How EverString Thinks About Account Selection: ABM Q&A with Dayna Rothman

Account Based Marketing strategies are all the hype these days, but many marketers are struggling with how to get started. With so many people talking about implementing ABM with so many different strategies, who can blame marketers for not knowing where to start?

That’s why we teamed up with the experts at EverString to write a brand new ebook, Mapping Your Account Based Strategy. Download the ebook for free here.

We recently had the pleasure to sit down and catch up with, Dayna Rothman, the VP of Marketing at EverString. She gets very tactical and explains how they execute their ABM strategy. So, without further adieu, enjoy our conversation with Dayna.

Engagio: Tell us about the target account selection process at EverString

Dayna: We have three tiers of accounts at EverString. Tier 1 being the highest priority of accounts and Tier 3 lower priority. Having three tiers of accounts enables us to have varying levels of high-touch personalized campaigns — making ABM more scalable.

To select Tier 1 accounts (30 companies), the department heads got into a room and had a discussion about where we are now and where we want to be. For Tier 2 and Tier 3, 200 companies and 1000 companies respectively, we used our own predictive platform, EverString, for account selection. For each tier, we built a separate model (for Tier 2 we used closed/won customers, and for Tier 3 we used open opportunities) and then we used EverString to identify similar companies to add into our Tier 3 and Tier 3 lists.

Engagio: I know you come from a content background originally – how do you think content plays a role in ABM?

Dayna: Content is one of the most critical parts of ABM. In order to have personalized conversations with your target accounts, you need to create content that resonates for that account’s particular use case. The key here is to use your tiers in order to identify how much personalization you develop in each content asset. For instance, Tier 1 is highly personalized at the account level, Tier 2 has some elements of personalization (like target account logo on the cover or a personalized introduction), and Tier 3 is vertical or industry based. Traditionally, content has played a top-of-funnel inbound role where marketers try and pull customers into their funnels. In contrast, an ABM content model follows more of an outbound approach where you go directly to prospects with that content vs. waiting for them to come to you.

Engagio: What’s your advice for doing ABM with a small team?

Dayna: There are many ways to scale personalization for your ABM tactics — simple content repurposing, website personalization, automated and selective nurture tracks when applicable, and so on. However, the real way to scale ABM with a small team is to include your Sales Development Team to help with personalized outreach. ABM should be a sales and marketing team sport, so enlist your SDRs to be your troops on the ground. At EverString, our SDRs play a large role in scaling ABM — they create their own personalized email campaigns, reach out on social, staff field events, and so on. This enables marketing to do the air cover as the SDRs go deeper into engaging key accounts.

Engagio: It’s pretty widely accepted that predictive should play a role in account selection, but what about the rest of the ABM process?

Dayna:  The other way that predictive can be helpful is in surfacing interesting data points and insights that can help you as a marketer and your SDRs personalize your messages. For instance, a predictive platform can tell you if your target account is high growth, if they are hiring, if they are high or low marketing sophistication, and more. Armed with that knowledge you can create content and messaging that resonates with who that company is, beyond just simple demographics.

Engagio: What are three pieces of technology you could not do without for your ABM effort at EverString?  

Dayna: Shameless plug–but our own platform has been critical to our target account selection process. Engagio, of course, for target account engagement and coordinated plays between marketing and SDRS. We also leverage Uberflip for target account content streams (customized content landing pages that either marketing or the sales reps can use for target account personalization).

If you really want success with your ABM programs, you have to nail account selection. Download our the ebook Mapping Your Account Based Marketing Strategy today.

In this ebook, we’ll cover everything you need to know when selecting accounts to pursue with your ABM strategy. Including:

  • Different ways your organization can select target accounts
  • The difference between traditional manual selection and predictive selection
  • How to break your target accounts out in tiers to achieve success
  • And more!
Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

One Response to “How EverString Thinks About Account Selection: ABM Q&A with Dayna Rothman”

November 17, 2016 at 3:46 am, Lisa Skinner said:

I would love to know how you personalize/individualize content for Tier 1 accounts. You mention you have 30 of them. How big is your marketing team and how are you operationalizing this? Thanks!


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