Snowflake uses granular targeting options on LinkedIn, Facebook, and Twitter to develop hypertargeted marketing campaigns for specific companies and roles. They build customized content strategies for each target company, testing different messages, calls to action, and assets. Snowflake follows rules for these campaigns, like varying the timing, reusing relevant existing content, limiting images used, and avoiding the target company's logo in order to pitch their solutions while avoiding appearing as a direct competitor.

1. Snowflake’s Hypertargeted
Marketing
ANALYSIS OF CAMPAIGNS AIMED AT SOLVES BY COMPANY
JUNE TO DECEMBER 2018

2. A B2B Unicorn is working granularly
 LinkedIn, Facebook and Twitter provide granular
targeting options that enable targeted audience subsets
(position, job function, seniority level or title, gepgraphy,
region)
 Adroll and others provide sophisticated retargeting.
 With a granular approach, Snowflake has tested different
creatives, calls to action and content assets for each
company, not just a persona.
 They build a targeted content marketing strategy across
marketing channels, by specific sales target.

3. And they work
by some rules.

4. Target Specific Companies

5. Vary the target calendar
Company June July Aug Sep Oct Nov Dec
Salesforce
United
WeWork
Under Armour
Adidas
Shutterfly
AIG
Nielsen
Walmart
Months that Creative was seen Source: MOAT

6. Push Existing Content for a Solve

7. Use the ♡ emoji to invoke emotion

8. Vary the pitch line

9. Keep the images limited

10. Don’t use the target company’s logo

11. Marc Parrish  marc.parrish@gmail.com