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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

As most of you know, I've long been a proponent of storytelling for marketing and sales. Customer stories are one of the most valuable ways B2B companies can share their compelling value. They have the ability to simplify the complexity of considered purchases, validate that what you promise is true, and mitigate risk by proving the business case. Casey Hibbard, and her book Stories that Sell, provides a wealth of information about how to plan for, research and create customer success stories that help you sell more—and do so with ease. And, she ought to know. She's written over 450 of them over the last 10 years for companies such as, Macrovision, Jobfox, USA.NET, IHS, and Vocus. In the interview below, Casey shares the answers to 7 questions to show you just how valuable your customers stories can be for validating your company's compelling value: 1. What’s the bi... (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)

B2B Websites Must Build Engagement with Every Click

Focusing on website navigation paths makes perfect sense for B2B websites with lengthening sales cycles. The added pressure for marketers to produce measurable ROMI means that each click needs to be considered a conversion that strengthens engagement, builds trust, and leads to verifiable conversations. Websites should drive buyer momentum and work toward reversing that lengthening sales cycle statistic. When you build a B2B website, it’s imperative that you think about the site user's context. You need to plan for and strategize every click and interaction by focusing on your we... (more)

Marketing Automation Must Support a Business Process

Manticore Technology and Bulldog Solutions have released a new white paper that addresses some misconceptions that B2B marketers may have about marketing automation. As they point out, it's terrific when an application is intuitive and easy to use, but marketing automation must be used in support of a business process if it's going to produce the desired results. More sales and revenues. Process and skillsets are holding marketers back: "Recent Executive Benchmark Assessment data from Bulldog Solutions and Frost & Sullivan, the Growth Partnership company, shows that process is th... (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)