ABM measurement differs from demand gen

#331 | Dave is joined by a group of marketing leaders from Ramp, Snowflake, and Hightouch for a discussion about ABM and their plans for 2026. Casey Patterson (Director of ABM, Snowflake), Drew Pinta (Director of Growth Data Science, Ramp), and Brian Kotlyar (CMO, Hightouch) break down what ABM actually looks like in 2026 and what’s working right now inside of their companies. They share how they’re picking target accounts, aligning with sales, and building programs that go way beyond running ads. The group also digs into measurement, personalization, and how teams are using better data and AI to scale ABM without wasting budget. If you need a deeper dive on ABM tactics right now, this is the episode for you

Timestamps

• (00:00) - - Why ABM is still a top topic in 2026
• (04:28) - - Intros: Snowflake, Ramp, and Hightouch
• (07:48) - - Defining ABM (and why sales alignment is everything)
• (13:58) - - The “stop list”: ABM tactics they’ve killed
• (16:28) - - Why paid social “ABM awareness” is overrated
• (19:48) - - Shifting ABM to in-person and physical plays
• (23:58) - - Budgeting for ABM and how to start small
• (29:44) - - Why ABM measurement is different than traditional demand gen
• (35:04) - - How they build ABM audiences using data + signals
• (40:24) - - Scaling personalization without making it manual
• (46:04) - - Final takeaways and wrap-up

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