Aligning Account Based Sales & Marketing Lars Nilsson | VP Global Inside Sales Heather Sutherland | Senior Director DG & MOps

Agenda How we started Integrate & think bigger Impact and looking forward

ABM - Our early days The Situation: 2+ years ago Random acts of great marketing Limited alignment between DG & sales priorities Awareness limited to AR/PR, organic search/social Ramping up paid media efforts How we started Focus 75% of DG/Awareness budget on Sales’ Priority Accounts Targeted awareness efforts Used Bombora intent data to prioritize accounts Focus on net new accounts

Beating benchmarks

New Logos - how did we perform? 79% Surging per Bombora 95% Targeted with Display Ads

Account Based Sales Development ...is the story of finding right person at the right company and the right time. it’s also the story of ToF lead quality & quantity and the story of how big a role technology now plays in both sales and marketing & finally its the story of the SDR

“ABSD” a Game Changer for B2B Ent. pipeline build

What ABSD looks like: eMail #1 must grab attention

2nd email in sequence: More UC’s specific to industry

3rd email in the sequence: the “Hail Mary”

Anatomy of an ABSD campaign: the 3-drip email sequence

Greater collaboration needed Link Marketing & SDR efforts Drive more complete picture of accounts / contacts Focus on efficiency & scale Get sales team current, actionable, easily accessible account insight

Individual contact behavior via ELQ Profiler Importance of: Lead-to-contact conversion Rep. CRM contact entry

Connect with cloudera.com traffic insights

CRM Data How Signals and Intent drive account selection for outbound Account Intent Data CRM Data Big Data Platform Data Visualization

Make Bombora intent data actionable Weekly ingest Role-based views Filterable

Visualization of a “Surge”

What’s Next Collaborate with Mktg. to take email/content messaging down to stakeholder persona’s Expanding Bombora surge insights to Cloudera.com

Thank you