EverString Delivers Breakthrough Evolution of Predictive Marketing

By May 3, 2016

EverString Audience Platform now gives marketers the power of predictive segmentation, deeper predictive insights and access to the most comprehensive graph of company information

San Mateo, Calif. – May 3, 2016 – EverString, the largest and fastest-growing predictive marketing SaaS company introduces the EverString Audience Platform which enables marketing and sales professionals to create and expand target audiences using predictive segmentation. With predictive segmentation, a target audience can be created based on a “seed list” of representative companies.  Anyone can now create a predictive segment on their own in minutes, making this a highly scalable solution for bringing a predictive layer into every marketing and sales program.

“Predictive segmentation is a breakthrough evolution for predictive marketing,” said J.J. Kardwell, President and Co-founder of EverString. “Predictive segments can be created to power a broad range of sales and marketing activities, including email or calling campaigns, audience building for events, target account selection for account-based marketing, geographic expansion and more. This significantly expands the uses and power of predictive marketing.”

To create a predictive segment, a marketer first uploads a “seed list” of 20 or more companies that are representative of an audience they would like to address. Based on the seed list, EverString Audience Platform creates a predictive model and uses the EverString Company Graph to find companies both inside and outside of the user’s existing database that are similar to those found in the initial list. Initial seed lists can come directly from a user’s CRM or can be created manually without any CRM integration, based solely on the user’s desired audiences.

Segmentation is a foundational marketing concept, but has traditionally been done using a rules-based approach and only a small set of firmographic signals like revenue, geography and employee count. With EverString, segments can now be created by applying data science to tens of thousands of signals across a B2B company graph to understand how individual companies are similar. This provides the user with an audience of target companies both inside and outside their existing funnel.

“Much like the data and algorithms that fuel Google’s knowledge graph and Facebook’s people graph, EverString has created a comprehensive B2B company graph using machine learning to map the connections and similarities between companies,” said Vincent Yang, CEO and Co-founder of EverString. “EverString Audience Platform applies the power of the most advanced data science to this B2B company graph so any B2B marketer, sales leader, and even the individual sales person can map and capture their entire addressable market.”

With this release, EverString also significantly expands the number of predictive insights it delivers to customers.  Insights are the key parameters that define a segment or audience that enable a marketer to more effectively target marketing campaigns.  Through collection and curation of a broad set of proprietary and commercial data, EverString derives company insights never before available. These new predictive insights (including growth, marketing sophistication, division strength and more) are combined with existing firmographic and demographic data to deliver thousands of insights that help marketers and sales people tailor communications to have more relevant interactions with prospects.

“The use of predictive marketing is one of the top strategic initiatives for many of the marketers we speak with at Sirius Decisions, because the effects of predictive across the modern demand waterfall can be tremendous,” said Kerry Cunningham, Analyst at Sirius Decisions. “We think predictive segmentation is going to be one of the most important use cases for predictive going forward, so we are glad to see EverString bringing this offering to the market.”

EverString Audience Platform delivers powerful capabilities for predictive segmentation, predictive insights, predictive demand generation and predictive scoring, each of which improves the overall reach and relevancy of sales and marketing efforts.  EverString offers complete coverage across all key applications of predictive for B2B marketing and sales, and is the only platform that can provide predictive results in minutes rather than weeks or months.  EverString’s platform also offers push-button integration with users’ existing CRM and marketing automation systems. Whether for marketing programs, sales outreach, or sales development prospecting, EverString provides B2B field organizations with intuitive, self-serve access to the industry’s most powerful and advanced predictive marketing platform.

“The evolution of marketing technology over the past few years has been tremendous,”  “This innovation from EverString is a logical and extremely powerful next step as marketing organizations seek to get a more granular view of their audience segments and move towards account based marketing strategies.”

“Over the past year, we have seen B2B marketing and sales organizations make a dramatic shift toward an account-based strategy. Central to this approach is the organization’s ability to leverage relevant data sets to segment their target market and identify the list of target accounts for their programs,” said Craig Rosenberg, Chief Analyst and Founder of TOPO. “Without technology, this critical activity is typically governed by purely qualitative factors, resulting in an imprecise, poorly targeted account list. EverString is helping organizations overcome this key challenge and launch their account-based programs quickly and more effectively.”

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