Hey, this is Jaleh, co-founder of Mutiny (YC 2018) and employee 12 / ex head of marketing at Gusto. Founders and marketing teams always ask me for the latest hacks to speed up their company growth. My answer is always: 'tactics don't matter, focus on moving fast'. Sure, but what does that really mean and how do you get there? This First Round article outlines my framework for how to fundamentally speed up marketing. It talks through how to set goals, identify hidden assumptions in your marketing ideas, how to set up dashboards that drive speed, and offers examples along the way. It's all based on things I have learned and tried during my time scaling SaaS companies. I have talked about this topic at SaaStr and other conferences - the Q/A is usually pretty heated. So what questions / concerns do you have?
Thanks for the feedback. We tried to be really thoughtful about the UX / animations, but looks like we missed the mark with you. The site converts close to 6%, which is a really high conversion rate for b2b. I agree that we need more product screenshots, especially given how easy to use the product is. We are working on a "how it works" section with more screenshots. In the meantime, you can see screenshots here (https://www.dropbox.com/home/Mutiny%20Press%20Kit/Mutiny%20p...) or sign up for a demo on our website. We are trying to build product and trial experiences as fast as we can :)
Pricing depends on your visitor volume. How many monthly visitors do you have? We also have a startup package if you have <20k monthly visitors and <$5M in funding and founded in or after 2015.
We can identify industry in 3 ways for inbound visitors: (1) their IP address -- ~30-50% match rate (2) google paid search if their search query is indicative of their industry/usage -- match rate depends on your business and paid keywords (3) from your first party data if it's a returning visitors that has perviously signed up and either given you their industry in the form or if we enrich their email address -- match rate is ~70-90%.
> We can identify industry in 3 ways for inbound visitors: (1) their IP address
What’s your view on the ethics of doing this for users who haven’t signed up or otherwise provided any info, and thus think they’re anonymous?
Do you think most otherwise-anonymous Web visitors know or understand that IP->individual/business lookups are possible (for IPs which don’t have reverse DNS or SWIP entries)? It seems like basically no Web visitors know about IP data appending.
If or when this does become mainstream knowledge, how do you think the general public will react?
The purpose of using this data for personalization is to help the incoming visitor find what they are looking for and understand more specifically why a product would be right for them. Our system is built such that when a user visits a Mutiny enabled website, their information is never shared nor sold. Only the company whose website the user has chosen to engage with has access to this data, similar to how company's use analytics platforms today.
We do not use 3rd party cookies, so user data is always protected across companies and domains. If users prefer to forgo personalization we respect these privacy settings and allow users to opt-out.
> If users prefer to forgo personalization we respect these privacy settings and allow users to opt-out.
Could you point out where this is in your privacy policy? My admittedly-basic reading seems to show the opposite. https://www.mutinyhq.com/privacy says this:
"“Do Not Track”. Do Not Track (“DNT”) is a privacy preference that users can set in certain web browsers. Please note that we do respond to or honor DNT signals or similar mechanisms transmitted by web browsers."
If, as you note, you respect users' privacy settings, why don't you honor Do Not Track? Forgoing personalization is the whole reason that DNT exists.
If this was an oversight, how about updating your service's behavior and the privacy policy?
You pulled out the correct line in the privacy policy: "Please note that we DO respond to or honor DNT signals or similar mechanisms transmitted by web browsers".
We do indeed honor Do Not Track in our service. Additionally, users can opt-out by emailing [email protected] as detailed in the privacy policy.
Mutiny works with any CMS so shopify is technically fine. What type of personalization do you want to do? If you have a ton of products and want to dynamically change the product you show, it might be better to build a server side implementation. We are not quite optimized for big e-commerce sites who want to optimize SKUs - that's much more of a b2c use case. Send me the site and what you are trying to do, and I can take a look.
Pricing depends on monthly website visitors. We also have a startup package for companies with <20k visitors, <$5M funding and founded after 2015. If that applies to you, you can sign up here: https://jalehrezaei.typeform.com/to/OM9rmm?utm_campaign=hack...
haha no, but we get that a lot. Great show! We picked the name for the implied spirit of change and rebellion. B2B has changed a lot over the past 5 years and the tech stack has not kept up to enable good marketing without constant dependency on engineering. It's time for better software that empowers every great growth marketer to build an awesome user experience and grow their company.
I wonder if somebody did start a Cardiff Electric, if they would get sued by AMC? Not sure if they would have a trademark on the name, but they would at least own it from a copyright perspective... but would starting a real-world company fall afoul of that? Hmmm...
Depending on the source, there are close to 25-30k saas/iaas/paas companies, and growing extremely quickly. We serve any B2B company so our market is much larger. Another way to look at it is that 200k+ companies use A/B testing and personalization is the next evolution in optimization.
It's definitely something we see, and it's what makes a/b testing really tough in b2b. Personalization tends to have significantly higher lifts than a/b testing since you can speak directly to an audience. Since statistical significance is a function of lift and conversion volume, you can get to results much faster if you run experiments with higher expected lifts. We also have an outbound personalization feature that lets you turn an ordinary page into hundreds or thousands of custom pages for every single account, that you can email to people you are trying to reach. Every recipient receives a personalized page and we measure the impact through signup / demo requests. As long as you have 500-1000 people in a segment, you can get to a significant test within a month or so given the high lift (50-200%).
How do you help with generating all the content needed for personalization? That can be quite resource intensive. Or do you rely on your customers to solve that piece?
