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Ryan A. Boyles Social Media Strategist IBM Software, Application and Infrastructure Middleware Ryan A. Boyles serves as the social media strategist for IBM Software, Application and Infrastructure Middleware.

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.



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