What You'll Learn

This case study details how Moss used Userled to address key challenges in outbound personalization and account-based marketing (ABM). You’ll discover how the platform helped Moss simplify workflows, deliver industry-specific messaging at scale, and empower its team to execute ABM campaigns quickly and efficiently.

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The Problem

Moss’s growth team grappled with the challenge of tailoring its messaging to an audience spanning 20+ industries, from small e-commerce businesses to large construction firms. Their broad customer base required personalized outreach, but existing tools and processes often led to generic messaging that failed to resonate deeply with target audiences.

The lack of cohesion in the customer journey also posed issues. Paid campaigns drove traffic to personalized landing pages, but once visitors navigated to the main website, the messaging often didn’t align with their specific needs.

Additionally, the introduction of ABM as a key strategy brought new demands, such as the need to create landing pages rapidly and at scale. Moss’s existing tools required significant engineering support, limiting the team’s agility and delaying campaign launches.

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The Hypothesis

Moss set out to find a solution that could meet three critical needs:

1. A platform capable of delivering personalization at scale for both inbound and outbound efforts.
2. Usability that allowed the team to work independently of engineering resources.
3. Integration with existing tools like Salesforce and SalesLoft for streamlined workflows.

After evaluating alternatives such as Mutiny and other personalization tools, Moss chose Userled for its simplicity, cost-effectiveness, and alignment with their immediate needs. While initially focused on inbound personalization, the team quickly discovered the value of Userled’s outbound capabilities, which became a central component of their ABM strategy.

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The Solution

Userled provided Moss with an easy-to-use platform for creating highly targeted landing pages for ABM campaigns. The team could tailor messaging to different industries and use cases, ensuring relevance across every customer touchpoint.

Onboarding was seamless, with multiple training sessions provided by the Userled team to accommodate stakeholders across departments. Integration with Salesforce and SalesLoft allowed Moss to sync landing pages with outreach cadences in real time, eliminating delays.

Most importantly, Userled empowered Moss’s growth team to operate independently of engineering resources, freeing up their web developer to focus on high-priority projects like a company rebrand.

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The Results

Moss launched several ABM campaigns using Userled, with early data highlighting significant improvements in engagement. In one pilot campaign, Moss achieved a click-through rate of 3.3% compared to 0% for standard cadences—a testament to the power of personalized messaging.

Additional outcomes included:

• Faster campaign execution: The team can now create landing pages quickly without relying on engineering.
• Improved user journeys: Messaging is aligned across multiple touchpoints, from paid ads to the website.
• Positive internal feedback: Sales reps were impressed by the tool’s functionality and its ability to enhance outreach efforts.

While still in the early stages of implementation, Moss has already seen how Userled’s flexibility and usability support their ABM goals.

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Next Steps

As ABM becomes a core strategy for Moss in 2025, the company plans to integrate Userled more deeply into its workflows. Future plans include:

• Scaling outbound campaigns using dynamic fields for flexible landing page personalization.
• Consolidating tools by moving A/B testing into Userled to replace clunky alternatives like VWO.
• Leveraging Userled’s advanced reporting capabilities for better campaign tracking and attribution.

With these developments, Moss is confident that Userled will continue to be a key enabler of its growth strategy.

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