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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

I keep seeing that statistic - you know - the one that talks about how far through the buying process prospects are before they talk to salespeople. It's flawed. Here are a few reasons why: Prospects don't care if they're interacting with marketing or sales, they care about the quality of the conversation or interaction and that it's giving them what they need. Salespeople are perfectly capable of using the tools available today to engage with prospects across all stages of the buying process. And they should be competent at all of those conversations. Marketers can facilitate interactions by sharing the strategic problem-to-solution story across the continuum of the buying process to support both buyers and salespeople in having more relevant conversations. For some reason, we haven't embraced these realities collaboratively. Here's the question that we need to ans... (more)

Staying Top of Mind is Not the Goal for Email Marketing

When B2B marketers first embraced email marketing, the idea was to populate a database and continuously send one-size-fits-all messages to supposed prospects. The idea being that by keeping these folks exposed to your company's name and logo, you'd stay "top of mind." That process is now referred to as "spray and pray" marketing. In a longer-term, B2B complex sales process, just knowing your company's name or recognizing your logo is not enough. The one-size-fits-all email blast is a tactic, not a strategic marketing process. And, a lousy tactic at that when relevance and value ... (more)

Content without a Goal is Unemployed

Is your marketing content unemployed? What I mean by this is that content, to be of value to anyone, must do something. If your content is not written with the express intention of helping your audience learn, understand or take action about something (or all three), it's just sitting there on your web page, taking up space. And, quite possibly, driving people away from your website. A lot of content I come across doesn't live up to its billing. How many times have you read a headline and thought, "yes, just what I'm looking for," only to click through and be disappointed to lear... (more)

Just Do It! Use the Marketing Data You Have Now

Content Marketing on Ulitzer When I first talk with clients about e-marketing strategy I often hear that they don't have access to the data they need to implement a targeted nurturing program. Their eyes get big and glazed and they look like Bambi in the cross hairs. One of the things we forget as marketers is that our own status quo gets in our way as much as the status quo stance of our prospects. It's time for marketers to turn the focus on themselves for a moment and consider how they can free themselves to "just do it." Information overload is pervasive. Not just for prospe... (more)

B2B Websites Must Build Engagement with Every Click

Focusing on website navigation paths makes perfect sense for B2B websites with lengthening sales cycles. The added pressure for marketers to produce measurable ROMI means that each click needs to be considered a conversion that strengthens engagement, builds trust, and leads to verifiable conversations. Websites should drive buyer momentum and work toward reversing that lengthening sales cycle statistic. When you build a B2B website, it’s imperative that you think about the site user's context. You need to plan for and strategize every click and interaction by focusing on your we... (more)