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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

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 - inspires sharing of that idea in the their own words Recommendable - promotes people to pass the content along to others Transferable - applicable to their own specific situations Visual - something they can "see" happening—not pie-in-the-sky thinking Quite often I read content that's technicall... (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)

First Sentence Syndrome Deadly to Email

If your inbox looks anything like mine, you're scanning and deleting your email rapidly, trying to sort through it all and find the stuff you need - as quickly as possible. The preview pane is a wonderful screening tool. Subject lines are often misleading so I tend to scan the opening sentence to see if I want to delete or continue. I want to know immediately if the message is relevant to me. Unfortunately, not many of those sentences get my attention. To put this in context, let's look at some real email first sentences: "I wanted to share with you the success of our [company] progr... (more)

What Happened to the Sales Funnel?

The traditional concept of the sales funnel is gone. If you're still thinking only about volume as a factor in the sales equation, you're missing the conversion to buyers being in control of their buying process. The old way went something like this: Pour X# leads into the top of the funnel if you want X# sales at the end of the quarter. Rinse and repeat. To me, this was always a curious process as it had nothing to do with the leads as human beings dealing with problems, but played percentages. If the number of qualified leads you’re producing is decreasing, go back and look at ... (more)

Spam is Not Marketing Content

Okay, I've had about enough of this mindless, self-serving, me-me-me focused spamming. It was bad enough when it happened via email. Now it's happening with alarming frequency on LinkedIn, Twitter and Blogs. Can't people restrain themselves? Do they really think that pelting people with irrelevant messaging is going to help their cause...or their companies? Nobody likes it, so KNOCK IT OFF! Calming down now. But chime in if you've experienced any of these lately: A Tweet promoting some schlocky link made by a Twitterer you don't know and wouldn't associate with if you did. These lo... (more)