Michele Grieshaber serves as VP-demand programs at IBM North America, where she leverages Big Data and marketing automation capabilities to feed a $20 billion sales pipeline. She will share her experience with SoCal BMA members at the November 12 B2B Rising conference.
BMA Buzz: How has data helped you better understand your audiences?
Michele Grieshaber: We use data obtained through primary and secondary research to create personas.
By Ryan Rieches, CEO and Co-Founder of RiechesBaird
CEO and Co-Founder
Courage. It’s the most important trait for an executive team to call upon when defining their corporate brand strategy. Why? It takes guts to venture into unchartered territory and truly stand out from the rest of the field.
Alan Rohrer is not a fan of the term Big Data. The sales consultant advises his clients to speak instead of the specific business advantages that marketing automation tools and complex data systems can provide. Whether we are selling technology to a client or to our own CFO, we need to choose language that holds meaning.
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