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.

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?

4. Snowflake:
What We 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

12. Personalized
Messaging

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.

16. Tailored Content
Experiences

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