Why the next era of ABM targets the person, not the account (with Casey Patterson, Snowflake)

Casey Patterson (0:00)

Hey, it's Dave.

Dave Gerhardt (0:00)

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.

Dasha (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?

Maria (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.

Dasha (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, and you can also see the link in the show notes. You're listening to The Dave Gerhardt Show.

Dasha (3:04)

The episode that you're about to listen to was recorded live in Stovermont at Exit Five's Drive Event. And I sat down with account-based marketer Casey Patterson. She is the founder of Exit Five, and also the director of North American Account-Based Marketing at a company called Snowflake. Snowflake is a huge company, and Casey has spent almost four years working there purely on account-based marketing. So when I think of someone who knows the ins and outs of account-based marketing and has a large budget to work with and run a lot of creative plays, Casey is the first person that comes to mind. She actually had a sold-out workshop at Drive where she talked about agentic ABM. So we touch on that in this episode. Then I just talk about what worked for her in 2026 and when she's betting on in 2027

If you're listening or watching and you're wondering what the heck is going on, we recorded outside and it was the windiest day probably of my life. You might hear us fighting for our lives against the wind. I hope you enjoy the episode. I sure enjoyed sitting down with Casey. She is one of my favorite people that I met at Drive this year. Enjoy.