ICP marketing done right

• Identifying your target accounts isn’t a one-off exercise with basic TAM filters. A best-in-class approach is to have a dynamic ICP model that can evolve with your product and market. At a minimum, revisit it annually.


• You need good data to not only pick accounts, but to engage accounts at scale. This should include a combination of firmographic,

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Zooming out, Mutiny has made the shift from a broad lead pool to a precise list of named accounts:

• 1:many marketing targets around 7,500 total accounts


• 1:few marketing targets the top 2,500


• 1:1 targets the top 200 – these are who AE’s care about the most

Mutiny takes a unified approach to building pipeline. Top tier accounts are getting invited to events, served up ads, sent 1:many email sequences and then only cold-called if they engage somewhere along the way.

The next major challenge for Liam was around how to operationalize the target account list and decide what to do with it first. He found that Mutiny had the most success when (a) account-based marketing sent ads to the same people the BDRs were reaching out to and (b) they personalized messages and plays based on specific signals that went into the... See more