Jim Gilkey sits down with Jamal Layne, Account-Based Marketing Manager at Snowflake, to reveal the ABM basics that actually move pipeline. Jamal underscores rock-solid essentials: use firmographic and technographic data for laser-focused account selection, build segmentation that mirrors real-world buying groups, and connect with industry leaders on LinkedIn for fresh intent signals.
He explains why content must map directly to each buyer-journey stage—thought leadership to earn trust, case studies to speed deals—and how marketers should quarterback cross-functional teams “like killer whales,” keeping feedback loops open and optimizing on the fly. By sharing wins and engagement metrics with stakeholders, you keep everyone aligned on business outcomes. If you’re hungry to tighten your ABM game, Jamal’s playbook is a must-listen.
👤 Guest Bio
- Jamal Layne is an Account-Based Marketing Manager at Snowflake who blends account insights, intent data, and tight sales alignment to drive revenue. With deep experience in digital and account-based marketing, he specializes in clear segmentation, tailored content, and continuous optimization across the funnel.
📌 What We Cover- Master the fundamentals: account selection, segmentation, and insights
- Leverage firmographic, technographic, and industry data to target effectively
- Spot intent by connecting with key industry principals on LinkedIn
- Align content to each buyer stage—trust-building thought leadership vs. deal-accelerating case studies
- Quarterback sales, marketing, and ops for a cohesive go-to-market strategy
- Keep an open feedback loop: refine tactics without ditching the whole plan
- Share engagement, revenue, and win data to prove impact and stay aligned
- Jamal’s account-based beverage pick: water—stay hydrated!
🔗 Resources Mentioned
