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Aligning Account Based Sales & Marketing

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Presentation on theme: "Aligning Account Based Sales & Marketing"— Presentation transcript:

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

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

3 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

4 Beating benchmarks

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

6 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

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

8 What ABSD looks like: eMail #1 must grab attention

9 2nd email in sequence: More UC’s specific to industry

10 3rd email in the sequence: the “Hail Mary”

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

12 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

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

14 Connect with cloudera.com traffic insights

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

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

18 Visualization of a “Surge”

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

22 Thank you


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