6sense + Mutiny - FTW

JKnoesel · December 2023

With all the hype around Mutiny following their Surv-ai-or event I was curious how folks in the 6sense ecosystem were using the tool.

From my perspective on the BD & GTM side I think the most powerful piece of the Mutiny - 6sense integration is that 6sense segments pop up right in the Mutiny UX and you can then create personalized variants based directly on segment membership.

I think that is super cool. Knowing that if outreach goes out to prospects in a certain segment and then those prospects hit the website, the content they will be seeing on the site will directly support the messaging they received from a rep.

To me it is really important to deliver messaging that aligns across channels, with this integration I don't know what more you could ask for to align messaging on your site.

Is anyone here using Mutiny in concert with their 6sense instance? Would love to hear what you are seeing/doing.

For anyone unfamiliar with the integration, here is the original announcement page - https://www.mutinyhq.com/blog/mutiny-6sense-integration

Saima · December 2023

@Grace Kleaveland k is our resident Mutiny expert, and might have some interesting usecases for you

JKnoesel · December 2023

@Saima wonderful, would love to hear!

Grace Kleaveland Kupczak · December 2023

Happy to jump in here, @Saima. Hey @JKnoesel!

Context: I'm a senior manager on the growth marketing team, so my main focus is driving inbound from pre-sales funnel prospects.

It's great to see how 6sense and Mutiny can be utilized across different job functions and use cases to drive impact.

Mutiny Outbound: we've created certain LP templates to clone and personalize 1:1 pages at scale for our sellers to use in outbound prospecting. We then select top tier accounts using 6sense data, like 6QA and profile fit, and personalize landing pages using firmographics and intent to drive action. We've leveraged this for a variety of use cases: event registration, event follow up, prospecting, and customer adoption.

Mutiny Inbound: we leverage segments that include filters like buying stages, firmographics like industry and company size, and intent keywords to offer up CTAs to relevant content to boost engagement, and make page adjustments to boost conversion by segments. A lot of our Mutiny segments are being used in our advertising strategy as well, so that drives alignment.

Using targeted 6sense segments helps me with prioritizing impressions, since we a large volume of MUV, to get the most "bang of our buck."

A great example of this: recently, I launched an experience targeted towards Decision/Purchase accounts with no open opportunities to adjust demo CTAs on our homepage. I was testing colors/sizes/messages to see what drove the most conversion, and saw a 147% increase in demo form fills compared to our control.

I hope that gives you some good insight into my strategy!

I'll also include some content that I've created re: personalization/Mutiny:

https://6sense.com/blog/mutiny-6sense-powerful-combo-account-based-web-experiences/

https://www.mutinyhq.com/blog/the-second-lever-replays#conversion-secret-how-6sense-sourced-20m-in-pipeline-through-their-website

https://6sense.com/guides/abm-personalization/

https://www.mutinyhq.com/playbooks/break-into-new-verticals-5x-your-leads