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

GTM Hotline: "I want to do a 1:1 ABM campaign. Where do I start?" It’s a big move and super effective when done right. Let’s break it down step-by-step.   First off, start by defining your goal. This might be something like “Book 20 meetings with Fintech Ops leaders” or “Drive awareness for a new product among Tier 1 accounts.” Be clear about whether your goal is evergreen or time-sensitive because it’ll shape what goes on the page and how you distribute it.   We recommend piloting this with 1-2 BDRs for the initial rollout. It helps you stay focused and lets you adjust things on the fly without getting overwhelmed. To make it manageable, scope down your goal or subsegment your account list so it’s more aligned with the BDRs' target accounts.   Next, start with around 100-200 personalized pages for your campaign. This sounds like a lot, but the goal is to have a solid enough base that each page feels personal without being one-offs. Mutiny also allows you to do this without the manual work. Your list should fit your goal naturally—if you set a good goal, the right accounts will become obvious.   Once you've got your list, it’s time to develop your messaging. Think about what you want to say to these folks—what’s the key problem you're solving, and how does your solution fit into that? You’ll want an overall message for the campaign, but also personalize it for each account or contact as much as possible. Get clear on the problem and solution statements so that it speaks directly to their needs.   The key here is to have a clear goal and a focused rollout. Start small, iterate, and scale from there. Let me know if you need more details or want to dive into any specific piece!   Have a burning GTM question? Ask 'em at the link in the comments and we'll go full Sherlock to find the best answer for you! 

When you've got a big question, who ya gonna call? GTM Hotline! You've got questions, and we've got the answers. Every week we share our best advice based on what we've learned from working with the strongest GTM teams in B2B. This week's GTM Hotline question: "I want to partner with sales but marketing strategies take time and sales keeps changing the account list. How can I get them to commit and stick with selected accounts?" The trick is to tier your target accounts into Tier 1, 2, and 3 (like we discussed at the top of this email). This way, you can bring some structure and make it easier for sales to commit.   For example, give each Account Executive about five Tier 1 accounts per quarter—these are the high-priority ones that get the most attention, including high-touch help from you. The idea here is to focus deeply on a smaller set of accounts, so they see the real value of your efforts.   For Tier 2 and 3 accounts, they might not get that same level of high-touch support, but you can start running scalable marketing campaigns to warm them up over time. That way, they’re more ready when they eventually move up to Tier 1.   The key is to agree with sales on a small number of Tier 1 accounts that you’ll support directly, while the rest get more broad-based marketing coverage.   This way, sales gets the flexibility they want, and you get the consistency you need to execute your strategies effectively. It’s all about finding that balance—focused commitment on a few, and scalable support for the rest.   Hope that gives you a framework to start with. Getting that buy-in on Tiers 1, 2, and 3 could make a big difference in aligning with sales without all the churn. Let me know if you want to dig into this more or need help setting up the tiers! ---   Have a burning GTM question? Ask it at the link in the comments and we'll go full Sherlock to find the best answer for you! 

Ready to get out of theory and into the tactics that can help improve your Enterprise win rates? 🙋♀️ I've witnessed these deals transform when we put the humans at those deals front and center. On Oct 30th, I'll share what's worked (and what hasn't) at the ABM programs I've worked on across my career with Molly Bruckman and Stewart Hillhouse at 12 pm EST. No matter how big or small your team is, I guarantee you'll walk away with ideas on deploying ABM at your org—especially if you're still validating your ICP. Join here 👉 https://bit.ly/3zX0TEF p.s. Be sure to engage with your registration email after registering; you'll likely get lunch on Mutiny. 👌

🤩 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 😊