The propensity playbook

Date: Tuesday, April 15, 2026

Time: 10:00am PT

In an era where “doing more with less” is a mandate, the Snowflake ABM team didn’t just unify their data—they weaponized it. By moving beyond traditional broad territory targeting, Snowflake built a sophisticated “Meeting Propensity” model powered by Snowflake Intelligence and Demandbase AI to predict exactly which accounts are ready to engage.

Join us for an inside look at the data architecture and AI strategies that drove a 2.3x lift in booked meetings and a 54% increase in click-through rates. In this session, you’ll discover:

• The Propensity Pivot: How to transition from manual budget allocation to AI-driven predictive modeling that reduces wasted spend by up to 38%.
• High-Scale Personalization: The framework Snowflake uses to generate AI ad copy for thousands of accounts without losing the human touch or brand authenticity.
• The 4-Layer Tech Stack: A deep dive into the Intelligence, Activation, Engagement, and Optimization layers that allow Snowflake to “fish with a spear” at global scale.
• Sales-Marketing Synchronicity: How to deliver “boardroom-ready” data that provides sales reps with the exact next-best actions for high-value accounts.