When your sales funnel starts to looks more like a martini glass, it’s time to try a different approach.

An influx of leads at the top of the funnel is great unless the rest of the pipeline can’t keep pace with the growth. As leads are discarded or get stuck, conversion rates tend to plummet.

In this episode, Tyler Lessard, CMO at Vidyard, discusses how and why account-based marketing may be the right move and how to avoid crossing the fine line between marketing and spam.