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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

For some reason, in B2B content marketing, we seem to forget about the "whole" buyer. More and more marketers are embracing buyer personas and the idea of becoming customer centric, but we often only focus on the business side of the buyer, as if they walk into the office and leave the rest of themselves outside. In the personas I help my clients create, a lot of research goes into what I call "orientation." Orientation is an attempt to identify commonalities across the personalities of people who tend to hold the roles that our marketing and sales programs pursue. These traits can tell us a lot about how to structure content to make it more appealing. For example, an engineer who is detail oriented would likely prefer content that backs up a premise with research and fact, rather than relying on the company's credibility for it to be believable. But a report rele... (more)

B2B Marketers Need to Understand Technology

I attended a webinar this morning, What Marketers Need To Know To Achieve Content Marketing Success, with Robert Rose and Steve Walker. It was a good session focused on the technology needed to empower content marketing. You should go listen to it. At the end of the session, this question was asked: If I'm mostly focused on content writing, why do I need to know about technology? If I'd been sipping my coffee at that moment, I've no doubt that it would have hit my screen. Robert answered the question with the notion of awareness. He used a car analogy; Although he doesn't know... (more)

Cut Through the Red Tape of Consensus for B2B Buying Decisions

This headline caught my eye - 53 Percent of B2B Fortune 500 Companies Use Marketing Automation - so I clicked through to read it. Mathew Sweezey wrote the post based on his research into the State of Demand Generation. Mathew presents three reasons for why this increase in the use of marketing automation foretells good things for the industry and his first one got me thinking. Reason #1: Lots of Red Tape Mathew makes the point that these enterprise companies are not light in the wallet, but that the process of getting through all of the red tape to get a deal done is exhaustin... (more)

B2B Marketers Need a Fresh Perspective

In response to my last post, Product is Not the Hero of a B2B Company’s Story, Michael Webb asked a great question. I started to answer it and then decided the answer deserved its own post. Michael asked: I can't help wondering what you (and others) think about the "Why-why-why?" of the things you've written about? For example, take the issues you addressed in your last five articles. Why is it so easy for marketers to focus on: Products, rather than the customer as hero? (Product is Not the Hero of a B2B Company's Story) Shiny objects, rather than the thinking work required to ... (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)