How and when do you communicate the value of your technology solution to prospects who are on tight budgets? In this interview, Rico Andrade, VP of Marketing at Celigo tells how his team determines where prospects are in the sales cycle and how to help companies visualize the future value of their investment.

He also discusses why his team has doubled down on their middle-of-funnel marketing strategy and what technology, lead scoring, and digital advertising strategies they are using in order to successfully approach targets that are exhibiting a propensity to buy.