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The Data Stack Show
164: How The GTM and Data Teams at Snowflake Work Together with Travis Henry and Hillary Carpio
Nov 15, 2023
Hillary Carpio, who leads account-based marketing at Snowflake, and Travis Henry, focused on sales operations, share their insights on the dynamic partnership between marketing and data teams. They discuss the significance of account-based marketing versus traditional strategies, emphasizing personalized outreach and the role of Sales Development Representatives. Hillary and Travis also touch on data overload, the importance of clear communication, and their unexpected journey towards writing a book together, offering lessons in collaboration and adaptability in the tech world.
56:56
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Quick takeaways
- Account-based marketing emphasizes collaboration between marketing and sales teams to target key accounts using personalized data-driven strategies.
- Sales Development Representatives play a crucial role in connecting marketing efforts with sales engagements by tailoring outreach based on client insights.
Deep dives
The Importance of Data in Marketing and Sales
Data plays a crucial role in shaping marketing and sales strategies, especially in the context of account-based marketing (ABM). ABM focuses on identifying key accounts and tailoring marketing efforts to target them with personalized campaigns. For instance, marketers collaborate closely with sales teams to determine which accounts to pursue based on data-driven insights, thereby increasing the chances of engagement. This collaborative approach ensures that both teams are aligned on goals and can efficiently address the needs of potential clients.
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