How Snowflake Builds 1:1 ABM Experiences That Scale
公司规模
Large Corporate
国家
- United States
产品
- RollWorks
- Uberflip
- Intellimize
技术栈
- Salesforce
- Machine Learning
- Intent Data
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Productivity Improvements
- Revenue Growth
技术
- 平台即服务 (PaaS) - 连接平台
- 分析与建模 - 预测分析
- 功能应用 - 企业资源规划系统 (ERP)
适用行业
- Software
- Professional Service
适用功能
- 销售与市场营销
- 商业运营
服务
- 软件设计与工程服务
- 系统集成
关于客户
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.
挑战
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.
解决方案
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.
运营影响
数量效益
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
相关案例.
Case Study
SET Creative Ditches Google Vault for Datto Backupify
When Kienholz first started at SET, the staff was using Microsoft Outlook for email with no form of data backup. It became apparent that something needed to change as the staff was often burdened with trying to recover emails from departed employees. Kienholz transitioned the team to Google’s Gmail and implemented Google Vault for backup purposes. While SET employees quickly adjusted to Gmail, which many use for personal email, the same could not be said for Google Vault. “Unlike most Google products, Vault was not user friendly at all. It’s very hard to search for items. We never really figured out how to do a restore either,” explained Kienholz. Due to SET’s work with high-profile brands, projects often go through many rounds of revisions right down to the eleventh hour. This means that every bit of information - especially data living in project managers’ emails - is crucial to delivering clients a polished design at deadline.
Case Study
Infosys achieves a 5–7 percent effort reduction across projects
Infosys, a global leader in consulting, technology, and outsourcing solutions, was facing significant challenges in application development and maintenance due to its distributed teams, changing business priorities and the need to stay in alignment with customer needs. The company used a mix of open source, home-grown and third-party applications to support application development projects. However, challenges resulting from distributed teams using manual processes increased as the company grew. It became more and more important for Infosys to execute its projects efficiently, so they could improve quality, reduce defects and minimize delays.
Case Study
Arctic Wolf Envelops Teamworks with 24x7 Cybersecurity Protection and Comprehensive Visibility
Teamworks, a leading athlete engagement platform, faced rising cyberthreats and needed enhanced visibility into its network, servers, and laptops. With software developers connecting from all over the world, the company sought to improve its security posture and position itself for future growth. The company had a secure platform but recognized the need for a more proactive solution to identify gaps within its technology infrastructure. Data exfiltration and malicious access were top concerns, prompting the need for a comprehensive security upgrade.
Case Study
Sawback IT and Datto Save Client From a Costly Mistake
Ballistic Echo, a software development house, faced a critical challenge when human error led to the deletion of thousands of lines of unique code. This incident occurred before the code was pushed to source control, resulting in significant loss of time, revenue, and work. The previous file-level backup solution they used was slow and inefficient, making it nearly impossible to manually recreate the lost work. The need for a more reliable and efficient business continuity solution became evident to avoid such disasters in the future.
Case Study
Opal Helps Customers Shine Thanks to Datto
SP Flooring & Design Center faced a ransomware attack that encrypted and locked their files. The attack was initiated through a compromised service account set up by an outside vendor. The ransomware infection was isolated quickly, but there was a concern about the extent of the data at risk. The company had backups in place but was unsure of how much information was compromised. The situation required immediate action to prevent further damage and restore the affected data.
Case Study
Zapier Aggregates Multiple Analytics in a Single Dashboard with the New Relic Platform
Zapier, a company that enables non-technical users to push data between hundreds of web applications, was facing a challenge in automating and provisioning servers for optimal performance. The company's environment consisted of 50 Linux servers on the Amazon Elastic Compute Cloud (EC2), a Django application split across several servers, and a backend consisting of a dynamic number of celery task workers fed by messages published to a RabbitMQ cluster. They also maintained a number of internal web services on nginx in front of Gunicorn and Node.js processes. Redis handled simple key and value stores, with logging handled by Graylog2 and ElasticSearch. However, they realized that no level of automation would be sufficient without an effective monitoring solution in place. They needed a tool that could provide immediate alerts when something was breaking and could be easily implemented into their environment.
