[Best of B2B] ABM with Hillary Carpio (Head of ABM at Snowflake)

Dave Gerhardt (0:00)

Hey, it's Dave, so Zoom Webinars & Events has made our recent Exit Five live sessions way more pro lately, but don't just take my word for it. Check this out, this is what Kelly B said. She said, I compare all other webinars now against Exit Five, I love that. And look, in a world of AI slop, we just want to make something that's actually worth going to. It's not easy to get an hour out of your day. I'm just the on-air talent though, so I'm gonna kick it over to Marissa and Maria. This is our Exit Five live production team, our content team here at Exit Five, since they're the ones actually making this all happen.

SPEAKER_2 (0:30)

I've been doing B2B content a long time. I know. It's hard to hold attention for more than 30 seconds, let alone a whole webinar. But Zoom Webinars helps. Recently we've had nearly 2,000 registrants, over 500 live and hundreds of hours of watch time on our sessions. Maria, what would you say is driving that?

SPEAKER_3 (0:46)

It all starts with prep. We do up to seven hours per session. Choosing a topic, prep calls, building the run of show and so much more. With Zoom Webinars & Events, everything's in one place. Registration, emails, polls, analytics. So it's simple to run that cycle every two weeks. At showtime, I hand it back to Marissa in Zoom's production studio.

SPEAKER_2 (1:06)

With Zoom's production studio, I can set the scenes in advance. So on the big day, I just send them live with speakers and content already in place. Clean transitions, crystal clear audio and video. I feel like I'm running the big game back there.

Dave Gerhardt (1:18)

So this is why our webinars have been crushing it lately. Look, they just said we're spending seven hours per session on this. And don't just take our word for it. Come and see firsthand. We run these every other Friday. It's called Exit Five Live, now powered by Zoom Webinars & Events. So come and check us out. See this whole thing live. And if you want to learn more about using Zoom at your company, check out zoom.com/exitfive. That's zoom.com/exitfive.

Hey, it's me, Dave. Today's episode is brought to you by Convertiv, a B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy. Q4 is the time of year when having a great agency partner matters more than ever. If you're shopping for a new agency, Convertiv is worth looking into. They work with marketing and operations leaders to help grow revenue across the business and AEO. One of the things I know you're thinking about right now is one of their specialties. Trusted by companies like DocuSign, Databank, and Constructor, Convertiv builds on the search and marketing work you're already doing and helps optimize your site so more of your buyers find you and turn it into pipeline. Right now, they're offering Exit Five listeners a free AI search review. They'll run the questions your buyers are actually asking through your Google and AI tools, show you how you stack up against competitors and tell you what's worth fixing. If you're looking for a refresh of your AEO strategy in 2027, this AI search review with Convertiv is a great place to start. Check it out. It's convertiv.com/exitfive.

That's convertiv.com/exitfive.

You can also see the link in the show notes.

All right, look, everywhere you look online right now, everyone's telling you the new way to do marketing because of AI. I think because of that, there's so much perceived change and innovation and speed and technology and AI and agents in marketing right now. I think we've forgotten a little bit about the timeless lessons in marketing. Just like life, there's a bunch of timeless principles that kind of always work. Whether I'm reading a book from 1925 about advertising and copywriting that still applies today or if I'm doing an interview with someone here on our podcast, I'm just reminded all the time about how it's easy to open up LinkedIn and feel like you're behind or feel like you need to chase the newest tool, tactic or channel. So we want to profile some of the more timeless lessons here on our Exit Five podcast, right? Everybody in B2B is chasing what's new, new channels, new tools, new playbooks, but the fundamentals haven't changed. Some marketing lessons never go out of style. And that's why we handpicked this episode for you in your ears. We're blessing this as one of the greatest hits of the Exit Five podcast, one of our all time, most played episodes. And here's this one for you. I hope this is a dose of timeless marketing that you need to ground yourself today. All right, Hillary's here. I'm excited to do this. We did a podcast about a first podcast we did about ABM was the most downloaded episode ever. And I just was saying to you, I think this one is going to beat that one. And that's not to knock Brandon, who is our guest on that. But I just I think you have a great story. And I think there's more buzz and chatter about ABM. So before we dive into ABM specifically, Hillary, can you give some context to who you are? What's your name? What do you do?