Thu, 4 October 2018
Joining us on the SBI Podcast is Mike Volpe, the Chief Marketing Officer for Cybereason, the world's most powerful cybersecurity analytics platform.
Often called the "godfather of inbound marketing" for his work in taking inbound marketing from an idea to a movement of tens of thousands of people, Mike Volpe is one of the most sought-after B2B marketers.
Today Mike is going to demonstrate how to replace leads with real opportunities for the sales team through the use of account based marketing. ABM is the effort performed by both marketing and sales to replace leads with opportunities for the sales team.
Why is this an important topic? Demand generation and lead management does not work for companies with business models dependent on a small number of accounts, but who spend a lot.