The New Automation Mindset: AI + Automation + Integration

Data-Driven Operations: Composition, Orchestration, and Account-Based Marketing

15 snips
Apr 24, 2024
Guest
Hillary Carpio
Guest
Markus Zirn
Hillary Carpio, an Account Based Marketing expert and author of 'Busting Silos', teams up with data-driven operations specialist Markus Zirn. They discuss innovative ABM strategies that dissolve silos and foster collaboration. Hillary reveals how Snowflake's unique tech stack, Snow House, enhances targeted client engagement. The duo dives into data activation, emphasizing its critical role in marketing success. They also explore the empowering fusion of AI and automation in transforming customer engagement and driving efficient marketing operations.
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INSIGHT

ABM At Scale With SDR Partnership

  • Snowflake runs ABM at scale using one-to-one, one-to-few, and one-to-many approaches across thousands of accounts.
  • The team pairs ABM tightly with SDR outbound motion to increase meeting rates by 2–4x.
INSIGHT

Internal ABM Platform As Single Source

  • Snowflake built an internal ABM platform to leverage in-house scoring and connect to any tool across the business.
  • The platform provides a single source of truth and lets sales activate outreach directly from Salesforce via a Tableau action board.
ADVICE

Automate Execution To Speed Outcomes

  • Automate repetitive executional tasks (like fetching contacts and sequencing) to eliminate manual handoffs and speed execution.
  • Use data-driven orchestration to reduce dependency on humans for routine processes.
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