Landing page design brief for Google Ads lead generation campaign targeting enterprise marketers in Australia and the United States.
Overview of Mutinex, their product, and key business context.
Mutinex (legally Progressive Growth Partners Pty Ltd) is an Australian enterprise growth platform specializing in marketing mix modeling (MMM). Founded in Australia, they describe themselves as "the only end-to-end marketing mix modeling platform."
Mutinex helps enterprise marketers demonstrate impact, protect budgets, and make confident investment decisions through data-driven proof. Their platform analyzes over $7.5 billion in global marketing spend and serves leading enterprise brands worldwide.
Their tagline: "Your best decisions start here."
Analysis of Mutinex's existing web presence and conversion setup.
Headline: "Growth shouldn't feel like guesswork"
Subheading: "Too many marketers are stuck in the growth gap. Drowning in doubts, delays and defending their value."
What this landing page needs to achieve and the economics behind it.
Generate qualified demo requests from enterprise marketers, CMOs, and marketing leadership who are actively looking for marketing mix modeling solutions to prove ROI and optimize their marketing spend.
Mutinex has spent ~$33K on Google Ads with a $1,100 CPL. Target is $500. The #1 gap is conversion rate, not traffic quality.
Current website converts at 0.4%. Even brand traffic converts at only 1.2% (should be 10%+). Two-click demo process is killing conversions.
The "Request a Demo" CTA requires two clicks to reach a form. Every extra click 10x lowers the conversion rate. Form must be visible above the fold.
Ad budget: $4,000-$5,000/month. Henry confirmed he is open to unlimited scale if $500 CPL target is achieved. Operating margins are better than competitors, so he is willing to outspend them to win.
Who we are targeting, confirmed directly by Henry Innis in the discovery call.
Brand assets, colours, voice, and tone for the landing page design.
Client assets folder on Google Drive: Clients Files / Mutinex / Assets & Brand Guidelines. Assets folder is currently empty. Brand guide, logos, imagery, and fonts need to be uploaded by Mutinex.
Confirm exact brand palette with client once brand guide is provided.
What Mutinex offers and how GrowthOS works.
GrowthOS is Mutinex's primary product; an end-to-end marketing mix modeling (MMM) platform. It helps enterprise marketers understand which marketing activities are driving real business results, so they can optimise spend, protect budgets, and prove impact to leadership.
Data infrastructure component that integrates and manages marketing data inputs. The foundation layer that connects all data sources.
The core MMM platform. Campaign-level modeling, budget optimisation, ROI measurement. Patent-pending technology.
AI-powered analytics tool for deeper insights and recommendations. Automated intelligence layer on top of the data.
GrowthOS uses patent-pending Campaign-Varying MMM Technology that models performance at the actual decision level marketers work at (not abstract time periods). Instead of treating marketing channels as "black boxes," it decomposes channel performance into underlying attributes:
This gives granular insights into which specific campaign attributes drive results.
What makes Mutinex different from every other MMM platform.
Not just modeling; covers data ingestion (DataOS), analysis (GrowthOS), and AI-driven recommendations (MAITE) in one platform.
Patent-pending technology that goes beyond channel-level insights to show exactly which creative, format, publisher, and audience segment is driving performance.
Trusted with $7.5B+ in marketing spend across major brands like Domino's, Michael Hill, ME Bank, Amaysim, and One NZ.
Clients see 15-25% ROI improvements. Not theoretical models, but measurable business outcomes.
Key competitors in the MMM space, with Google Ads competitive intelligence.
| Competitor | Type | Notes |
|---|---|---|
| ProfitML | SaaS MMM | Biggest competitor in Australian Google Ads market (confirmed from competitive scrape) |
| Analytic Partners | Analytics Platform | Active in Australian Google Ads market. Known to Henry. |
| Lifesight | SaaS MMM | Active competitor in Google Ads. Running ads in AU market. |
| Rockerbox | SaaS MMM / MTA | Acquired by DoubleVerify in 2025. Multi-touch attribution origin. |
| Recast | SaaS MMM | Combines MMM and multi-touch attribution for ad optimisation. |
| Sellforte | SaaS MMM | Marketing mix modeling tools for growth acceleration. |
| Odins.ai | SaaS MMM | AI-driven Bayesian MMM platform. |
| Salesforce | Enterprise Platform | Active in Google Ads for MMM-related keywords. |
| Meta Robyn | Open-Source | Free open-source MMM library. DIY approach, no support. |
| Objective Platform | Consultancy + SaaS | Netherlands-based MMM consultancy and platform. |
From competitive scrape: all major competitors are running Google Ads to websites (not landing pages). Most are sitting in position 2. This is Mutinex's competitive edge: a dedicated, high-converting landing page will outperform competitors sending to generic websites.
Client logos, stats, and social proof for the landing page.
Request 1-2 written testimonials (or a link to case studies / reviews) from Mutinex. The website displays client logos but specific quotes or testimonials need to be provided for the landing page.
Internal strategy notes, CTA direction, form design, and optimisation requirements.
Primary CTA: "Access Platform Demo" or "See the Platform" (softer than "Request a Demo")
Rationale from meeting: Michael recommended shifting the CTA language from "Request a Demo" to something that implies more immediate value. This type of language drives higher action rates because it feels like the visitor is getting something, not asking for something.
Note from meeting: Henry confirmed that Mutinex uses ZoomInfo + Salesforce on the backend to enrich lead data from just the email address. They previously cut form fields to reduce friction. Keep the form minimal (4 fields max) to maximise conversion rate.
Do NOT add qualifying questions (budget, role, MMM usage, timeframe) as they will reduce conversions and Mutinex can enrich this data themselves.
Recommended section flow for the Mutinex landing page.
Headline addressing the "growth gap" pain point. CTA button: "Access Platform Demo." Supporting stat (e.g., "$7.5B+ in marketing spend analysed"). Form visible above the fold (NO two-click process).
3 pain points: guessing what works, defending budgets, biased/incomplete data. Use Mutinex's "growth gap" framing.
GrowthOS overview with 3-4 key capabilities: campaign-level MMM, budget optimisation, ROI proof, AI-driven recommendations.
Three columns: DataOS, GrowthOS, MAITE. Brief description of each.
Client logo bar (Domino's, Michael Hill, ME Bank, etc.) + key stats + testimonial if available.
3 simple steps: Connect your data > Model your marketing > Optimise with confidence.
Simple 4-field form (Name, Email, Company, Phone). NO extra clicks, NO qualifying questions. Mutinex enriches via ZoomInfo + Salesforce backend. Headline: "See how Mutinex closes the growth gap."
Agreed services and pricing from the signed contract.
Any additional work not specified above: $190/hour (minimum 2 hours).
Items needed from the client before landing page design can begin.
Google Drive: Clients Files / Mutinex / Assets & Brand Guidelines
| Asset | Status |
|---|---|
| Brand guide (colours, fonts, usage rules) | Required |
| Logo files (SVG, PNG; dark + light versions) | Required |
| Product screenshots / platform imagery | Required |
| Client logos (for social proof bar) | Pending |
| Testimonials (1-2 written quotes) | Pending |
| Video content (if applicable) | Pending |
Messaging themes, key contacts, communication style, and meeting sources.
These could be used as secondary CTAs or trust-building content on the landing page.
Decision maker. Approves budgets and strategy. Very direct communicator.
Primary logistics contact. Handles account access, NDAs, internal coordination.
Provides brand assets, design resources, content for landing page.
Handles subdomain setup, DNS, technical integration.
Introduced Henry to Market Lead. Close personal friend of Henry's (Tim Evans connection).
Henry is an extremely fast, direct communicator. He dislikes small talk, wants results, and makes decisions quickly. He approved the full engagement in a 12-minute call. Do not waste his time with unnecessary check-ins or presentations. Route operational requests through Danielle.
Intender (Queensland-based). Selected by a previous corporate marketer who "selected them for their friends." Henry saw no evidence they could execute a sophisticated strategy. Spent ~$40K, got only 5-10 leads. Account is now paused.
Domain, hosting, tracking, and access requirements.
Google Ads, Google Analytics, Google Tag Manager, and Facebook Business Manager access needs to be provided by the client.