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

MEDIA 7 | November 14, 2019

Q&A with Matt Amundson
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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Travel patterns and dynamics are different, as are the definitions of 'travel' and 'workspace' for corporations, With volume rebounding and companies honing in on regional and national projections, married with the reality of diminished resources at many hotels, HRS is stepping up to help facilitate more opportunities for hotels to bid. Our unbiased RFP technology, data-driven analysis, and experts on the ground in key markets stand ready to help relevant hoteliers compete for these room nights.” -Lukasz Dabrowski, HRS’ senior vice president of global supplier relations. Optimized Tools Help Hoteliers Analyze & Refine Corporate Volume Bids HRS technology – with elements built specifically to aid hotels as they contend for corporate volume – is especially helpful for hoteliers at a time when companies are increasing their submission of RFPs and hotel sales teams are being re-built in the wake of the pandemic. In this fluid environment, it allows hoteliers 24x7 access to refine, revise and re-submit bid terms – all at no cost – as appropriate during the negotiation window. Other time-saving highlights include: Optimized bid submission processes that illustrate the progress towards completion of the submission, mandatory elements, and more Ability to anonymously view elements of competing hotel bids Multiple pre-filled fields in RFPs, reducing the time it takes for hoteliers to respond Simplified user-flow that addresses evolving corporate requests Efficient avenues to address the convergence of RFPs for different segments Transformative Attribute-Based Lodging Procurement, as Priorities and Process Have Evolved As new patterns come to light in the nascent post-pandemic corporate lodging arena, HRS is combining the buying concepts for transient, group, meetings and new Longstay segments to showcase the totality of anticipated client spend. Reflecting the new priorities of corporations – ranging beyond simple rates and amenities – HRS is helping hoteliers align with the most important elements of modern corporate hotel programs. This is particularly vital given the unforeseen elements impacting corporate travel procurement in varying locations, including items such as pandemic outbreaks, political instability, environmental changes and weather-related catastrophes. The “5S framework,” introduced by HRS in 2021, has proven effective in capturing the evolving scope of new requirements from the vast majority of corporate hotel programs. HRS is educating its hotel partners about the 5S framework and how addressing these elements on an ongoing basis can help hoteliers win more recurring volume. The 5S framework covers: Safety Satisfaction Savings Sustainability Security HRS is committed to working transparently with corporations and hotels to drive more automated, expedient negotiations, concludes Dabrowski. There is no longer a 'RFP Season' per se. Instead, automation is driving shortened four-week cycles that allow corporations to be nimbler and more targeted in their procurement activities all year long. Mix that in with prioritized hygiene and sustainability requirements, and hotels are competing in a totally transformed procurement process. About HRS HRS is reinventing the way businesses and governments work, stay and pay in today’s dynamic global marketplace. HRS’ advanced platform technology is extending its reach beyond hospitality to meetings, office space management, payment efficiency and crisis recovery. Beyond cost savings in the global post-pandemic economy, HRS clients gain from an unrivaled focus on essential aspects including safety, security and satisfaction. HRS is also recognized for its award-winning Green Stay Initiative, technology that helps corporate hotel programs achieve their NetZero targets, and its groundbreaking Crew & Passengers Solution, which leverages automation to elevate experiences for air and rail operations. Founded in 1972, HRS works with 35 percent of the global Fortune 500, as well as the world’s leading hotel chains, regional hospitality groups and payment providers. More information at www.hrs.com/enterprise.

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BUSINESS TRAVEL

Cain Travel agency signs GDS agreement with Sabre to drive agency sales and revenue growth

Cain Travel and Sabre | August 05, 2022

Sabre Corporation (NASDAQ: SABR) a leading software and technology provider that powers the global travel industry, announced a new distribution agreement with Cain Travel, a US-based travel agency. This new agreement will enable Cain Travel to complement services to their customers worldwide, drive efficiencies and support their economic growth by leveraging their proprietary technologies along with Sabre's travel marketplace (GDS). Cain Travel will have access to Sabre's marketplace of more than 400 airlines, 750,000 hotel properties, and hundreds of tour operators, rail, car rental and cruise providers, to sell customized travel packages from suppliers around the world. Additionally, the travel agency will use their proprietary technologies – powered by Sabre API's – along with the reach represented by the Sabre GDS to differentiate its services among their competitors. "The key reasons Cain Travel chose Sabre were its technology and strategic vision on NDC. We were looking for a travel technology partner that could help us address many aspects of our business – driving revenue, reducing costs, and improving our efficiency, Sabre's technology strategy including its approach to NDC will make it easier for our staff to find the content and personalized offers that our customers expect. We look forward to a successful and bright future with our new partner." -Michael Cain, President of Cain Travel Group of Boulder Founded in 1985, Cain Travel is one of the nation's largest independent travel management companies, providing a unique set of travel solutions. "As the industry continues to recover, travel companies face the challenge of quickly adapting their business to this dynamic market's changing needs and requirements, We are excited to serve as the strategic technology partner for Cain Travel and to bring them onto the Sabre GDS where they will have full access to Sabre's leading technology and broad travel content." -Andy Finkelstein, senior vice president, Global Agency Sales and Corporate Solutions for Sabre Today, thousands of agency points of sale are shopping, booking and servicing NDC offers through the Sabre marketplace. Sabre continues to broaden its NDC capabilities, coverage and content from multiple airlines. About Sabre Corporation Sabre Corporation is a leading software and technology company that powers the global travel industry, serving a wide range of travel companies including airlines, hoteliers, travel agencies and other suppliers. The company provides retailing, distribution and fulfilment solutions that help its customers operate more efficiently, drive revenue and offer personalized traveler experiences. Through its leading travel marketplace, Sabre connects travel suppliers with buyers from around the globe. Sabre's technology platform manages more than $260B worth of global travel spend annually. Headquartered in Southlake, Texas, USA, Sabre serves customers in more than 160 countries around the world. For more information visit www.sabre.com. About Cain Travel The Cain Travel Group of Boulder, Inc. (Cain) is a certified Woman Owned Small Business founded in 1985. Since our inception, Cain has grown to become among the largest privately held TMCs in the country. Cain has achieved this success through a combination of employing extremely experienced and dedicated staff, enjoying unparalleled employee and customer retention rates and conceptualizing, developing and deploying new technologies designed to enhance traveler experience and facilitate the success of travel programs. The Company is based in Boulder, Colorado.

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HOSPITALITY TRENDS

ROSEWOOD HOTELS & RESORTS ANNOUNCES ROSEWOOD RESIDENCES BEVERLY HILLS

ROSEWOOD HOTELS | August 08, 2022

Rosewood Hotels & Resorts® continues to grow its portfolio of exceptional residences with the announcement of Rosewood Residences Beverly Hills, the brand's first standalone residential condominium development in California. Located on Santa Monica Boulevard neighboring world-renowned landmarks and timeless Beverly Hills icons, the boutique development, comprised of 17 ultra-luxury residences, will serve as a model for enriched living in Southern California. Developed by Nahla Capital and GPI Companies, Rosewood Residences Beverly Hills is scheduled for completion in 2024, with sales to officially commence in 2023.Situated in the heart of Beverly Hills, Rosewood Residences Beverly Hills features exterior architecture and interiors designed by Thomas Juul-Hansen, known internationally for his excellence in craftsmanship and design of residential developments, custom residences, and elegant restaurants. Evoking Rosewood's guiding A Sense of Place® philosophy, wherein each property reflects the texture and typology of its location, the residences will feature custom interiors and exquisite finishes that epitomize California's timeless and casual sophistication. Ranging from 3,000 to over 7,000 square feet, every private home comprises a vast array of truly unique amenities including private elevator access, large entry foyers, indoor and outdoor living areas, expansive chefs' kitchens with double islands, and mudroom/laundry rooms accessed by a discrete service elevator. Private swimming pools in nearly half the residences will create a focal point for their large terraces. Additional al-fresco features and amenities scattered across select residences include fully equipped outdoor kitchens, wet bars, and firepits, lending to exceptional living and entertaining. "As the popularity of standalone branded residences continues to grow, Rosewood Hotels & Resorts is thrilled to present this opportunity to enjoy the height of living in the prominent market of Beverly Hills, Thoughtfully conceived to extend the utmost in design, service, and experience, Rosewood Residences Beverly Hills is poised to emerge as one of the most desirable destinations not only in California but across the country. We are proud to bring this incredible project to life alongside our partners and to further reinforce our commitment to delivering exceptional residential experiences in the most sought-after locations around the world." -Brad Berry, vice president of Global Residential Development at Rosewood Hotel Group Rosewood Residences Beverly Hills will be exclusively managed by a dedicated Rosewood Residential Team who oversee every aspect of the property's luxury service offerings. Coveted amenities will be available to its intimate group of homeowners, including a beautiful resort-like rooftop retreat featuring a pool, whirlpool spa, fitness center, and outdoor relaxation areas boasting breathtaking views of the city. Residents will also enjoy a communal rooftop lounge and dining spaces affording them the ability to host gatherings small or large. "Nahla Capital and GPI Companies are proud to work alongside Rosewood Hotels & Resorts to introduce Rosewood Residences to the iconic Beverly Hills community, Rosewood Residences Beverly Hills will consist of one-of-a-kind homes with many exquisite amenities, and we are excited to collaborate with Rosewood, Compass Development Marketing group, and best-in-class firms including Thomas Juul-Hansen and executive architect MVE Architects to bring this project to life." -Genghis Hadi, co-founder and managing principal of Nahla Capital. About Rosewood Hotels & Resorts Rosewood Hotels & Resorts® manages a global collection of 30 one-of-a-kind luxury hotels, resorts and residences in 18 countries. Each Rosewood property embraces the brand's A Sense of Place® philosophy to reflect the individual location's history, culture and sensibilities. The Rosewood collection includes some of the world's most legendary hotels and resorts, including The Carlyle, A Rosewood Hotel in New York, Rosewood Mansion on Turtle Creek in Dallas and Hôtel de Crillon, A Rosewood Hotel in Paris, as well as new classics such as Rosewood Hong Kong and Rosewood São Paulo. For those who wish to stay a little longer, Rosewood Residences offer a distinct opportunity for the ownership or rental of properties co-located with a Rosewood hotel or resort and of standalone for-sale residences. Rosewood Residences are defined by the brand's commitment to Enriched Living through thoughtful details and experiences that enhance the quality of life while evoking a sense of discovery and inspiration.About Nahla Capital Nahla Capital is a New York based Real Estate Private Equity firm that manages and invests capital for institutional and global private clients in core urban markets in the United States. We invest in urban markets that are major gateway cities in the United States including New York, Philadelphia, Los Angeles, San Francisco, Austin and Chicago, which have positive economic growth factors, compelling supply and demand dynamics, and strong employment sectors. At Nahla Capital we create a risk-adjusted investment strategy for our investors. We focus on delivering superior returns while actively managing exposure to risk and market fluctuations. We invest in core-plus, value add and opportunistic and mezzanine transactions. To date, Nahla Capital has invested in excess of $400 million in equity for a total AUM of $1.85 billion. Lean more about Nahla Capital at https://www.nahlacapital.com About GPI Companies Founded in 2008 as Goldstein Planting Investments, GPI Companies is managed by Cliff Goldstein, Drew Planting, and Lee Wagman. GPI Companies is a real estate investment and development firm that pursues a targeted range of properties where value can be enhanced through repositioning, redevelopment, or increased operational efficiency. The company and its principals have a history of delivering superior returns to their investors by successfully identifying and exploiting mispriced assets while at the same time minimizing volatility. GPI has the expertise and experience to execute projects of various sizes and complexity. With a team of seasoned real estate executives, the company's real estate investments are managed and operated directly by GPI Companies. Capital partners include prominent private equity funds, public pension plans, offshore investors, and family offices. The three partners of GPI Companies have more than 100 years of combined experience and have acquired or developed over $6 billion in award-winning urban real estate assets and leased and managed more than 20 million square feet of commercial space. Learn more about GPI at https://www.gpicompanies.com. About Compass Development Marketing Group From project inception to building sellout, Compass Development Marketing Group partners with the world's most forward-thinking developers and innovative architects through the lifespan of a project. Leveraging tenured expertise and the industry's most powerful technological resources, we provide strategic advice for record-breaking results. The company offers a comprehensive range of developer services, including research and analysis, planning and design, marketing and sales for luxury real estate. With nationwide representation in over 200 Compass offices, CDMG empowers residential developers with an unparalleled sales footprint in the United States. Licensed as Compass. CDMG is a subsidiary of Compass, a Fortune 500 company and the leading real estate brokerage in the United States by sales volume.

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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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