How Mutiny Increased Outbound Revenue by 200%+ with Apollo
How do the world’s fastest-growing companies scale their outbound efforts? Discover how Liam Goldfarb and the Mutiny BDR team boosted open rates by 70% and drove a 200%+ increase in outbound revenue using personalized Apollo Sequences and Play
About Mutiny
Mutiny is an AI-powered personalization tool that helps companies generate more pipeline from their target accounts through tailored experiences and 1:1 microsites. Trusted by top B2B companies like 6sense, Qualtrics, and Amplitude, Mutiny is addressing the $450B in wasted ad spend by helping businesses convert demand into revenue.
- Industry: B2B SaaS
- Company Size:60 employees
- Location: United States
- Products:
Apollo is a crucial part of what the Mutiny team does.
When Liam Goldfarb joined Mutiny as its first BDR in 2022, there was no dedicated owner of the outbound process, nor a centralized go-to-market tool.
Today, he leads a business development team that has more than doubled its outbound-sourced pipeline, enabling them to target higher-value Enterprise deals.
Here’s how the Mutiny team consolidated their sales process in Apollo to enhance outbound sales and effectively follow up on inbound leads:
‘Two pieces of the puzzle in one tool’
Mutiny is an AI-powered tool that enables marketing and sales teams to personalize their outreach to target accounts.
“Mutiny is fast-paced, and everyone here is incredibly smart,” says Liam, who is passionate about building and scaling businesses. “Our major focus has been on moving upmarket and securing large enterprise brands…we aimed to initiate those high-value conversations.”
To achieve this, they needed a unified tech stack.
Previously, they used Apollo to gather scattered contact data and perform outreach, but managing it alongside marketing email automation and a fragmented CRM hindered visibility into response rates and the overall buying experience.
They began exploring other outreach tools and quickly realized that consolidation was crucial for growth.
“What we really liked about Apollo, compared to other tools, was its ability to aggregate contact data and facilitate outreach through a sequencing tool — all in one platform,” Liam explains.
[With Apollo], Mutiny could aggregate contact data from these accounts and reach out in a sequencing tool — all in one.
They turned off their automated follow-up emails, moved everything into Salesforce, and connected it to Apollo for seamless sequencing.
“I’ve seen it go from getting little usage to my team being in there everyday…it’s a crucial part of what my team does”
Apollo has been such a powerful tool, Liam says, that now almost 40% of closed-won revenue comes from outbound — a 200% increase from the previous year.
The Mutiny-Apollo marriage
Here’s how it’s set up: inbound lead lists are managed in Salesforce, which is integrated with Apollo.
When leads come in from marketing—such as buyers filling out a form or requesting a demo—these Salesforce contacts are automatically pushed into Apollo. This makes them immediately accessible for reps to reach out to with pre-built sequences, removing guesswork from the outreach process.
“We now know exactly what we want to say and who we want to say it to. It’s simply a matter of going into Apollo and executing,” says Liam.
Each sequence is tagged with a rep’s name, making it easy to track the top performers. They analyze why certain sequences are more effective and share these insights with the team.
“One of my responsibilities was to centralize our outreach,” Liam explains. “However, I don’t want our reps to sound robotic; I always remind them that they are like mini-CEOs running their own business. I encourage them to infuse their own personality and experiment with different messaging.”
Time well spent
Before Apollo became integral to their daily operations, email deliverability was a significant challenge, according to Liam.
Now, Mutiny consistently achieves open rates of 35 to 40%, with some sequences reaching up to 70%.
“We can see that our email sequences are engaging buyers effectively,” Liam notes. “It used to be frustrating spending a lot of time personalizing emails for a small group, only to get a low open rate. But now, when six or seven out of ten people open our emails, it validates the effort we put into personalization.”
Since Liam’s team handles lead qualification as well, they spend about half their time on the phone with prospects. With all outbound activities managed in Apollo, it’s easy to integrate email and social outreach or shift focus to follow up with inbound leads.
In fact, the team recently achieved its best quarter ever for enterprise-sourced opportunities from outbound efforts, setting a new record for closed-won revenue thanks to their Apollo-enhanced pipeline.
Looking ahead: Mutiny’s Apollo-based strategy
“At Mutiny, we’re deeply focused on leveraging AI and machine learning to enhance our workflows and free up time for other tasks,” Liam says.
Currently, follow-up with closed-lost leads is done manually. Liam’s next step is to implement trigger-based Plays in Apollo to automate this process, allowing his reps to concentrate on advancing opportunities.
“I want my team to spend as much time as possible on moving opportunities forward, and some of Apollo’s AI features help us achieve that by freeing up time,” he explains.
Liam’s strategy is twofold.
First, they use Mutiny’s product to identify prospects through a specific IP enrichment vendor and create personalized web experiences that address each account’s pain points.
These personalized web pages are then integrated into relevant sequences in Apollo. Instead of just explaining how Mutiny works, they use Apollo to showcase its functionality.
“One exciting development this quarter is our creation of custom images for target accounts, demonstrating how Mutiny would function on their site,” Liam says. “For example, many of our clients serve different industries, like marketing technology or healthcare. We create an image that updates the H1 on the website’s homepage to reflect the relevant industry—whether it’s marketing technology or healthcare. This image tells the story and shows prospects how Mutiny could work for them, rather than just telling them.”
Thanks to Apollo, Liam and his team are working more efficiently, effectively, and personally, leading to a higher conversion rate for leads.
“Apollo,” he concludes, “is a game-changer for my team.”
Start Growing With Apollo.io Today
By leveraging Apollo.io’s tools, businesses can streamline their outreach, enhance lead management, and boost overall sales efficiency through integrated data insights and automated processes.
