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Aligning Account Based Sales & Marketing
Lars Nilsson | VP Global Inside Sales Heather Sutherland | Senior Director DG & MOps
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Agenda How we started Integrate & think bigger
Impact and looking forward
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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
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Beating benchmarks
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New Logos - how did we perform?
79% Surging per Bombora 95% Targeted with Display Ads
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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
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“ABSD” a Game Changer for B2B Ent. pipeline build
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What ABSD looks like: eMail #1 must grab attention
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2nd email in sequence: More UC’s specific to industry
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3rd email in the sequence: the “Hail Mary”
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Anatomy of an ABSD campaign: the 3-drip email sequence
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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
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Individual contact behavior via ELQ Profiler
Importance of: Lead-to-contact conversion Rep. CRM contact entry
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Connect with cloudera.com traffic insights
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CRM Data How Signals and Intent drive account selection for outbound
Account Intent Data CRM Data Big Data Platform Data Visualization
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Make Bombora intent data actionable
Weekly ingest Role-based views Filterable
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Visualization of a “Surge”
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What’s Next Collaborate with Mktg. to take /content messaging down to stakeholder persona’s Expanding Bombora surge insights to Cloudera.com
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Thank you
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