Snowflake are leaders in deploying ABM strategies. But that doesn’t mean they’re complacent. Casey Patterson, Senior Manager for North America ABM, and the rest of Snowflake’s ABM team always go back to how they can do better. 

Their goal is continually improving engagement at their target accounts.

Increasing engagement requires laser-focused processes and systems to deploy at the scale Snowflake executes — targeting thousands of accounts each quarter.

Snowflake has many channels they use to drive engagement with target accounts, including events, ads, sales outreach, and their website.

Snowflake believes driving engagement requires:

• Easily gathering first-party and third-party data 

• Having the right conversations with sales colleagues at Snowflake

• Working in lockstep with their sales org to deliver consistent and relevant messaging at every interaction with target accounts

By combining digital campaigns alongside SDR strategies, they can deliver a 1-2 punch that leads to engagement and conversions. 

Structuring The ABM Organization To Support Sales

Snowflake has four ABM teams: Emerging Markets, Enterprise, Industries, and Center of Activation. 

Their Industries team invests in more expensive, 1:1 campaigns. The other teams prioritize broader targeting based on search data and other anonymous data points.

For example, they surface information about prospect searches that align with a new Snowflake feature. And then run broader campaigns against those themes, as there’s a clear seed of intent.

These teams align with the structure of their sales department.

Each ABMer is assigned to about 35 Account Executives and is responsible for helping those sales people book meetings, and increasing the engagement within those accounts.

This means that Snowflake is working at a huge scale, supporting hundreds of sales people, and delivering personalized ABM to thousands of target accounts.

Use Intent Data and Sales Conversations To Inform Priorities

To help prioritize and make ongoing changes to ABM campaigns, Snowflake’s tech stack includes their own platform as the central spot where all data flows to. 

Casey’s team created a scoring model to track engagement and measure their advertising success within Snowflake. The model includes email clicks, website visits, and other first-party data to give a wholistic view of the buying journey.

The tools that send information to Snowflake are Mutiny, Bombora, RollWorks, and LinkedIn, allowing them to take action on data they can’t get elsewhere. 

Snowflake’s ABM team also ensures their efforts are in sync with sales. Denise Persson, Chief Marketing Officer at Snowflake, says they are "unreasonably aligned with sales." That means, at a bare minimum: ABMers are meeting every two weeks with each AE and their SDR. 

During these 1:1 meetings, they review engagement in an AE’s territory and other updates from the sales side to understand:

• What they know about specific target accounts

• Who they’ve already spoken to

• What are their priorities and challenges

That way, they’re always aligned on which accounts are healthy, and which need a little bit of attention.

Casey says, “We try to meet the AEs wherever they're at. A lot of AEs have marketing experience, so they want to get really deep on how ads are performing. So we take their advice on how best to target their accounts with the marketing resources we have. Others want to keep it simple, and know we'll deliver lift on those accounts.”

Deploying ABM Personalization Through Mutiny

Snowflake uses Mutiny to deploy 1:1 website personalization for their target accounts. 

These personalized landing pages can contain:

• The target company’s name

• Specific features highlighted based on sales conversations

• Relevant CTA to book a meeting with the assigned AE

That way, as Casey explains, “it's not a corporate engine trying to find content that works for you. It's actually a person reaching out saying, ‘Hey I've spoken to you about this I want to learn more let's talk.’”