Post by account_disabled on Oct 18, 2023 7:35:35 GMT
Snowflake’s founders started from scratch and built a data platform that would harness the immense power of the cloud. But their vision didn’t stop there. They engineered Snowflake to power the Data Cloud, where thousands of organizations have seamless access to explore, share, and unlock the true value of their data.Since its inception in 2002, LinkedIn has grown to become the central online community for business professionals, with more than 700 million members seeking to connect, network, grow personal brands, and further their careers.
On LinkedIn, your personal profile and content you share can serve to help people understand who you are and what you’re about before their first interaction with you. It’s your calling card, and your chance to virtually look someone in the eye and give them a feel for your skills, experience, career goals, personality, and professional journey.
Objective
Snowflake’s marketing team was preparing Phone Number List for its annual, virtual Summit for data professionals on June 13-16th, 2021. The target number of registrations that the ABM team was looking to drive (out of the global target of 60k) was 2,000 RSVPs— this was significantly higher than benchmarks this team set in the past. An additional business metric they were (and always are) tracking towards is setting their sales partners up for success and driving high-quality leads. The ABM team at Snowflake wanted to take an innovative strategy to drive interest and secure RSVPs for this year’s summit in a way that seamlessly captured and routed leads. As ABM Marketing Manager Chris Marshall said, “We were looking for a new approach to driving attendance, other than traditional email outreach.
The team partnered with LinkedIn on a beta integration with Marketo, the marketing automation software that enables organizations to streamline their marketing tasks. “Without our account team at LinkedIn, we wouldn’t have been able to get the Marketo integration going. They made it seamless for our head of marketing ops to align with Marketo,” Marshall said. The integration allowed Snowflake to send personalized gifts with its outreach. Specifically, its team created a nurture stream to send a coffee gift card to prospects who registered. From there, Sales Development Representatives (SDRs) reached out to registrants and facilitated a warm introduction to their account team ahead of the virtual event. Better still, the marketing team created personalized agendas based on audience demographics. So SDRs were able to send tailored summit sessions for data scientists vs.
Data engineers. “From an ABM standpoint, we made sure we were promoting the relevant tracks that made the most sense to the audience of data professionals we were promoting to,” said Hillary Carpio, director of ABM at Snowflake. “We couldn’t have done this without the SDRs,” she continued. The marketing team also enabled ABM tactics on LinkedIn Campaign Manager by leveraging Lead Gen Forms, which allowed prospects to quickly register and form-fill their LinkedIn profile information with the click of a button. “When Lead Gen Forms came out, we were incredibly excited. In the past, when we created LinkedIn events and sent out links, the front-end experience was amazing. But on the back-end, the data wasn’t routed as easily,” Marshal said. Lead Gen Form
On LinkedIn, your personal profile and content you share can serve to help people understand who you are and what you’re about before their first interaction with you. It’s your calling card, and your chance to virtually look someone in the eye and give them a feel for your skills, experience, career goals, personality, and professional journey.
Objective
Snowflake’s marketing team was preparing Phone Number List for its annual, virtual Summit for data professionals on June 13-16th, 2021. The target number of registrations that the ABM team was looking to drive (out of the global target of 60k) was 2,000 RSVPs— this was significantly higher than benchmarks this team set in the past. An additional business metric they were (and always are) tracking towards is setting their sales partners up for success and driving high-quality leads. The ABM team at Snowflake wanted to take an innovative strategy to drive interest and secure RSVPs for this year’s summit in a way that seamlessly captured and routed leads. As ABM Marketing Manager Chris Marshall said, “We were looking for a new approach to driving attendance, other than traditional email outreach.
The team partnered with LinkedIn on a beta integration with Marketo, the marketing automation software that enables organizations to streamline their marketing tasks. “Without our account team at LinkedIn, we wouldn’t have been able to get the Marketo integration going. They made it seamless for our head of marketing ops to align with Marketo,” Marshall said. The integration allowed Snowflake to send personalized gifts with its outreach. Specifically, its team created a nurture stream to send a coffee gift card to prospects who registered. From there, Sales Development Representatives (SDRs) reached out to registrants and facilitated a warm introduction to their account team ahead of the virtual event. Better still, the marketing team created personalized agendas based on audience demographics. So SDRs were able to send tailored summit sessions for data scientists vs.
Data engineers. “From an ABM standpoint, we made sure we were promoting the relevant tracks that made the most sense to the audience of data professionals we were promoting to,” said Hillary Carpio, director of ABM at Snowflake. “We couldn’t have done this without the SDRs,” she continued. The marketing team also enabled ABM tactics on LinkedIn Campaign Manager by leveraging Lead Gen Forms, which allowed prospects to quickly register and form-fill their LinkedIn profile information with the click of a button. “When Lead Gen Forms came out, we were incredibly excited. In the past, when we created LinkedIn events and sent out links, the front-end experience was amazing. But on the back-end, the data wasn’t routed as easily,” Marshal said. Lead Gen Form
