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Marketing Automation Authors: William Schmarzo, Ben Bradley, Plutora Blog, Mike Sweeney, Steve Mordue

Related Topics: Marketing and Sales, Marketing Automation, CRM

CRM: Article

What B2B Sales Teams Desperately Need from Marketing

A good argument changes the game

The prolific marketing writer Seth Godin talks about persuasion when it comes to marketing.  He shares his opinion that the ability to persuade is marketing’s role and not the ability to convince.  Relying on emotion to change behavior is a proven consumer-based marketing approach.  From a B2B standpoint, you will not get to the emotional level unless you have properly delivered an argument.

Let us define what an argument is and is not.

More Stories By John Ryan

John is an experienced leader with a strong background of defining and executing company strategies. He is especially skilled in channel management, market analysis, brand marketing and selling technology products and services. He has successfully served in a number of executive positions and has been in management for 20 years. John is currently writing a book on increasing revenue generation. He has been a co-author of a comprehensive marketing methodology for high tech companies and has helped venture capitalists and private equity firms gauge their technology investments. In 2004, John served as Vice President of Marketing for the NA arm of the $6B IT Services division of Siemens, AG. John served on the board of directors at WebTrends, purchased by NetIQ (NTIQ) for $1 billion in 2001. WebTrends was highly successful dominating the web site analysis and reporting space. Prior to WebTrends, John was the Vice President of Marketing for Tivoli Systems. John has worked as a contracted consultant for established companies, start ups and top analyst firms. John can be reached at john@johnwryan.com or you can follow him on Twitter @buyersteps