Roundtable: ABM in Traditional DemandGen–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.

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 our 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

The setting

This is part of our roundtable series with a happy hour setting. Registration covers one drink ticket and appetizers.

There is ample time to network both before and after the presentation and discussion.

Conveniently located in the historic Mountain View Caltrain station with ample free parking nearby.

We've had sell-out crowds for all of our 2016 roundtable events, and expect 2017 to start off the same. Don't miss out, make sure you secure your seat!

Save the date, January 30, and register to attend the roundtable before you're left with no space!

ABM in Traditional DemandGen—A Hybrid Approach

by Mike Goldgof &
Beth McCullough

Monday, January 30, 2017 from 6:00 PM to 8:00 PM (PST)

Savvy Cellar Wine Bar & Wine Shop,
750 W Evelyn Ave, Mountain View, CA

Secure Your Seat Now!


Mike Goldof

Mike Goldgof is VP of Marketing at WhiteHat Security. He brings over 20 years of executive experience in marketing and product management to WhiteHat where he is responsible for all product marketing activities.

Mike's 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.

Mike holds an MBA in Marketing from Columbia Business School and an MS in Electrical Engineering from Cornell University.


Beth McCulloughBeth McCullough is Director of Demand Generation at WhiteHat Security.

Beth is responsible for leading the demand generation team in the successful execution of integrated marketing campaigns for WhiteHat Security. Her responsibilities include synthesizing big-picture strategies into tactical quarterly plans to accomplish revenue goals and other corporate objectives. She collaborates with cross-functional teams, including Sales Development, Partner Development, Sales, Customer Success, and Product Management departments. Beth is currently driving ABM (Account-Based Marketing) and other MarTech initiatives.

Sorry, this event is sold out