The Dave Gerhardt Show (from Exit Five)

ABM: What Ramp, Snowflake, and Hightouch are doing in 2026

65 snips
Feb 19, 2026
Guest
Casey Patterson
Guest
Drew Pinta
Guest
Brian Kotlyar
Brian Kotlyar, CMO of Hightouch, who builds warehouse-first activation and personalization. Drew Pinta, Director of Growth Data Science at Ramp, who models account similarity and intent. Casey Patterson, Director of ABM at Snowflake, who leads data-driven account selection. They discuss how ABM looks in 2026. Short takes on targeting, sales alignment, in-person plays, measurement, and scaling personalization with data and AI.
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ADVICE

Combine Enrichment With In-Person Events

  • Pair digital enrichment with offline activations: use research and gifts to get contacts open, then bring them to dinners or small events.
  • Casey Patterson says data enrichment plus field events creates customer conversations that drive engagement.
ADVICE

Build Ad Audiences From Warehouse Data

  • Build ad audiences from enriched account lists in your warehouse and sync them to channels; use match tools to expand identifiers.
  • Brian Kotlyar explains Hightouch maps account groups to ad platforms and enriches identifiers for match.
ADVICE

Start Small And Test ABM

  • Start ABM small by carving budget from existing digital spend and run controlled tests before scaling.
  • Casey Patterson advises tracking lift across funnels and testing with control groups to validate ABM fit.
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