The software as a service industry faces a common challenge as products gain traction with both startups and enterprises, requiring marketers to balance their appeal to small businesses while accommodating larger clients. Personio, an all-in-one HR software solution, solved this issue by implementing personalized solutions using firmographic data, which effectively catered to both SMBs and enterprise accounts. By leveraging website personalization, Personio saw a significant uplift in conversion rates for both segments, with 46% for small businesses and 45% for enterprises. The company also tailored social proofs based on the industries of their visitors, creating a more nuanced aspect of personalization that resonated deeply with specific concerns and aspirations. This strategic alignment led to a remarkable 26% increase in conversions from inbound leads and a staggering 62% uplift in contact form conversion rates. The integration of Ninetailed within Contentful enabled Personio to deliver personalized experiences efficiently and effectively, streamlining their workflow, eliminating the need for developer support, and allowing for scalability and agility in marketing strategies.