ABM: What Ramp, Snowflake, and Hightouch are doing in 2026

#331 | Dave is joined by a group of marketing leaders from Ramp, Snowflake, and Hightouch for a discussion about ABM and their plans for 2026. Casey Patterson (Director of ABM, Snowflake), Drew Pinta (Director of Growth Data Science, Ramp), and Brian Kotlyar (CMO, Hightouch) break down what ABM actually looks like in 2026 and what’s working right now inside of their companies. They share how they’re picking target accounts, aligning with sales, and building programs that go way beyond running ads. The group also digs into measurement, personalization, and how teams are using better data and AI to scale ABM without wasting budget. If you need a deeper dive on ABM tactics right now, this is the episode for youTimestamps(00:00) - - Why ABM is still a top topic in 2026 (03:10) - - Intros: Snowflake, Ramp, and Hightouch (06:30) - - Defining ABM (and why sales alignment is everything) (12:40) - - The “stop list”: ABM tactics they’ve killed (15:10) - - Why paid social “ABM awareness” is overrated (18:30) - - Shifting ABM to in-person and physical plays (22:40) - - Budgeting for ABM and how to start small (26:00) - - Why ABM measurement is different than traditional demand gen (31:20) - - How they build ABM audiences using data + signals (36:40) - - Scaling personalization without making it manual (42:20) - - Final takeaways and wrap-up 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