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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

B2B marketers know there are a number of people involved in a complex buying decision. What often goes overlooked is understanding not only who the marketing programs can reach and engage but how content gets shared among the group. It's common sense that the more people within an organization your content gains exposure with, the more opportunity your ideas and expertise has to gain sway. But, it's not as simple as we could hope for. The CMO Council report, The Content Connection to Vendor Selection, finds that there are three nearly equally weighted scenarios for content sharing among B2B buyers: 35% from the middle out 30% from the bottom up 29% from the top down While the study arrived at definitions for 6 "personas" - two for each type of researcher, influencer and decision maker - for how people source content and what types they favor, the problem I have with ... (more)

The Power of the B2B Buyer's Perspective

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... (more)

Screaming Louder Won't Help

When the economy trends down, it’s challenging enough to address people’s uncertainty and concerns. Buyers tend to hunker down and avoid anything that isn’t already a project in progress, sometimes even standing by while those projects shut down in mid-stage. You may start to notice a drop off in responses to your email campaigns. This can lead to a bit of uncertainty of your own in regards to your ability to maintain marketing effectiveness during the economic downturn. Often, in our tendency to respond to this perceived dip in prospect interest, we up our instances of email co... (more)

Quit Using Email to Train Your Leads to Ignore You

When you were building your website, of course you asked yourself these questions: Who's going to read it? What will they get from what they read? What do they do after that? What do you do in response? So how does all that play into your interactive marketing campaigns? It's a similar process, only there's a lot more interaction with potential customers to use for fine tuning as the campaign progresses. We all get email marketing messages. The ones that really irritate me are the offers that get sent repeatedly with the exact same messaging. If it doesn't catch my eye the first time... (more)

Professional Services Marketing Hot of the Presses

Marketing a professional services firm takes a bit of a different mindset than marketing a product and solutions company. One of the major differences is that the partners of the firm are doing the selling. Marketing has often been an after-thought or undervalued resource for service providers. However, the need to master engagement in the changing customer environment gives marketers the opportunity to become a critical component of a firm's ongoing success. Where services companies used to be able to rely on referrals and recommendation for their business development needs, that... (more)