Watch This Free Webinar On-Demand: http://dg-r.co/2fupcQ1 - Personalized Prospecting & The Rise of Outbound SDRs: How ABM And Alignment Will Benefit From Coordinated Plays in 2017 Learn how Marketing & SDRs are partnering to become the personalized channel for their organization’s marketing plan As ABM becomes more prevalent marketing practices are shifting to evolve. Prospects require a more personalized approach, while Sales Development Reps, while once the beneficiaries of marketing’s lead-based activities, have now begun to shift to an outbound mindset. Working in tandem with marketing, SDRs need to effectively engage prospects to begin a sales cycle with their sales teams. In this webinar we'll discuss the new motions and tactics required for SDRs to rapidly build scalable, repeatable and most importantly closable pipeline. Learn: • How to align Marketing, Sales Development and Sales to achieve revenue goals; • How to build an outbound SDR process that’s more effective than inbound; and • How to train SDRs to create compelling events

1. #SPS16
SPONSORED BY:
Personalized Prospecting & The Rise
of Outbound SDRs: How ABM And
Alignment Will Benefit From
Coordinated Plays In 2017

2. #SPS16
Follow This Webinar On Twitter
#SPS16
Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Everstring: @everstring
Matt Amundson: @mattya56

3. #SPS16
About Demand Gen Report
• Tracking strategies & solutions in lead
generation & marketing tech since 2007
• Daily news and analysis, special reports,
original research and live events
• Newsletter reaches 40,000 readers
• Additional resources at:
demandgenreport.com/resources
@DG_Report
http://linkd.in/DG_Specialists

4. #SPS16
Join The Conversation
Submit your
questions here
Download
today’s resources
Join the conversation
#SPS16

5. #SPS16
How Are We Doing?

6. #SPS16
• Share on social using the hashtag #SPS16
• Refer a colleague to attend
• Submit questions & answer polls during the webinar
• Take our post-webinar survey
• BONUS – Attend all #SPS16 sessions live
Participate To Better Your Odds

7. #SPS16
Featured Speakers
Matt Amundson
VP of Sales Development
and Field Marketing
Everstring
@mattya56
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report

8. Personalized
Prospecting and the
Rise of Outbound SDRs
Matt Amundson: VP of Sales Development & Field Marketing
matt@everstring.com
@mattya56

9. ©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

10. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY10
What is Account Based Marketing?

11. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY11
What is Account Based Marketing?

12. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY12
Reconstructing Sales & Marketing in ABM
Sales
Sales Development
Marketing
Revenue Team
Executives

13. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY13
• 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)

16. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY16
Geo-Density of Target Accounts: EverString/SFDC

17. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY17
Create Digital Assets: Marketo

18. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY18
Send Direct Mailers: PFL

19. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY19
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”

23. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY23
Use Their Recent Activity in Your Outreach

24. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY24

25. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY25
Content
Context
Challenge
Meeting

26. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY26
Use Their Published Articles, Even Old Ones!

27. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY27

28. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY28
Content
Context
Challenge
Meeting

29. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY29
Use Their Interests to Drive More Opens

30. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY30
Meeting

31. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY31
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

33. Q&A
Matt Amundson: VP of Sales Development & Field Marketing
matt@everstring.com
@mattya56

34. #SPS16
How Are We Doing?

35. #SPS16
Q&A / Speakers
Matt Amundson
VP of Sales Development
and Field Marketing
Everstring
@mattya56
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report

36. #SPS16
Thank You For Attending
Register for more sessions now thru November 18th!
Please Join Our Next Session Today at 2PM ET / 11PM PT
www3.demandgenreport.com/sps16