Why the Next Era of ABM Targets the Person, Not the Account (with Casey Patterson, Snowflake)

#405 | Dasha sits down with Casey Patterson, who runs North American ABM at Snowflake, to talk about what ABM looks like as AI reshapes it - live from Drive. Casey explains why the next era of ABM moves past the account to the individual, how her team goes from an account’s intent spike to a personalized gift in four days, and what she means by “tokenomics,” matching the right AI tool to each job. She shares how she inspires her team to disrupt their work a little every week so they never fall behind. Casey dives into her “database washing machine” project for cleaning expired marketing data and an agent that tells sales which event to invite each account to. In the end, Casey names one thing she won’t let AI replace (the direct sales connection), and her 2027 bets on account-based billboards and CMO-to-CMO video.

Timstamps

Join 50,0000 people who get The Exit Five Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.

Webflow: Webflow helps you get discovered in AI search and build fully custom sites without a developer, and its new Webflow Campaigns turns your brand system into on-brand landing pages and ads. Make your website your biggest growth engine in 2027 at webflow.com/exit-five.

Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack u