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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

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 prospects perspective and give your content some tough love—before you let it fly. Here's a down and dirty 7 Point Content Value Audit: Jargon, Hype, Fluff, and blatant Puffery have no place in compelling content. Do I need to say more? Actually, Go Thump Your Chest in the Gym a post from the... (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)

Plug Your Marketing Leaks

Marketing is making strides in lead generation, but how kinetic is their nurturing? Lead nurturing is often thought about as being found with a flag waving when your leads decide to take action about resolving a problem your products or services address. If this is your marketing strategy, you're leaving a lot to chance just hanging around waiting to be found. Maybe for some of your longer-horizon leads this is fine, but it's not going to help you speed up getting quality opportunities to opt into sales conversations. You've all seen those funnel diagrams that show spouts of lea... (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)

Strategy Beyond the Send

Strategy for B2B lead nurturing is often treated as more of an after thought—if it's thought of at all. I'm not sure exactly why, as the whole point of lead nurturing is to extend the initial attention you've caught across the buying process until the prospect is in a sales-ready state. People talk about the components of nurturing, email campaigns, messaging, content, even touch frequency and reaching deeper across potential customer companies, and more. But when I ask them what their overall plan for prospect progression is, they seem stymied. Like it'll just happen if they kee... (more)