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

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

Looking for creative ways to warm up a cold account before your BDRs reach out? Lokalise turned up the heat with these account warming techniques: 🏭 Cast a large net with industry-specific ads 🎪 Run ads to target accounts you know will be at upcoming trade shows 📢 Tailored content to accounts in active buying stages The result? When their sales team reached out, it was like reconnecting with an old friend. Learn more about Lokalise's industry-focused ABM strategy here: https://bit.ly/3WehAE0

I'm seeing a lot of companies in my space rolling out account-based marketing strategies. Why? A few reasons: – Personalization At Scale: Manually building personalized assets for your top 10 target accounts is a lot of work. AI has changed the game and personalization at scale is now possible. – Channel Degradation: The marketing channels we've relied on for demand gen are all losing their effectiveness all at the same time. GTM teams are re-evaluating how to reach their prospects in the most efficient and effective way possible. – Best-Fit Customers: ABM lets you focus your team and resources towards accounts that you know will be good customers. This reduces the need for qualifying thousands of random leads. We've also been grappling with these challenges at Mutiny. So we've decided to do something a bit unconventional: we're going to open-source our entire ABM strategy with you. Join us on Wednesday, July 31 at 12PM ET | 9AM PT, as we share exactly how we built Mutiny's target account list. Ryan Narod will be joined by Adam Schoenfeld, CEO at Keyplay, to dive deep into our ABM strategy and the steps we took to create a robust and accurate list of best-fit target accounts.    And here's a little teaser: after the session, we'll be publishing our actual target account list. See if your company is on our target account list and explore the custom microsite we've created just for you...   Reserve your spot here: https://lnkd.in/e4tXW2DD