How Snowflake Builds 1:1 ABM Experiences That Scale
Customer Company Size
Large Corporate
Country
- United States
Product
- RollWorks
- Uberflip
- Intellimize
Tech Stack
- Salesforce
- Machine Learning
- Intent Data
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Productivity Improvements
- Revenue Growth
Technology Category
- Platform as a Service (PaaS) - Connectivity Platforms
- Analytics & Modeling - Predictive Analytics
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
- Software
- Professional Service
Applicable Functions
- Sales & Marketing
- Business Operation
Services
- Software Design & Engineering Services
- System Integration
About The Customer
Snowflake is a rapidly growing software company known for delivering the Data Cloud, a global network where thousands of organizations mobilize data with near-unlimited scale and performance. The company has experienced explosive growth and a successful IPO, positioning itself as one of the fastest-growing software companies in history. Snowflake's technology enables organizations to manage and analyze data efficiently, making it a key player in the data management and cloud computing industry. As an account-based organization, Snowflake focuses on account-based marketing (ABM) to target and engage with potential customers effectively. The company is committed to maintaining its enterprise-level brand and expanding its reach globally, with a strong emphasis on collaboration and technology-driven solutions.
The Challenge
After experiencing explosive growth and a successful IPO, Snowflake faced the challenge of continuing to adapt, grow, and scale at the level needed to maintain an enterprise-level brand. As an account-based organization, they needed to scale beyond 2000+ 1:1 campaigns, which involved addressing questions such as whether they were siloed in their work with other teams, if engagement was sufficient, and whether their strategies could scale effectively. The challenge was to rethink their marketing strategies amid a global pandemic and ensure that their account-based marketing (ABM) efforts were aligned with other functions within the organization.
The Solution
Snowflake implemented a comprehensive strategy to scale their 1:1 account-based marketing (ABM) programs. They rethought the customer experience by optimizing data flows between systems and creating campaigns that guide customers through their journey efficiently. Snowflake used a hybrid approach to identify target accounts, leveraging conversational data and intent data to enter the buying cycle early. They attracted target accounts through a mix of marketing automation platforms, advertising, and sales engagement tools, including RollWorks, LinkedIn, and direct mail. To engage target accounts, Snowflake customized experiences on Uberflip, ensuring consistent branding and personalized messaging. Snowflake also focused on becoming an integrated ABM function by aligning with other organizational functions, such as partner marketing, sales operations, field marketing, and customer marketing. They removed silos and facilitated collaboration to create cohesive messaging and content. Additionally, Snowflake designed and delivered cohesive reporting to translate engagement metrics into actionable insights, enabling other teams to leverage the data effectively. They simplified workflows to improve efficiency and focused on optimizing campaigns for consistency, relevancy, and personalization. By consolidating their tech stack and leveraging technology for accuracy and updates, Snowflake streamlined their operations and enhanced their ABM efforts.
Operational Impact
Quantitative Benefit
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