The document discusses how to operationalize great messages using data. It provides tips for using data to identify, prioritize, and expand the ideal customer profile (ICP). Social media can be mined for data to personalize outreach. Relevant messaging should be delivered through channels like email and phone using a system like Salesloft. The goal is to increase response rates from 2% for email-only outreach to 12% with social media and 17% with added phone follow-ups.

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

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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

30. Q&A