Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

It should come as no surprise that your B2B marketing content and nurturing programs are being tapped to provide value farther across the buying process. In fact, many of you are now tasked with moving prospects to that nirvana called sales readiness—before salespeople ever see them. Because B2B buyers can now push sales activities to whenever they're ready, your funnel may be longer than your pipeline. This reality layers additional responsibility on the marketing team, but it also leaves salespeople somewhat at odds. You see, when company's had a hold on critical information their buyers needed to learn how to solve their problems, a salesperson gained entry to the relationship a lot earlier. They got to know their prospects and helped them navigate the tricky waters of considered purchase decisions. The salesperson with the best relationship usually won the deal.... (more)

B2B Website Back Door Optimization

Many of the buyers who visit your company’s website probably originate from a click generated by a search result. Most marketers have done a great job managing from the home page inward. But, how many marketers spend time optimizing from the back of a website to the front? Consider that an interior page can often be the first introduction many of your buyers have to your company. Are you certain of the impression you’re making? Could it be stronger? Stop now and go to a search engine and type in your company name, product, or a keyword and take a look at the search results. Notice... (more)

Take Your Content Strategy up Stream

During the Q&A of the Content is Marketing Currency Webinar, sponsored by GoToWebinar today (#CntCrncy), a question arose that I don't think I did justice. Someone asked what they could do to attract even more leads and improve their response if they already had a content strategy in place. This is a great question! First - a couple of things you should realize about a content strategy: It must continuously evolve - perfection is not ever a done deal. This is because your buyers and influencers are moving targets. Change is swift and priorities shift at a rapid pace. Employees rel... (more)

Define Progressive Triggers for Content Marketing Programs

One of the questions I get asked often is how to define and respond to triggers within content marketing programs for B2B complex sales. I wish there was a simple answer to this question because it feels like I'm copping out if I say, "Well, it depends..." Unfortunately, it does. What works as a trigger for other companies' buyers may not work for your buyers. What works for one type of buyer may not work for another. Plus, there are a variety of different types of triggers, so which ones are you talking about? Sales-ready indicators. Yes, I know. But back up for a minute. Trigge... (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)