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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

I was reading this blog post interview with Paul Greenberg over on Hubspot's blog about defining customer engagement and one of his examples stuck out to me. The essence of it was "don't make decisions for your buyers." Instead, let them choose. Regardless of how much research you've done, the number of personas you've created, you can only know so much. Each buyer is an individual, a human. While your content marketing programs lay down the bread crumbs they can choose to follow, it's what happens next that's critical. Paul Greenberg defines customer engagement as: “the ongoing interactions between company and customer, offered by the company, chosen by the customer” The point is choice. While marketers plan out their content strategies and map content to buying stages - which they must do - they need to also realize that these are starting points...that flexibil... (more)

Are Salespeople Screwing Up B2B Marketing Performance?

I sat pondering another in a burst of self-serving emails sent last week by salespeople who obviously lack any discipline in prospect research or the energy needed to attempt meaningful personalization. As one of the emails was from a company I'd thought "got it," it occurred to me that the salesperson just screwed up my perception of the company they work for. This made me wonder how much salespeople may be screwing up marketing performance now that more marketers are being tasked with proving contribution to revenues and business objectives, not simply lead generation. Before ... (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)

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)

Are You Pandering to the B2B Lead Slave Trade?

I just read the State of B2B Lead Generation report from Buyer Zone and I have to say that my heart sunk a bit. That nearly 50% are sending inquiries directly to sales as "leads" was disheartening enough. But when asked where they'd spend budget if they had money to burn, the answer from 31% of B2B marketers was to buy more leads. The majority of marketers said that increasing lead quantity was the key to their success. If you haven't guessed - the remainder of this post is a bit of a rant. Fair warning. Have we learned nothing? Do marketers walk around with blinders on? Or is it... (more)