Utilizing Paid Social with Different Assets & Audience Increases MQL 105%

The Challenge

After a period of strong opportunity growth, Snowflake shifted its focus toward generating net new MQLs from good-fit accounts. This change required a fundamental reset in how success was defined and how campaigns were built, optimized, and measured.

With KPIs moving from Opportunities to MQLs, the existing strategy, particularly paid social, faced real risk. Paid social had been a major growth lever, largely powered by remarketing and known audiences. At the same time, regional performance, especially in APAC, lagged behind expectations and needed improvement.

Obility was tasked with rethinking the entire digital approach, digging into the data to determine which channels, audiences, and offers could reliably drive high-quality net new demand at scale.

The Solution

To meet the new goals, Obility shifted Snowflake’s strategy from remarketing-heavy campaigns to a prospecting-first model designed to engage unknown buyers and bring new names into the funnel.

We activated multiple paid media platforms, each with distinct targeting strengths, to reach high-intent audiences earlier in their buying journey. This included Facebook interest-based targeting alongside LinkedIn’s advanced firmographic and role-based targeting, including groups, job titles, functions, and skills. A wide range of offers were tested to understand what resonated most across regions and verticals.

As Snowflake expanded beyond data warehousing into new product areas, Obility built and refined audiences aligned to these evolving use cases. Over time, audience and offer combinations were continuously optimized to maximize net new MQL volume while maintaining efficiency.

How we did it

• Reallocated budget away from retargeting and toward high-performing prospecting campaigns across all platforms

• Optimized campaigns bi-weekly to saturate top-performing audience and offer combinations

• Launched and tested multiple creative assets within tightly defined audience segments

• Prioritized engagement beyond simple content downloads, including webinars, academies, and digital events

• Ran always-on audience testing to identify the best targeting mix by platform, region, and vertical

The Results

In under a year, Snowflake achieved:

• 105% growth in net new MQLs
• 31% lower cost per MQL

Snowflake is a prime example of Obility’s full-funnel, data-driven execution. Over the course of the partnership, we helped scale paid media investment from $15K per month to more than $700K per month, supporting Snowflake’s growth through what became the largest tech IPO at the time.

Obility’s Data, Paid Search, and Paid Social teams worked in lockstep to ensure full visibility into pipeline and revenue impact. By trusting the data, Snowflake had confidence that budget was being allocated to what worked, allowing campaigns to be optimized to revenue, not just leads.