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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Latest Articles from Ardath Albee
There are a few things bugging me that I'd like to air out. Over the last few months, I've seen and experienced some things that make me wonder if B2B marketing is evolving or stuck in the mud and applying old thinking that no longer works in a new context.
This morning I attended a webinar by IDC and IDG Connect, 2012 Sales Enablement Strategy: Content is King so Why Does Sales Feel Like a Jester?. Yep, it was the subtitle that got me! To set the stage, we need to understand what buyers are doing while they're buying. Many of you have p...
Last week, John Bottom (@basebot) from Base One Group in the UK took a unique approach to his presentation at the IDM conference. He designed an experiment to show 150 B2B marketers the impact that can be achieved with content marketing. He asked attendees to answer the following quest...
To generate more engagement on your website, design your content to match your website visitor's situational context. How well do you know what they want? How well are you delivering?
Facts are dry. Facts are without the context of the how, why and what. Facts that fly in the face of what prospects believe or “know” won’t get you any traction in your marketing. Even if they’re brilliant. Unless you use them as evidence behind a compelling story. Your prospects won't...
Most companies pay a lot of attention to their homepage. But, with search results driving a majority of click through, what happens when your website visitors come in through the back door via an internal page? All of your web pages must establish context to keep your visitors from bou...
Online marketing is under heavy pressure to be all things to a target market in the ways that market wants them to be—right now. Instant marketing, on-demand pressure and today's culture of constant change impact not just the speed, but the quantity of content you need to create contin...
A website structure is much more than a bunch of sections that house content. You must consider the context in which website visitors approach your information to design a truly engaging website experience.
Are marketing and sales sending email messages relevant to your prospect's interests? Find out how messaging misses the mark and how you can change it to create higher levels of prospect engagement.
In this new era of marketing, communications must focus on creating a dialogue, not just keeping in touch. If your marketing programs are only focused on the top of the funnel, you're missing a lot of opportunities. That's because the funnel is now more like a cylinder. It takes contin...
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 p...
The trick of establishing rapport when you're not really there means you need to create your online content exchanges and email messages with a clear focus on what's valuable to your prospects. If you just speak AT them, you'll lose them at Hello.
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...
Email is a great way to interact with your prospects...if your message is compelling. Unfortunately, delete is the most common reaction to marketing communications. Why? Because they're boring - focused on what you want, not what your prospects need. Find out how to catch and keep thei...
If you're waiting for data nirvana to get your nurturing programs started, you could be missing a lot of sales opportunities. Status quo is as big an issue for marketers as it is for your prospects. The trick is to "just do it" and refine as you learn.
Every single piece of marketing content needs to be designed to achieve a goal. That goal should include delivering on the promise your title or associated messaging sets in the mind of your audience. Otherwise it's just blowing hot air that diminishes prospect interest. Use these tips...
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 Feder...
Lead nurturing is often thought about as being found with a flag waving when your leads decide to take action. Waiting to be found is not a strong strategy. In fact, sitting around passively encourages your leads to leak away to competitors working harder to engage them. The secret is ...
Marketers spend a lot of time creating content, messaging and resources to catch the attention of prospective customers. Research shows that salespeople spend an inordinate amount of time recreating that collateral in ways that work for them. By being smart about how you create sale...
If your prospects' response to your E-Marketing programs is stalling, don't be complacent enough to just push them back into the general nurturing pool without a lifeguard. By taking some steps to evaluate why and when they stall, you can work proactively to refine your content and com...
There's a lot said about from addresses and subject lines, but don't overlook the preview pane. If the first words your prospects see don't engage them, you just got deleted. Find out what doesn't work and get tips and insights about creating email messaging that gets them at Hello.
Publishing information based on your company's agenda is not a content strategy. Providing meaningful information your prospects need to answer their highest priorities is the key. Incorporating stories not only creates higher engagement, but gets your prospects talking about your idea...