650: How to Operationalize ABM: Overlapping Fit, Engagement, & Intent w/ JJ Kardwell

ABOUT THIS EPISODE

In this episode we talk to JJ Kardwell, Co-Founder & CEO of EverString.

LinkedIn: https://www.linkedin.com/in/kardwell/

A relationship with the right referral partner could be a game changer for any BBB company. So what if you could reverse engineer these relationships at a moment's notice, start a podcast, invite potential referral partners to be guests on your show and grow your referral network faster than ever? Learn more at sweet phish MEDIACOM. You're listening to the B tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Jj Cardwell, he is the CEO of ever string. Jj, how you doing today? I'm doing great. Thanks for having me. I'm excited to chat with you todjj. We're going to be talking about operationalizing ABM today. We're going to specifically be talking...

...about how you operationalize it by overlapping fit, intent and engagement. Just, and I feel like I learned the master's degree equivalent of ABM just in our pre call. So I'm stoked for our listeners to get to, you know, get insight into into your brain a bit, because it was incredibly valuable. Before we dive into that, look for you to tell listener is what is ever string? What are you guys up to over there and how do you serve customers? Yeah, well, thanks for having me again. So ever strings a marketing and sales intelligence software company. We are the foundation for that is audit, truly automated data science and the most reliable data and we focus as much on the data components as we do on the data science and we support go to market teams, broadly, marketing sales off teams, marking sales ops, sales development teams, as well as advanced analytics and data science...

...teams within BB organizations. I love it. And Jay, as we're as we're talking off line this topic of operationalizing ABM, you you were talking about why this is something you're so passionate about and why this is a conversation that needs to be had. Can you elaborate a bit on that, kind of on the on the why? And then I want to dive into each one of these pieces and how they all work together. Yeah, happy to so. I you know, I talked to go to market leaders at massive companies, at midsize companies, at small companies every single week and the topic of using account based strategies, count base sales development, account of base sales, accounties, marketing. You know, AC counties go to market broadly. Is is is an extremely current topic. Folks are very interested in ways to be more focused in their resource allocation and an account be strategies can be very helpful there. The challenge tends to be companies often get lost in the massive pile of technologies they can buy, in the broad array of strategies they can deploy...

...and and they struggle a lot of times to get all the different teams within the organizations to see the value right. Often Times account based strategies end up being something that marketings doing or something that sales developments doing and and unless you really have the unified buying around the value, unless it's really easy for teams to see the value, it's often very difficult to see any result. So, you know, I'm a big believer that things need to be simple, things need to be intuitive, it needs to be really obvious to all the different internal groups within your good market team, that that it's something worth investing effort in. Who set aside the cost investments? I love it. Okay. So so I want to dive into each one of these. Let's talk first about fit. How do you guys, when you say the term fit, what do you what do you mean by that? Yeah, so one of the most important things in doing any account bay strategy, step one for...

...any strategy is target account selection. Right. So if you said which company should we focus on? Right, and if you only sell a fortune one hundred, it's relatively easy to do that, but if you have a midsize or larger addressable market, it's more complex to do and using applied data science, for machine learning, to do that can be really helpful. Fit Data is about what is the profile of the company? It can range from revenue or location or industry, and not just high level industries, but the real nuances of what does this company really do? What's the profile the team? What are the backgrounds of the team? What sort of hiring and job openings? What are the technologies that they use? All of the different signals that are available and and for companies that are big enough to have a website, you know, there can be tens of thousands of signals that can go into profiling a business and it is really about how similar is a potential prospect to my existing customers are, to my ideal customer profile? Right. Fit data...

...is used to help filter things through that ideal customer profile. Got It? Okay. So, so that's fit and we're talking about overlapping fit with both engagement and intense. So let's let's talk about engagement now. Is that there? I feel like that's such a buzzword now everybody, everybody is sewing that word around. What do you mean by it when you talk about it this context? Yeah, yeah, and in the simple sense it is the the interactions that are directly with your company, right. For for many demandin marketers, they're using marking automation to track engagement, right. The this is visitors your website, folks who do form fills, sign up for for events. Those are core engagement. It's really that First Party behavioral data and that's, you know, the mark automations. The categories been around now for over ten years. So for a lot of a lot of demandin marketers, they really intuitively understand engagement. Perhaps best of all, right, it's a folks are...

...engaged, they tend to nurture them and pursue them with retargeting and and email nurture and and other. So that's engagement. Okay. So, so we've talked about fit, we've got engagement and now suck about. Let's talk about intent. Yeah, yeah, so intent in its simplest form is engagement. That is not with you, right. It's third party behavioral data, it's it's the potential buyer is. They're out looking at competitive offerings to yours on product review sites, they're they're going in reading blog posts about the product category that that you sell our off or you know. So you could have companies that don't respond to your form of engagement marketing, that don't know that you, your company, even exists, or not coming to your site. They're not in your database, but they could be out engaging with very relevant content. So now does it tell you they're definitely going to buy? No, just just like engagement did, it isn't tell you someone's definitely going to buy,...

...but it the intended. It tells you they're more likely to engage with you and it can be really, really powerful, a really powerful in the indicator of potential for buying cycle. Okay. So so now that we've we've covered the kind of the definitions of those, hope listeners are certain to get get the picture that when you start to overlap these, when you're looking at fit, you look an engagement, you look at intent. Imagine having your reps, having your team come in every day and knowing being able to work accounts that are prioritized with those three things overlaps. Can you talk to us about kind of the power that happens? Yeah, whatever, you can start to do that. Yeah, yeah, it is overlapping those three, giving your teams, giving your marketing teams, your program managers, your sales and Sales Development Teams, you'R reps visibility into those three things. It is. It is perhaps the most powerful thing you can do in executing account base go...

...to market. So you know, I have conversations all the time with with executives who's you know, they're the they want to understand what is it that that ever string does and what should be their goals from an account based standpoint, and it's I always say to them you could your marketing leaders, could your sales leaders, could your sales development leaders? If you ask them if they were going to reach out to one prospect, one company, send one email or make one call today, you know to which company would be and if they can answer that or if your teams could answer that or they wouldn't answer it in a consistent way across them or the individual reps down on their teams could nor when and how do they? How to teams make that resource allocation decision every day, and the best way to answer that, the best way to give your team a way to answer that and to make those good decisions on the field is by overlapping fit engagement in intent. So by doing that, you'd say, every single week, as the intent surge, data refreshes by wrap, by territory or for on your marketing team, for program...

...managers, based on the sectors or types of programs are covering. But let's think specifically within the REP context. Each week, when they show up on Monday morning, they're able to look and start by saying, okay, what companies have the highest sit as in what which ones are most similar to my existing customers that also have had engagement in inside of some defined period for us, we look in the last sixty days and which in the last two weeks have also been surging on intent. So for us, close to seventy percent of our closed one business flows through this real simple dashboard where we monitor fit, engagement in intent, meaning the companies that end up buying from us. At some point they certainly had a high fit. They look like our existing customers, and then they were exhibiting those behavioral signals, both the First Party ones that we capture engagement and third party ones from capturing intent. It is a really powerful moment when your frontline team starts coming and saying how do I git more of that, and then you'd say well, great, you you tear like a layer cake. You'd say start with those of the high fit,...

...high engagement intent and then once you, once you've disposition your action all those and you go next to for many companies, they go next to those with high fit and high intent and then go to next to those with high fit and high engagement and so on until they've filled their capacity for the day. And that's it's really the most rational way to allocate your your going to market resources and it's a really intuitive way to enable enable your team to see see how that those three types of data can help help guide their activity. I love that. So, Jj you mentioned something offline that I think would be really helpful. Getting a you know, one one level more granular here. You share the text act that you guys use to to be able to, you know, to overlap these three things, to overlap fit into engagement. Can you share the specific tools that you guys are using that are enabling you guys to do this? Yeah, yeah, happy to. I'll share. You know, the the main commonents are are full sales and marketing text...

...act, and I'll talk about the exact places where we overlap those signals. So we use sales first, forre crm. We use Marquette over marking automation. We use our own platform, ever string, for marketing sales intelligence, and that includes the predictive marketing and ideal customer profile as spects and the automated data science. We use Bambara surge data to track intent. And then we we also use terminus for count base ad delivery. We use engage you for ATM orchestration. We use PSL for direct mail for executing direct mail programs. We also use inside squared for full funnel tracking. Now to cross those three signals of place. Where we do that is we use our own platform, ember string, to identify fit on to do fit scoring and account scoring. We use MARCO AUTOMATION TO CAPTURE THE ENGAGEMENT DATA and then we use that intent data through the Bambara Serge for the intent and then we, based on what...

...we're seeing with an action things, will use sales law for sales acceleration to to execute a personalization at scale and in our email and calling cadences. Out of sales development will use the other acceleration type capabilities as a mentioned, like terminus for ad execution to help accelerate accounts where we're seeing intent for perhaps no engagement and we want to try to create engagement. But it's really simple to cross those three. If you have Marc Automation, you already have what you need from an engagement standpoint and then through a platform like ours, you know or others, you can cross the fit data and the in the intent data natively in a single place and then you use operationalize it in a really simple dashboard inside of sales force by wrap, by territory. Each week it refreshes and they just walk into crm or whatever sere and they're using and and they can see see the cross of those three signals and a specific accounts within their...

...territories that have that are scoring high on those three dimensions. So there's a you. You have turned something that I think is incredibly complex into something that even I was able to understand. So so I really appreciate you and a walking us through this, defining those things and then and then sharing, you know, very practically how you guys are doing this yourselves and every string. If there's somebody listening to this, they want to they want to learn more about you, they want to stay connected with you, or they want to learn more about ever string. What's the best way for them to go about doing both of those things? Sure, I'm there's a lot of great information on our website at ever stringcom. They can also follow me on twitter at Jj Cardwell, Jj Ka Ardwel or ever string it at ever string, and follow us both on Linkedin as well, and we're you know, we tend to be very transparent about the technologies and approaches we're using. We're big believers...

...that, through sharing that sort of information of how we're approaching our own stack and our own operationalizing abm within our own business that we help advance a broad are the broader causes in the goals that we all of us have as go to market professionals have. There's so much noise out there. There there's so many places to get lost in technologies, band or just information overload, and you know, our goals try to simplify for everyone. Wonderful, awesome. Jj I will again thank you so much for your time today. This has been fantastic and I really appreciate it. Man I quies I really appreciate you having me. There are lots of ways to build a community and we've chosen to build the BEDB growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do.

We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, will talk family, will talk goals and dreams, will build friendships. So, if you'd like to be a part of a BOB growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be toob growth dinnerscom. Thank you so much for listening, until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1704)