Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

There are a few things bugging me that I'd like to air out. Over the last few months, I've seen and experienced some things that make me wonder if B2B marketing is evolving or stuck in the mud and applying old thinking that no longer works in a new context. Here are some examples: Marketing speakers who still lead with a 5 minute "About my company and products" intro. Snooze. "Experts" who have presented the same framework for years but talk about how the market environment is continuously changing. Disconnect. Contests to gain followers or Likes. Is the guy who wants the Kindle Fire really a potential customer for a B2B complex sale? Wrong goal. Exhibitors more focused on scanning badges than engaging people. Does it make more sense to try and build engagement later via email, or while the person is standing in front of you? Missing the point. Presentations that mention ... (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)

Genius is Bringing GURLs to the Social Party

I had the privilege of speaking with the Genius folks today about the GURLTMs and some cool new web analytics features they'll be rolling out this fall. For those of us who've been wondering how the heck to prove ROI is possible with social media, we may have found a way to do just that. Tracking the impact your social participation can make on active pipeline has been a pretty nebulous challenge. But the GURLs change that. GURLs are these super-powered, shortened URLs similar to what you may have seen from services like budURL, bitly, and others. I use budURLs to track many of m... (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)