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

Announcing Mutiny's new web extension for Sales. It's not just another intent tool—it's your ticket to turning account-level noise into contact-level action. Here's what it can do: 🙋 Contact-level identification (bye-bye, generic account data!) 🎯 Rich engagement analytics (know exactly what your prospect cares about) 📨 Seamless integration with Salesloft and Outreach (no workflow changes needed) The result? Attentive's SDR team is now reaching the right contact, at the right time, with the right message. "Mutiny's web extension is part of my core workflow for prioritizing target accounts—I use it multiple times a day," says Savannah Thompson, SDR at Attentive. With Mutiny, Sales now has what they need to break into target accounts and turn marketing noise into signal by making it easy for them to know which contacts are engaged and what they are interested in. If you’re an existing Mutiny customer, reach out to your Growth Strategist to learn how you can get access to the new functionality. Take a look at the link in the comments to see how Mutiny can help you generate more pipeline from your target accounts.

Nailing your Ideal Customer Profile (ICP) isn't just a nice-to-have. It's the backbone of any account-based marketing program. We've been working with the team at Keyplay to refine our ICP and use it to build a target account list. The results speak for themselves: • Deal sizes? Doubled. • Target account pipeline? Up by 35%. • LinkedIn ad conversions? Skyrocketed for top-tier accounts. But here's the kicker: The ABM team isn't just booking more meetings. They're celebrating ICP meetings. Quality and quantity. So, how'd we pull it off? From scrappy spreadsheets to a full-fledged ICP program, we're pulling back the curtain to share it all with you. Tomorrow (July 31), join the team (Adam Schoenfeld, Ryan Narod, Liam Goldfarb, Lauren Hayes Brown) for a no-holds-barred session. We're talking tactics, processes, and yes – sharing our actual account list afterwards Refining your ICP this summer? Don't reinvent the wheel. Join us and use the proven frameworks and processes. Link in the comments to grab your seat. See you there! 👇

When we started using an ICP list powered by Keyplay to run our ABM program, we immediately saw huge results: — Doubled deal size — Increased pipeline by 35% — Sales understood (and liked) what marketing was working on Next week we're sharing our full playbook of how we built our target account list, including how we take action on it across all inbound and outbound channels. Link to grab your spot is in the comments — see you there!

Harsh truth: Low ACV doesn't mean you can't crush it with ABM. 🔨 When I joined Lokalise, our sales team was randomly choosing accounts. 😵 Result? A lot of effort for minimal ROI. So we flipped the script. Here's how we made ABM work, even with a low ACV: 1. Industry Focus: We zeroed in on sectors with proven success. This one-to-many approach? Game-changer for efficiency. 2. Funnel Refinement: We added MQL and SQA stages. Multiple engaged leads per account = higher close rates and shorter cycles. 3. Intent-Driven Prioritization: Weekly intent data became our sales team's secret weapon for account selection. 4. Personalized Scaling: Industry-specific ads addressing pain points warmed up leads before sales outreach. The impact? Higher response rates, more booked meetings, and consistent new opportunities every week. 🏆 My takeaway: It's not about the size of your contracts. It's about smart, focused strategies that align marketing and sales. You'll uncover our full ABM playbook, complete with real campaign examples and results. (Link in comments) Just like in marketing, sometimes less is more. Especially when it comes to your target account list. 🤠

Lokalise reimagined the B2B funnel for the ABM era: 1️⃣ Qualified Accounts 2️⃣ Aware 3️⃣ Engaged 4️⃣ MQL (Marketing Qualified Lead) 5️⃣ MQA (Marketing Qualified Account) 6️⃣ SQA (Sales Qualified Account) The game-changer? Distinguishing between qualified leads (MQL) and qualified accounts (MQA). In order to increase the likelihood of adoption, they wanted to make sure that more than 1 contact at an account was involved in the buying journey. See a breakdown of their full industry-focused ABM funnel here: https://bit.ly/3VZZnbY

How should you think about nurturing your best-fit accounts? See how Regina Magaril updated our ICP-focused nurture sequence that strategically leads contacts through our marketing funnel and compliments a 1:1 sales motion.

Lokalise shattered the myth that ABM is only for big-ticket deals. Their low ACV Account-Based Marketing strategy: 1️⃣ Focus on scalable, industry-based approaches 2️⃣ Prioritize account engagement over individual leads 3️⃣ Tailor the funnel to multi-user adoption The result? ABM principles driving growth for "smaller" deals. Lokalise proved it's not the size of the contract, it's how you nurture the account. See their full strategy breakdown here: https://bit.ly/3VZZnbY

Lokalise uncovered a marketing paradox: Prospects rarely recall specific ads, yet they develop a mysterious familiarity with the brand. The magic? Subconscious brand recognition. It's not about ad recall. It's about creating an ambient awareness that makes your brand feel like an old friend when sales reaches out. Learn more about how they used this to their advantage to drive product awareness before their BDRs reached out: https://bit.ly/3VZZnbY

See exactly how we define our target accounts and how we take action on that list. Grab your seat for this very special session