#61: ABM with Hillary Carpio (Head of ABM at Snowflake)
The Dave Gerhardt Show
Snowflake - What's Your Name?
Hillary Carpio leads the account based marketing function at Snowflake. Her job is to tailor campaigns, programs and processes across the broader marketing organization. "We're in the center helping drive impact and drive revenue," she says.
Dave is joined by Hillary Carpio, Head of ABM at Snowflake for a deep dive on account-based marketing. Hillary runs a 20 person team focused on ABM at Snowflake today.
They discuss why Snowflake has been an "account-based organization", ABM vs. Demand Generation, how to measure ABM, what an effective ABM campaign looks like, creating a tiered ABM strategy, how marketing exists to support sales at Snowflake and why it works, how tools like ChatGPT and Jasper can help ABM marketers, and more.
You can also checkout Hillary's "GTM Speed Dial" podcast if you want more of her knowledge on the regular.
Send guest pitches and ideas to hello@exitfive.com
Exit Five on LinkedIn: https://www.linkedin.com/company/exitfive/
Exit Five on Twitter: https://twitter.com/exitfiveco
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Thanks to our 2023 presenting sponsors Demandwell, Jasper, and Zapier.
This episode is brought to you by Zapier. Zapier empowers anyone to automate their work across 5,000+ apps, so that every person and business can move forward at growth speed. We power over 2.2 million businesses, from startups to Fortune 100, and we’ve been doing it for over a decade. Learn more + get started for free at zapier.com
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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
- Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
- Visit hatch.fm to learn more
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