The document summarizes a discussion between representatives from Snowflake, Uberflip, and Sigstr about how they collaborate on account-based marketing strategies. Snowflake shifted to an ABM approach to focus sales on key verticals and accounts. They use Uberflip to create tailored content destinations and share timely, relevant content at scale. Sigstr allows them to run 110 personalized email signature campaigns simultaneously. The new integration between Uberflip and Sigstr will make it easier to connect Uberflip content to email campaigns and promote all content streams. The personalized approaches have led to high engagement rates and half of all content being consumed coming from 1-to-1 campaigns.
2. @uberflip | #conex
The Speakers
Director, Account-Based
Marketing, Snowflake
Brandi Smith
Director,
Marketing
Sigstr
Daniel Day
VP of Demand Generation,
Uberflip
Brad Beutler
5. Tell us about your ABM journey and
your team’s approach
6. How do we move ABM
from a buzzword to
driving real business
value?
@uberflip |
#conex
7. Why We Switched to Account Based Sales?
• Historical analysis showed we played well in five key verticals
• Growing too fast to let historical data tell the whole story
• Scale the sales organization to focus on opportunity, not geography
• Rebuild core demand-gen function with an account-based lens
• Scale the success of a handful of account executives, globally
8. How do we move
from vertical to
true ABM?
How do we use all
the specific
firmographic
information we’ve
collected?
How do we support
an ever growing sales
organization with
one-to-one
targeting, and
timely and relevant
account-based
campaigns?
Scaling an ABM Strategy
9. ABM: The Snowflake Way
ONE-TO-ONE ACCOUNT
TARGETING
PERSONALIZED
MESSAGING & CTAS
TAILORED CONTENT
EXPERIENCES
PREDICATED ON
DRIVING ENGAGEMENT
ALIGNMENT WITH
SALES
10. What is your tech stack and how do
you personalize at scale?
17. Personalizing the Content Experience
Our Challenges
TAILORED CONTENT EXPERIENCES
Targets with
nowhere to
land
1 2 3
Scaling
personalization
felt impossible
No central
location to host
relevant
content
18. How We Were Doing it
TAILORED CONTENT EXPERIENCES
23. Personalizing the Content Experience
Uberflip Has Helped Us
1 2 3
Create tailored
content
destinations
1 2 3
Share timely
and relevant
content
Scale
personalization
TAILORED CONTENT EXPERIENCES
24. Have you tested any variations of
content destinations with email
signature marketing?
25. Snowflake’s email
signature marketing
strategy, use cases, and
results so far...
● Use cases include: personalized
content experiences, studies,
reports...in addition to field
marketing events, conferences,
free trials, and webinars
● 110 personalized banners running
at the same time based on the
account, location, or marketing
event
● 5,000+ all-time email signature
banner clicks
26. Easily connect Uberflip content to email signature campaigns
When creating a new Sigstr campaign, select "Connect To Platform" and see your Uberflip content right within Sigstr. Simply select the stream you want the banner to promote and launch within minutes.
Every to introduceBrandi will intro her Account Based Marketers aka her guests: Lindsay and Heidi
She's gonna put them on the hot seat and ask a few questions to see how they're leveraging video content in their personalized abm campaigns at scale
Brad
Brandi
Brandi
Bombora, sigstr, linkedin, snowflake, Uberflip API to Snowflake, July - 50% of content downloads came directly from 1-to-1 target accounts
LinkedIn
Sigstr
it was one size fit all - and this experience was what all prospects got. No way to personalize - and repurpose content
Talk about the tagging feature, how you can tag content based on personas, topics, industries etc.
Uberflip has enabled us to scale 1-to-1 ABM with extremely targeted content and content journeys.
We can put our rich understanding of our prospects into action with timely and relevant content
The BDR and field teams have completely adopted the platform. They love that they can use relevant content to create tailored experiences, using Sales Streams directly in their emails.
Can talk about flipbot in slack and the Bombora Data when people open their sales streams
Every single piece of customer facing marketing content we’ve created becomes a tool in our ABM arsenal