quickly personalized the top of the fold on their homepage to highlight manufacturers' biggest pain points, starting by simply swapping out the headline and description on the page, and then la…”

Build industry-specific landing page

output

“the team used WordPress to create a dedicated landing page for manufacturing (pictured below). The new page includes industry specific language, social proof, testimonials, and value propositions”

Route manufacturing visitors to landing page

routing

“Grace personalized the CTA for manufacturing visitors on the homepage, sending those who clicked to the new fully personalized vertical page”

Expand distribution via banner and ads

output

“She expanded coverage by launching a banner through Mutiny that prompts all manufacturing visitors to check out the landing page. To augment organic inbound traffic, targeted ads and BDR prospecting now also funnel manufacturing leads to…”

Reported outcome

The first proof of concept produced a 442% increase in meetings booked; the manufacturing landing page converted 13% of visitors versus a 2.4% site average, and average time on the industry landing page reached almost 18 minutes compared to a two-minute site average.

Reported metrics

Meetings booked442% increase

Time on page4x

Manufacturing landing page conversion rate13%

Site average conversion rate2.4%

Show all 7 reported metrics

meetings booked442% increase

time on page4x

manufacturing landing page conversion rate13%

site average conversion rate2.4%

average time on industry landing pagealmost 18 minutes

average time on sitetwo minutes

revenue from display campaigns120% more revenue

Reported stack

Mutiny6senseWordPress

Source

https://www.mutinyhq.com/case-studies/break-into-new-verticals-5x-your-leads

Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

The first proof of concept produced a 442% increase in meetings booked; the manufacturing landing page converted 13% of visitors versus a 2.4% site average, and average time on the industry landing page reached almost…

What tools did this team use?

Mutiny, 6sense, WordPress.

What results were reported?

Meetings booked: 442% increase; Time on page: 4x; Manufacturing landing page conversion rate: 13%; Site average conversion rate: 2.4% (source-reported, not independently verified).

How is this marketing ops AI workflow structured?

Identify target industries with data → Research manufacturing buyer needs → Personalize homepage for manufacturing → Build industry-specific landing page → Route manufacturing visitors to landing page → Expand distribution via banner and ads.