Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

Subscribe to Ardath Albee: eMailAlertsEmail Alerts
Get Ardath Albee: homepageHomepage mobileMobile rssRSS facebookFacebook twitterTwitter linkedinLinkedIn


Top Stories by Ardath Albee

New Media on Ulitzer Social networking may be all the rage, but when it comes to sharing links, content, pictures and ideas...email remains the star. And not just by a little bit. According to a StrongMail study, "fully 86% of sharing activity related to social programs run on [their] platform in Q3 3009 was done via e-mail. Facebook got only 6% of shares, while another 4% were tweeted." This is a very good reason for B2B marketers to focus on making it easy to assimilate and share your ideas. It's one thing to have a prospect click forward and send on your eNewsletter or a link to your webpage. It's quite another to have them express ideas about why they think it's important. You need to help them with that. A lot of people send me links to stuff with a "Hey, check this out..." type of message. Unless I really trust the source, I delete or let it sit there to see i... (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)

Tales Keep Prospects Talking

We all talk about defining leads, managing leads, the nurturing process and other facets of lead generation, but the most important component of good lead generation is overlooked - the content strategy. Demand generation communications are often approached in a one-off fashion as a reaction to an upcoming milestone, like a new product launch, or an event, such as webinar registration. When that’s over, the campaign is discarded in favor of the next “hot” idea in the market. We talk at our prospects and customers in single threaded, one-way electronic statements – when we have th... (more)

Genius is Bringing GURLs to the Social Party

I had the privilege of speaking with the Genius folks today about the GURLTMs and some cool new web analytics features they'll be rolling out this fall. For those of us who've been wondering how the heck to prove ROI is possible with social media, we may have found a way to do just that. Tracking the impact your social participation can make on active pipeline has been a pretty nebulous challenge. But the GURLs change that. GURLs are these super-powered, shortened URLs similar to what you may have seen from services like budURL, bitly, and others. I use budURLs to track many of m... (more)