Deliver Personalized Buying Journeys with Mutiny AI
Molly Bruckman, Head of Growth Marketing at Mutiny, shows us how AI can help you easily generate relevant website experiences for your different business segments.
[MUSIC]
Hello everyone and welcome to Go to Market AI,
the future of your Go to Market tech stack.
I'm your host Sarah McConnell.
These days it seems like every company has AI,
but on this show we want to go a level deeper so you can see
firsthand how businesses are actually applying AI to solve your business
challenges.
We're going deep into use cases and showing you live demos of
the latest and greatest in AI technology.
Today I'm really excited to be joined by Molly Bruckman,
Head of Growth Marketing at MUNI.
Molly, welcome to the show.
>> Thank you so much Sarah, I'm so excited to be here.
>> I'm so excited to have you on.
I love MUNI's product.
I know other marketers have been raving about what y'all are doing.
So I'm really excited to see your guys' AI offering.
But before we jump into the demo,
I would love to just hear from you a quick,
who is MUNI, what do you guys do and who are you helping?
>> B2B marketers use MUNI to quickly and
efficiently generate pipeline across channels and activities that they're
already investing in.
So their website, paid media, account based marketing and more.
We need plugs into your company's data and your website to identify who's on
your site,
who you should target, where you should target them and what you should say.
So MUNI's AI automates that tedious process of ideation,
content creation and experimentation to make all of that really, really easy
for you.
Over 150 million people have actually seen an experience.
MUNI has personalized on the web and that lets us see what's working for
different audiences,
like telecom companies or large enterprises.
So for example, a tech startup founder that comes to your site would see
different messaging,
different features, different pricing and different social proof than an
engineer from
Big America would see on your site.
>> Absolutely. So with that being said,
I would love to see this in action because I think your product is so cool.
So Molly, can we see a demo of MUNI's AI functionality?
>> Yeah. Absolutely.
So here is our inbound dashboard.
This gives you a summary of what you have running already.
And so in this case, this is of course all demo fake made up data,
but we have three segments that are running right now,
a segment for startups, a segment for B2B tech and a segment for large
enterprise visitors.
And this data comes from first and third party data sources like Clearbit,
Sixth Sense, your CRM data like Salesforce, HubSpot,
Marketo, marketing automation data, and then also like add campaign data,
what ads you're running and CRM data or CDP,
whatever acronym you can do after there's probable.
>> What?
>> ARR, ACV, it's all in here.
But yeah, basically you can combine any of that data that you have integrated
to
build segments and target visitors that are coming to your site.
So I want to walk through creating a new experience.
So I'll start here with creating an experience.
And this is kind of the first place you start to see the AI magic of MUNI
starting to show up.
So these kind of purple recommendations.
What we're going to do to start creating our experiences first set our goal,
then choose the page that we want to target and then choose the segment that we
want to target.
And so as we kind of select these things,
we can see a data estimate on this right hand panel telling us if we want to
increase
this goal on these pages for this segment, how many visitors are we going to be
targeting,
what is their conversion rate and how many additional conversions can we expect
to see.
In this account, I only have all conversions as a goal.
But of course, if you really had your account set up, you might have demo
request,
you might have free trial sign up, you might have blog conversions or
web or white paper downloads, something like that.
But I'll just choose all conversions.
And then I get to see the pages that I can target.
So mutinies recommending front.com, front.com/product,
and then team/customer support teams.
So these recommendations are the first place you start to see the AI come out.
Without this, the process is like marketers have to come up with,
who should I target, where should I do it?
Like there's so many possibilities for what you might want to target.
It's hard to kind of prioritize.
So mutiny is bringing in context on which pages are you putting paid dollars
behind, which pages have a lot of visitors who aren't seeing personalization
today,
which pages are having, like have high conversion potential,
which have different, which are generally higher converting or lower converting
pages.
So for instance, your sign up page is much higher converting than your blog
pages.
And so we can wait those accordingly.
If you didn't want to choose one of these recommendations, you can drop this
down.
You can see all of your pages and the associated data on visitors,
conversions, potential impact you have here,
and you can kind of see why these are ranked the way that they are.
I think this is really cool with the recommendation AI in particular,
because I think about as teams get larger,
if you think about where information is housed within an enterprise-sized
marketing team,
for someone that's using mutiny, you kind of made the point earlier of,
you kind of have to decide if you don't have this recommendation AI of like,
"Okay, what pages do I want to do it on?
I have to go back and look at all this historical data.
I'm going to try to piece it together.
And if it's a large team, there could be different people that know different
information
and you have to go hunt all of this down.
And I love that Unity is just bringing that all front and center.
So no matter who's working on the product,
no matter who's setting up this experiment,
it's going to recommend that for you, based on a budget data that you would
typically
have to spend a bunch of time finding in your systems,
and that maybe spread around across a bunch of different people on your team.
So this is one of my favorite parts of AI,
and I love to see it brought to life here in Mutiny.
Yeah, absolutely.
And I used to do that.
I've been in the conversion optimization space for, I don't know, 10 years or
something.
And I started as an analyst, and my job was like,
pull a bunch of data, do website analysis, come up with frameworks,
figure out where we should target, and figure out the perfect way all these
experiments
staff together so we can optimize how we're running the program.
And it takes months to do that really well,
and sort of bring this all this type of speed and rigor and analysis,
and just let you start without that panic, which I'm more a student-level
worker worker,
worker worker, have analysts, right?
It's a huge like up.
And then you get, like, as you click around here,
you get to see these recommendations change,
we'll pull up that screenshot of your site so we can start to think,
oh, how would I personalize on this page, what ideas might I have,
how much impact can I drive? You can also say, you know, maybe you don't think
you can get a 20%
lift, or maybe I like this page is horrible. I think I can double,
can regenerate, you can kind of adjust that there and see that impact change
here as well.
So I'm going to choose friend.com. I always like to start on the homepage.
I just think, you know, you can see it has the most traffic, and it's generally
the broadest.
So let's start there. And then you can see the segments here, and I don't know
if you caught it,
but the segments change based on what you select for the page too. So we're
kind of reshuffling
and reanalyzing based on what we see. So segments have some similar logic here
in terms of the AI
recommendations. Again, we're going to be looking at those number of unpersonal
ized visitors,
the number of, you know, potential impacts that we can drive, which is
basically like a conversion
rate plus this lift that you think you can achieve. So you can see that changes
, I scale it around.
And then in addition to kind of those components, we're also looking at your I
CP. So we do an ICP
mapping during onboarding. So we know what's important to you. We look at where
you're, again,
like where you're spending paid traffic, we're looking at just generally high
value segments,
like enterprise or high intent visitors, for example, like high intent segment
here.
So I'll choose high intent. And then I will choose create experience type.
So now's the fun part. Now you get to actually like design your experience,
which is really fun.
So the high intent experience for your homepage, we have a number of different
experience types
here, page content. This means anything on the page is fair game. You want to
change the headline,
the images, the CTA is anything like that, you can change that here. But we
also have component
you can add so you can add a banner, you can add a side pop, we've got some
surveys, we've got redirect.
So a lot of different types of experiences that you can you can build here. But
I'm just going to
choose page content for now, because it's the most fun one to demo. And you can
see
this purple box here, like as I hover around, all of this is editable now. So I
can start
reimagining the experience. And this is where kind of like AI comes in as your
co-pilot,
as your little like assistant buddy to help you with copywriting, which is
really helpful,
because this is another big blocker. Oh, shoot, what do I actually say?
And we have some pre prebuilt like shortcuts, you can also put in whatever
prompt you want,
but you could say, I want to change the tone to action oriented, FOMO-inducing,
playful,
professional, like maybe we try FOMO-inducing, and it'll rewrite a headline for
us that sort of
keeps this the same vibe of what we have today. The really cool thing about Mun
ise AI versus just
like taking the same thing and putting it into TatchyPT is Munise AI is trained
on your website
content. So because the scripts on your site, we have now scraped everything.
So we know how you
talk about your company, your products, we know your language, your tone. And
so these tend to be
much more out of the box on brand than what you get out of TatchyPT. But of
course, I don't know
that they'd say join front now, probably not. You can always like try again.
And it usually
gives you like a few different options that you can try there too. And then if
you like it,
you can click apply, you can see how it looks and you can continue to adjust it
But I could also say something like, this is our high-intent audience. So like,
tailor this for
visitors ready to buy. We'll see what it comes up with here.
Okay. I love that there's constant prompts to keep editing the AI so you can
keep playing
with it. Like it to the like, make it shorter, you know, change the tone,
remove the jargon,
like it can give you a starting place and then you can keep applying over and
over until you get
somewhere you like or use it as a starting point. Because I think you said it
earlier, it's totally
right. One of the hardest things of getting any edits on your website is
involving the entire team
and knowing where to start. Like it's always so much harder to start with just
a blank piece of
paper and start from scratch than to have AI give you these like generated
ideas. It's learning
from your entire website. It knows your brand, it knows your tone. And then you
can edit it from
there. Sort of like, I know what I've worked on lately pages before and I'm
like, Oh gosh,
to wear a shirt. Yeah, absolutely. And the like, just where do you start and
how do you do better
than what you have or, you know, how do you think about this audience or that
audience? So I love
this like, tailor this for visitors or tailor this per segment. Actually, by
the time this comes
out, I think that's going to be built into the presets too that Joel is about
who you can like
tailor to segment, which will be really helpful. Yeah, so you can you can edit
the text really
easily. You can also like maybe we want to say for high intent visitors, I want
to remove all of
these distractions. And so we can actually just delete like the navigation. So
now they're kind
of stuck here. Maybe I also know that these guys are not existing customers so
they don't need to
sign in. I can get rid of that too. And maybe I think high intent visitors need
more
pieces. Oh, I want to add now get started now and see how that does so you can
like really,
really quickly just tailor the content and start customizing for that audience
in particular.
I think I know this is what Mutiny is so well known for. And I think this is
just my favorite part
of your product that I've seen is instead of having to create all these
separate lady pages,
like I just think I've been marketing to your point like 10 plus years and the
amount of time it takes
to just keep doing okay, I've got a lady page for high intent and I'll have a
lady page for
enterprise. I'll have a lady page for this and to be able to set up a rebrand
where you have to
build up down where it is what pages or even have like I could if you track up
them anymore and
the ability to change it here and not have to get web development involved.
Like we have a great
web dev team at qualified. We love them, but like it is time consuming to get
something to them,
have them change things. So to be able to give marketers the ability to run
these experiments
and tests and make changes quickly without involving web development, I think
it's just so cool.
Yeah, absolutely. And I know another like place where you get into the endless,
I don't know if you want to call it micro sites, but like the endless like coll
ared pages for all
of your target accounts, for example, that is another place where you can like
spend all these
web dev effort on like creating one to one pages account. I'm not going to demo
today, but
Muni also has the ability to like create those one to one pages at scale using
variableization
and logic to originally actively create all of those different versions for you
And then maybe I think this is cool, but I had another idea like I hate this
video and I want
to see what it looks like without it. I can create a second variation to that
says like
movie video. And let me just rename this one to update a copy.
So this one, I think it just like pushes my content down too much maybe. So I
want to delete
that there. I can delete this box it is. And now I get to bring up these value
props much higher on
the page. Great. So I will, I'm happy with my experiences. Now I can review
this. I can call this
high intent homepage changes. If I wanted to set some tags, I could add tags to
it
and review kind of my settings here, which all look good. I can see these
different variations.
It gives me kind of a summary of what I've changed. I can like quickly see that
preview here on the
right too. And if it all looks good, I can hit launch. So that is again, like
that's a process
that I think in the past is like weeks, months, if you have your own house
testing, maybe you're
launching a test a month, but you can easily and minutes, like go from ideation
to launch with.
Really that only took a few minutes. Since your point that would have taken
even a really small
agile team, that would have taken weeks. By the time you got copy written, you
decided you looked at
old data, you decided what experience you even wanted to run. Yeah, that would
have taken a really
long time. So that's amazing that you could do it that quickly. Yeah,
absolutely. And this is,
this is now my baking show piece where I'm like, put one in the oven, pull out
the one I started
earlier. So for example, like this, this B2B tech segment that was already
running to give you just
a sense for the analytics that we track in mutiny, we get to see the
performance over time
between these different variations. We can break it down by other segments that
you have or device
type. So we can drill down that data really granularly. And then we can also
see visitor engagement.
So we can see like session rank, impact, bounce rate, impact, repeat visitors.
So all of that data
that you really want to drill into, you can take a look at in a lot of detail
as well as looking at
which conversions, you know, what was the impact on different conversions you
have set up,
which companies viewed this, the side and who converted from from each company
as well.
Amazing.
Of course, that's like experience level analytics. We also have kind of program
level
analytics to where we can plug into your CRM and pull in all of your deal data,
which obviously as B2B marketers, we know like it's not a web conversion. It's
like a series of
activities across web, across, you know, sales conversations, events, all of
these different
things and attribution. I'm not going to start that open that can't award them
of an attribution
like our long episode, it'll take a real turn.
But we do pull in data on basically anyone who has viewed experiences and then
were associated with opportunities in your CRM. CRM and you can customize this
to, you know,
whatever attribution criteria you want. So if you had an impression or a
personalized impression,
any impression, first impression, last impression, how many days before the
deal was created
or deal was closed or won or lost. So you can really like filter this down to
find out what
you're looking for. And you can filter to what segment they were part of, what
experiences they
saw, what stage in your funnel they're at. So you can, you can use this to
filter what you want.
And we're sending the data back into your CRM also so that you can do that
analysis alongside
all of your other programs as well. This is really cool. As a marketer, I
really appreciate
how many different filters that you can apply here because I think sometimes
out of the box,
it can be really easy to look in products and see like a really high level, but
get down to
that nitty gritty of like, okay, I'm particularly interested in like this
business segment or,
you know, we know our deal cycles and like our conversion rates, we want to
look 30 days before
the op was open versus seven days. So the ability to put all of those filters
in to get a really
good like clean look at influence pipeline. As someone who spends a lot of time
looking at
pipeline data, I very much appreciate this. Yeah. And I'm sure you can imagine
it wasn't the first
version that we at least put our customers quickly told us never we need never
cover.
Yeah. Oh, yeah. But that was fun. Cool. Well, the the last thing you wanted to
show is our
playbooks, which I think is also like a really special part of mutiny. And this
is not AI generated
however, another really good place to just get inspiration for types of
experiences that you
can launch. And there are real experiences from our customers that you can
filter by
which marketing program you're trying to move the needle on what type of
experience or
which segments you want to target, what data source you're using. So you can
kind of
drill down to find examples and get inspired by others in the community. So you
can even click
in, you can see personalization on and off, you can see what changed, you can
see the impact that
this could actually drive for you. So for example, if I launch this for my
enterprise segment,
which is anyone with more than 1000 employees, that's 11,000 visitors on my
site. If I get the
same lift they got that's 800 more leads for me. Like this might be really good
. And I can create
that experience right away. I love this part of your guys's product, even if it
's not AI,
which I know that's what the show is about, but I still think this is so cool
to bring in actual
real use cases from customers have almost like a community prebuilt into your
product. So I'm not
going back and forth. I'm not having to go find it off site. Like it's right
here. It's right in your
UI. And then adding that customization to the right hand side of like, hey, if
you use this
place, you're such going to impact you. This is, this is really, really cool. I
love this.
Yeah, it's so helpful for new customers who are, you know, they love personal
ization. They like the
idea of it, but they're, you know, maybe stuck on what I actually or can you
show me examples from
other customers? Now they don't have to like wait for meeting with a CSM that's
right at their
fingertips. They can, they can do this. We also have our own community, M2
community,
which I also manage. And, you know, they can then say like, Oh, Benoit from
Live Storm did that. Would you introduce me to him? And you know, we can facilitate some connections
there and they
can chat about their experiences. Yeah, the M2 community is great. I've been in
there and you guys
do a really fantastic job with that community. So I love that it's all tied
together with,
with your product here. And I will say besides the AI part of the demo, you
guys just always have
such a good UI experience in here. Like it's so easy to navigate. It looks so
good as a marketer.
I appreciate all of your branding and how simple it is to use your products. So
you guys have just
done such a good job of building this out. Thank you so much. Well, with that
being said, Molly,
this was a great demo. Thank you so much for taking us through this. I love
what y'all
are doing over there at Mutiny. But I would love to transition now into our
lightning round Q&A.
If you're ready. All right, I'm ready. Hit me. Okay. So question one, how long
have you
guys been building AI into Mutiny's product? We've been working with AI for a
few years.
I think the release of GPT four and March really changed what we were able to
do though with AI.
And so really helped us refine our models for high converting web copy
generation and enhanced
segment and page recommendations that I was showing. Yeah, absolutely. And then
is what you
showed today in your demo? Is this generally available now for customers if
they were to buy
Mutiny tomorrow? It will be by the time this comes out. Yes, it'll all of this
will be available.
Awesome. And then who are some of your current customers that are benefiting
from Mutiny's AI
functionality? We work with forward thinking B2B companies primarily high tech
space. So
companies like Snowflake, Qualtrics, Segment, Carta, Amplitude, Sixth Sense are
some of our
great customers. And by adopting AI on their websites, they are able to see 25%
increases
pretty quickly within their first few months of using the product. And actually
, we're seeing
customers who are adopting our the AI features of Mutiny because of course you
can use Mutiny
without these. You can have your own idea of what page and what segment and
what to write. You can
do all of that on your own manually. But our customers that are using the AI
powered experiences
are saving hours of manual work and are converting 70% more customers than
those who aren't using
those features. So really, really helps with speed and agility and
comparatively like our
customers generally are launching at least 10 experiences in their first couple
weeks of being
a customer, which I think is just unprecedented for starting a new program of
any sort otherwise.
Totally. Those are incredible statistics. So that's great to hear.
And then my last question for you is what are some other AI products that Uni
Team is using
and loving in your go-to-market team? Yeah. Oh my gosh. Well, we just wrapped
up our first season of
Survivor. Yes, it was so cool right away. And look, thank you. Thank you.
Everyone's like,
how do you say it? It makes sense when you write it, but yeah, it's like serve
AI,
or serve, or serve, or just if you have to try to be uncomfortable saying it is
, that's the right
thing. But we need to have none. We have to. It's just, yes, I had way too much
fun with those puns.
Like we had, as part of it, we had bonus point AI land. I swear to you,
everything. But yeah,
it was, for those of you who don't know, is a gamified educational experience
that taught
marketers workflows using AI. We had almost 4,000 players who watched 12
episodes, competed in
challenges, and there was a grand prize of $10,000. It was so much fun. Content
's still available.
So if you missed it, you can still catch up and watch it. But really showing
those real
workflows, I learned so much from running that program just about these
different AI workflows
really helped me up level my own skills. I co-hosted an episode actually with
one of our customers,
Alexa from Pendo. And we used a GPT plugin in Google Sheets to build out an
experimentation
program operating system and test queue. So I learned so much from doing that
for myself,
from the other hosts. I learned about a lot of new tools like Reggie for out
bound personalization,
Opus for video clips, ideogram for ad creative, and then of course, the
classics to have GPT
major, just better ways of using those things. I'd say my favorite lately is
playing with creating
the GPTs, like custom GPTs. So I built one for creating our, he has a rack and
mascot named
Achoo. If you don't know about them, you are probably not on LinkedIn because
he's a realer.
But I created a GPT to create Achoo in whatever situation you want. So it
creates like really
consistent versions of him and that's been so fun. So we just launched a Mean
Girls campaign.
I created every epic scene of like, you know, the Aaron Samuels turned around
or the math
leads competition or the Halloween costume. So all of those, I just had so much
fun with
building that. That is such a good answer. And I have seen those, your mascot
images across
LinkedIn. And I still remember him in hiking gear because I remember seeing the
image and he
was like somewhere and he was hiking and he looked like he's having such a good
time. And I was like,
this is a reminder I need to go out. So I have seen your images. We're so much
fun.
Yeah. Well, Molly, thank you so much for joining us on Go to Market AI. This
was such a fun episode
and I loved having you on the show. So thank you so much for joining us today.
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