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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

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 their buyers needed to learn how to solve their problems, a salesperson gained entry to the relationship a lot earlier. They got to know their prospects and helped them navigate the tricky waters of considered purchase decisions. The salesperson with the best relationship usually won the deal.... (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)

Professional Services Marketing Hot of the Presses

Marketing a professional services firm takes a bit of a different mindset than marketing a product and solutions company. One of the major differences is that the partners of the firm are doing the selling. Marketing has often been an after-thought or undervalued resource for service providers. However, the need to master engagement in the changing customer environment gives marketers the opportunity to become a critical component of a firm's ongoing success. Where services companies used to be able to rely on referrals and recommendation for their business development needs, that... (more)

Position Yourself as a Value Provider

When a salesperson jumps into the lead relationship after marketing has nurtured them, it’s essential to do so in a context that matches the lead’s expectations. Depending on the amount of information the salesperson has available at the point of transition, the message they send can have a huge impact on how well they position themselves as a value provider. Your prospective buyers experience information about your company’s offerings in a myriad of different ways. Depending on their priorities, messaging can miss completely leaving that lead to wonder what the heck happened an... (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)