How to Use Data to
Operationalize Great Messages
Matt Amundson: VP of Sales Dev & Field
matt@everstring.com
@mattya56

©2016 EverString :: CONFIDENTIAL & PROPRIETARY2
My professional history
Grew from $400M to $2B in
annual sales
Acquired by Essilor for $530M
IPO, Acquired by Vista $1.8B
Acquired for $4.3B

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1. Send better emails!
2. Learn the value of being account-based
3. Use data to drive more relevant messaging
4. Learn how to mine social to sell
5. Create a process that is repeatable
Goals for this session

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The formula for a great message
Personalization
Relevancy
Product Pitch
Call to Action

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Subject Line: Personalized, Witty, But Related to Business
Opening (10%): Continue personalization (no bait and switches) but tie in relevancy
Body (80%): Company agreed upon value prop, written by marketing
Closing (10%): Personalize again and ask for a specific day and time
The Structure of a Great Message

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What is Account Based Marketing?

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• Building an inbound marketing engine is hard
• Getting target accounts to engage with it is even harder
• Marketers are overwhelmed with marketing messages
• Prospects assume everything from you is automated
• For inbound leads, honestly why isn’t it automated?
• Don’t become obsolete
ABSD/Outbound – Why it matters …

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• 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
In Order for ABSD to be successful …

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Spend more time with the right accounts
EverString identifies the best-fit
accounts for your SDRs to prospect into
Through prioritization, you can operationalize
the time allotted to follow up on an inbound
lead or prospect into a target account
EverString helps sales professionals
determine which inbound leads are
most likely to convert

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Account Prioritization in Action

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Find similar accounts

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Find New Accounts

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Identify Prospects Within Target Accounts

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Now let’s get personal, so start in social …
“Professional” Headline
Recent Activity
Published articles
Interests

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Mine Their Profile for Your Subject Lines
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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Relevance by insights

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Find similar accounts (with a single domain)

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Relevance by similarity

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Relevance by descriptions

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Bring it all together

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I have my ICP…now what? Use Salesloft

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10-80-10: Email Best Practices
Personalized
Relevant
Canned

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Phone Follow Up

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The Payoff …
Our Response Rates:
Email Only: 2%
Email+Social: 12%
Email+Social+Phone: 17%

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If your persistence is relevant, it’s pleasant

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1. Use data to identify, prioritize and expand your ICP
2. Use Social to mine data
3. Add relevance to your messaging
4. Deliver it through SalesLoft
4 Quick Take-Aways

Q&A