In the example below, you can see how Billable uses Unless to personalize its value proposition on the home page. They are a billing and revenue management solution meaning a lot of their messaging is around closing deals fast while decreasing friction and churn. They’ve noticed this message works well with finance people and CFOs (the decisionmaker).

However, security and privacy are also very important in their line of work and before getting a new client, they often have to convince the technical team as well. They already know the main concerns of lead developers and CTOs so they have created a homepage personalization where these concerns are addressed before the questions even arise.