ICP marketing done right

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

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

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.