Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

Content Marketing Journal There's an evolving list of all the things you need to consider when developing B2B marketing content. One of the components often discussed is the call to action. And, yes, you still have to do that. What's important to understand is that the call to action is not the takeaway. A call to action is what you want your prospects and customers to do next. A takeaway is the specific impression or memory the audience walks away with after reading your content. A good takeaway is: Conceptual - produces an idea your content helped generate. Conversational - inspires sharing of that idea in the their own words Recommendable - promotes people to pass the content along to others Transferable - applicable to their own specific situations Visual - something they can "see" happening—not pie-in-the-sky thinking Quite often I read content that's technicall... (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)

Just Do It! Use the Marketing Data You Have Now

Content Marketing on Ulitzer When I first talk with clients about e-marketing strategy I often hear that they don't have access to the data they need to implement a targeted nurturing program. Their eyes get big and glazed and they look like Bambi in the cross hairs. One of the things we forget as marketers is that our own status quo gets in our way as much as the status quo stance of our prospects. It's time for marketers to turn the focus on themselves for a moment and consider how they can free themselves to "just do it." Information overload is pervasive. Not just for prospe... (more)

Marketing Stories Drive Interactions

Digital and Email communications are a great way to drive interactions with your customers and prospects. Yet, all too often these communications go unread. Usually that’s because they aren’t compelling. Let’s look at your email campaigns more closely. Which one of these is closest to the type of emails you send? a product focused email with a link to product information a problem-focused communication that helps people understand why and how your product facilitates a solution, with a link to an article or landing page on the topic? A is focused on you. B is focused on the prosp... (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)