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BUYER GUIDE

Best B2B Website Personalisation Tools: Five Options Worth Comparing

Make every website visit more relevant. Find the right personalisation platform for your marketing and sales teams.

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At a glance · not a ranking

An operations director in manufacturing cares about downtime. A finance executive cares about risk. Yet most campaigns send both to the same page. Website personalisation adapts content using the context you already know.

This guide compares five options: what each does best, where to be careful, how they price and what to ask in a demo.

Disclosure: Marketing Guppy publishes this guide and features in it. Other tools may be a better fit for different requirements. Not a ranking. Checked ; pricing and features can change.

SEE IT FIRST

See what website personalisation can actually do

One existing page, many audiences. The headline, paragraph, CTA and visual all change, decided by conditional audience rules. Visitors who don't match any rule see your original page.

  1. Pick an audience above the example.
  2. Watch the headline, copy, CTA and visual change.
  3. Anyone who matches no rule keeps your original page.

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Illustrative example · fictional company

acme-ops.example/solutions
Operations

Keep production moving with fewer unexpected interruptions

Give operations teams earlier warning of equipment issues so lines stay on schedule.

Book an operations review

Illustrative only. No real customer data or product connection.

FIVE TOOLS

Five options at a glance

Listed in no particular order of merit. Marketing Guppy first because it's our product. Open “Full profile” on any card for its overview, capabilities and sources.

Marketing Guppy

Our product

Best for: B2B marketing and sales teams personalising their existing website with campaign, account and contact context they supply.

Stands out for
Brief to reviewed variants and governed sales links in one shared workspace.
Watch for
Doesn't identify anonymous companies from IP addresses. Its connected offer includes personalised pages and email images, Dynamic Video with AI voiceovers, and branded assessments. These draw from a shared credit allowance, with different rates for each delivered experience.
Pricing
Starter £69/month (5,000 credits, one user) · Grow £149/month (15,000 shared credits, 3 websites, no per-seat fees) · Scale £299/month (40,000 credits, 5 websites). GBP, VAT included where applicable.
Full profile for Marketing Guppy

Add one script to your site, then personalise the pages you already have from the Marketing Guppy app. Marketers control the content and rules; sales can send approved 1:1 links.

Key capabilities

  • AI assistant drafts copy and audience rules from a plain-English brief (users with campaign editing access)
  • Suggests page elements worth tagging
  • In-app editing, no browser extension
  • Long-form text, images, logos and CTAs
  • Nested AND/OR rules on standard and custom audience fields
  • Marketing-approved 1:1 sales links (restricted Sales role)
  • Personalised email images and scored assessments & quizzes

Choose it when you want to personalise existing pages with your own data and give sales controlled personal links.

Hyperise

Best for: Outbound teams personalising images, website content and video, with advertised IP-to-company enrichment.

Stands out for
Personalised video and anonymous-company enrichment alongside website personalisation.
Watch for
Pricing is per seat, so cost scales with the number of users.
Pricing
Website plan from $99 per seat/month, including 10,000 views per seat. USD, before local taxes.
Full profile for Hyperise

Hyperise personalises website text, images and CTAs on existing sites, alongside personalised images and video for outreach. Setup uses its Chrome extension toolbar.

Key capabilities

  • Website text, image and CTA personalisation
  • Segments with merge tags
  • Personalised images and video
  • Personalised short links
  • Advertised IP-to-company enrichment

Choose it when personalised video, image-led outreach or IP-based company enrichment are central requirements.

RightMessage

Best for: Teams using visitor surveys, known-subscriber context and onsite offers to shape messaging.

Stands out for
Survey-led segmentation that turns visitor answers into personalised offers.
Watch for
Lower tiers focus on CTAs and offers rather than full-page personalisation; confirm the scope you need.
Pricing
Scale from $199 per project/month, billed annually. 14-day trial. USD.
Full profile for RightMessage

RightMessage segments visitors through surveys and what it already knows about subscribers, then adapts offers and content. Full website personalisation campaigns sit on its Scale tier.

Key capabilities

  • Onsite surveys for segmentation
  • Personalised CTAs and offers
  • Website personalisation campaigns (Scale)
  • Per-project pricing, no per-seat fees

Choose it when your audience data comes mainly from surveys and email subscribers.

VWO (Wingify)

Best for: Mature conversion-optimisation teams wanting personalisation alongside testing and experimentation.

Stands out for
Personalisation inside a full experimentation and optimisation suite.
Watch for
Testing, holdbacks and advanced features can need separate products or higher tiers.
Pricing
Plan- and product-specific; check current pricing or request a quote.
Full profile for VWO (Wingify)

VWO combines a visual editor, website personalisation and a wider experimentation toolkit. Advanced capabilities depend on product and tier.

Key capabilities

  • Visual editor for existing pages
  • AI-based text recommendations
  • AND/OR conditional targeting and rule-based segments
  • A/B testing and experimentation (plan-dependent)

Choose it when experimentation and statistically measured optimisation lead your programme.

Mutiny

Best for: Account-based teams generating AI-personalised pages, microsites and deal-specific assets.

Stands out for
AI-generated, account-specific microsites and assets.
Watch for
Built around generated assets and microsites, so confirm how it fits your existing site.
Pricing
Contact Mutiny for pricing.
Full profile for Mutiny

Mutiny uses AI to create content for segments and accounts across multiple page sections, plus microsites and assets for go-to-market motions. This is a different workflow from editing your existing webpage.

Key capabilities

  • AI-generated content for segments and accounts
  • Personalisation across multiple page sections
  • Account microsites and deal-specific assets

Choose it when you want AI-generated microsites and deal assets for named accounts.

CAPABILITIES

Compare the capabilities that matter

Yes
Documented in the vendor's official materials (or, for Marketing Guppy, in the product).
No
Not available. Used only for Marketing Guppy, where we know the product.
Plan-dependent
Documented on some plans or tiers only.
Partial
Related functionality is documented, but not the full capability. The notes below say exactly what we verified.
Not documented
We couldn't verify it in the official materials we reviewed. This isn't proof it's missing, so ask the vendor.
CapabilityMarketing GuppyHyperiseRightMessageVWOMutiny
Personalise existing website contentYesYesPlan-dependentYesPartial
AI content assistanceYesNot documentedNot documentedYesYes
AI-assisted suggestions for which page elements to personaliseYesNot documentedNot documentedNot documentedNot documented
Advanced AND/OR targetingYesNot documentedNot documentedYesNot documented
Long-form, multi-section variationsYesPartialPlan-dependentYesYes
Personalised email imagesYesYesNot documentedNot documentedNot documented
Marketer-controlled 1:1 sales linksYesPartialNot documentedNot documentedPartial
Assessments & quizzesYesNot documentedPartialNot documentedNot documented
Personalised videoYesYesNot documentedNot documentedNot documented
Anonymous company discoveryNoYesNot documentedNot documentedNot documented
Pricing modelPer workspace, shared creditsPer seatPer project, annualQuote / tierContact sales
  1. Mutiny, Personalise existing website content: Mutiny documents AI content for segments across page sections, plus microsites. Its sources don't confirm editing your existing site in place.
  2. Hyperise, Long-form, multi-section variations: Hyperise documents website text, image and CTA personalisation. Long-form, multi-section variations aren't specifically documented.
  3. RightMessage, Assessments & quizzes: RightMessage documents onsite surveys for segmentation. Scored assessments or quizzes aren't documented.
  • Personalise existing website contentYes
  • AI content assistanceYes
  • AI-assisted suggestions for which page elements to personaliseYes
  • Advanced AND/OR targetingYes
  • Long-form, multi-section variationsYes
  • Personalised email imagesYes
  • Marketer-controlled 1:1 sales linksYes
  • Assessments & quizzesYes
  • Personalised videoYes
  • Anonymous company discoveryNo
  • Pricing modelPer workspace, shared credits

MARKETING GUPPY

Why Marketing Guppy deserves a place on your shortlist

From brief to reviewable variants

Describe your audiences in plain English. Guppy AI drafts copy and the rules that decide who sees it. You review and edit before anything is published.

Personalise more than headlines

Swap rich paragraphs, images, logos and CTAs, targeted with nested AND/OR rules on standard and custom audience fields.

Personal links for sales, no website editing

Sales users generate 1:1 links from marketing-approved campaigns. Copy and design stay exactly as marketing signed off.

Email images and assessments built in

Personalised email images and scored assessments & quizzes share the same credits. Follow-up stays with your team, with no automatic CRM sync.

Start your 14-day free trial Explore Assessments & Quizzes

PRICING

What will it actually cost?

Every vendor counts usage differently. Here's a five-person team at list prices.

Marketing Guppy · Grow

£149/month

GBP · VAT included where applicable

  • 15,000 shared credits a month
  • No per-seat fees
  • Up to 3 websites

Hyperise · 5 website seats

$495/month

USD · before local taxes

  • 50,000 views in total (10,000 per seat)
  • $99 per seat × 5

Not like-for-like: different usage volumes, currencies and tax treatment. High-volume teams may get more views from Hyperise, and a single user at low volume may pay less with one seat. Sources: Hyperise pricing, Marketing Guppy pricing, checked 26 October 2026.

How Guppy credits work

  • One credit per personalised page view, however many elements change
  • One credit per new unique personalised email image
  • 5 credits per completed assessment
  • One shared allowance; no automatic overage charges

Five pricing questions to ask

  1. How many users need access, and are they charged per seat?
  2. What is the usage unit: page views, impressions or something else?
  3. How many websites or projects are included?
  4. Which features sit on higher tiers?
  5. What happens when the allowance runs out?

RightMessage prices per project, VWO by plan or quote, and Mutiny via sales.

DECISION

Which tool should you choose?

Some tools overlap. Start from your main requirement.

Choose Marketing Guppy if you want to personalise existing pages with your own data and give sales controlled personal links.

Choose Hyperise if personalised video, image-led outreach or IP-based company enrichment are central requirements.

Choose RightMessage if your audience data comes mainly from surveys and email subscribers.

Choose VWO if experimentation and statistically measured optimisation lead your programme.

Choose Mutiny if you want AI-generated microsites and deal assets for named accounts.

If Marketing Guppy fits, test it on one of your own pages before you book demos elsewhere.Start your 14-day free trial

IN THE DEMO

Five questions to ask in every demo

  1. Can it personalise our existing website?Or does it need new pages, microsites or a rebuild?
  2. What data identifies the audience, and what happens when it's missing?Check the fallback visitors see when there's no match.
  3. How much of the page can change?Long-form copy, images and CTAs, or just names in a headline?
  4. Who can build, approve and send?Look for review steps and restricted roles for sales.
  5. What will the bill actually be?Ask exactly what triggers usage, and check integrations and privacy terms too.

YOUR QUESTIONS

Frequently asked questions

Your website doesn’t need to say the same thing to everyone

Add one script, personalise your existing pages and keep your original content as the fallback. 14-day free trial, no card required.

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Pricing · Marketing Guppy vs Hyperise · Assessments & Quizzes · Website personalisation guide · ABM personalisation guide

About this comparison

Published by Marketing Guppy. Guppy features are described as they work in the product today. Competitor details come only from the official pages below, last reviewed . We didn't test competitor accounts; prices are list prices without currency conversion.