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

Okay, I've had about enough of this mindless, self-serving, me-me-me focused spamming. It was bad enough when it happened via email. Now it's happening with alarming frequency on LinkedIn, Twitter and Blogs. Can't people restrain themselves? Do they really think that pelting people with irrelevant messaging is going to help their cause...or their companies? Nobody likes it, so KNOCK IT OFF! Calming down now. But chime in if you've experienced any of these lately: A Tweet promoting some schlocky link made by a Twitterer you don't know and wouldn't associate with if you did. These look like this: "best web affiliate programs on the planet [insert link here] @twitter1 @twitter2 @yourtwitterhandle" Doesn't that just frost you over? We all hope people are smart enough not to pay any attention, but seriously...these idiots are trying to ride off your followers, credibility ... (more)

Marketing Collateral Salespeople Actually Use

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. What a colossal waste of time that salespeople could be spending face-to-face with those buyers. I was thinking about this today as I worked on planning a site map for a client's new website. I want to keep the content as flat as possible, limiting the clicks, so I kept turning the context around and around to determine the best way to do ... (more)

Plug Your Marketing Leaks

Marketing is making strides in lead generation, but how kinetic is their nurturing? Lead nurturing is often thought about as being found with a flag waving when your leads decide to take action about resolving a problem your products or services address. If this is your marketing strategy, you're leaving a lot to chance just hanging around waiting to be found. Maybe for some of your longer-horizon leads this is fine, but it's not going to help you speed up getting quality opportunities to opt into sales conversations. You've all seen those funnel diagrams that show spouts of lea... (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)

Six Tips for Successful Online Marketing

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 continuously to lift engagement. There's no downtime anymore. Create a campaign, send it out, monitor real-time results, tweak your strategy, add new content to your website, blog, create webinars, podcasts and compelling events that engage buyers. Oh, and don't forget to give sales better conversational... (more)