How Snowflake Runs ABM with Casey Patterson

#359 | Dave sits down with Casey Patterson, Director of ABM at Snowflake, to talk about what ABM actually looks like inside one of the biggest companies in enterprise software. Casey breaks down how she cold LinkedIn messaged her now-boss Hillary to get her ABM decks reviewed before ever working together, why ABM works best when marketing stops thinking about credit and just focuses on helping sales get into accounts, and how she's thinking about the shift from traditional ABM plays to agent-driven ABM. They also get into geo-fenced out-of-home advertising, one-to-one field marketing plays, and why the future of ABM looks more like Netflix than a campaign calendar. Plus a surprisingly good tangent on finding mentors and how to actually get one.Timestamps(00:00) - - How Casey cold LinkedIn messaged her way into a mentorship (06:03) - - What a mentor actually is and how to find one (13:02) - - Why delusional confidence is underrated in marketing (17:33) - - The crux of ABM: sales alignment or nothing (20:40) - - ABM is not running digital ads to a list of accounts (26:05) - - How Casey thinks about running a team of 23 ABM marketers (29:00) - - A real ABM play: field event, OOH, gifting, and email at once (35:27) - - How to figure out the right number of accounts to target (40:28) - - Agent ABM: the three phases Casey is building toward (43:44) - - The future of ABM: reaching people in their preferred channels (45:46) - - How Dave uses AI to write his newsletter (52:29) - - The bull case for marketers in the age of AI 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