I’m up in Toronto in attendance at Uberflip’s Content Experience conference. Today, we spend the day at Uberflip’s beautiful headquarters and listened to some great speakers. One session that had quite an impact on me was Snowflake’s ABM Director, Daniel G. Day, speaking to how he’d developed an ABM program that’s skyrocketed Snowflake’s sales results.
Overall, Snowflake has had 10x growth. Daniel made sure to add that this wasn’t all the result of account-based marketing, but it has had a dramatic effect. Daniel also noted that the difference between old-school strategic targeting of sales to ABM has all been in their ability to scale with minimal resources and effective use of technology. The company matured from focusing on verticals, to applying firmographics to target certain types of businesses, to now providing timely and relevant one-to-one content experiences to attract the targeted accounts.
The ABM Process that Snowflake deploys:
- Target – utilizing Everstring and Bombora, Snowflake isn’t hand-selecting target companies… it’s discovering businesses that match their best clients and have displayed an intent to purchase.
- Reach – utilizing Terminus, Sigstr, and LinkedIn, Snowflake is assembling personalized content experiences that touch prospective buyers before they may even be aware of their solution. In fact, Daniel stated that they had one customer that had 450 touches before the client ever submitted a request!
- Engage – utilizing Uberflip, Snowflake has content experiences that are owned by the sales account manager, but produced by the ABM team to provide highly targeted content to drive the buyer into the customer journey.
- Measure – utilizing Engagio, Tableau, and Looker, Daniel has developed a proprietary means of scoring the leads and providing the sales intelligence needed to the sales account managers to assist them in closing the deal.
The results are pretty impressive. Click-through rates increased 149X on 1:1 ABM ads. Not only that, half of all of the content that Snowflake produces is being consumed by ABM targeted organizations.
One key that Daniel reiterated over and over was that the relationship between sales and marketing is absolutely critical. Technology has helped Daniel speed up the deployment process on targeted content, but his team still needs to be working on the best opportunities.
That requires sales to provide feedback as well as to feed intelligence to. Daniel’s team is tasked with working to drive sales opportunities for sales, not developing some subjective MQL (Marketing Qualified Lead) calculation.
Wow, that was just the pre-conference day! Can’t wait for tomorrow.