Supercharge ABM Strategies with Uberflip & Sigstr Content Personalization
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The document summarizes a discussion between representatives from Snowflake, Uberflip, and Sigstr about how they collaborate on account-based marketing strategies. Snowflake shifted to an ABM approach to focus sales on key verticals and accounts. They use Uberflip to create tailored content destinations and share timely, relevant content at scale. Sigstr allows them to run 110 personalized email signature campaigns simultaneously. The new integration between Uberflip and Sigstr will make it easier to connect Uberflip content to email campaigns and promote all content streams. The personalized approaches have led to high engagement rates and half of all content being consumed coming from 1-to-1 campaigns.
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Supercharge ABM Strategies with Uberflip & Sigstr Content Personalization
- 1. Supercharge Your Content & ABM Strategies with Uberflip & Sigstr
- 2. @uberflip | #conex The Speakers Director, Account-Based Marketing, Snowflake Brandi Smith Director, Marketing Sigstr Daniel Day VP of Demand Generation, Uberflip Brad Beutler
- 3. Who are you and what do you do?
- 5. Tell us about your ABM journey and your team’s approach
- 6. How do we move ABM from a buzzword to driving real business value? @uberflip | #conex
- 7. Why We Switched to Account Based Sales? • Historical analysis showed we played well in five key verticals • Growing too fast to let historical data tell the whole story • Scale the sales organization to focus on opportunity, not geography • Rebuild core demand-gen function with an account-based lens • Scale the success of a handful of account executives, globally
- 8. How do we move from vertical to true ABM? How do we use all the specific firmographic information we’ve collected? How do we support an ever growing sales organization with one-to-one targeting, and timely and relevant account-based campaigns? Scaling an ABM Strategy
- 9. ABM: The Snowflake Way ONE-TO-ONE ACCOUNT TARGETING PERSONALIZED MESSAGING & CTAS TAILORED CONTENT EXPERIENCES PREDICATED ON DRIVING ENGAGEMENT ALIGNMENT WITH SALES
- 10. What is your tech stack and how do you personalize at scale?
- 11. Our ABM Tech Stack Target Reach Engage Measure
- 13. How we do it Tailored one-to-one ads for each of our target accounts. PERSONALIZED MESSAGING
- 14. How we do it PERSONALIZED MESSAGING Tailored one-to-one ads for each of our target accounts.
- 15. How we do it PERSONALIZED MESSAGING Personalized ads and messaging in our email signatures.
- 17. Personalizing the Content Experience Our Challenges TAILORED CONTENT EXPERIENCES Targets with nowhere to land 1 2 3 Scaling personalization felt impossible No central location to host relevant content
- 18. How We Were Doing it TAILORED CONTENT EXPERIENCES
- 19. Scaling our ABM Strategy = Impossible
- 20. From Impossible to Scale TAILORED CONTENT EXPERIENCES
- 21. Sharing Relevant Content TAILORED CONTENT EXPERIENCES
- 22. Sharing Relevant Content TAILORED CONTENT EXPERIENCES
- 23. Personalizing the Content Experience Uberflip Has Helped Us 1 2 3 Create tailored content destinations 1 2 3 Share timely and relevant content Scale personalization TAILORED CONTENT EXPERIENCES
- 24. Have you tested any variations of content destinations with email signature marketing?
- 25. Snowflake’s email signature marketing strategy, use cases, and results so far... ● Use cases include: personalized content experiences, studies, reports...in addition to field marketing events, conferences, free trials, and webinars ● 110 personalized banners running at the same time based on the account, location, or marketing event ● 5,000+ all-time email signature banner clicks
- 26. Easily connect Uberflip content to email signature campaigns When creating a new Sigstr campaign, select "Connect To Platform" and see your Uberflip content right within Sigstr. Simply select the stream you want the banner to promote and launch within minutes.
- 27. PROMOTE ALL OF YOUR STREAMS WITH ESM
- 28. How does delivering an exceptional content experience impact your ABM success?
- 29. 10to create one-to-one personalized pages minutes TAILORED CONTENT EXPERIENCES
- 30. 100%on target accounts (500+) engagement TAILORED CONTENT EXPERIENCES
- 31. 50%came from 1-to-1 campaigns of all content consumed TAILORED CONTENT EXPERIENCES
- 32. How does targeted email signature marketing impact your ABM success?
- 33. TARGETED EMAIL SIGNATURE MARKETING Delivering Account Specific Content to ABM Targets
- 34. 110 running simultaneously in Sigstr account targeted email signature campaigns TARGETED EMAIL SIGNATURE MARKETING
- 35. What does the new integration between Uberflip & Sigstr mean for your team?
- 38. Daniel Day Director, ABM Snowflake @danielgday Daniel G. Day Brandi Smith VP, Demand Generation, Marketing Uberflip @brandismith01 Brandi Smith Brad Beutler Director, Marketing Sigstr @bbeutler4 Brad Beutler
Notas do Editor
- Every to introduceBrandi will intro her Account Based Marketers aka her guests: Lindsay and Heidi She's gonna put them on the hot seat and ask a few questions to see how they're leveraging video content in their personalized abm campaigns at scale
- Brad
- Brandi
- Brandi
- Bombora, sigstr, linkedin, snowflake, Uberflip API to Snowflake, July - 50% of content downloads came directly from 1-to-1 target accounts
- Sigstr
- it was one size fit all - and this experience was what all prospects got. No way to personalize - and repurpose content
- Talk about the tagging feature, how you can tag content based on personas, topics, industries etc. Uberflip has enabled us to scale 1-to-1 ABM with extremely targeted content and content journeys.
- We can put our rich understanding of our prospects into action with timely and relevant content The BDR and field teams have completely adopted the platform. They love that they can use relevant content to create tailored experiences, using Sales Streams directly in their emails. Can talk about flipbot in slack and the Bombora Data when people open their sales streams
- Every single piece of customer facing marketing content we’ve created becomes a tool in our ABM arsenal
- Brad
- Brandi
- Brad
- Brad
- Final slide