Distribution Guide

  • Updated

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How to Distribute Mutiny Assets

Mutiny helps you create personalized assets at scale, so you can break into your target accounts and create pipeline. Distribution is how you put those assets in front of the buying committee across Sales + Marketing.

This guide covers five of the most impactful distribution strategies teams use to drive engagement and create pipeline with Mutiny:

  1. SDR/AE outbound (highest impact)
  2. Paid social (LinkedIn) (fastest buying committee reach)
  3. Marketing emails + nurtures (high-frequency air cover)
  4. Event + moment-based follow-ups (highest context + urgency)
  5. Direct mail / gifting (highest pattern interrupt + “surprise & delight”)

SDR & AE Outbound

This play is about turning outbound into a signal. Reps use an asset as the primary CTA so buyers land in something built for their account instead of a generic destination.

What this looks like in practice

  1. Pick target accounts (target list, open opps, post-event list, stalled opps).
  2. Grab the right asset link for that account.
  3. Send it in a 1:1 touch (email, LinkedIn DM, pre-meeting note, post-call recap).
  4. Follow up based on engagement (use the signal to prioritize outreach and personalize follow-up).

Ways to get asset links (choose what fits your team)

Option A — Send reps a link list (CSV) (best for quick enablement)

If reps aren’t in the Sales Extension, export production asset links and share a rep-ready list of target accounts + URLs (great for “grab-and-send” over email or LinkedIn).

Option B — Push links into Salesforce Accounts (best when Salesforce is the source of truth)

If you’re using Salesforce with Mutiny, you can write production links back to a field on the Account record so reps can grab links from Salesforce and downstream tools can use that same field.

Paid Social (LinkedIn)

This play is how teams reach more of the buying committee faster. It’s especially effective for Tier 1 (1:1) and Tier 2 (1:few / clustered).

Option A — Run LinkedIn Ads through Mutiny (create 1:1 ads at scale)

Mutiny lets you build ad creative once, personalize it with variables from your Account Studio list, and push draft assets into LinkedIn so you don’t have to build everything one-by-one. You can make sweeping creative changes that apply across accounts, and you can also make one-off edits for a specific account when needed.

Two important operational notes:

  • LinkedIn requires a minimum audience size (300) for matched audiences—accounts below that threshold won’t push without expanding targeting.
  • Mutiny pushes drafts into LinkedIn; you review and activate in LinkedIn.
  • LinkedIn Ads integration setup: Learn More

Option B — Run ads through your preferred platform

If you manage paid outside Mutiny, export asset URLs and use them as landing pages wherever you run ads.

Marketing Emails + Nurtures

This play is high-frequency air cover: newsletters, nurtures, webinar invites, content promotion, competitive takeouts. The key: your sending system needs the correct asset link at send-time.

Two common patterns

  • Account-specific assets (1:1 / 1:few): each recipient needs the correct account asset link.
  • Vertical/segment assets (1:many): everyone in the segment gets the same destination.

How the asset links get loaded into your tool

  • Export a link set and map it into your automation platform:
  • Push links to Salesforce account and integrate you your tools of choice from there

If you’re sending in Outreach or Salesloft

If you send emails out of Outreach or Salesloft, be sure to integrate with Mutiny so that contact engagement on assets sent through Salesloft or Outreach emails can be tracked in Mutiny.

Need help drafting messaging tied to the asset content?

  • Write personalized email sequences for your asset: Learn More

Event + Moment-Based Follow-ups

This play is for high-context moments: post-event recaps, webinar follow-ups, deal acceleration, competitive takeouts, end-of-quarter pushes.

Mode A — Rep-led follow-up (same mechanics as SDR/AE outbound)

Reps grab the right asset link (Sales Extension, CSV list, or Salesforce Account field) and send 1:1.

Mode B — asset-style follow-up (same mechanics as Marketing Emails + Nurtures)

Marketing sends broadly; the sending tool needs links loaded and mapped.

Direct Mail / Gifting (with QR codes)

This play is about breaking through inbox noise with a tangible moment—then bridging offline → online by sending the buyer to a personalized asset as the “next step.”

Andela used QR codes on direct mail (including gifts like custom Patagonia jackets and books) with cards that linked straight to the recipient’s asset—so the physical touch delivered digital engagement + tracking. Mutiny Playbook

What this looks like in practice

  1. Pick the right moment + list
    • Tier 1 accounts, late-stage opportunities, stalled deals, post-event follow-up, expansion plays, “new stakeholder added” moments.
  2. Choose the gift/mailer format
    • Lightweight mailer (card, note, small swag) for broad reach
    • Premium gift for a tight list (Top 20–50 accounts)
    • Team bundle (multiple items) when you’re targeting a committee
  3. Add an asset CTA (QR + short link)
    • Include a QR code that lands on the account asset (or a contact-personalized variant if you’re doing that).
    • Add a human line like: “Made this for you + your team → scan to see it.”
  4. Orchestrate the follow-up
    • Day 0: gift lands
    • Day 0–1: AE/SDR follow-up referencing the gift + asset
    • Day 2–5: marketing air cover (LinkedIn retargeting / email nurture) to the same asset
  5. Prioritize based on engagement signal
    • When someone scans/visits, route the alert to the owner for fast follow-up (this is where the asset becomes your “intent capture” layer).

QR code best practices (so it actually gets scanned)

  • Put the QR where the eye goes first (front of card, top-right on insert).
  • Pair it with a plain-English CTA (“Scan to see the page we made for {Account}”).
  • Use a backup short link under the QR (for people on desktop).
  • Keep the landing experience “worth the scan”: personalized hero, relevant proof, and a crisp next step.

What to send people to (simple templates)

  • Pre-meeting gift: asset = agenda + POV + relevant proof
  • Pipeline acceleration: asset = ROI case study + security/IT resources + mutual plan
  • Expansion: asset = “here’s what your peers inside {Account} are doing” + champions + next rollout

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