Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

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 communications thinking, if we can just get them to pay attention, we’ll be okay. This high-volume repetition of your message is akin to “screaming louder.” It’s actually perceived as monotonous, annoying and makes people click the delete key even faster to avoid you. Not to mention that it make... (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)

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)

How Catchy is Your Content?

Information overwhelm. We all suffer from it. Our job as B2B marketers is to create contagious content that catches—and keeps—the attention of our prospects across the entirety of a long-term complex purchase. That means your marketing content has to work even harder than you may have thought to rise above the noise. Seem daunting? Doesn't have to be. Not when you use Catch Factors. How many times have you heard that your content has to be relevant? Probably a lot. The word relevance is used so much that it's a bucket term. It's simply too bottomless to be helpful in guiding the ... (more)

B2B Prospects in Funnels More Than Pipelines

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 th... (more)