dgr sps16 everstring-final-deck
TRANSCRIPT
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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
@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
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Q&A/ Speakers
MattAmundsonVPofSalesDevelopmentandFieldMarketing
Everstring
@mattya56
MODERATOR:CarolKrolEditor-In-ChiefDemandGenReport
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