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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

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 Marketing), Jay Lipe (Smart Marketing). There are a couple of unique features of the B2B Marketing Zone that I think you'll find useful. Navigation: On the left you see navigation around Concepts, Tools, Types and Companies such as Forrester. This makes using the site much easier than only ha... (more)

Plan B2B Content for the Takeaway

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 - in... (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)

Stories that Sell - An Interview with Casey Hibbard

As most of you know, I've long been a proponent of storytelling for marketing and sales. Customer stories are one of the most valuable ways B2B companies can share their compelling value. They have the ability to simplify the complexity of considered purchases, validate that what you promise is true, and mitigate risk by proving the business case. Casey Hibbard, and her book Stories that Sell, provides a wealth of information about how to plan for, research and create customer success stories that help you sell more—and do so with ease. And, she ought to know. She's written over ... (more)

B2B Marketing Content Turn Offs

Content marketing is growing in leaps and bounds. The formats and types of content that engage your prospects are multiplying. The majority of B2B buyers turn to the Internet first to begin their research. In fact, research by Interwoven shows that 22% of global marketing spend (read $1.5 Trillion!) is allocated to content origination, publication, syndication and promotion. So it just won't do to put all that effort into content development if it only results in turning off your prospects. In order to eliminate the turn offs from your marketing content, you've got to assume your... (more)