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

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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With today's announcement, Cato is expanding SASE into threat detection, incident response, and endpoint protection without compromising on the architectural elegance captured by the original SASE definition. "Cato SASE continues to be the antidote to security complexity," says Shlomo Kramer, CEO and co-founder of Cato Networks. "Today, we extend our one-of-a-kind SASE platform beyond threat prevention and into threat detection and response. Only Cato and our simple, automated, and elegant platform can streamline security this way." An early adopter of Cato XDR is Redner's Markets, an employee-owned supermarket chain headquartered in Reading, Pennsylvania, with 75 locations. Redner's Markets' vice president of IT and Infrastructure, Nick Hidalgo, said, "The Cato platform gave us better visibility, saved time on incident response, resolved application issues, and improved network performance ten-fold." (Read more about Redner's Markets and Cato in this blog. "The convergence of XDR and EPP into SASE is not just another product; it's a game-changer for the industry," said Art Nichols, CTO of Windstream Enterprise, a Cato partner. "The innovative integration of these capabilities brings together advanced threat detection, response capabilities, and endpoint security within a unified, cloud-native architecture—revolutionizing the way enterprises protect their networks and data against increasingly sophisticated cyber threats." (Read more about what Cato partners are saying about today's news in this blog.) Platform vs. Product: The Difference Matters Cato XDR takes full advantage of the enormous benefits of the Cato SASE Cloud platform, the first platform built from the ground up to enable enterprises to connect, secure, and manage sites, users, and cloud resources anywhere in the world. Unlike disjointed point solutions and security appliances, Cato capabilities are instantly on, always available at scale, and fully converged, giving IT teams a single, shared context worldwide to understand their networks, prevent threats, and resolve problems. As an autonomous platform, Cato SASE Cloud sustains its evolution, resiliency, optimal performance, and security posture, saving enterprises the operational overhead of maintaining enterprise infrastructure. Enterprises simply subscribe to Cato to meet their business needs. Cato's cloud-native model revolutionized security and networking operations when it was introduced in 2016, a fact validated three years later in 2019 when the Cato approach was formally recognized by the industry as SASE. Breach Times Still Too Long; Limitations of Legacy XDR Cato is again revolutionizing cybersecurity with the first SASE platform to expand into threat detection, empowering security teams to become smarter and remediate incidents faster. The flood of security alerts triggered by network sensors, such as firewalls and IPS, complicates threat identification. In 2023, enterprises required 204 days on average to identify breaches.1 XDR tools help security analysts close this gap by ingesting, correlating, and contextualizing threat intelligence information with the data from native and third-party sensors. However, legacy XDR tools suffer from numerous problems relating to data quality. Sensor deployment extends the time-to-value as IT must not only install the sensors but also develop a baseline of specific organizational activity for accurate assessments. Data quality is also compromised when importing and normalizing third-party sensor data, complicating threat identification and incident response. Security analysts waste time sorting through incident stories to identify the ones most critical for immediate remediation. Once determined, incident remediation is often hampered by missing information, requiring analysts to master and switch between disparate tools. No wonder in 2023, average breach containment required more than two months.1 Cato XDR and Cato EPP Expands the Meaning of SASE Cato XDR addresses legacy XDR's limitations. Instantly activated globally, Cato XDR provides enterprises with immediate insights into threats on their networks. Incident detection is accurate due to Cato's many native sensors – NGFW, advanced threat prevention (IPS, NGAM, and DNS Security), SWG, CASB, DLP, ZTNA, RBI, and now EPP/EDR. Powered by Bitdefender's world-leading malware prevention technology, Cato EPP protects endpoints from attack – in the Cato way. Endpoint threat and user data are stored in the same converged Cato data lake as the rest of the customer's network data, simplifying cross-domain event correlation. The result is incredibly high-quality data that improves the incident identification and remediation process. Cato AI uses the data to accurately identify and rank incidents, empowering analysts to focus critical resources on an organization's most important remediation cases. Cato AI is battle-tested and proven across years of threat hunting and remediation handling by Cato MDR service agents. Remediation times reduce as detected incident stories contain the relevant information for in-depth investigation. Cato's tools sit in the same console as the native engines, enabling security analysts to view everything in one place -- the current security policy and the reviewed story. Finally, incident reporting is simplified with generative AI. Purpose-built for investigations, this natural language engine provides human-readable explanations of incident stories. Analysts save time sharing incident information with other teams and reporting to their managers.

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