Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

Content marketing is growing in leaps and bounds. The formats and types of content that engage your prospects are multiplying. The majority of B2B buyers turn to the Internet first to begin their research. In fact, research by Interwoven shows that 22% of global marketing spend (read $1.5 Trillion!) is allocated to content origination, publication, syndication and promotion. So it just won't do to put all that effort into content development if it only results in turning off your prospects. In order to eliminate the turn offs from your marketing content, you've got to assume your prospects perspective and give your content some tough love—before you let it fly. Here's a down and dirty 7 Point Content Value Audit: Jargon, Hype, Fluff, and blatant Puffery have no place in compelling content. Do I need to say more? Actually, Go Thump Your Chest in the Gym a post from the... (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)

Viewpoint: B2B Marketing – Evolving or Stuck in the Mud?

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. Here are some examples: Marketing speakers who still lead with a 5 minute "About my company and products" intro. Snooze. "Experts" who have presented the same framework for years but talk about how the market environment is continuously changing. Disconnect. Contests to gain followers or Likes. Is the guy who wants the Kindle Fire... (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)