Lars Nilsson, sales veteran and VP Global Inside Sales at Cloudera, shares insights into the relatively new approach of account based sales development at SaaStr Annual 2016 held in San Francisco Feb 9-11th. www.saastrannual.com

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

13. ABSD RESULTS

14. MORE ON ABSD

15. THANK YOU