Q&A with Matt Amundson, VP of Marketing at Everstring

MEDIA 7 | November 14, 2019

Matt Amundson, VP of Marketing at EverString has over 10 years of sales and marketing experience. Matt has held roles in Demand Generation and Sales Development at TIBCO, Marketo, FGXI and Red Bull. His primary focus has been on creating processes that generate a consistent, pipeline.

MEDIA 7: Could you tell us about your mantra “Go for the run”?
MATT AMUNDSON:
On December 29th of 2017, I decided to change my lifestyle habits and decided that I’m going to run a minimum of one mile every single day. So, every day since that day I’ve got up and ran. It’s been a seminal moment where my approach on life and work has changed dramatically. And as a result of that, it’s become a personal mantra, which is to not be afraid of where you might be today. If you’ve got some lofty goals or if you want to try something new, just get out there and give it a try and see what the results of it could be. On a personal level, whether you’re physically tired or don’t feel like doing it, just give it a shot and go for it. On a professional level, if it’s something that can benefit you or your brand give it a try, go for it and see what happens.

M7: What is your favorite part about working at EverString?
MA:
I really love the people that I work with and I’ve been at the organization for about four and a half years. Some of the folks that I’ve worked with since the beginning are still here and it’s just been an awesome journey to be on with some incredible colleagues and that’s just on a personal level. On a professional level, I think we’re all solving a major problem that a lot of organizations are suffering from – which is related to data. As a marketer who has existed in the mar tech space for the broader part of my career, we often think of our process improvements and workflow improvements to gain more efficiency. Whether that’s marketing automation system or a cool new technology like conversational AI most people fall into two camps when it comes to data, either they’re just not conscious of data or they are. The data that they purchase or the data they acquire ultimately powers everything they do from a marketing perspective or they’re used to the status quo of current data providers that provide low quality of data and are sort of mired in the “well I guess that’s the way it is and that’s just the quality level that I have to deal with”. The fact that we’re changing that for some of the world’s biggest brands like Capital One, FedEx, Staples, Autodesk, Oracle as well as the smaller brands is really exciting to me.


"The world’s largest businesses do really large contracts with much bigger deals because they are so data focused and we can provide not only the data but also data science to go along with that."

M7: How does EverString’s data platform stand out from the rest in delivering high coverage as well as accuracy for data vendors?
MA:
The high-quality of our data lies in the way that we collect data versus the way that traditional data vendors collect. The traditional route for collecting data is by using a couple of different ways, but the most traditional would be to have a call from somewhere where people are just dialing into an organization and asking them for data about their companies. That’s problematic for a lot of reasons, one being – you’re essentially relying on people to give you accurate answers to the frequency at which you’re updating. This is fairly sparse because you’re not always going to get a hold of somebody as businesses are changing.

The way EverString does it is by taking a more digital approach to it – we use machine learning and artificial intelligence not only to go out and scrape and collect data and update that data on a monthly basis but we also use artificial intelligence to say, if these companies are similar, the likelihood that they have the same attributes or technology or number of sales employees or engineering employees is probably true as well. So, we’re able to predict that type of data and then feed it back through people to go in and verify. So essentially, we’re able to collect data on a much broader set of companies in a much faster fashion and we’re able to update that data much more frequently than any of our competitors. 

M7: What marketing channels do you use and which ones do you see as the most promising given your target customers?
MA:
We have a fairly small marketing department; we only have five people on the team. But I think the team that we have here is very efficient, and the channels that we generally lean into are the traditional channels of email, digital marketing through both PPC display advertising as well as using platforms like LinkedIn and Facebook which have actually been successful for us.

One of the things that we do is we’re very heavy direct mail marketers and we’ve found a lot of efficiency gain from that. We’re also very well–known for doing really great events, we did a party at Marketo summit in 2016 that had about 3000 people there and luckily, we had Will Smith as the keynote presenter from Marketo summit come and perform in the party. So, that was an amazing event that we’ve been very well known for.


"There’s just a lot of in accuracy and incompleteness in data so modelling that data to try to predict outcomes is problematic."

M7: Since you joined the company EverString in 2015, what paradigm shift do you see in the company today?
MA:
 In the early days of the business we really focused on being primarily a data science company where we wanted to roll out our customer’s data to essentially model and predict outcomes. And the problem with that was a lot of what I talked about at the top of our conversation. There’s just a lot of inaccuracy and incompleteness in data so modelling that data to try to predict outcomes was problematic. And what we realized three years ago was we couldn’t just be a data science company we also had to be a data company and so we set out on this journey to become the data company and realistically about 18 months ago we saw the fruit of that work. For about the last six quarters we’ve been able to go into some of the world’s largest businesses and do really large contracts with much bigger deals because they are so data focused and we can provide not only the data but also data science to go along with that. So, it’s not just that they consume raw data from us but also let us use our own internal data science capabilities to make sense of that data to help marketers do better segmentation, for sales people to have better insights into why they should be reaching out to an account when they should be reaching out to an operations teams to be able to provide their go-to-market teams with just a much higher quality of data.



"Everstring makes sense of data to help marketers do better segmentation and for sales people to have better insights into why they should be reaching out to an account or operations teams."

M7: How old were you when you had your first paying job?
MA:
 I think I was about 10 years old and I fall into like the fairly regular category of a lot of people that I know in the professional world who began their careers as adolescents with a paper route. So, I was like the neighborhood paperboy for a number of years and that was interesting because that taught me a lot of lessons and how to ask people for money which is fairly difficult. It also taught me discipline and building routines and processes around making sure you get up early making sure papers are delivered on time. So, it was a great learning lesson for me. I didn’t necessarily think about it in the time I just kind of thought about the 50 bucks a month that I was getting to go spend on candy and toys.

ABOUT EVERSTRING

EverString’s AI SaaS solution is designed for B2B sales and marketing professionals to drive pipeline growth, help close new customers, expand into new markets, prioritize accounts, and provide actionable insights – all without the need for an administrator.

EverString is backed by leading investors including Lightspeed Venture Partners, Sequoia Capital, IDG Ventures and Lakestar. For more information, visit www.everstring.com.

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ASCOTT ACQUIRES OAKWOOD WORLDWIDE TO FAST-TRACK GROWTH TO OVER 150,000 UNITS GLOBALLY

The Ascott Limited | July 05, 2022

CapitaLand Investment Limited's (CLI) wholly owned lodging business unit, The Ascott Limited (Ascott) announced it is acquiring Oakwood Worldwide (Oakwood), a premier global serviced apartment provider, from Mapletree Investments Pte Ltd. The acquisition increases Ascott's global portfolio by 81 properties and about 15,000 units. Oakwood's approximately 8,500 operational units are expected to immediately contribute to Ascott's recurring fee income streams upon completion of the transaction slated in 3Q 2022. Ascott's acquisition of Oakwood will leapfrog Ascott's global presence to more than 150,000 units in about 900 properties across over 200 cities in 39 countries. It will add new markets which include Cheongju in South Korea; Zhangjiakou and Qingdao in China; Dhaka in Bangladesh as well as Washington D.C. in the United States of America (USA). 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The company's serviced apartment, coliving and hotel brands include Ascott The Residence, The Crest Collection, Somerset, Quest, Citadines, lyf, Préférence, Vertu, Harris, Citadines Connect, Fox, Yello, Fox Lite and POP!. Ascott's loyalty programme, Ascott Star Rewards, offers exclusive benefits to its members when they book directly with Ascott for their stays at its participating properties. Ascott, a wholly owned subsidiary of CapitaLand Investment Limited, pioneered Asia Pacific's first international-class serviced apartment with the opening of The Ascott Singapore in 1984. Today, the company boasts over 30 years of industry track record and award-winning brands that enjoy recognition worldwide. About CapitaLand Investment Limited- Headquartered and listed in Singapore, CapitaLand Investment Limited (CLI) is a leading global real estate investment manager (REIM) with a strong Asia foothold. As at 31 March 2022, CLI had about S$124 billion of real estate assets under management, and about S$86 billion of real estate funds under management (FUM) held via six listed real estate investment trusts and business trusts, and 29 private funds across the Asia-Pacific, Europe and USA. Its diversified real estate asset classes cover integrated developments, retail, office, lodging, business parks, industrial, logistics and data centres. CLI aims to scale its FUM and fee-related earnings through its full stack of investment management and operating capabilities. As the listed investment management business arm of the CapitaLand Group, CLI has access to the development capabilities of and pipeline investment opportunities from CapitaLand's development arm. Being a part of the well-established CapitaLand ecosystem differentiates CLI from other REIMs. As part of the CapitaLand Group, CLI places sustainability at the core of what it does. As a responsible real estate company, CLI contributes to the environmental and social well-being of the communities where it operates, as it delivers long-term economic value to its stakeholders.

Read More

REAL ESTATE INVESTMENT

Evernest Merges with Dodson Property Management and Enters Virginia Market

Evernest | July 01, 2022

Evernest, a national, full-service real estate and property management firm, announced a merger with three divisions of Virginia-based Dodson Property Management. The merger will bring Dodson's divisions overseeing single-family property management, small multi-family buildings, and association management into the Evernest portfolio. The merger includes Dodson's entire single-family portfolio of 2,450 units; 1,100 units under its Portfolio Management division of smaller multi-family buildings; and all Association Management operations, encompassing 170 associations and 15,000 units. The names of the divisions will change to Evernest. The merger is Evernest's largest to date, and adds roughly 3,550 single-family homes and small multi-family units to Evernest's portfolio. The deal boosts Evernest's overall portfolio to more than 11,000 single-family homes and apartments under management nationwide and positions Evernest as one of the largest single-family and small multi-family real estate and property management firms in America. Additionally, the deal moves Evernest into the management of homeowners and condominium associations in Virginia and Florida. This merger is really the culmination of two companies that have a similar culture, a similar tech platform, and similar teams that have built legacies in large-scale, single-family property management. A combined company will add value to Dodson and Evernest clients through shared resources, shared values, and shared systems." Matthew Whitaker, Evernest Founder and CEO The merger with Dodson places Evernest's property management and brokerage services into four new single-family markets: Richmond, Fredericksburg, and Williamsburg, Va., as well as Northern Virginia. Dodson has association management operations in Richmond, Northern Virginia, Williamsburg, and Sarasota, Fla. These markets add to the 18 national regions already served by Evernest's elite team of property managers and real estate brokers. Like Dodson, Evernest has focused in recent years on acquiring and merging operations to grow and better support owners and residents. The Dodson merger comes on the heels of 21 previous deals, either mergers or outright acquisitions, made by Evernest. Dodson is one of five deals Evernest has made in the second quarter of 2022 alone. "We have a vision for our own company's growth, and felt scale was necessary to build the best leadership team in the industry and to provide our residents and clients with all of the resources possible to ensure that they have a quality experience," said Duke Dodson, President and CEO of Dodson Companies. "We're extremely close with Matthew and the team at Evernest and have worked together over the years to build our businesses from the ground up, share best practices, and help one another grow, so we felt very comfortable in taking this big step to come together as one." Dodson's existing leadership, operations, and property/association management teams will remain in place in the markets the company serves. Both property owners and residents will experience a seamless transition, maintain the same team members they know, and see continually improving processes and systems. Publicly, Dodson signage will change to Evernest. Dodson's Commercial, Development and short-term rental divisions remain independent and are not included in the Evernest merger. Adds Whitaker: "As we expand into Virginia, and join forces with the Dodson team, we're excited to help residents, owners, and investors achieve their real estate goals and show them what a great property and association management company can be." About Evernest Based in Birmingham, Ala., Evernest operates in 25 real estate markets across the country. It is one of the nation's largest single-family and small multi-family investment broker and property management provider. The firm manages more than 11,000 homes for over 4,100 owners, brokers more than 1,000 investment deals annually, and has made the Inc5000 list five of the last six years. About the Dodson Companies Dodson was founded in 2007 as a property management and real estate company dedicated to the needs of investor owners and tenants. Today, Dodson operates a commercial property management and brokerage division, Dodson Commercial; a real estate development group, Dodson Development; and a short-term rental management division.

Read More

REAL ESTATE INVESTMENT

Gray Capital Purchases 406-Unit Apartment Property, the Second Asset in 100M Multifamily Fund

Gray Capital | June 30, 2022

Multifamily investment firm Gray Capital has closed on their acquisition of Club Meridian Apartments, a 406-unit property located in Okemos, MI just east of Lansing, MI. Gray Capital intends to make strategic upgrades at the property, including siding and asphalt repairs, pool upgrades, re-painted balconies, new signage, and other exterior enhancements to boost the curb appeal of the property. Additionally, interior renovations like modern appliances, new flooring, and upgraded countertops will significantly increase the value of the asset and elevate its position in the rental market. Club Meridian is already a well-maintained property, and this solid foundation will allow us to dedicate our resources to those renovations and improvements that are most important to residents and the quality of the property itself." Spencer Gray, President and CEO of Gray Capital George Tikijian, Hannah Ott, and Cameron Benz of the Indianapolis Cushman & Wakefield represented the seller in the transaction, with Gray Capital representing itself. Club Meridian is the second property within Gray Capital's $100 million multifamily investment fund, The Gray Fund, and follows the acquisition of Indianapolis apartment property Stonybrook Commons one month prior. The acquisition of Club Meridian and Stonybrook Commons in 2022 adds to Gray Capital's $600+ million in assets under management and more than $1 billion in commercial real estate projects to date since its founding in 2015.

Read More

Spotlight

Everstring

EverString’s AI SaaS solution is designed for B2B sales and marketing professionals to drive pipeline growth, help close new customers, expand into new markets, prioritize accounts, and provide actionable insights – all without the need for an administrator. EverString is backed by leading investors...

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