Mutiny's own Stella Li has spent several years building the ABM program from scratch. ABM supports three core AE priorities: enterprise, mid-market, and expansion.

Celeste Cote, Mutiny’s dedicated expansion seller, was tasked with growing existing accounts by identifying cross-sell and upsell opportunities, engaging new stakeholders, and expanding Mutiny's footprint within existing customers.

The challenge? Stella had to adapt the ABM program to support Celeste’s expansion goals—aligning marketing efforts, refining engagement strategies, and ensuring outreach resonated with new stakeholders.

Rather than applying the same ABM strategies used for acquiring new customers, Stella experimented with how to best leverage Mutiny’s ABM tech stack to align with expansion priorities:

1. Account Prioritization: focus on accounts that would drive the most revenue impact

2. Build Tailored Experiences: make it easy for new decision-makers to see the value of expanding their use of Mutiny

3. Activate Channels and AEs: equip Celeste with the right assets while providing marketing air cover

Prioritize the Right Accounts

While Celeste had a list of customers, she wanted to focus on those that would drive the most revenue impact. She considered:

• Account Tier: prioritizing high-value customers

• Current Package: identifying expansion opportunities

• Upcoming Renewal Dates: timing conversations for maximum impact

Build Tailored Experiences

With a focused list of accounts, Stella and Celeste designed personalized experiences that made it easy for decision-makers to see the value of expanding their use of Mutiny.

They created 1:1 landing pages that included:

• Which team within the organization is winning with Mutiny: showcasing internal success stories

• Problems they believe Mutiny can solve: addressing pain points specific to the target account

• How easy it is to get started: emphasizing MSA approval and seamless tech integrations

Personalized Ads

Stella launched hyper-targeted ads that directed key stakeholders to their personalized landing pages:

• Relevant Content Ads based on account pain points and interests

• 1:1 Ads driving high-intent prospects directly to their 1:1 page

In-Person Engagements

Stella and Celeste took the ABM program a step further by incorporating real-world interactions to strengthen relationships and drive expansion:

• Executive Dinners: bringing key stakeholders together for high-value conversations

• Onsite Visits: meeting customers at their offices to showcase how they could maximize Mutiny’s impact

By working together, they created meaningful touchpoints that increased engagement and accelerated deal velocity.

Distribute and Amplify

Stella and Celeste ensured that personalized assets were the centerpiece of all outreach, integrating them into key distribution channels:

• Outbound: Celeste consistently directed prospects to personalized landing pages and referenced in-person events in her outreach

• Paid: Stella leveraged 1:1 ads to drive key stakeholders directly to custom experiences tailored for their organization

• Event Follow-ups: every in-person engagement was reinforced with personalized follow-ups, ensuring continued momentum and deeper engagement

Weekly Sales and ABM syncs

The real magic happened when they committed to weekly collaboration sessions. Each week, they:

• Reviewed target account engagement

• Gathered feedback on messaging & assets

• Assigned action items to both sales and marketing

This tight feedback loop allowed them to pivot quickly, improve personalization, and consistently launch new campaigns.