Advanced Personalization, Data Enrichment
Livestorm is a video engagement platform that helps you manage meetings, webinars, and virtual events from start to finish. Livestorm originally started as a college final exam project and is now a hypergrowth SaaS company with over 5,000+ customers across the globe like Airtable, Notion, and Verizon.
The company was founded in 2016, and Thibaut Davoult joined not too long after as a growth engineer. At the time, he was coding the website but “as the company grew, so did I,” shares Thibaut. Today, Thibaut is the Head of Growth at Livestorm and manages five people, split into two teams. One team focuses on the acquisition and activation funnels and the other is tasked with improving website conversion and conducting web analyses.
Thibaut tracks many metrics, but his ultimate north star is monthly recurring revenue (MRR), from both new and existing customers. Thibaut and the team knew that building a seamless web experience was critical in driving conversions, and ultimately revenue.
Livestorm gets a high volume of monthly web traffic from a variety of different industries and personas. When a customer hosts a webinar using Livestorm, attendees often become interested in learning more about the video engagement platform.
Since many different people from marketing to HR to customer education and more come to the website after attending a Livestorm webinar, prospects often have some knowledge of the product but need guidance to understand how Livestorm can work for them specifically. “Truth is it is a big plus in terms of the total addressable market, but this comes with some complexity in messaging and positioning the product properly for all these audiences,” says Thibaut.
With a high volume of website traffic and a variety of industries and personas served, Thibaut knew that they couldn’t take a one-size-fits-all approach on the website. “Trying to talk to everyone, you end up talking to no one,” says Thibaut. He continues, “It was really important to be able to adapt the website. Someone who wants to run marketing webinars is going to look for very different content than someone from a college or university who wants to run online classes.”
Thibaut and the team decided to take a crawl, walk, run approach to website personalization. Before using other solutions, the team tried to build their own personalization workflow. They first focused on sharing a variety of different use cases on the homepage. While this was a great jumping-off point, visitors still had to do some work to navigate to the subpages that fit them best.
The Livestorm team also noticed that enterprise companies were visiting the website and signing up for lower-cost plans. “What triggered us looking into Mutiny and Clearbit Reveal was when we started seeing traffic from really big companies signing up for self-serve plans. We had huge pharmaceutical companies with 10,000 employees signing up for plans at $100/month,” says Thibaut. Thibaut and the team realized there was an opportunity to use their website to increase their annual contract value (ACV).
When it came time for these enterprise companies to explore a sales conversation, they already had a (low) anchor price in mind based on the information available on the website. Livestorm’s sales reps were frustrated and unable to convert these users to high ACV enterprise plans. “This is a really common issue for product-led companies. You have a self-serve plan that is competing with the sales-enabled plan. We wanted to prevent that, and the solution we found was using Clearbit Reveal,” says Thibaut.
With a high volume of website traffic, the ability to serve many use cases, and an opportunity to increase enterprise deal size, Thibaut and his team decided to invest more heavily in website personalization. They had taken the initial steps to create a more tailored website, but now was the time to build an advanced personalization strategy.
Today Livestorm uses a combination of Clearbit Reveal and Mutiny to deliver a personalized web experience. Using Clearbit Reveal, Thibaut and his team can identify accounts that match their ICP from anonymous website visits and segment the journey based on different demographic and firmographic criteria like role, industry, and company size. Using Mutiny, Thibaut and his team can display different logos, copy, CTA buttons, and more to deliver a truly seamless buyer experience that drives conversions.
The Livestorm team has come up with many unique ways to personalize the web experience, with a focus on delivering custom content based on company size and industry.
The enterprise experience (pricing page removed from the nav and replaced by “Enterprise” link, changes to the headline, CTA, and color scheme)
The team continues to test out different permutations to ensure they are creating a journey that fits the unique challenges of their website visitors.
With their new and improved website personalization strategy, Thibaut and his team have seen homepage conversions increase by 30%.
In addition, “the sales team doesn’t ping me as much now that we have these personalizations” shares Thibaut. While he says so in good fun, the improvements to the enterprise experience have improved the growth team’s relationship with sales. Removing pricing and tailoring enterprise messaging has enabled the sales team to be more consultative and sell at a higher ACV.
Thibaut says that using Clearbit and Mutiny to personalize the website is “one of the most impactful strategies in place.” The team is excited to continue iterating on their website to provide the best possible experience to their potential buyers.