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LARS NILSSON
VP, GLOBAL INSIDE SALES / CLOUDERA
@LarsNilsson65
HOW TO ABSD
•Identify your Target Account List (TAM) and enter in CRM
•SDR is the campaign quarterback
•Build contact list
•source buyer personas/relevant titles
•Consolidate lead and contact objects in a single view
•Build Hyper-Personalized sequence email content
•Google alerts, D.Org triggers, LI Sales Navigator, AE’s/Partners, SME’s
•Develop sequence framework (we do 3 or 4)
•Time of day / Day of week / Length of Interval
•Active phone and email follow up campaign after completed
•Set it and forget it and watch what happens!
AN ABSD TECHNOLOGY STACK
•CRM (SFDC)
•Lead Conversion Engine
•Email Sequencing Platform
•Contact Sourcing Database
•Dialer (CTI)
20 YEAR ADVANCE IN CRM—MASS & AUTO CONVERT
ANATOMY OF AN ABSD CAMPAIGN: THE 3-DRIP EMAIL SEQUENCE
1ST EMAIL OF 1ST SEQUENCE WE RAN...
2ND EMAIL IN SEQUENCE: MORE UC’S SPECIFIC TO INDUSTRY
3RD EMAIL IN THE SEQUENCE: THE “HAIL MARY”
WHAT LED CLOUDERA TO ABSD
Director, Data Architecture
Hi Marcus,
I apologize for the late response, but this sounds very interesting and 

would like to find out more. Can you schedule some time with myself 

and my team in the next week? Next Wednesday looks pretty open 

if you want to set some time up. Thanks.
SVP Finance & Chief Accounting Officer
Marcus—I have copied Chris H. on this note. Chris is our VP of Credit Risk
Management and is responsible for the use of significant data sources to
help us move our products and services into the market. It would be good
to understand what your team is doing with --------- and how you might
assist with credit analytics area. Please work with Chris to get something
on the calendar.
ABSD INTO GREENFIELD ACCOUNT (4 BANGER)
•10x industry
standard email 

open & resp.rates
•7 Qualified meetings
leading to $225k 

in pipeline.
ABSD—CUSTOMER ACCOUNT CLEAN+EXPANSION
12 Qualified
meetings. $348K
in pipeline add + 

a new division.
SFDC hygiene.
DOUBLE DIGIT OPEN & REPLY RATES
ABSD RESULTS
MORE ON ABSD
THANK YOU

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"Targeting the Big Guys: Account Based Sales Development" at SaaStr Annual 2016

  • 1. LARS NILSSON VP, GLOBAL INSIDE SALES / CLOUDERA @LarsNilsson65
  • 2. HOW TO ABSD •Identify your Target Account List (TAM) and enter in CRM •SDR is the campaign quarterback •Build contact list •source buyer personas/relevant titles •Consolidate lead and contact objects in a single view •Build Hyper-Personalized sequence email content •Google alerts, D.Org triggers, LI Sales Navigator, AE’s/Partners, SME’s •Develop sequence framework (we do 3 or 4) •Time of day / Day of week / Length of Interval •Active phone and email follow up campaign after completed •Set it and forget it and watch what happens!
  • 3. AN ABSD TECHNOLOGY STACK •CRM (SFDC) •Lead Conversion Engine •Email Sequencing Platform •Contact Sourcing Database •Dialer (CTI)
  • 4. 20 YEAR ADVANCE IN CRM—MASS & AUTO CONVERT
  • 5. ANATOMY OF AN ABSD CAMPAIGN: THE 3-DRIP EMAIL SEQUENCE
  • 6. 1ST EMAIL OF 1ST SEQUENCE WE RAN...
  • 7. 2ND EMAIL IN SEQUENCE: MORE UC’S SPECIFIC TO INDUSTRY
  • 8. 3RD EMAIL IN THE SEQUENCE: THE “HAIL MARY”
  • 9. WHAT LED CLOUDERA TO ABSD Director, Data Architecture Hi Marcus, I apologize for the late response, but this sounds very interesting and 
 would like to find out more. Can you schedule some time with myself 
 and my team in the next week? Next Wednesday looks pretty open 
 if you want to set some time up. Thanks. SVP Finance & Chief Accounting Officer Marcus—I have copied Chris H. on this note. Chris is our VP of Credit Risk Management and is responsible for the use of significant data sources to help us move our products and services into the market. It would be good to understand what your team is doing with --------- and how you might assist with credit analytics area. Please work with Chris to get something on the calendar.
  • 10. ABSD INTO GREENFIELD ACCOUNT (4 BANGER) •10x industry standard email 
 open & resp.rates •7 Qualified meetings leading to $225k 
 in pipeline.
  • 11. ABSD—CUSTOMER ACCOUNT CLEAN+EXPANSION 12 Qualified meetings. $348K in pipeline add + 
 a new division. SFDC hygiene.
  • 12. DOUBLE DIGIT OPEN & REPLY RATES
  翻译: