Monday, January 30, 2017
from 6:00 PM to 8:00 PM
Savvy Cellar Wine Bar & Wine Shop
750 W Evelyn Ave
Mountain View, CA
Steps to Mountain View Caltrain Station with parking nearby
B2B Marketing Roundtable
Join us Monday, January 30th, for a special, panel-based, Interactive Marketing Roundtable Happy Hour with:
• Mike Goldgof, VP Marketing at WhiteHat Security
• Beth McCullough, Director, Demand Generation at WhiteHat Security
Incorporating Account Based Marketing into a Traditional Demand Generation organization - A Hybrid Approach
WhiteHat Security has been in the business of securing web applications for 15 years. It had a well-established traditional demand generation model and mix of marketing program to reach lead goals. Now looking for ways to target and reach more of those ideal customers, what steps did it take to expand on that to incorporate account-based marketing into their practices? Join this roundtable for an open discussion on this topic and learn how WhiteHat Security started on this journey to:
• Identify the Ideal Customer Profile (ICP)
• Select integrated marketing campaigns and collateral to address the ICP
• Work collaboratively for ABM buy-in and incorporation with traditional demand generation
• Get ABM adopted and off the ground
BMA Roundtables are set in intimate, interactive formats to foster exploration of specific, trending B2B Marketing disciplines. NorCal BMA has a long history of engaging Roundtable events and our series now includes:
• Intimate Setting of 25 Bay Area B2B Marketers
• Happy Hour Setting
• Interactive, Speaker led discussions
• Trending topics in B2B Marketing
• SF and Silicon Valley sell-out events, Monthly
Registration includes one drink ticket, drinks to be served by a certified sommelier, and appetizers.
***** Don't forget — seating is limited to 25 attendees. Once the event is sold out, you can't get tickets at the door, so don't get left out!
Mike Goldgof, VP Marketing at WhiteHat Security
Mike Goldgof brings over 20 years of executive experience in marketing and product management to WhiteHat where he is responsible for all product marketing activities. His previous experience includes senior roles in marketing, product management and business development with information security, software and telecommunications companies, including Juniper Networks, Hifn, Phoenix Technologies and Lucent. At WhiteHat Security, Mike is responsible for product messaging, solutions content, sales enablement and go-to-market strategies. He holds an MBA in Marketing from Columbia Business School and an MS in Electrical Engineering from Cornell University.
Beth McCullough, Director Demand Generation at WhiteHat Security
Responsible for leading the demand generation team in the successful execution of integrated marketing campaigns for WhiteHat Security. Synthesizing big-picture strategies into tactical quarterly plans to accomplish revenue goals and other corporate objectives. Collaborate with cross-functional teams, including Sales Development, Partner Development, Sales, Customer Success, and Product Management departments. Currently driving ABM (Account-Based Marketing) and other MarTech initiatives.