How Mutiny Increased Outbound Revenue by 200%+ with Apollo

When Liam Goldfarb joined Mutiny as its first BDR in 2022, there was no real owner of the outbound process, let alone a centralized go-to-market tool.

Today, he’s leading a business development team that has more than doubled outbound-sourced pipeline, allowing them to move up-market and add Enterprise deals to the mix.

Here’s how the Mutiny team united their sales process in Apollo to boost outbound sales and follow up with inbound leads.

‘Two pieces of the puzzle in one tool’

Mutiny is an AI-powered tool that allows marketing and sales teams to deliver personalizations to their target accounts.

“Mutiny is fast-paced and everyone is so smart,” says Liam, whose passion is building and scaling businesses, “Our big focus has been trying to move upmarket and sign on large enterprise brands…we wanted to open up those conversations.”

But to do that, they needed unity across their tech stack.

They had been using Apollo to pull bits and pieces of contact data and do some outreach, but juggling it alongside marketing email automation and an often disjointed CRM hampered visibility into response rates and overall buying experience.

They started evaluating other outreach tools on the market and quickly realized consolidation was the key to growth.

“What we really liked about Apollo in comparison to other tools is that we could aggregate contact data from these accounts and reach out in a sequencing tool — all in one,” Liam says, “We put those two pieces of the puzzle together in one tool in a way that made sense for our workflow.”

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

How it’s set up: inbound lead lists live in Salesforce, which is integrated with Apollo. 

When leads come in from marketing — maybe buyers fill out a form or request a demo — those Salesforce contacts get pushed into Apollo, immediately accessible for reps to reach out to with pre-built sequences that eliminate outreach guesswork.

“Now we know exactly what we want to say and who we want to say it to. It’s just a matter of going into Apollo and making it happen.”

Every sequence has a rep’s name attached to it, which makes it easy to track the highest-performing ones. Then they figure out why that’s the case and share those learnings with the team. 

“One of the things that I was tasked with was centralizing our outreach,” Liam says. “But I don't want our reps to be robotic; I always tell them they’re their own mini-CEOs and it’s their own business. I encourage them to add their own flair and try different messaging.”

Click here to watch Sequences in action and learn how to build your first one.

Time well spent 

Before Apollo became a central part of their day-to-day operations, Liam says, email deliverability was a problem.

Now, Mutiny’s open rates are consistently 35 to 40%, sometimes up to 70% across sequences as a whole. 

“We constantly feel that with our email sequences, buyers are reading and opening our emails. You can get into that trap sometimes where you’ve spent a really long time personalizing emails for 10 people and only two open your email. But when you get upwards to six or seven of those 10 people opening your email, you start to feel a lot better about the time you spent doing that personalization.” 

Since Liam’s reps also own lead qualification, they spend about half their time on the phone with prospects. And because outbound is all done in Apollo, it's seamless to mix in email and social outreach or switch gears to follow up with inbound leads.

In fact, the team just had its best quarter ever for enterprise-sourced opportunities from outbound, notching record closed-won revenue from an Apollo-bolstered pipeline.

Looking ahead: Mutiny’s Apollo-based strategy

“At Mutiny, we’re super obsessed with how we can leverage AI and machine learning to increase our workflow and free up more time to do other things,” Liam says. 

Right now, for instance, follow-up with closed-loss is done manually. His next move in Apollo is to set up trigger-based Workflows to automate that so his reps can focus more on moving opportunities.

“I want them spending as much time there as possible. And some of the AI features Apollo offers free up time.”

His strategy is twofold. 

The first part involves using Mutiny’s own product to identify prospects using a particular IP enrichment vendor and create personalized web experiences to speak to that account’s pain points. 

They then put these personalized web pages into relevant sequences in Apollo. They use Apollo to demonstrate how Mutiny works rather than merely explaining it. 

“One really cool thing that we've done this quarter is building out custom images for our target accounts to show them how Mutiny would work on their site,” Liam says. 

“For example, lots of businesses we work with sell to different industries, like marketing technology or healthcare. What we do is create our own image that changes the H1 on your website's homepage to match the appropriate industry — one that's built for marketing technology or healthcare. That image does the storytelling and shows a prospect how Mutiny could work on their website instead of just telling them.”

Thanks to Apollo, Liam and his reps work more efficiently, effectively, and personally. And they’re converting more leads than ever.

“Apollo,” he says, “is huge for my team.”