We all know that Marketing and Sales alignment is central to ABM success, but this alignment goes beyond just having shared metrics. Marketing and Sales need to work together to share insights, create personalized messages and leverage the right technology to reach their target accounts. As the creator of Account-Based Sales Development (ABSD), Lars Nilsson will discuss how to create a successful, integrated ABSD campaign.

1. ACCOUNT-BASED SALES
DEVELOPMENT AND ABM
Lars Nilsson
VP, Global Inside Sales, Cloudera
HOW TO ORCHESTRATE THE PERFECT CAMPAIGN

2. AGENDA
§ Inbound Leads – Sales’ Perspective
§ What is ABSD?
§ Why ABSD?
§ Prioritizing ABSD Campaigns
§ When to run an ABSD Campaign
§ Working and strategizing with Marketing
§ How to execute an ABSD Campaign
§ Key takeaways

3. SLIDE 3
THOUGHTS ON INBOUND – SALES PERSPECTIVE
1. Sales will not follow up on Leads, they will follow up on Qualified Leads
2. Definition of an MQL – Sales Must Be in the Room
3. Content has to be Educational AND Inspirational
4. Intelligent Nurture Campaigns that path and lead to offer
5. Must Auto-convert in the new ABM/ABSD world we live in
6. Anything measured improves
7. SDR Compensation – Only comp. on what an SDR can control

4. SLIDE 4
THE BUYER JOURNEY TAKES TIME – BE THERE ALONG THE WAY
telesales
field sales
Marketing
Database
MQL
SQL
GATHERING
REQUIREMENTS
COMPARING
VENDORS
SHORTLISTING
VENDORS
COLLECTING
INFORMATION
Site: downloads third party
“buyers guide”
Re-target: clicks thru ITManagement
banner on ESPN.com
Email: opens vendor
incentive offer
Phone: no project right now;
check back in 6 months
Email: completes IT priority
survey and lists storage as top 3
priority
Phone: won’t make
decision for 5 months
Site: views
vendor demo
start to finish
Phone: cannot connect
after 10 dials
Site: does not attend live webinar
Re-target: downloads vendor
whitepaper LP 9C
Email: opens
webinar email
Phone: commits to
view online demo
Email: does not open
follow up survey
Phone: will make decision
in 2 months
Re-target: no
click thru on
banner
SAL
LEAD QUALIFICATION FUNNEL SALES FUNNELMARKETING FUNNEL
Handoff to sales

5. THE MODERN B2B FUNNEL
MARKETING
DEMAND
GENERATION
SALES
CLOSE
DEALS
5.4 people involved in average
sale go back and forth between
marketing and sales interactions
Buyer
Buying Experience
More Sales & Marketing
“touches” throughout funnel

6. SLIDE 6
REVOLUTIONARY! THE LEAD TO CONTACT BRICK WALL COMES DOWN!
§ Auto Mass Convert of TAM Leads to Contacts
§ Auto TAM Lead Convert to Account Contact

7. SLIDE 7
WHAT IS ABSD?
Account Based Sales Development (ABSD):
The coordinated process of developing new qualified new and expansion
pipeline in your Target Addressable Market, by proactively running sales
development led multi-touch email “sequences” into specific accounts.
This method allows one to create and deliver relevant use-case specific
content to a specific buyer persona in hopes that they will take an initial
discovery meeting with you.
§ Has to mention account-specific information and triggers
§ Can be prospect or customer accounts

8. SLIDE 8
WHY CLOUDERA PIVOTED ITS FOCUS TO OUTBOUND & ABSD
Problem:
§ Aggressive Pipeline $$$ Targets
§ Very well-defined TAM (G8K = G2K + N6K)
§ BUT, not enough MQL’s from TAM Accounts
Meanwhile…
§ Unprecedented amount of contact-level information in LinkedIn and DiscoverOrg
§ Access granted to Demand Gen team’s ABM tools (Demandbase, Bombora,
Eloqua)
In turn...
§ Orchestrated email campaigns with Outreach

9. SLIDE 9
HOW TO PRIORITZE TARGET ACCOUNTS FOR ABSD CAMPAIGNS
1. Have an account planning session with your AE to understand which
accounts are of highest priority; ideally top 5-10
2. Set up triggers and alerts using DiscoverOrg, Google Alerts, Sales
Navigator and Eloqua Website Visits
3. Monitor buying signals with intent data from Bombora and DemandBase
Sales Accelerator on a weekly basis
4. Think about which events, webinars, whitepapers, blog posts or product
announcements would be relevant for your target accounts

10. SLIDE 10
IDENTIFYING CONTACTS
1. Mass Convert any leads within your account in SFDC
2. Run a SFDC report for contacts within your account
3. Run a report in DiscoverOrg
4. Run a report in Sales Navigator
5. NOTE: When building contact lists, be sure to filter by persona or
business unit you want to target

11. SLIDE 11
RESEARCHING AND CREATING MESSAGING FOR AN ABSD
1. Copy and paste links into a Google Doc
2. Read through links and highlight use pieces of information such as stats,
key stakeholders or company initiatives; if you’re spending more than 2
hours researching, you’re doing it wrong!
3. Outline email templates 1-3 with quotes, links or any other content you
want to reference
4. Connect with your peers to see if there’s any similar ABSDs you can use
as a framework
5. Loop your Partner Sales Rep and Field Marketing Manager as they can
help you identify partners and possible create account-specific activities
(lunch and learns, dinners, happy hours, webinars and demos)
6. Begin writing!

12. SLIDE 12
EXECUTION: ANATOMY OF AN ABSD CAMPAIGN AT CLOUDERA – EMAIL #1
Subject line to capture attention.
High Open = Great Job
Strong “trigger” or
“hook”,
referencing a
known initiative
Relevant
industry use
cases

13. SLIDE 13
EMAIL #2

14. SLIDE 14
EMAIL #3

15. SLIDE 15
OUTREACH.IO - THE TECH IS THE MAN BEHIND THE CURTAIN

16. SLIDE 16
EXECUTION: EMAIL #1
Subject: Big Data in Agriculture – A 2017 Roadmap
Hi Joanne,
Harrison McCain was recently quoted saying "If you can't measure it, you can't manage it." I can see that McCain is quickly adopting a data-driven approach to its operations,
especially in the agro space.
I support Cloudera's team in charge of strategic initiatives in Canada, and would love to share how we've been helping your industry peers.
Examining all the variable factors (soil, climate, crops) that can affect crop growth requires a massive volume and variety of unstructured data from multiple sources (but you know
that). If precision agriculture continues as a priority moving forward, I would love to share how Cloudera can partner with McCain to further these initiatives and help increase your
overall ROI.
Here are some of the ways other agriculture organizations have leveraged our technology:
• Smart Weed control, seed planting, and more
• Optimize fertilizer application based on satellite imaging, soil data, weather data
• Use remote sensing to detect variability in soil and crop conditions
• Lowering your costs to treat insects, diseases, and weeds by eliminating them where they start
• Identify localized nutrient deficiencies and enable crop inputs by zone management.
When is a good time to connect in the coming week(s)?
Best regards,
Andrew
Subject line captures attention
Account-specific references
Relevant industry use cases

17. Product Downloads, Webinar Registrations,
Event Registrations, Booth Scans
Marketing
Database
CRM
Database
External
Contact Databases
Data Cleanse
Leads Contacts
Outbound
Prospects
Sequencing Click-to-Dial Meeting Scheduling
& Read Receipts
Account Based
Intelligence

19. KEY TAKE AWAYS
• Make sure you always have 3-5
broader campaigns (horizontals and
verticals) actively running
• Keep ABSD messaging specific to
the target account
• Don’t reinvent the wheel every time!
• ABSDs are most effective when you
have buy-in and support from your
AE
• ABSDs are not one-offs
• Don’t forget about partners!
• See if your Field Marketing
Manager can help by setting up an
account-specific activity
• Set up manual call tasks for your
ABSD so you can follow-up with
people who open your emails

20. THANK YOU