More Related Content Similar to Dgr sps16 everstring-final-deck (20) More from G3 Communications (20) Dgr sps16 everstring-final-deck9. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY9
My personal history
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
12. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY12
Reconstructing Sales & Marketing in ABM
Sales
Sales Development
Marketing
Revenue Team
Executives
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• Marketers
• Send one-to-many messages with minimal personalization
• Sales Development
• Send one-to-one personalized messages
• Sales
• The execution arm ABM
• Executives
• Executive-to-executive outreach, DON’T BENCH BRADY!
Account Based Marketing: Who Does What?
14. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY14
Account Based Marketing: Tiered Accounts
Tier 1
50 Accounts
Tier 2
500 Accounts
Tier 3
Up to 3,000 Accounts
High Spend, High Effort
Lower Spend, High Effort
Low Spend, Low Effort
15. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY15
• Multi-city, two night event that focuses on Sales
Acceleration and Demand Generation
• Night 1 – Executive dinner focused on accelerating
deals
• Night 2 – Roadshow event focused on demand
generation
• EverString utilizes Account Based Marketing in order
to drive success
• Account Selection
• Marketing layer of outreach (email, direct mail)
• SDR/AE specific outreach
• Executive level outreach
Example: ABM After Hours (High Spend/High Effort)
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Geo-Density of Target Accounts: EverString/SFDC
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Hi Aimee,
The Reason for my email that I noticed XXXXXXXXX is running an Account Based Marketing practice. In fact I read your recent
article on LinkedIn Pulse titled ABM Success: 6 Winnig Strategies. I especially enjoyed your section on using events to create a
reason to reach out to prospects. We’re having an ABM event of our own called ABM After Hours, featuring Craig Rosenberg
and our VP of Marketing, Dayna Rothman. Can you or a member of your team join us?
If you haven’t heard of EverString, we are a predictive marketing platform that helps your marketing department improve
conversion rates and build pipeline via applied data science. We do two things:
• Predictive Scoring: We create a statistical profile of your ideal customer which we apply to find the best leads within your
database you may not be targeting, as well as score any inbound on both the Account and Lead Level
• Predictive Demand Generation: We also apply this model to your total addressable market to identify target accounts that
look like your existing customer base and append relevant contacts to those accounts
I also noticed from your Twitter account that you are total foodie! We are hosting a dinner at XXXXXX, a Michelin-starred
restaurant, the night before. We’d love to have you join us for the dinner as well, please let me know if you can make it.
Personalized Email: SalesLoft
20. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY20
Example ABM After Hours – A2A Outreach
CEO/CMO
Director
DG
Programs
Manager
Director
MOPs
MOPs
Manager
Director
SDR
SDR
Manager
VP
Marketing
21. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY21
• It must be personal
• It must be through channels marketing automation can’t communicate with
• It must be about them, not you
• It must be structured
• It must include: email, phone and social
• It must use the 3 C’s: Content, Context, Challenge
Successful Outreach from SDRs in ABM …
22. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY22
Use Their Professional Headline in Your Outreach
Subject Lines:
• “Your Experience at Apttus and Marketo”
• “Maria, Your Team is Amazing at Demand Generation”
• “From Scarlet Knight to SVP of Marketing, Wow”
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Use Their Recent Activity in Your Outreach
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Use Their Published Articles, Even Old Ones!
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But what if there is no personal data? Use Account Info
Content
Context
Challenge
Meeting
32. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY32
1. ABM is a team sport, remove role silos and get
everyone working together
2. SDRs should be the personalized channel of
Marketing
3. Don’t keep Tom Brady on the bench until the
4th quarter
3 Quick Take Aways