Episode Details

#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

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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

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