Mutiny转发了
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: 1?? 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. 2?? 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.) 3?? 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
ICP Marketing ?! Do we really need another buzzword, another marketing flavour. Isn’t this just ABM? I would even dare to say it’s just B2B marketing ˉ\_(ツ)_/ˉ (The rest of the post is great stuff!)
This shift has had a huge impact on both the sales and marketing team — now we're both focusing on the right accounts with a motion relevant to their buying intent.
I love thiss part so much… “2012 BDR job” I don’t understand why, at this day, BDRs are still spamming cold accounts!! Just stop!! ??????
Love it. This is the way!
How did they systematically source some of the signals (for example, "is it a company with a a sales-led motion") ?
It's amazing what happens when sales and marketing are aligned on the same accounts and moving towards the same goal! For those curious, we actually shared our entire target account list publicly. See if your company is on our ICP list: https://www.mutinyhq.com/abm-accounts
Precisely targeting your ICP with granular signals, like firmographics, technographics, and buying intent, transforms pipeline generation. Utilizing advanced tools for account selection helps in significantly higher conversion rates from leads to opportunities. This approach is validated by contemporary thought leaders who emphasize the critical importance of data-backed segmentation over intuition-based decisions. As described by a well-known marketing strategist, personalizing outreach at scale combines the best elements of human touch and automation—making each interaction more meaningful without compromising efficiency.
Impressive insights into ICP marketing! Mutiny’s shift from gut-based decisions to precision targeting exemplifies how data-driven strategies can significantly enhance conversion rates. The use of firmographics, technographics, and buying intent signals for account selection is a game-changer. Personalizing outreach at scale while maintaining that 1:1 feel is a crucial approach for engaging high-potential accounts. Kudos to the team for redefining how to measure success beyond MQLs—this is a powerful model for modern marketing!
When it comes to supporting company revenue goals, BDRs need to do a mix of scaled prospecting and 1:1 outreach. So fun to share how our scaled prospecting feeds our 1:1 outreach with Stewart Hillhouse, Adam Schoenfeld and Kyle Poyar!
CEO at Keyplay.io | Analyst at PeerSignal.org
5 个月I think of ICP Marketing as a return to fundamentals. “We sell to everyone” obviously doesn’t work in b2b. We just lost our way a bit when money way free and slipped into a spray and pray mindset. Mutiny is a great example of focus, clarity, and coordination around their ICP. I’m pumped that Keyplay has been a core part of their program over the last couple years. I’ve loved learning and building these frameworks together. Thanks for sharing this story!