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

Despite the shift in the B2B buyer landscape that puts them squarely in the power position, I still hear marketers insist that the product is the hero of the story. Well, I'll just rip the bandaid off and say it straight up - You Are Wrong. As a level set for this post: The hero of the story is the protagonist or main character. The protagonist has a goal; is impeded by the antagonist/villain in achieving the goal; seeks knowledge along the way from a mentor to vanquish the villain; and achieves victory to accomplish his goal successfully at the end. Does this description of the hero represent your product? Nope. Instead, B2B marketers need to make their buyers and customers the hero of the stories they tell. Try this: The buyer has a business objective (goal), is impeded by problems or issues (villain) that get in the way of achieving it. The buyer seeks knowledge... (more)

Shiny New Tech: Content Not Included. Proceed with Caution

I've written about shiny object syndrome (SOS) on this blog a number of times - just do a search and you'll see. Many others have also shone a light on the folly of SOS over the last few years. But it's not changing behavior. B2B Marketers have yet to take it to heart. Fournaise Group reported in January that Over 70% of Marketers (Still) Got It Wrong in 2013. What they mean by this is that 70% of marketers didn't deliver the performance with their marketing programs expected of them by executive management. There was not enough measurable contribution to sales, market share or ... (more)

Quit Using Email to Train Your Leads to Ignore You

When you were building your website, of course you asked yourself these questions: Who's going to read it? What will they get from what they read? What do they do after that? What do you do in response? So how does all that play into your interactive marketing campaigns? It's a similar process, only there's a lot more interaction with potential customers to use for fine tuning as the campaign progresses. We all get email marketing messages. The ones that really irritate me are the offers that get sent repeatedly with the exact same messaging. If it doesn't catch my eye the first time... (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)

How Catchy is Your Content?

Information overwhelm. We all suffer from it. Our job as B2B marketers is to create contagious content that catches—and keeps—the attention of our prospects across the entirety of a long-term complex purchase. That means your marketing content has to work even harder than you may have thought to rise above the noise. Seem daunting? Doesn't have to be. Not when you use Catch Factors. How many times have you heard that your content has to be relevant? Probably a lot. The word relevance is used so much that it's a bucket term. It's simply too bottomless to be helpful in guiding the ... (more)