Watch this #COSeries webinar on-demand here: http://dg-r.co/2nLCOWS Sales and marketing leaders need to identify the right accounts to execute an effective go-to-market campaign strategy. The big question is how do you operationalize, automate and scale that quickly with buy-in from both teams? Join Kristen Wendel, Director of Marketing Operations at VersionOne, and Than Tran, Sr. Director of Demand Generation at EverString, in this session to learn how to develop an account-based campaign blueprint that marketing and sales can implement together. This webinar will provide specific advice on how to: Develop target account lists based on sales objectives; Build a hyper-growth campaign engine to support sales development efforts; Accelerate pipeline by targeting the right prospects with integrated campaigns; and Maximize reach with personalization.

1. #COSeries
New Models For Developing
Account-based Strategies And
Campaigns Across Marketing & Sales
SPONSORED BY:

2. #COSeries
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Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Everstring: @everstring
VersionOne: @versionone

3. #COSeries
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About Demand Gen Report
• Tracking strategies & solutions in lead
generation & marketing tech since 2007
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original research and live events
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5. #COSeries
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How Are We Doing?

7. #COSeries
Panelists
MODERATOR:
Carol Krol
Editor-in-Chief
Demand Gen Report
Kristen Wendel
Dir. Marketing Operations
VersionOne
@versionone
Than Tran
Sr. Dir. of Demand Generation
EverString
@everstring

8. New Models For Developing
Account-Based Strategies And Campaigns
Across Marketing And Sales

9. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY9
Agenda
• Traditional method of account-based marketing and selling
• New method of account-based marketing and selling
• Approach to implementing ABM/ABSD
• How VersionOne uses AI in Marketing
• Results
• Takeaways

10. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY10
About EverString
• Founded in 2012
• Leader in predictive analytics for marketing and sales
• HQ in San Mateo, CA
• ~100 employees – we’re hiring
• Backed by leading VCs: Sequoia, Lightspeed Ventures, IDG Ventures, and
other prominent investors

11. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY11
Diverse set of customers across industries and sizes

12. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY12
Traditional Way to ABM
OpportunitiesMQLs SQL/SALLeads Win
Passive Engagement Point Active Engagement Point
Identify
Accounts
Profile
Accounts
Create
Content
Launch
Campaign
Measure
List
Buys

13. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY13
New Model of Account-Based Strategies
Prospecting Scoring Lead Scoring
Opportunity
Scoring
Win Analysis
Scoring
Renewal
Upsell
Cross-sell
AI / Machine Learning / Data Science
Acquire
Customer

14. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY14
Pilot Before Launching Full Campaign
Identify
Use Case
Determine
Segment
Identify
Candidates
Select
Accounts
Implement
and Measure
1 2 3 4 5
AI / Machine Learning / Data Science

15. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY15
Tips to Start
• Plan now on how ABM/ABSD will impact your Sales and Marketing organizations.
• Work with Sales, Sales Development and Marketing to identify and improve your selling
process.
• Ensure you have clean and complete account and contact data before executing a plan.

16. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY16
About VersionOne
• Founded in 2002; headquartered in Atlanta, GA
• Help software teams deliver better software faster
• 33 Fortune 100 customer in addition to major government agencies
Leader in Unified Agile and DevOps software solutions

17. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY17
ABE Journey
Tier 1: Top 100 Enterprise Accounts
Tier 2: 500 Enterprise Accounts
Tier 3: Enterprise Financial Services, SW, Gov
2015: Skunkworks ABM
Q1 2016: Launched ABM
2017: Optimize human
orchestration, ABM+ABSD

18. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY18
Journey to EverString

19. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY19
Why EverString?
• A large, global, Enterprise market
• Compete against Microsoft, CA, and Atlassian
• Spend a lot of people’s time manually trying to identify and analyze a market and build a
database
• Historically reliant on inbound leads, yet missing out on being considered in evaluations
• With a lean team, ABM seen by marketing as best chance to focus on accounts most likely
to buy
• Improve awareness, engagement, appointments, in Enterprise accounts

20. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY20
ABM/ABSD
Target accounts and MQAs =
Fit + Intent (+ Engagement)

21. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY21
VersionOne’s Approach to ABM/ABSD
Select Accounts
Build Target Contacts
Promotion
MQAs
Check Engagio
Expand to 10+ More Contacts as
Needed to Set Appt
Gather Account InsightCreate Content
Personalized
Phone+Social+Email
Marketing
Account-Based Awareness, Engagement
Sales Dev
Account-Based Human
Engagement
& Appointment Setting

22. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY22
Tech Stack

23. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY23
How we use EverString
ES
Personalization
Targeted
Campaigns
Target Account
Discovery &
Selection

24. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY24
Target Account Discovery & Selection
Criteria
• Revenue
• Industry
• Technolog
y
Ideal
Customer

25. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY25
Target Account Discovery & Selection
Similar
Companie
s
Reps
create
territory
Build leads,
accounts right
from app

26. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY26
Personalization

27. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY27
Using AI in Display
Surging
Accounts
Suring
Keyword
Specific Ads
Suring
Keyword
Specific
Landing
Page
Engagement

28. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY28
• 88% Engagement – we can engage A&B Fit target accounts
• Opp size: Target account opps are 40% larger than the average
• 93% of Enterprise sales appointments are from A&B Fit accounts
• 94% of Enterprise Pipeline is from A&B Fit Accounts
• 92% of Enterprise Opps are from A&B Fit Accounts
Results

29. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY29
Takeaways
• There is no reason to not empower your sales and sale dev teams with data-
driven account prioritization
• EverString powers outbound and outbound is critical to ABM
• In an ABM model, predictive account selection is essential and marketing
should drive it
• Tackling content personalization can be challenging but with AI you can do it at
scale
• Stop selling to the accounts that you want to buy from you and start selling to
the ones that will.

30. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY30
Meet Us at Marketo Summit
• Session Title: How To Use AI To Add Relevance To Your Marketing
• Date: Wednesday, 04/26
• Time: 10:30am PT to 11:15am PT
• Location: Moscone West, Room 3014-3016
J.J. Kardwell, CEO at
EverString
Peter Herbert, VP of Marketing at
VersionOne
Kristen Wendel, Director of
Marketing Operations at
VersionOne

31. #COSeries
How Are We Doing?

32. #COSeries
Q&A / Panelists
MODERATOR:
Carol Krol
Editor-in-Chief
Demand Gen Report
Kristen Wendel
Dir. Marketing Operations
VersionOne
@versionone
Than Tran
Sr. Dir. of Demand Generation
EverString
@everstring

33. #COSeries
Thank You For Attending
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