Shows
The New Automation Mindset: AI + Automation + IntegrationData-Driven Operations: Composition, Orchestration, and Account-Based MarketingIn this episode, Markus Zirn and Hillary Carpio delve into the dynamic world of Account Based Marketing (ABM). Leveraging her extensive experience, Hillary provides a peek into the strategies propelling Snowflake's market dominance. Drawing insights from her book 'Busting Silos', she illuminates the transformative power of automation, orchestration, and a profound understanding of human behaviors in modern marketing. Exploring Snowflake's unique ABM approach, they unravel the creation of their internal ABM platform and delve into the pivotal role of data and AI in shaping the future marketing landscape. Hillary shares her passionate advocacy for customer-centric methodologies, alongside invaluable advice...
2024-04-2439 min
Operations with Sean LaneThe Secret to Snowflake's Attribution and Finally Aligning Sales and Marketing with Hillary Carpio and Travis HenryIt’s not often someone builds something so high-functioning that it’s worthy of an entire book, but the guests on this episode accomplished exactly that.Hillary Carpio and Travis Henry from Snowflake, the cloud data platform, are the authors of Busting Silos, which details how Snowflake unites sales and marketing to win its best customers. Uniting Sales and Marketing is a claim made by many, accomplished by few. But these two might’ve pulled it off.In our conversation, they teach me the right and wrong questions to be ask...
2024-04-1938 min
OnBase: Smashing Sales and Marketing MisalignmentsEp. 462 | Revenue Alignment at UserGemsEpisode Summary
This episode of Sunny Side Up discusses revenue alignment at UserGems. Christian Kletzl, CEO of UserGems, and Trinity Nguyen, VP of Marketing, discuss how they align their sales and marketing teams to work towards shared goals and metrics. They highlight challenges like differing objectives but emphasize removing ego and prioritizing company goals. Champion tracking is also discussed as a way to focus sales and marketing efforts on key accounts and individuals. Setting OKRs and transparency in goals are identified as ways to build alignment.
About the guest
Christian KletzlChristian Kletzl is CEO and...
2024-03-1923 min
The Dave Gerhardt Show (from Exit Five)#113: ABM | Account-Based Marketing (with Hillary Carpio, Head of ABM at Snowflake)Dave is joined by Hillary Carpio, Head of ABM at Snowflake for a deep dive on account-based marketing. Hillary runs a 20 person team focused on ABM at Snowflake today an she's also the author of the book "Busting Silos: How Snowflake Unites Sales & Marketing To Win Its Best Customers."Hillary discusses how Snowflake has built an "account-based organization", ABM vs. Demand Generation, how to measure ABM, what an effective ABM campaign looks like, creating a tiered ABM strategy, how marketing exists to support sales at Snowflake and why it works, how tools like ChatGPT can help ABM...
2024-01-1949 min
GTM UnfilteredB2B Lessons From Streaming & What It Takes To Be Disruptive - GTM Unfiltered - Episode # 013This week, Co-Hosts Matt Amundson, Craig Rosenberg, and Judd Borakove dive into the importance of focusing on your core product, the significance of innovation in tech companies like Salesforce, Marketo, and HubSpot, and what to do when old playbooks fail. They also wrap up the year with each of their key takeaways: 1. Focus, 2. Test your butt off, and 3. Stop Firing Talent.Also, Craig texts his son, Judd mentions bundling more than Patrick Mahomes, and Matt shares his love for Die Hard 2.Chapters:00:00 - Judd welcomes everyone back!01:32...
2024-01-0541 min
The Data Stack Show164: How The GTM and Data Teams at Snowflake Work Together with Travis Henry and Hillary CarpioHighlights from this week’s conversation include:The Unique Perspective of Practitioners (2:10)Account-based Marketing (6:30)Sales Development Representatives (SDR) (8:05)Descriptive, People, and Engagement Data (11:38)Data Overload and Actionable Data (14:20)Working with Data Teams and Internal Data (17:52)The relationship between business and data teams (22:27)The importance of collaboration between marketing and data teams (24:17)Travis and Hillary writing a book (25:33)The taxonomy of personas (34:23)Bucketing and grouping people in data systems (35:37)Account-based marketing and sales alignment (39:00)The data-driven approach and reliance on technology (44:25)Managing complexity in data and account-based marketing (45:35)Adapting to change and evolving data artifacts (51:58)The importance of understanding th...
2023-11-1556 min
The Data Stack ShowThe PRQL: Navigating the World of Data Overload with Travis Henry and Hillary Carpio of SnowflakeIn this bonus episode, Eric and Kostas preview their upcoming conversation with Travis Henry and Hillary Carpio of Snowflake.
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2023-11-1304 minThe Dave Gerhardt Show (from Exit Five)#88: ABM, Bringing Sales & Marketing Together To Win More Customers, Busting Silos with Hillary Carpio & Travis Henry from SnowflakeHillary Carpio and Travis Henry are the authors of "Busting Silos: How Snowflake Unites Sales & Marketing To Win Its Best Customers." Hillary (Head of ABM) and Travis (Director, Sales Operations & Enablement) work at Snowflake and helped scale the go-to-market program behind one of the fastest growing software companies in history. Not satisfied with the traditional model of separate sales and marketing functions, they married both integrated, account-based, cross-functional teams that targeted and closed business at historic rates. In this episode we discuss their new book, how it came to be, and the lessons learned at Snowflake that t...
2023-08-0156 min
Reinvent B2B Customer GrowthEp. 53 Snowflake: Unpacking the Power of ABMIn this podcast Hillary Carpio, Senior Director of ABM at Snowflake, discusses how combining agile methodologies with scalable ABM practices helps to successfully navigate the challenges of the enterprise market, creating meaningful connections and driving revenue growth.
2023-07-1835 min
GTM Speed DialBehind the Scenes of Busting Silos with Travis HenryIn this season finale of GTM Speed Dial, co-authors Travis Henry and Hillary Carpio share a candid conversation about the behind the scenes of their newly released book, Busting Silos.
Travis leads the Global SDR Operations and Enablement organization at Snowflake, supporting the GTM motion for integrated sales development and is the partner in crime to podcast host, Hillary.
Get your copy of busting silos at bustingsilosbook.com or anywhere books are sold.
2023-06-2234 minGTM Speed DialLife After Third Party Cookies with Kushan PatelB2B marketers have relied on 3rd party advertising cookies for years as a critical part of a hyper-targeted display strategy. With Google deprecating these cookies at the end of 2024, what should GTM leaders be doing to prepare? Kushan Patel, VP of Product at Rollworks, joined dialed in to share his insights about how this move will impact the industry, what AdTech vendors are doing now to prepare, and what other strategies and channels advertisers can employ instead.
2023-06-0823 minGTM Speed DialCreating Impact as an ABM Team of One with Dan CafieroHow do you build and scale a global function without direct reports? In this episode, Dan Cafiero, Sr. Program Manager of ABM and Paid Media and Seagate joins the podcast to share his insights. Having built his function as a team of one, he is sharing his insights for choosing the company and role if you are a soloist, how to leverage vendors as your extended team, and how he leverages data and automation to scale his operations.
2023-05-2523 minGTM Speed DialHow to Manage Your Calendar Like a Pro with MJ JenkersonRaise your hand if you have said this week, "Sorry I am late, I was in back to back meetings." On this episode of the GTM Speed Dial Podcast, we are tackling all-things calendar management with a seasoned pro, MJ (Maria) Jenkerson. After all, effective use of time is a critical skill for GTM leadership. MJ is an award-winning Silicon Valley Executive Assistant, having supported executives at companies including Splunk, Google, Yahoo, the Golden State Warriors and more. She is currently the Head of Marketing Administration and executive support to the Chief Marketing Officer at Snowflake.
2023-05-1125 minGTM Speed DialProduct Led Growth (PLG) 101 with Tim GeisenheimerPLG are three letters that are all the buzz in the B2B world, but what do they even mean? In this episode, Correlated Cofounder and CEO Tim Geisenheimer joins Hillary Carpio to take listeners through the basics of product led growth. Hillary asks the "embarrassing simple" questions so you don't have to, like what the heck is PLG, really? Who should be doing it and who should not be? Why is it so popular and what tips does Tim have for listeners on the product led growth journey? This episode is a great crash course on PLG in...
2023-04-2727 minGTM Speed DialYour ABM Questions, Answered with Hillary CarpioJoin this episode of the GTM Speed Dial Podcast to hear Hillary Carpio, host of the podcast and Head of Account Based Marketing at Snowflake, answer questions submitted by listeners. Hillary has both led teams of 20+ dedicated to ABM and built a program from the ground up as a team of 1. In this episode, she combines her experiences doing it herself as well as advising startups to bring you the latest advice for best-in-class account based marketing.
2023-04-1328 minGTM Speed DialHow to Maximize ROI by Upcycling Content with Declan MulkeenDeclan Mulkeen, the King of Content and CMO at Strategic ABM, consistently produces high-value content that draws remarkable engagement across his web properties. His trick, however, is not to create new content all of the time, but rather to really understand his content pillars and then upcycle his content into new formats with seasonal relevancy. Having witnessed his content mastery first hand, Hillary called Declan on GTM Speed Dial to help listeners understand how he builds his content strategy and how he repurposes single assets into multiple deliverables with major impact. This episode will leave listeners with clear direction...
2023-03-3034 minGTM Speed DialHow to Create Inclusivity and Authenticity at Work with Jasmine GarciaOdalys Jasmine Garcia Arce is an advocate and voice of the LatinX community, the host of HellaLatin@ podcast, content creator, and a LinkedIn Diversity and Inclusion team member. In this episode, Jasmine shares actionable tips for leaders to create inclusive work environments, moments of belonging, and a space where team members can do their best work as a result of feeling welcome to be their authentic selves. Regardless of your title, role or level, Jasmine leaves listeners with tangible advice to start taking steps to a more-inclusive, authentic workspace today.
2023-03-1630 minThe Dave Gerhardt Show (from Exit Five)#61: ABM with Hillary Carpio (Head of ABM at Snowflake)Dave is joined by Hillary Carpio, Head of ABM at Snowflake for a deep dive on account-based marketing. Hillary runs a 20 person team focused on ABM at Snowflake today.They discuss why Snowflake has been an "account-based organization", ABM vs. Demand Generation, how to measure ABM, what an effective ABM campaign looks like, creating a tiered ABM strategy, how marketing exists to support sales at Snowflake and why it works, how tools like ChatGPT and Jasper can help ABM marketers, and more.You can also checkout Hillary's "GTM Speed Dial" podcast if you want more...
2023-03-0652 minGTM Speed DialHow to Define, Measure and Hire for ABM with Hillary CarpioIn this episode, Hillary answers the listeners' questions about all-things Account Based Marketing. She has built ABM programs from scratch as a team of 1, scaled a team from 5-25 globally, and advises startups on how to leverage account-based best practices in early stages of growth. As the host of the podcast and Head of ABM at Snowflake, she shares her unfiltered thoughts on what ABM actually is, how to measure and report on success, and what skills, tasks and responsibilities Account Based Marketers should have. This in-depth episode will leave you with something new to consider whether you are...
2023-03-0230 minGTM Speed DialHow to Pitch and Execute Your Ideas Internally with Arthur CastilloIt is one thing to have great ideas, it is another to get them heard and executed in your organization. In this episode, Arthur Castillo, Head of Dark Social and Evangelism at Chili Piper, joins Hillary for the second of their 2-part podcast together. They break down the step-by-step process Arthur generated from his time as a sales rep to identify the right person to pitch your ideas to, what channels you should use to do so, what happens after the pitch, and how to actually bring the project to life. You will leave inspired to bring your ideas...
2023-02-1629 minGTM Speed DialDecoding Dark Social with Arthur CastilloArthur Castillo is the co-founder of Revenue Era, a private, invite only community that serves marketing teams that are obsessed with driving revenue. He is also an advisor and brand ambassador to multiple organizations while also serving as the head of dark social and evangelism at ChiliPiper. His natural knack for building community led him into his current role and has served as the common thread throughout his career. In this episode, Arthur and Hillary will discuss what dark social is and why it is important to go to market leaders, as well as how listeners can follow his...
2023-02-0231 minGTM Speed DialUnlocking the Potential of ChatGPT in B2B Marketing with Tim FreestoneIn this episode, Kiteworks CMO, Tim Freestone shares why ChatGPT and the democratization of AI will forever change B2B marketing. He shares how he is already leveraging AI in his current role, how it will affect his interview processes for new talent, and practical ways you can leverage ChatGPT and AI to drastically transform your work now and in the future.
2023-01-1935 min
Move The Needle - Real strategies. Data-driven growth. B2B results that move the needle.125: Using "Process KPIs" to Hit Goals (Hillary Carpio, Snowflake)Learn how Hillary Carpio (Sr. Dir. of ABM at Snowflake) uses “Process KPIs” to ensure her team can create sustainable, repeatable processes that help them hit their goals.
2023-01-1833 minGTM Speed Dial4 Steps from Rep to Exec with Asher MathewIn the inaugural episode of GTM Speed Dial, Asher Mathew, VP of GTM at DemandBase, joins Hillary to demystify the rep to exec journey. Asher takes the listeners through what GTM is, how relationships are at the core of it, the 4 levels of leadership between rep and exec, and why you need to stay at companies for longer than 18 months.
2023-01-0527 min
GTM Speed DialIntroducing GTM Speed DialThere is no playbook for GTM leadership and I wish there was - so I am creating one. Join Hillary Carpio for the upcoming new podcast, Go To Market Speed Dial, where she and guests will chat about B2B leadership, marketing, and all the things you wish were explained. She will call on tried and true mentors, new mentors, and talk to emerging leaders as well. Have a someone in your speed dial and want to bring on the show? Submit your guest requests, questions, and feedback at thehillarycarpio.com/podcast.
Topics: B2...
2022-12-0403 min
The Intent Data Exchange: Accelerating B2B Revenue GrowthHow to start ABM: Starting small versus an all-in-one approach, with Hillary CarpioIs there a wrong or right way to do ABM? Hillary Carpio, Director of ABM at Snowflake, dishes some ABM adoption tips in this episode of The Intent Data Exchange with Mike Burton, VP of data sales and Bombora co-founder. In addition to hearing the story of her career path, you’ll hear Hillary’s formula for aligning marketing with SDRs and Snowflake's plans for scalable and consistent growth.
2022-10-2626 min
The Marketing StirThe Marketing Stir Season 2 Recap: Nutanix, Snowflake, and BusinessSolverIn today's recap episode, we revisit guests from season 2, including Claudia Lee, VP of Partner Marketing at Nutanix; Hillary Carpio, Director of Account Based Marketing at Snowflake; and Kelley Butler, Director of Marketing Content at BusinessSolver.
2022-08-1610 minThe Marketing StirHillary Carpio (Snowflake) - The Unicorn HunterVincent and Ajay chat with Hillary Carpio, Director of account based marketing at Snowflake. She talks about how teams are highly integrated, and work across multiple channels and strategies, allowing for more precise targeting. Ajay is envious of Vincent's new mic, and Vincent is excited that New York is back.
2022-06-0737 min
Let’s talk ABM32. Personalizing ABM at scale | SnowflakeIn this episode of Let's talk ABM, Declan chats to Hillary Lupo Carpio. Hillary leads the ABM strategy at Snowflake, the Cloud Data platform. Hillary's built a sizable ABM function to support hundreds of Field Sellers across enterprise and Fortune 1000 accounts. The team runs integrated programs in target accounts with Field Marketing, Partner Marketing, Demand Gen and Sales Development to support more than 2,000 target accounts with the industry's best hyper-personalized experiences.
Watch this webinar and learn:
- How Snowflake personalizes ABM at scale
- Why strategy comes before technology
- What...
2021-10-1423 min
B2B Difference MakersThe Professional Jury-Rigger: Hillary Carpio of SnowflakeHillary Caprio is always on the lookout for new opportunities and ways to grow, which is how she found herself as the Director of ABM at Snowflake. In this conversation with Hillary, you’ll hear why she believes there’s no such thing as a master and how that mentality makes all the difference. What does Hillary think it takes to be a B2B Difference Maker? Find out in this episode. Takeaways: 1. There are No Masters of ABM Supporting Quote: Hillary: It's of my natur...
2020-09-1700 min