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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.

Jay Baer “We’re in a tricky place,” Jay Baer says. “Everything conspires to make us think, act, measure. But the best way to be successful is to play the long game.

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