John Vinson is the Marketing Director at V-Soft Consulting, a global IT consulting firm. With over two decades of experience in digital marketing, he has witnessed the industry’s evolution firsthand. Specializing in demand generation, John is passionate about bridging the gap between marketing and sales, helping organizations craft impactful strategies that drive meaningful results.
Here’s a glimpse of what you’ll learn:
- [03:41] What defines demand generation and why it requires collaboration between marketing and sales.
- [05:00] Insights into balancing brand marketing with lead generation goals.
- [12:30] The importance of choosing and implementing CRM and automation tools thoughtfully.
- [20:00] How to craft personalized outreach strategies based on organizational roles.
- [28:00] The role of ABM in pinpointing market-ready companies and integrating marketing channels.
- [34:00] How to embrace analytics as a storytelling tool for marketing success.
In this episode…
In this episode of the Tailwind Marketing Podcast, host Carlos Corredor chats with John Vinson, Marketing Director at V-Soft Consulting, about the evolution of demand generation in B2B marketing and how it has evolved from what he calls the “wild west of digital marketing.” John shares insights on bridging the gap between marketing and sales, the role of CRM and ABM tools, and balancing automation with personalization.
Resources mentioned in this episode:
Quotable Moments:
- “Demand generation is marketing with a purpose—it’s about marketing towards developing a conversation.”
- “If you’re running demand generation campaigns and there’s a lack of connection between marketing and sales, you’re not gonna have an effective demand generation. It just won’t work.”
- “Always consider yourself learning—everything you do in marketing is malleable because it changes.”
- “Automation and AI are very powerful tools, but both are easily misused and overused.”
- “Marketers are stewards for sales. But when marketing drives revenue, it becomes a critical part of the business.”
Action Steps:
- Align Sales and Marketing: Foster a collaborative relationship between teams to ensure shared goals and cohesive execution.
- Leverage CRM Tools: Invest in tools that integrate well with your workflows and enable comprehensive data tracking.
- Refine Automation: Use automation thoughtfully, focusing on quality outreach rather than generic mass communication.
- Adopt ABM Strategies: Use ABM platforms to identify in-market companies and align marketing efforts with sales priorities.
- Tell Your Story with Analytics: Transform raw data into insights that stakeholders can understand and act on.
Sponsor for this episode…
This episode is brought to you by Condor Digital Marketing.
Condor is an ROI-driven digital marketing agency built by entrepreneurs for entrepreneurs.
Our expert team helps clients identify and execute initiatives focused on business growth. We aim to democratize digital marketing with proven strategies and measurements that guarantee a return on investment by leveraging innovative technologies and the support of our Latin American office.
We provide strategic digital marketing advice, website development, content generation, SEO, performance marketing, social media marketing, CRM and email automation, web analytics and BI reporting, video production, and staffing services.
To learn more about our execution of ROI-focused marketing, reach out to us at CondorAgency.com or email us at hello@condoragency.com.
