B2B Marketing with Dave Gerhardt #61: ABM with Hillary Carpio (Head of ABM at Snowflake)
Tailored ABM Programs
- Build ABM programs tailored to your business needs, not someone else's.
- Identify specific business challenges and develop programs accordingly.
Defining ABM Success
- ABM failure often stems from unclear goals and unrealistic timelines.
- Define specific, measurable goals like "get a first meeting in X accounts."
Know Your TRM
- Know your total relevant market (TRM), who can buy your product today.
- Focus on what your product can do now, not future promises.
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
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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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