The propensity playbook

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 AI-driven engagement signals using Demandbase AI and Snowflake Intelligence to predict exactly which accounts are ready to engage.

Watch the session for an inside look at the data architecture and AI strategies that drove a 3x lift in booked meetings and a 30% increase in deal progression. In this session, you’ll discover:

• The Propensity Pivot: How to transition from broad account targeting to running distinct, simultaneous campaigns into the same massive enterprise account without crossing wires.
• High-Scale Personalization: The framework and natural language AI Snowflake uses to identify high-intent account activity, feeding those signals directly to SDRs to close the gap with a human touch.
• The 4-Layer Framework: A deep dive into the Intelligence, Activation, Engagement, and Optimization layers that allow Snowflake to “fish with a spear” at a global scale.
• Sales-Marketing Synchronicity: How to navigate overwhelming sales requests using an impact vs. time matrix that aligns GTM teams on the exact next-best actions.