How to Best Use Snowflake and ProFundCom

Using Snowflake alongside ProFundCom is a seriously powerful combination – if you treat Snowflake as your single source of truth for investor data, and ProFundCom as your activation + engagement layer.

Most firms get this wrong by either:

dumping data into Snowflake and doing nothing with it, or
over-relying on ProFundCom without enriching the data behind it

The magic is in joining the two properly.

1. Centralise Investor Data in Snowflake

Snowflake should hold everything about your investors, not just email activity.

Bring in:
– CRM data (e.g. Investor Dynamo, Salesforce)
– Website engagement (via tracking / APIs)
– Email engagement (from ProFundCom)
– Event/webinar data
– Fund exposure / product interest
– Third-party enrichment (allocator datasets, firmographics)

Key principle:
– No channel should own the truth — Snowflake does.

2. Use Snowflake for Segmentation (Not ProFundCom Alone)

Most firms segment inside marketing tools. That’s limiting.

Instead:

Build segments in Snowflake like:
– “Family offices in Europe showing increased activity last 30 days”
– “LPs who viewed Fund X + attended webinar but didn’t follow up”
– “Dormant allocators reactivating across multiple channels”

Then push those clean, high-value audiences into ProFundCom.

This is where you outperform competitors:
– Segmentation becomes data science, not list filtering

3. Push Audiences into ProFundCom for Activation

Once segments are built:

Sync lists into ProFundCom (via API / ETL / webhook)
Trigger:
– Email campaigns
– Nurture journeys
– Event invitations
– Follow-up sequences

Important:
ProFundCom should not decide who to target
It should execute perfectly on who Snowflake tells it to target

4. Push Engagement Data Back into Snowflake

This is where most setups break.

From ProFundCom, push back:

– Email sends, opens, clicks
– Document engagement (PDF tracking, watermarking insights)
– Web sessions
– Campaign attribution
– LeadDeck engagement scores

Why this matters:
You can now build true investor journeys, not siloed reports.

5. Build Proper Attribution & “Intent Models”

In Snowflake, you can create:

Examples:
– Engagement scoring models (multi-touch, not just opens)
– “Momentum indicators” (engagement accelerating vs decelerating)
– Channel attribution:
– Email vs webinar vs website vs sales outreach

This feeds back into:

– Sales prioritisation (LeadDeck)
– Smarter campaigns
– Board-level reporting

6. Power ProFundCom Features with Snowflake Data

This is where it gets interesting for you commercially.

Use Snowflake to enhance:

LeadDeck AI
– Feed in richer engagement + firmographic data
– Improve intent scoring and prioritisation

Reporting Studio
– Replace basic campaign metrics with:
– Investor journey analytics
– Fund-level interest tracking
– Revenue/AuM attribution

Dynamic Lists
– Instead of static filters → Snowflake-driven audiences
– Always up-to-date, always accurate

Common Mistakes (Worth Calling Out)

1. Treating Snowflake as a dump

If no models/logic → it’s just expensive storage

2. Letting ProFundCom own segmentation

Limits you to email-centric thinking

3. Not closing the loop

If engagement data doesn’t go back → no learning system

4. Overcomplicating too early

Start with:

• 3–5 high-value segments
• 1 attribution model
• 1 sales use case

A Simple “First Use Case” (High ROI)

Start here:

Goal: Identify “warming allocators”

In Snowflake:
Combine:

• Email clicks
• Website visits
• Webinar attendance
• Score engagement trend over 30 days

Output:

• “Top 50 warming investors”

In ProFundCom:

Trigger:

• Personalised outreach
• Sales alerts
• Follow-up campaigns

This alone can materially impact capital raising.