EverString, a marketing and sales intelligence software company, launched FIRE, a new strategy that aims to help marketers better identify and target priority accounts to enhance ABM efforts.
FIRE is positioned as a go-to-market strategy for scoring prospective accounts. It is designed to provide data-driven insights into account fit, the level of intent displayed, the degree of their engagement and the time frame of it all.
The model is based on the following criteria:
- Fit;
- Intent;
- Recency; and
- Engagement.
“It’s a new way to think of lead scoring … that reflects today’s world and realigns marketing and sales teams,” said Matt Amundson, VP of Marketing and Sales at EverString, in a statement. “Using this approach in their tech stack, teams can stop spending so much time prospecting and instead, get back to what they do best, with a list of exceptionally qualified leads to help them do it.”
