Mutiny

Enrollment for the ABM MBA is now OPEN! This faculty does things a little differently: no high-level ABM strategy or theoretical teachings. Every two weeks, we’re launching a new class with a new ABM leader focused on a specific play they’re seeing success with. They're going to dig deep and break down strategies into repeatable playbooks you can implement at your company - no matter how big or small. Now, it's time to meet your professors: — Casey Patterson from Snowflake — Noa van der Stam from Qualtrics — Grace Kleaveland Kupczak from 6sense — Brittany Brown and Inga Keizare from Lokalise — Ryan Narod from Mutiny — Cristina Daroca from Riverbed Technology — Ben Staley from Vendr — And more to come! Learn from the best and bring their tactics back to your own account-based marketing program. ➡️ Find the link to enroll in the comments below

🤩 What a turnout to last night's AMAZING dinner with Chili Piper, Exclaimer, and Mutiny! Thank you to everyone who joined us, and for the wonderful conversation. 🥂 #6sBreakthrough24 by 6sense is a can't-miss event with so many experiences to be had—we are honored you all chose to spend an evening with us. 💙

GTM Hotline: I want to create my first ABM account list. How do I choose the right accounts? So you're ready to get started with a target account list? Here's our best advice based on what we've learned from working with the strongest GTM teams in B2B: Start small and focused. Identify 20-50 accounts in an industry where your sales team has already had success. The reason for this is simple: you already know the common pain points and effective product use cases, so your team can craft targeted messaging that really resonates. The idea is to pick accounts that are similar to past wins, making it easier to connect the dots between their needs and your solution. Go into your CRM, look at the last 30 closed-won deals, and then classify what industry is most common. Start there when picking your next batch of target accounts. This focused approach will help you kick off your ABM strategy on solid ground. Have a burning GTM question? Ask away in the comments!

Today's ABM is about precision, transparency, and measurable impact. It's about empowering your GTM teams with clarity, not confusion. We're ushering in an era where effective ABM is accessible, intuitive, and delivers clear value, all driven by AI. On October 3, join Adam Schoenfeld (CEO of Keyplay) and our very own Regina Magaril for an honest conversation about simplifying "legacy ABM," returning to fundamentals, and executing modern, ICP-focused tactics. Link in comments!

ICP marketing done right ⤵️ Two years ago, 15% of Mutiny’s pipe came from outbound. Now it’s 45% — all while overall pipe has grown significantly. How they got there: 1️⃣ Account selection Moved from gut-based decisions to precision ICP targeting. Account selection incorporates three types of signals via Keyplay and 6sense: firmographics, technographics and buying intent. These signals are all back-tested against good fit accounts (closed-won) and bad fits (closed-lost). When looking at Mutiny’s LinkedIn ads, the new ICP account grades jumped off the page. Tier A accounts saw a 30% conversion from lead to opportunity. Tier B accounts had an 8% conversion. For Tiers C and D, the conversion was a rounding error. 2️⃣ Account engagement The accounts then get uploaded into Clay to personalize outreach (LinkedIn, email, ads) at scale. The goal: making all of Mutiny’s outreach feel 1:1 while operating on a 1:many scale. What about BDRs, you might wonder? The scaled plays drum up initial interest. Mutiny then looks at who visits the website at a contact level. BDRs follow up with extremely personalized, 1:1 messages. (This is the “2012 BDR job”, but all directed at warm ICP accounts.) 3️⃣ Account measurement “We’re definitely not an MQL shop. We don’t say that word here.” The team is goaled on pipeline within ICP accounts. As a leading indicator of pipeline, Mutiny takes a unified approach to measuring where they stand within each target account (TOFU, MOFU, BOFU, open opp, etc.). — What a cool approach to ICP marketing at scale and with modern tech 👏 👏 Read the full story in today’s Growth Unhinged: https://lnkd.in/eM6r2q5Z Huge props to Liam Goldfarb, Stewart Hillhouse and Adam Schoenfeld 🙏 #marketing #sales #abx

Ready to learn battle-tested strategies and tactics gleaned from some of the most successful ABM teams out there? Join us tomorrow for a peek behind the curtain of how we're running ABM, and lessons learned from high-performing teams. Here's what you'll learn: The art of building killer target account lists 🎯 Secrets to creating personalized, conversion-driving landing pages 🖥️ Pro tips on content distribution across marketing AND sales channels 📢 Your guides for this behind-the-scenes adventure? None other than our dynamic duo: 🌟 Stella Li, Head of ABM 🌟 Liam Goldfarb, Head of Business Development They'll dive deep into: – Target Account Selection: Data-driven approaches to pinpoint your ideal accounts – Personalization at Scale: Crafting tailored experiences that make decision-makers swoon – Cross-Functional Alignment: Getting marketing and sales to play nice (and crush goals together) Whether you're an ABM newbie or a seasoned pro looking to level up, this webinar is packed with actionable insights to transform your strategy. Reserve your seat today: https://lnkd.in/g2qMBxkz

Last night Stella Li and I had the wonderful opportunity of hosting Mutiny’s first ABM leadership dinner at Flour + Water Hospitality Group! Such an incredible group of women came out and the conversations were inspiring ✨ Some definite themes emerged around the challenges aligning sales & marketing, getting ABM prioritized at the board level and allocating resources to scale. Not to mention the delicious food in this beautiful space! Thanks to everyone who came out, we can’t wait for the next one 😊

The ABM + Enterprise AE tag team playbook you didn't know you needed. Next week, Ali (Hunt) Tweed and Andrea Nardello will show us behind the scenes of how they expand existing Enterprise customers using on-site workshops at Redis. They'll share: – How to get customers to sign up using personalization at scale – What they talk about during those workshops – Their full workflow for pulling these events off Grab your seat for September 25th at 12PM ET | 9AM PT https://lnkd.in/eUXaYE_G

We just did something a little wild... We've decided to open-source our entire ABM playbook. Yep, you read that right. The WHOLE thing.   Here's what we're putting on the table: — Our full list of 5,000+ target accounts (spoiler: you might be on it 👀) — The exact process for creating personalized microsites at scale — Our step-by-step plan for actioning these accounts Why? Because we believe in showing our work, not just talking about it. Fair warning: You might see your company on our list. You'll definitely spot some competitors. And you're about to get an unfiltered look at our ABM strategy. Curious? Skeptical? Excited? Dive in 👉 mutinyhq [dot] com/abm-accounts Here's to making B2B marketing more transparent, collaborative, and effective for all of us.

Ever wonder what would happen if a B2B company just... gave away their entire marketing playbook? Well, we're about to find out. Today, our team did something kinda wild: we're open-sourcing Mutiny's complete ABM strategy. I'm talking: 📋 Our full list of 5,000+ target accounts 🧑💻 The exact process for building personalized microsites at scale 📣 Exactly how we're actioning these target accounts Why are we doing this? Honestly, it started as a debate in our weekly marketing meeting. Stella Li asked, "What if we just showed everyone exactly what we're doing?" At first, I thought it was nuts. Then I realized: this is exactly the kind of resource I've always wanted but could never find. So here we are. Pulling back the curtain on months of work, testing, and refinement. Fair warning: – You might see your company in our target list – You'll definitely see some of your competitors – You're going to get an unfiltered look at our successes AND our failures Is it risky? Yep. Could it backfire? Maybe. Will it help push the entire industry forward? I really hope so. If you're curious (or think we're crazy), here's the link: 👉 mutinyhq.com/abm-accounts Take a look and let me know your thoughts. Here's to making B2B marketing a little more open, a lot more collaborative, and hopefully way more effective for all of us.