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How Snowflake Does Account-Level Personalization

For a long time, B2B marketers approached personalization by sticking a “Hi {First Name}” in an email. Those days are long gone. In this video, Hillary Carpio, Director of ABM at Snowflake, discusses what she strives to accomplish when rolling out different types of account-level personalization campaigns for any of Snowflakes top 1,500 accounts. 

Key Takeaways:

  • Display ads, email signatures, retargeting ads, and chatbots are working to personalize at the individual channel level, but don't forget about where you are leading people after the click. 
  • Snowflake has seen a 100% engagement rate in their top accounts, and a 14% likeliness of an account opening an opportunity when it has some form of personalized ABM effort versus an ordinary nurture. 
  • Build your personalization strategy to scale from the beginning, so that when a growth in demand happens in the future, you have built the infrastructure to handle it.