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.