Welcome!

Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

Subscribe to Ardath Albee: eMailAlertsEmail Alerts
Get Ardath Albee via: homepageHomepage mobileMobile rssRSS facebookFacebook twitterTwitter linkedinLinkedIn


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)

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)

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)

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)

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)