#113: ABM | Account-Based Marketing (with Hillary Carpio, Head of ABM at Snowflake)

Dave is joined by Hillary Carpio, Head of ABM at Snowflake for a deep dive on account-based marketing. Hillary runs a 20 person team focused on ABM at Snowflake today an she's also the author of the book "Busting Silos: How Snowflake Unites Sales & Marketing To Win Its Best Customers."Hillary discusses how Snowflake has built an "account-based organization", ABM vs. Demand Generation, how to measure ABM, what an effective ABM campaign looks like, creating a tiered ABM strategy, how marketing exists to support sales at Snowflake and why it works, how tools like ChatGPT can help ABM marketers today. Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive. Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more