dgr sps16 everstring-final-deck

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PersonalizedProspecting&TheRiseofOutboundSDRs:HowABMAnd

AlignmentWillBenefitFromCoordinatedPlaysIn2017

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CarolKrol:@carolkrolEverstring:@everstring

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FeaturedSpeakers

MattAmundsonVPofSalesDevelopmentandFieldMarketing

Everstring

@mattya56

MODERATOR:CarolKrolEditor-In-ChiefDemandGenReport

PersonalizedProspectingandtheRiseofOutboundSDRsMattAmundson:VPofSalesDevelopment&FieldMarketing

matt@everstring.com

@mattya56

©2016 EverString :: CONFIDENTIAL & PROPRIETARY9

Mypersonalhistory

9

Grew from $400M to $2B in annual sales

Acquired by Essilor for $530M

IPO, Acquired by Vista $1.8B

Acquired by Vista for $4.3B

©2016 EverString :: CONFIDENTIAL & PROPRIETARY10

WhatisAccountBasedMarketing?

©2016 EverString :: CONFIDENTIAL & PROPRIETARY11

WhatisAccountBasedMarketing?

©2016 EverString :: CONFIDENTIAL & PROPRIETARY12

ReconstructingSales&MarketinginABM

SalesSalesDevelopmentMarketing

RevenueTeamExecutives

©2016 EverString :: CONFIDENTIAL & PROPRIETARY13

• Marketers• Sendone-to-manymessageswithminimalpersonalization

• SalesDevelopment• Sendone-to-onepersonalizedmessages

• Sales• TheexecutionarmABM

• Executives• Executive-to-executiveoutreach,DON’TBENCHBRADY!

AccountBasedMarketing:WhoDoesWhat?

©2016 EverString :: CONFIDENTIAL & PROPRIETARY14

AccountBasedMarketing:TieredAccounts

Tier150Accounts

Tier2500Accounts

Tier3Upto3,000Accounts

HighSpend,HighEffort

LowerSpend,HighEffort

LowSpend,LowEffort

©2016 EverString :: CONFIDENTIAL & PROPRIETARY15

• Multi-city,twonighteventthatfocusesonSalesAccelerationandDemandGeneration

• Night1– Executivedinnerfocusedonacceleratingdeals

• Night2– Roadshoweventfocusedondemandgeneration

• EverStringutilizesAccountBasedMarketinginordertodrivesuccess

• AccountSelection• Marketinglayerofoutreach(email,directmail)• SDR/AEspecificoutreach• Executiveleveloutreach

Example:ABMAfterHours(HighSpend/HighEffort)

©2016 EverString :: CONFIDENTIAL & PROPRIETARY16

Geo-DensityofTargetAccounts:EverString/SFDC

©2016 EverString :: CONFIDENTIAL & PROPRIETARY17

CreateDigitalAssets:Marketo

©2016 EverString :: CONFIDENTIAL & PROPRIETARY18

SendDirectMailers:PFL

©2016 EverString :: CONFIDENTIAL & PROPRIETARY19

HiAimee,

TheReasonformyemailthatInoticedXXXXXXXXXisrunninganAccountBasedMarketingpractice.InfactIreadyourrecentarticleonLinkedInPulsetitledABMSuccess:6Winnig Strategies.Iespeciallyenjoyedyoursectiononusingeventstocreateareasontoreachouttoprospects.We’rehavinganABMeventofourowncalledABMAfterHours,featuringCraigRosenbergandourVPofMarketing,Dayna Rothman.Canyouoramemberofyourteamjoinus?

Ifyouhaven’theardofEverString,weareapredictivemarketingplatformthathelpsyourmarketingdepartmentimproveconversionratesandbuildpipelineviaapplieddatascience.Wedotwothings:

• PredictiveScoring: Wecreateastatisticalprofileofyouridealcustomerwhichweapplytofindthebestleadswithinyourdatabaseyoumaynotbetargeting,aswellasscoreanyinboundonboththeAccountandLeadLevel

• PredictiveDemandGeneration: Wealsoapplythismodeltoyourtotaladdressablemarkettoidentifytargetaccountsthatlooklikeyourexistingcustomerbaseandappendrelevantcontactstothoseaccounts

IalsonoticedfromyourTwitteraccountthatyouaretotalfoodie!WearehostingadinneratXXXXXX,aMichelin-starredrestaurant,thenightbefore.We’dlovetohaveyoujoinusforthedinneraswell,pleaseletmeknowifyoucanmakeit.

PersonalizedEmail:SalesLoft

©2016 EverString :: CONFIDENTIAL & PROPRIETARY20

ExampleABMAfterHours– A2AOutreach

CEO/CMO

DirectorDG

ProgramsManager

DirectorMOPs

MOPsManager

DirectorSDR

SDRManager

VPMarketing

©2016 EverString :: CONFIDENTIAL & PROPRIETARY21

• Itmustbepersonal• Itmustbethroughchannelsmarketingautomationcan’tcommunicatewith• Itmustbeaboutthem,notyou• Itmustbestructured• Itmustinclude:email,phoneandsocial• Itmustusethe3C’s:Content,Context,Challenge

SuccessfulOutreachfromSDRsinABM…

©2016 EverString :: CONFIDENTIAL & PROPRIETARY22

UseTheirProfessionalHeadlineinYourOutreach

SubjectLines:• “YourExperienceatApttus andMarketo”• “Maria,YourTeamisAmazingatDemandGeneration”• “FromScarletKnighttoSVPofMarketing,Wow”

©2016 EverString :: CONFIDENTIAL & PROPRIETARY23

UseTheirRecentActivityinYourOutreach

©2016 EverString :: CONFIDENTIAL & PROPRIETARY24

©2016 EverString :: CONFIDENTIAL & PROPRIETARY25

Content

Context

Challenge

Meeting

©2016 EverString :: CONFIDENTIAL & PROPRIETARY26

UseTheirPublishedArticles,EvenOldOnes!

©2016 EverString :: CONFIDENTIAL & PROPRIETARY27

©2016 EverString :: CONFIDENTIAL & PROPRIETARY28

Content

Context

Challenge

Meeting

©2016 EverString :: CONFIDENTIAL & PROPRIETARY29

UseTheirIntereststoDriveMoreOpens

©2016 EverString :: CONFIDENTIAL & PROPRIETARY30

Meeting

©2016 EverString :: CONFIDENTIAL & PROPRIETARY31

Butwhatifthereisnopersonaldata?UseAccountInfo

Content

Context

Challenge

Meeting

©2016 EverString :: CONFIDENTIAL & PROPRIETARY32

1. ABMisateamsport,removerolesilosandgeteveryoneworkingtogether

2. SDRsshouldbethepersonalizedchannelofMarketing

3. Don’tkeepTomBradyonthebenchuntilthe4th quarter

3QuickTakeAways

Q&AMattAmundson:VPofSalesDevelopment&FieldMarketing

matt@everstring.com

@mattya56

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HowAreWeDoing?

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Q&A/ Speakers

MattAmundsonVPofSalesDevelopmentandFieldMarketing

Everstring

@mattya56

MODERATOR:CarolKrolEditor-In-ChiefDemandGenReport

#SPS16

ThankYouForAttendingRegisterformoresessionsnowthruNovember18th!

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