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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

Content Marketing Journal There's an evolving list of all the things you need to consider when developing B2B marketing content. One of the components often discussed is the call to action. And, yes, you still have to do that. What's important to understand is that the call to action is not the takeaway. A call to action is what you want your prospects and customers to do next. A takeaway is the specific impression or memory the audience walks away with after reading your content. A good takeaway is: Conceptual - produces an idea your content helped generate. Conversational - inspires sharing of that idea in the their own words Recommendable - promotes people to pass the content along to others Transferable - applicable to their own specific situations Visual - something they can "see" happening—not pie-in-the-sky thinking Quite often I read content that's technicall... (more)

Marketing Collateral Salespeople Actually Use

Marketers spend a lot of time creating content, messaging and resources to catch the attention of prospective customers. Research shows that salespeople spend an inordinate amount of time recreating that collateral in ways that work for them. What a colossal waste of time that salespeople could be spending face-to-face with those buyers. I was thinking about this today as I worked on planning a site map for a client's new website. I want to keep the content as flat as possible, limiting the clicks, so I kept turning the context around and around to determine the best way to do ... (more)

Genius is Bringing GURLs to the Social Party

I had the privilege of speaking with the Genius folks today about the GURLTMs and some cool new web analytics features they'll be rolling out this fall. For those of us who've been wondering how the heck to prove ROI is possible with social media, we may have found a way to do just that. Tracking the impact your social participation can make on active pipeline has been a pretty nebulous challenge. But the GURLs change that. GURLs are these super-powered, shortened URLs similar to what you may have seen from services like budURL, bitly, and others. I use budURLs to track many of m... (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)

B2B Marketing Zone Launches

Tony Karrer (Browse My Stuff) and Tom Pick (WebMarketCentral) have created and launched the B2B Marketing Zone as a filter to aggregate content for us in one spot. Similar to the idea of The Customer Collective for sales and marketing professionals and My Venture Pad aimed at SMBs and Junta42 for content marketing, this site focuses on a niche. I'm excited to be one of their launch bloggers along with the terrific expertise provided by Brian Carroll, Paul Dunay, Newt Barrett and Jon Miller. I love that it also includes some new perspectives such as Cece Salmon Miller (PR Meets M... (more)