Are you ready to FIRE up your ABM? Join Kerry Cunningham, Sr. Research Director at SiriusDecisions, and Matt Amundson, VP of Marketing at EverString, to understand how to combine fit, intent, recency, and engagement data to build a potent go-to-market strategy. Register to learn: - The definition of FIRE - How to uncover high-fit prospects who are showing buying intent - Strategies to align marketing and sales - How to introduce FIRE within your company

1. How to Build a World-Class ABM Practice with
Fit, Intent, Recency and Engagement (FIRE)

2. © 2017 SiriusDecisions. All Rights Reserved
#SDTechX
How to Build a World-Class ABM
Practice with Fit, Intent, Recency
and Engagement (FIRE)
Kerry Cunningham
Senior Research Director
@KerrySirius

3. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 3
Identifying B-to-B Buyers: Not Too Big, Not Too Small
While we often use the term “account” in b-to-b, an account is often not the true target
that product, marketing and sales have in mind when they think about the buyer.
Account
Persona

4. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 4
Identifying B-to-B Buyers: Not Too Big, Not Too Small
While we often use the term “account” in b-to-b, an account is often not the true target
that product, marketing and sales have in mind when they think about the buyer.
Account
Persona
The Goldilocks Zone

5. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 5
Identifying B-to-B Buyers: Not Too Big, Not Too Small
While we often use the term “account” in b-to-b, an account is often not the true target
that product, marketing and sales have in mind when they think about the buyer.
Account
Persona
Buying Centre
• Experiences the need
• Has autonomy (and budget) to
solve it
The Goldilocks Zone

6. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 6
Identifying B-to-B Buyers: Not Too Big, Not Too Small
While we often use the term “account” in b-to-b, an account is often not the true target
that product, marketing and sales have in mind when they think about the buyer.
Account
Persona
Buying Centre Buying Team/Group
The Goldilocks Zone

7. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 7
Demand Units: Defining B-to-b Buyers
Demand Units are Buying Centers with
Needs That Your Solution Fits & a Buying
Group organized to address those Needs
Relationships
Who engages with
sellers & influences
purchase?
What resources must the
group command to acquire
the solution?
Needs
Fit
What does a good-fit
need look like?
What causes buy
cycles to start and what
influences their
prioritization?
+

8. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 8
Signal Detection – Seeing What Lurks Beneath
Lead Score
75
One AQL
All else being equal, which of these looks like the
hottest opportunity?

9. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 9
Signal Detection – Seeing What Lurks Beneath
Lead Score
75 Lead Score 25
Lead Score 50
Lead Score 75
One AQL One AQL, 2 INQs
All else being equal, which of these looks like the
hottest opportunity?

10. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 10
Signal Detection – Seeing What Lurks Beneath
Lead Score
75 Lead Score 25
Lead Score 50
Lead Score 75
Lead Score 25
Lead Score 25
Lead Score 10
Lead Score 10
One AQL One AQL, 2 INQs No AQLs, 4 INQs
All else being equal, which of these looks like the
hottest opportunity?

11. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 11
Signal Detection – Seeing What Lurks Beneath
Lead Score
75 Lead Score 25
Lead Score 50
Lead Score 75
Lead Score 25
Lead Score 25
Lead Score 10
Lead Score 10
One AQL One AQL, 2 INQs No AQLs, 4 INQs
All else being equal, which of these looks like the
hottest opportunity?

12. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 12
Signal Detection – Seeing What Lurks Beneath
Lead Score
75 Lead Score 25
Lead Score 50
Lead Score 75
Lead Score 25
Lead Score 25
Lead Score 10
Lead Score 10
One AQL One AQL, 2 INQs No AQLs, 4 INQs
Here’s what that looks like in your systems…

13. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 13
Signal Detection – Seeing What Lurks Beneath
Lead Score
75
One AQL
Here’s what that looks like in your systems…

14. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 14
AI & Intent Monitoring in the Demand Unit Waterfall™
Several categories of intent signals play an important role in the top of the
SiriusDecisions Demand Unit Waterfall.
Target Demand
No intent signals have been detected from demand
units in the target demand stage
Active Demand
Third- and first-party identified intent is the trigger to
move demand units from target demand to active
demand
Engaged Demand
First-party, opted-in contact intent triggers the move
of demand units from active demand to engaged
demand
Prioritized Demand
Engaged scores, including first- and third-party,
identified, and opted-in, contribute to the
progression of demand units from engaged
demand to prioritized demand
Closed
Pipeline
Qualified Demand
Prioritized Demand
Target Demand
Engaged Demand
Active Demand

15. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved#SDSummit @KerrySirius 15
AI for Measurement Across the Waterfall
Several uses of AI play an important role in the top of the Demand Unit Waterfall,
signaling the progress of Demand Units from Target through to Prioritized.
Measure: Target Accounts/ Demand Units.
AI builds a model and then identifies and sources ideal
prospect accounts to fill Target Demand Stage.

16. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved#SDSummit @KerrySirius 16
AI for Measurement Across the Waterfall
Several uses of AI play an important role in the top of the Demand Unit Waterfall,
signaling the progress of Demand Units from Target through to Prioritized.
Measure: Target Accounts.
AI builds a model and then identifies and sources ideal
prospect accounts to fill Target Demand Stage.
Measure: In-market
accounts.
Third- and first-party Intent signals
are detected and trigger progress
of Demand Units from Target to
Active.

17. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved#SDSummit @KerrySirius 17
AI for Measurement Across the Waterfall
Several uses of AI play an important role in the top of the Demand Unit Waterfall,
signaling the progress of Demand Units from Target through to Prioritized.
Measure: Target Accounts.
AI builds a model and then identifies and sources ideal
prospect accounts to fill Target Demand Stage.
Measure:
Engagement-
Scored Accounts.
AI identifies behavioral
patterns that indicate
when Buying Groups
are ripe for personal
outreach.
Measure: In-market
accounts.
Third- and first-party Intent signals
are detected and trigger progress
of Demand Units from Target to
Active.

18. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved#SDSummit @KerrySirius 18
AI for Measurement Across the Waterfall
Several uses of AI play an important role in the top of the Demand Unit Waterfall,
signaling the progress of Demand Units from Target through to Prioritized.
Measure: Target Accounts.
AI builds a model and then identifies and sources ideal
prospect accounts to fill Target Demand Stage.
Measure: In-market
accounts.
Third- and first-party Intent signals
are detected and trigger progress
of Demand Units from Target to
Active.
Measure:
Engagement-
Scored Accounts.
AI identifies behavioral
patterns that indicate
when Buying Groups
are ripe for personal
outreach.
Measure: Target
Account
Engagement
AI identifies content
and tactics that
effectively engage
prospects

19. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 19
Intent Data Framework
While most people only think of third-party intent data, all forms of prospect behavioral
data can be regarded as potential signals of buyer intent.

20. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 20
Intent Data Framework
While most people only think of third-party intent data, all forms of prospect behavioral
data can be regarded as potential signals of buyer intent.
First-Party
Information generated by owned
and operated systems.
First-Party
ContactsAccounts

21. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 21
Intent Data Framework
While most people only think of third-party intent data, all forms of prospect behavioral
data can be regarded as potential signals of buyer intent.
First-Party
Information generated by owned
and operated systems.
Third-Party
Information provided by
an external source.
First-Party
Third-Party
ContactsAccounts

22. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 22
Intent Data Framework
While most people only think of third-party intent data, all forms of prospect behavioral
data can be regarded as potential signals of buyer intent.
First-Party
Information generated by owned
and operated systems.
Third-Party
Information provided by
an external source.
First-Party
Third-Party
ContactsAccountsIdentified

23. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 23
Intent Data Framework
While most people only think of third-party intent data, all forms of prospect behavioral
data can be regarded as potential signals of buyer intent.
Opted-In
You have explicit permission to
contact.
First-Party
Information generated by owned
and operated systems.
Third-Party
Information provided by
an external source.
Opted-InIdentified
First-Party
Third-Party
ContactsAccounts

24. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 24
Intent Data Framework
While most people only think of third-party intent data, all forms of prospect behavioral
data can be regarded as potential signals of buyer intent.
First-Party
Information generated by owned
and operated systems.
Third-Party
Information provided by
an external source.
Opted-InIdentified
First-Party
Third-Party
ContactsAccounts
Identified
Known, but not invited, no
opted-in contacts.
Opted-In
You have explicit permission to
contact.

25. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 25
Questions Answered by Type of Intent
Each form of intent data adds a layer of evidence about the interests of your prospects
and answers different questions about your audience and their level of interest.
Inbound Leads
Is anyone interested
in us?

26. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 26
Questions Answered by Type of Intent
Each form of intent data adds a layer of evidence about the interests of your prospects
and answers different questions about your audience and their level of interest.
Inbound Leads Identified 1st Party
Is that anyone a lone
actor or part of a
buying team?
Is anyone interested
in us?
Do we have
interested
organizations that
aren’t self-
identifying?

27. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 27
Questions Answered by Type of Intent
Each form of intent data adds a layer of evidence about the interests of your prospects
and answers different questions about your audience and their level of interest.
Inbound Leads Identified 1st Party Identified 3rd Party
Is that anyone a lone
actor or part of a
buying team?
Is anyone interested
in us?
Is it just us, or is
there a general
search happening?
Are there
organizations out
looking for what we
do that aren’t finding
us?
Do we have
interested
organizations that
aren’t self-
identifying?

28. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 28
Questions Answered by Type of Intent
Each form of intent data adds a layer of evidence about the interests of your prospects
and answers different questions about your audience and their level of interest.
Inbound Leads Identified 1st Party Identified 3rd Party Opted-In 3rd Party
Is that anyone a lone
actor or part of a
buying team?
Is anyone interested
in us?
Is it just us, or is
there a general
search happening?
Are there
organizations out
looking for what we
do that aren’t finding
us?
Do we have
interested
organizations that
aren’t self-
identifying?
Are there
organizations out
looking for what we do
that aren’t finding us?
Is it just us, or is there
a general search
happening?
Whom should we seek
out?

29. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 29
Third-Party Intent Data: Conditions For Use
While most people only think of third-party intent data, all forms of prospect behavioral
data can be regarded as potential signals of buyer intent.
1. Your buyers search for solutions coherently – they know what they
are looking for and use consistent terms, sites, etc.
Coherent
2. Your buyers work behind corporate IP addresses – ie, they aren’t in
SMBs, and they aren’t working remotely on home networks
Identifiable
3. You are content to either: a) deliver ads to intent-identified prospect
accounts and wait for responses, or b) effectively prospect into identified
accounts
Actionable

30. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 30
Goal: Act On Existing Inbound Leads
If you have inbound leads, you have first-party, opted-in intent data – the most
valuable source of intent signals, but to see demand clearly individual leads should be grouped.
Measure
Scenario
1
3
4
Starting With…
Adding…
Opted-InIdentified
2
Third-
Party
First-Party
Insight

31. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 31
Goal: Act On Existing Inbound Leads
If you have inbound leads, you have first-party, opted-in intent data – the most
valuable source of intent signals, but to see demand clearly individual leads should be grouped.
Measure
• Engaged demand
units
• Percentage of target
demand units
engaged
Scenario A: You have inbound leads
1
3
4
Starting With…
• Inbound leads…
Adding…
• Buying groups --
Aggregate Inbound to
Demand Units
• Do you have multiple
inbound leads coming from
the same demand units?
Opted-InIdentified
2
Third-
Party
First-Party
Insight
When accounts shop us, how many
individuals are part of the shopping team?
Gated content consumption, form
fills

32. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 32
Goal: Prioritize Inbound with 1st Party Intent
Almost all web traffic is anonymous, so first-party, account-level identified traffic puts
inbound leads into context, providing evidence that an inbound lead is part of a buying group.
Measure
• Conversion increase from
engaged demand to
prioritized demand
• Conversion increase from
prioritized demand to qualified
demand
Scenario: Prioritize Inbound/ ABM1
3
4
Starting With…
• You have inbound leads
Adding…
• 1st Party Identified
• To see whether the leads
are ‘lone actors’ or part of
a movement
Opted-InIdentified
2
Third-
Party
First-Party
Insight
How much of the shopping your prospects
do results in a form-filled lead, and how
much is anonymous?
De-anonymized first-party Web
traffic

33. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 33
Goal: Validate That Inbound Leads Are Real Buyers?
Adding third-party, account-level intent validates first-party intent, helping to prioritize
outreach.
Measure
• Conversion increase from
engaged demand to
prioritized demand
• Conversion increase from
prioritized demand to
qualified demand
Scenario: Prioritize Inbound/ ABM1
3
4
Starting With…
• Inbound leads
Adding…
• Third party Intent
• To prioritize inbound leads
by noticing if there is
evidence of a legitimate
buying motion.
Opted-InIdentified
2
Third-
Party
First-Party
Insight
Can we refine our lead follow-up by
observing which accounts are most active
elsewhere?
Third-party, account-level intent;
Web search terms, site visits
Social listening

34. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 34
Goal: Identify New Demand Via Third-Party Intent
Adding third-party, account-level intent validates first-party intent, helping to prioritize
outreach and, crucially, may source additional prospect opportunities, thus reducing uncontested losses.
Measure
• Conversion increase from
engaged demand to
prioritized demand
• Conversion increase from
prioritized demand to
qualified demand
Scenario C: Unseen demand1
3
4
Starting with…
• Inbound leads or nothing
Adding…
• Third-party intent
signals
• Find new accounts that
don’t find you
• Drive ads into accounts to
produce responses
Opted-InIdentified
2
Third-
Party
First-Party
Insight
Are there target demand units shopping for
our category of solution but not finding us?
Third-party, account-level intent;
Web search terms, site visits
Social listening

35. SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 35
Goal: Monitor ABM Via Third-Party Intent
Adding third-party, account-level intent validates first-party intent, helping to prioritize
outreach and, crucially, may source additional prospect opportunities, thus reducing uncontested losses.
Measure
• Conversion increase from
engaged demand to
prioritized demand
• Conversion increase from
prioritized demand to
qualified demand
Scenario C: Unseen demand1
3
4
Starting with…
• Target Account lists
Adding…
• Third-party intent
signals
• Be on top of any intent
signals coming from target
accounts
Opted-InIdentified
2
Third-
Party
First-Party
Insight
Do we know when our target accounts are
heading to market?
Third-party, account-level intent;
Web search terms, site visits
Social listening

36. Powering Your GTM with Fit, Intent, Recency & Engagement
(FIRE)

37. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY37
What is FIRE?

38. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY38
Is this what your interactions with prospects look
like?

39. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY39
Is this what your interactions with prospects look
like?
Account Executive

40. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY40
Is this what your interactions with prospects look
like?
Account Executive Prospect

41. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY41
Why is this happening?
Account Executive Prospect
“There’s no way this account
could ever buy from us, they’re a
terrible fit for our product. Who
set me up on this call!?!”
“Why did I agree to take this
call? I don’t want what they’re
selling, plus I don’t even have
budget.”

42. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY42
Let’s change things by targeting the right prospect at the
right time!

43. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY43
What does a “Fit” prospect look like?
Demographics

44. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY44
What does a “Fit” prospect look like?
Firmographics

45. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY45
What does a “Fit” prospect look like?
Firmographics
Technographics

46. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY46
What does a “Fit” prospect look like?
Firmographics
Technographics
Departmental Maturity

47. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY47
What does a “Fit” prospect look like?
Firmographics
Technographics
Departmental Maturity
An Interesting Event

48. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY48
Intent: 1st Party vs 3rd Party

49. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY49
Intent: 1st Party vs 3rd Party

50. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY50
Combining Fit and Intent
Target Account
Increase in Research

51. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY51
Recency is about taking action … now!

52. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY52
Recency is about taking action … now!

53. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY53
Send compelling offers to Fit accounts with Intent to
create engagement

54. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY54
Send compelling offers to Fit accounts with Intent to
create engagement

55. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY55
Send compelling offers to Fit accounts with Intent to
create engagement

56. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY56
Send compelling offers to Fit accounts with Intent to
create engagement

57. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY57
Send compelling offers to Fit accounts with Intent to
create engagement

58. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY58
Results of FIRE

59. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY59
To learn more, check out our eBook
www.everstring.com/firebook
@mattya56
matt@everstring.com
@kerrysirius