743: How to Power Your Go-To-Market Strategy with F.I.R.E. w/ Matt Amundson

ABOUT THIS EPISODE

In this episode we talk to Matt Amundson, VP of Marketing at EverString.

Click here to connect with this guest on LinkedIn.

A relationship with the right referral partner could be a game changer for any BEDB 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 sweetphish Mediacom you're listening to be tob growth, a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, like Gary Vanderd truck and Simon Senek, but you've probably never heard from the majority of our guests. That's because the bulk of our interviews aren't with professional speakers and authors. Most of our guests are in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're building the fastest growing BB companies in the world. My name is James Carberry. I'm the founder of sweet fish media, a podcast agency for BB brands, and I'm also one of the CO hosts of this show. When we're not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our own business, will share the ups and downs of our journey as we attempt to take over the world. Just getting well? Maybe let's get into the show. Welcome back to the B tob grows show. We're here today with Matt Amonson, VP of marketing at ever string. Matt, how's it going today? Man, spectacular. It's a beautiful Friday here in the bay area. Spectacular. I love to hear that. Well, Matt, we are really excited to talk about this methodology and this go to market strategy that you've been are going to share with us today. On fire, before we get into fire, and how we break that down what it stands for. If you could share with our listeners what you and the team and ever string are up to these days, I think that'd be great. Yeah, I mean ever string evolved from sort of the predictive marketing space. What we do is we help our customers find their next customers...

...by providing them with data that shows them who they should be targeting and when they should be targeting the HMM. Yeah, this, this idea of using intent data intentionally has been a hot topic these days. So I think folks are going to get a lot of value on what you have to to share in this area. So let's jump right in. You know, as we were chatting offline, that you mentioned you know, really to understand this fire framework and how it can help you. I think having a little bit of background on, you know, the go to market strategy for folks and their marketing approach over the last ten years and how that's changing would would be a great way to start the conversation. Yeah, I'm happy to sort of give a briefly of the land and I think my personal background will make sense in contact of how I've evolved to fire. So you know, about almost ten years ago now, I started working in a company called Marquetto which I'm sure most of the listeners know. You're probably there are Marquetto par dot or Eloquia, user, hub, spot user for that for that matter. And what marking automation did was really create this go to market strategy that has really become sort of the de facto to go to market strategy for most be to be companies over the course of the last the better part of a decade, which was this idea that, you know, you could create really compelling pieces of content market those pieces of content to a wide audience, track who is engaging with that and then use that engagement to score leads and then ultimately hand them off to an str or sales team and say, you know, hey, let's prioritize our time calling on people who are the most engage with our brand. You know, you sort of fast forward to two thousand and eighteen and times have really changed. Email inboxes are more clogged than they've ever been before and the commoditization of content has made it so looking at content or seeing unique pieces of content is really really difficult right like it's hard to put something out that people like I have to download this and read this, and so open rates have gone down. Things like email nurturing has become less and less effective...

...and when you're making big investments in content, to Roy just isn't there the way used to be. And so, you know, account based marketing has been sort of the counterculture to this sort of broad based lead based marketing, with the idea of being let's look at target accounts, let's engage with those accounts holistically not waste our time, money or effort trying to go after people that ultimately can't buy from us. And so you know, when we thought about ABM and all the greatness associated with it, we tried to go out and attack the parts of ABM that are very confusing for people or can make ABM as a go to market strategy a total nonstarter. Nice. Yeah, and I think a lot of folks are talking about ABM figuring out their account based marketing strategy. So I'd love to dive right in. Matt in. Have you kind of unpack this fire methodology and how that fits within this topic of ABM? So for fire, the F in fire stands for fit. So explain that concept to us. Yeah, I mean I so I got my start in Bob being an SDR leader, and so I thought about, like what are the primary things that a will say after discovery call to an FT? Are saying, Hey, here's why it's not a good fit, here's why it's not an opportunity, and and a lot of that has to do with just the overall fit of the business. Right, like, on a a very obvious scale, let's say you could only sell the businesses that run sales forces, crm and an FDR qualifies and hands off a company that's running Microsoft Dynamics or Shuggar Crm, that company is ultimately not be fit for your business. And that's like very simple. But you start to look at things that are a little bit more complex, like, you know, does a company have multiple locations? Have they recently hired, you know, a specific persona or executive in their business help? How well funded are they? And it's oftentimes it's sort of the amalgamation of all those factors that makes a...

...business a good fit. And so whatever string kind of struck to do, and what the concept of fit in general is is to essentially take the research that an str account executive that was prospecting into account would do and and sort of replicate that for scales. So you can say, they look at there's a hundred thousand companies that we could sell to. Let's sort of dwindle that down down to let's take tenzero that actually look the best. Right, instead of having people go out do that research, let's just go out, let's purchase a bunch of commercial data, let's pull that all together, let's Webcrawl, let's look for changes on a website or a linked in profile, etc. And then let's bring that all in and give those insights back to an str and account executive or even a marking department to say these are the right these are the right accounts that you should be targeting. And so the goal here is that if you've got your fit model tuned in well and you've got an understanding of who the target account should be, you should never come off a call and the account executive says pay, that company's just not a good fit to purchase from M yeah. Yeah, so starting with starting with fit seems seems like it makes a lot of sense. And then in this methodology you're going from fit to the eye in fire, which is intent. So tell us a little bit about where folks are moving from narrowing their focus on a target list of accounts that they know we're a good fit, and now they want to narrow it from there with this idea of intent. Yeah, so I think intent is it's been around for a while, but I think only now people are really starting to harness it and make it a little bit more actionable, and it's really best win paired with fit data, because if you think about intent data, intent dad as just essentially a raw feed of which which companies were looking at what topic over a given period of time. So what that means is if you're a marketer and you're like Hey, I'm...

...going to bring intent data and I'm going to use that to inform my self team when they reach out to somebody without a concept of fit. It could be anything. It could be you might sell to financial services businesses and this could be retail organizations or educational organizations. So by layering fit and intent together, you're saying, okay, these accounts that actually matter to me and on a weekly basis I want to refresh report insight cells force that shows me of the counts that I care about, which ones are starting to surge on intent topic. So you know, you think about like a businesslike mine. You know, I want to know when my target accounts are looking at like predictive analytics or intent data, or maybe they're looking into one of our competitors, because even though they may not have engaged with my brand yet, I know that there's an active interest in that business and potentially a project rowing. And really the the intent part is the second thing that will typically have an a e shutdown and SDR and say this is not an opportunity. They might say is coming a great fit. They could totally buy from us, but they just don't want to buy right now. And so those are generally the top two reasons why something's not an opportunity. And so by including fit and intent in your overall go to market strategy, you can mitigate all those accounts that either don't make your feet your qualification criteria or be don't have an active project right right. So it sounds like we're narrowing the focus step by step here, and the next piece of this fire methodology are is for recency. So walk us through, Matt, where folks are going from. Once they narrowed to accounts that are a good fit, they're looking at within those accounts that are a good fit, who is showing intent, not just on their website but in general, you know, across the web, for the topic that...

...that you or the problem that you can solve. They're searching on a topic that that relates to your solution. Now we want to move to the are for recency. Yeah, and I mean this is fairly literal, like we just want to know when that intent was. And the cool thing about using, you know, really great intent data, and you know we've fully incorporated Bambora, who I think is the absolute best intent sender out there. We fully incorporated that into our platform and into our go to market strategy. They are refreshing the intent data on a weekly basis and if you start to think about that like that is truly powerful. Every week and str that, you know works here at every string or works at one of one of one of our hundreds of customers is able to go into sales force and see these are the accounts that are the best fit that I own, that are searching for a product like ours or a service like ours, and that just sort of informs them on what their week is going to be. These are the people that I'm going to reach out to, these are the people that I want to spend the most time trying to engage with and and the whole idea is that it just takes that fit data, it takes that intent data and makes it extremely actionable because more than likely, as intent and fit starts to become more and more commoditized, your competitor probably all also has that data. So it begins sort of you know, what I refer to as the race right, the race to see who can get there first. HMM, yeah, yeah, all right. And so we're going to round it out with the e of fire, and that is engagement. Tell us a little bit about how we get to the final step here, Matt. Yeah, so engagement is really traditionally what be tob marketers have known as just engagement from their marking automation platforms, right, like tracking who's been on the website, who's downloaded why? But it's in marrying that data with the fit, intent and recency where you start to have an understanding that hey, this accounts a great fit.

They have intent, so they're looking to get a solution. That all happened recently and they've been by our website. So they know our brand and they know our value proposition. That just means when an str reaches out or when, you know, a marketing program lands in their inbox or in directly on their desk with a direct mailer, or they start seeing your ads floating on around on the Internet, that they know who you are and they start to have that association with like, Oh, you know what, I was looking for a solution and this ever string thing is here and this guy is calling from every string, like perfect, I'm going to engage with them. So engagement data will essentially inform you that, like, Hey, there's a project happening, now is the right time and they know who we are, so like we better go take this thing down. HMM. Yeah, yeah, so kind of comes full circle when you put all four of those pieces together. Matt, for folks that are are interested in starting to apply this methodology, maybe they've already got an idea of their ABM strategy. What do you think are some of the first steps people can take? Yeah, so, I mean if if you want to learn more, by the time this podcast goes live will have a full downloadable ebook on this exact topic, so you can just further self educate yourself. I know at the top end of the podcast I was talking about how constants not valuable anymore, but I'm going to I'm gonna still put it out there so you can swim by, you can download that. You can follow some folks on twitter and Linkedin who are really, really good at this, people like Peter Herbert, who's the CMO, over full story, really anybody along the GTM team a terminus that utilizes methodology, or Marquetto firless marketer, Christen Wendell, over a plan view, who's a big purveyor of this process as well your I think you know you're really going to start seeing a lot of companies sort of bend and lean towards this because it really does fully operationalize the WHO and the when of Account Bass...

Marketing. MMM, I love that map. Well, Matt, this has been great. I think this is a topic that is top of mine for a lot of our listners. So if folks listening to this would like to stay connected with you, follow you know what you're doing. Maybe some content you're putting out, even though you know the value of it is is degradated a little bit, as you mentioned, in the market. But if they want to engage with you, what's the best way for them to go about doing that? Man, you can certainly learn more about the process on every Stringcom feel free to follow me on twitter on at Maddie hundred and fifty six, because I still utilize my college football number. Apparently I twenty years old, or you can connect with me on Linkedin at Matt Ammonton. And if you guys are going to be in Boston coming up on August eight, myself and Jeff Markoob if you have marketing at teletech will be presenting on this very this very topic, as well as just a whole host of other awesome presenters like Maria for Galino and John Barrows and, of course, the amazing thing from bajre. So I'm personally prompted to go, not just to present. It should be yes, yeah, our team will be there as well, Matt. So we're really looking forward to the flip my funnel conference. I'm that is the perfect segue into how we're going to close out this episode. For folks listening this past week, know that we have a special Promo code to the flip my funnel conference, as Matt mentioned, coming up August eight in Boston. Matt's going to be speaking. The list of phenomenal speakers is is linked Dave gearhart from drift and a number of others that Matt already mentioned. So if you haven't gotten your tickets yet, no fear. You have a Promo code to get fifty percent off the price of admission. At whichever level that Promo Code from us is be to be growth. That's be the number to be growth, just like our show, name of the podcast.

Put that in when you check out at flip my Funnelcom for your conference tickets and look forward to seeing you in Boston. 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 B tob growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be to be growth dinnerscom. Thank you so much for listening. Until next time,.

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