An engineer landed on a page written for a buyer, or the reverse.

Connected

Known contact title from CRM, or pages they keep opening (docs vs pricing vs security).

Inferred

Enrichment title, or two+ views of API / ROI / implementation.

Example eligibility rule

Infer practitioner intent after at least two API, documentation, or implementation views in 14 days. Infer buyer intent after at least two pricing, security, or ROI views in 14 days. If the paths conflict, show the role switch instead of selecting a role.

Pages, docs, or security content show who they are. The homepage and CTA still speak to a generic "team". The practitioner wants how it works. The economic buyer wants risk and outcome. Mixing them stalls both.

Avoid this assumption

Putting their job title in the headline is not the same as changing the proof.

Role is a confidence problem, not a decoration problem. Match proof and CTA to the job of the person in the session, and always offer the other path.

Reach

How many eligible people can you reach in the chosen channel and time period?

Cost

What will content, delivery, QA and ongoing maintenance cost?

Return

What incremental outcome would cover that cost, and what is it worth?

Planning inputs, not measured results. Estimate reach × incremental outcome rate × value per outcome, then subtract cost. Use a range and a consistent time period.

Example format: Content

Swap the proof module and CTA; keep the rest.

Compare lighter and deeper responses

Choose the lightest response that solves the need.

Assist: Offer useful help

Keep the default. A quiet "for practitioners / for buyers" switch.

Adapt: Change a meaningful part

Swap the proof module and CTA; keep the rest.

Transform: Tailor the journey

A first screen assembled around the role, with an obvious "not my job" escape.

What to watch out for

• Trusting enrichment title without a way to correct it.
• Hiding pricing from practitioners who need it to champion.
• One account, many roles, one cookie.

Control

Generic homepage and CTA.

Treatment

Role-aware proof and CTA, with a holdout.

Success measure

Qualified next step (docs start, demo, or pricing) by role.

Guardrail

Wrong-role bounce. If engineers get a CFO page, you will see it.

For visitors who met a role-inference rule before assignment, compare role-aware proof with the generic page. Report practitioner and buyer outcomes separately, along with use of the role-correction switch.

Win or lose, record what worked, for whom and why. What you learn becomes the next signal.

• Demandbase Personalization ABM platform module that identifies visiting accounts via AccountID (firmographic, intent, technographic signals) and swaps page copy, images, CTAs, and links for those accounts, plus auto-fills company data on forms.
• Mutiny B2B website personalization tool that identifies visiting companies (via IP/firmographic match) and swaps page content (headlines, proof, CTAs) by account, segment, or industry. As of April 2026 it relaunched as an AI GTM agent, expanding beyond the original website-personalization product.
• Salesforce Personalization AI-driven, real-time decisioning engine built on Salesforce Data 360 that updates customer profiles on every interaction and recommends next-best content or offers across web, email, mobile, and Agentforce conversations.
• Sitecore Personalize Real-time web personalization and A/B/n testing inside Sitecore, driven by live behavioral and contextual signals.

The logos and quotes are for a different kind of company. Put proof from companies like theirs on the first screen.

They keep opening pricing and never pick a plan. Help them choose. Another comparison table won't.