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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)

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)

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)

What the Stimulus Plan Means for Your Business

The mantra heard most often in business these days is "Do More With Less." For many businesses, cutting costs while trying to grow—or even sustain their place in the market—is easier said than done. What could help many businesses is gaining access to some of that $787 Billion in Federal Stimulus Package monies. Not surprisingly, many small companies [94% of them according to a recent Intuit survey] said that, "success depends more on what they do for themselves than the government." Steve King from Emergent Research—when interviewed by Entrepreneur about the survey—said he's not... (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)