In this episode, we have Vedran Soloja joining us to talk about what it takes to make prospective buyers not only recognize the problem but also take a step further and act on solving it. Vedran is Senior Marketing Communications Manager at Microsoft, responsible for demand generation for security and productivity solutions in Central and Eastern Europe. During the conversation, we dig deeper into the following topics on positioning and selling solutions like security to small and mid-size businesses (SMB): • Why do businesses prefer keeping the status "quo" even if the threat or problem is obvious • How can marketing help activate "dormant" prospects to act • What marketing programs should be considered for creating demand if you are selling solutions like security • What channels are most appropriate for the CEE region