B2B Marketing with Dave Gerhardt
#113: ABM | Account-Based Marketing (with Hillary Carpio, Head of ABM at Snowflake)
Episode guests
Podcast summary created with Snipd AI
Quick takeaways
- Account-Based Marketing aligns marketing objectives with sales goals, creating clarity and alignment between teams.
- Sales buy-in for long-tail ABM efforts can be gained by aligning ABM goals with sales objectives and demonstrating a commitment to helping sales succeed.
Deep dives
The Importance of ABM at Snowflake
In this podcast episode, Hillary Karpio, leader of the accounting marketing function at Snowflake, discusses the importance of Account-Based Marketing (ABM) in driving revenue. She highlights how ABM aligns marketing objectives with sales goals, creating clarity and alignment between teams. Karpio emphasizes the need for strong sales buy-in and collaboration, stressing the importance of measuring pipeline as a key ABM metric. She also emphasizes the value of personalization and tailoring messaging to target accounts. The episode explores various tiers of ABM programs, including long-term, three-month, and one-to-many approaches, and how they can be applied to different account profiles. Karpio also touches on the role of intent data in ABM and the future of cookieless data sources.
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