JJ Kardwell
CEO and Co-founder, EverString

Data is the new digital currency. Many companies are struggling to clear their data streams and leverage the benefits that DMPs offer. We spoke to JJ Kardwell, CEO, and Co-founder of EverString to understand how marketers can address the issue of data and its uses.

Tell us about your role at EverString, and the team and technology that you handle?

I am the CEO and Co-founder of EverString, the leading marketing and sales intelligence software company. EverString helps B2B Sales, Marketing, and Operations teams build the pipeline, prioritize prospects, and streamline operations. EverString’s marketing and sales intelligence software puts the power of Artificial Intelligence (AI), applied data science, and the most reliable data directly into the hands of Marketing, Sales, and Operations teams. With EverString, users are able to quickly expand and prioritize their pipeline, gain insight into relevant prospects, and directly access data with the highest accuracy and coverage. EverString has raised over $100 million of capital and is backed by leading investors including Lightspeed Venture Partners, Sequoia Capital, IDG Ventures and Lakestar.

What were the major challenges and opportunities in the industry that led to the launch of EverString Data Platform?

My co-founder and I both worked in field sales roles before starting EverString. We struggled with the same data challenges that plague every B2B go-to-market organization. We started the company to make prospect qualification and pipeline growth easier through automated data science and data.

Legacy data solutions are hamstrung because they rely solely on humans to clean their data, creating databases that offer either broad coverage with low accuracy, or high accuracy for only a small set of companies. EverString Data Platform captures tens of thousands of unique signals per company, ingests data from any and all data sources, creates new data through machine learning, keeps data current by continuously scouring the web, and cleans data with the AI-enabled output of more than 1,000,000 human workers.

How does EverString intend to expand the scope of AI-enabled prospecting and pipeline prioritization?

The platform is designed to give B2B Sales, Marketing, Operations, and Advanced Analytics teams detailed company intelligence, the ability to move with greater speed, and the confidence to land more and more valuable deals. EverString’s marketing and sales intelligence software puts the power of artificial intelligence (AI), applied data science, and the most reliable data directly into the hands of Marketing, Sales and Operations teams. With EverString, users are able to quickly expand and prioritize their pipeline, gain insight into relevant prospects, and directly access data with the highest accuracy and coverage. In order for a solution to truly have impact, it needs to deliver unique value through automated data science, it needs to solve the massive data reliability problems that plague companies, and it needs to deliver the distilled benefits of data and data science through easy-to-use workflow that is optimized for front-line sales and marketing people.

Sales, marketing, operations, advanced analytics/data science, and risk management teams are using EverString’s platform to support their unique requirements.

What markets are best suited or readily prepared to adapt to the next-gen ABM models?

Companies of all sizes and industries can benefit from ABM strategies and marketing and sales intelligence software. Autodesk, a multi-national software company that provides software for the architectural, engineering, construction, manufacturing, media and entertainment industries, is a good example of a company achieving success with EverString, and their results of this data-driven approach to sales are featured in the January 2018 issue of the Harvard Business Review.

How do you ensure availability of coverage, accuracy, and depth in the marketing data management?

EverString Data Platform covers the largest number of companies, delivers the highest accuracy, and uncovers the greatest depth of signals per company by using Artificial Intelligence (AI), Machine Learning, and a proprietary Human-In-The-Loop (HITL) system. The result is data that is living, up to date and actionable. With the new platform, users no longer have to choose between data coverage and accuracy. EverString Data Platform captures tens of thousands of unique signals per company, ingests data from any and all data sources, creates new data through machine learning, keeps data current by continuously scouring the web, and cleans data with the AI-enabled output of more than 1,000,000 human workers.

How can data collaboration technologies remove inefficiencies in marketing and sales processes? Which are marketing tools integrating with the EverString Data Platform would deliver the best ROI for modern global marketing teams?

Non-linear improvements in data reliability have been made possible through the combination of machine learning and automated systems for distilling the collective intelligence of humans.

Global marketing teams are seeing massive impact from pairing EverString’s marketing and sales intelligence software with other ABM technologies, including SalesLoft for sales acceleration, PFL for integrated direct mail, Bombora for intent data, Marketo and Eloqua for marketing automation, Engagio for orchestration, and Terminus for account-based ad delivery and attribution. Through our flexible APIs, EverString’s platform can be integrated with any marketing, sales, or other technology platforms.

What are your predictions for demand-gen platforms and data management performance tools in 2018?

The combination of automated data science and data is changing what is possible for B2B Marketing, Sales, Operations, and Advanced Analytics teams. Exponential improvements in data reliability have been made possible through the combination of machine learning and automated systems for distilling the collective intelligence of humans. The virtuous loop of machine training, machine learning, and machine teaching focused on the growth needs of B2B companies is making the previously impossible now possible.

Thanks for chatting with us, JJ.
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Also Read: Interview with Deborah Holstein, CMO, EverString