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Why the Best ABM Campaigns Go Beyond Digital with Casey Patterson
Episode 45 • 19th August 2026 • Built for Brand • OneScreen
00:00:00 00:35:43

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Brands are not built everywhere at once. They are built one account, one market, and one moment at a time.

In this episode of Built for Brand, Greg Wise sits down with Casey Patterson, Director of North America ABM at Snowflake, to unpack how account-based marketing can turn out-of-home into a precise, revenue-minded growth lever. Casey shares how her team combined billboards, field marketing, gifting, internal content, and sales follow-up to double account engagement, attract more than 500 event attendees, and create over six million impressions around a single strategic customer.

Greg and Casey also explore why brands are increasingly built one place at a time, how “unreasonable alignment” with sales improves marketing decisions, and why AI should free marketers to create more human, tangible experiences, not fewer of them.

Key Takeaways:

  • Why account-based out-of-home can make high-value buyers feel seen without requiring a massive national brand budget
  • How Snowflake layers OOH with field events, gifting, SDR outreach, and sales intelligence to create coordinated “swarm” campaigns
  • Why automating repetitive digital execution can give marketers more time for creativity, experiential campaigns, and real human connection

If your ABM strategy still lives entirely inside digital platforms, this episode shows what becomes possible when you take the brand beyond the feed and build it where your buyers actually are.

Highlights:

(00:00) Meet Casey Patterson

(01:14) Reacting to DHL’s maze billboard

(08:30) Inside Snowflake’s account-based swarm campaign

(12:48) Why brands can start in smaller markets

(15:14) Letting sales lead account prioritization

(17:17) What unreasonable alignment with sales looks like

(21:52) How agentic ABM changes the marketer’s role

(23:22) Using AI to create more human marketing

(27:26) Why out-of-home is already back

(29:08) Measuring OOH through account impact and revenue

Resources:

Casey Patterson on LinkedIn: https://www.linkedin.com/in/casey--patterson/

Check out Snowflake: https://www.snowflake.com/

Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/

Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/

Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai

Created in partnership with Share Your Genius: https://shareyourgenius.com/

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