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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

We all talk about defining leads, managing leads, the nurturing process and other facets of lead generation, but the most important component of good lead generation is overlooked - the content strategy. Demand generation communications are often approached in a one-off fashion as a reaction to an upcoming milestone, like a new product launch, or an event, such as webinar registration. When that’s over, the campaign is discarded in favor of the next “hot” idea in the market. We talk at our prospects and customers in single threaded, one-way electronic statements – when we have the opportunity to have ongoing, interactive conversations that keep them talking. Lois Kelly sums it up succinctly when she says, “…the goal of marketing is not to assert conclusions but to engage an audience in a dialogue, which leads people to discoveries of their own.” [Beyond Buzz, 2007] ... (more)

What To Do When E-Marketing Engagement Levels Drop

I've been doing a lot of thinking about how marketers can optimize their lead engagement to deliver more opportunity-prone prospects to their sales departments. A growing number of B2B marketers have marketing automation technology to help them track, score and connect better than ever with their lead database. Discovering who your hottest prospects are and getting them to sales at exactly the right moment is becoming easier. This is a great thing for both quantifying marketing efforts and for generating higher alignment with sales, but what I'm wondering is what happens when t... (more)

Is Thank You in Your B2B Marketing Strategy?

I received a call recently from a charity I support every year. The guy on the phone was young, and the first thing he told me after where he was calling from was that he wasn't trying to raise funds. Okay. So, what did he want? He launched into reading a script that was supposed to make me feel good that I continually choose to support that charity. But he stumbled over the words so badly that it took me a bit to figure out the charity was trying to thank me. Then he reached the end of his script, said, "Have a nice day." AND HUNG UP. What a way to screw up Thank you! This cha... (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)

Every B2B Website Visitor's Click Must Count

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)