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An effective tactic used by Snowflake's sales development team to accelerate the end-of-quarter sales cycle. They targeted active prospects who had not yet responded to their outreach and served them personalized ads to prompt action. This resulted in an increase in meetings and helped Snowflake achieve their quarterly goals.
The podcast highlights the drawbacks of complex attribution models and suggests focusing on a single unified outcome, such as pipeline coverage. By aligning go-to-market teams around a common goal, companies can measure progress and make more informed decisions, leading to better overall performance.
Snowflake emphasizes the importance of defining a target account universe based on ideal customer profiles (ICPs) and buyer personas. They use a combination of data providers like ZoomInfo, Bambora, and third-party intent data sources to identify accounts of interest. This helps streamline their sales and marketing efforts by minimizing wasted resources on accounts that are not a good fit.
Snowflake advocates for personalized and relevant outreach to prospects by understanding their needs and challenges. Researching prospects before reaching out, identifying shared pain points, and customizing messaging can significantly differentiate your approach. This human-centric approach to communication is more likely to resonate with prospects and generate positive responses.
Snowflake's creative play at their annual customer event involved using a spin-to-win wheel to engage prospects. By offering various items as prizes, they increased attendee participation and generated a substantial number of meetings, showcasing the effectiveness of simple yet engaging tactics.
Hillary Carpio and Travis Henry are the authors of "Busting Silos: How Snowflake Unites Sales & Marketing To Win Its Best Customers."
Hillary (Head of ABM) and Travis (Director, Sales Operations & Enablement) work at Snowflake and helped scale the go-to-market program behind one of the fastest growing software companies in history. Not satisfied with the traditional model of separate sales and marketing functions, they married both integrated, account-based, cross-functional teams that targeted and closed business at historic rates. In this episode we discuss their new book, how it came to be, and the lessons learned at Snowflake that they outline in the book, including:
- How to marry sales and marketing (and why it works to drive revenue)
- How to think through attribution and measuring what matters
- What great ABM looks like and some of their favorite ABM "plays"
You can learn more about the book and grab your copy here online.
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/exit5marketing
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
Thanks to our 2023 presenting sponsors Demandwell and Zapier.
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership
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Today’s episode is brought to you by Grammarly.
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***
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
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