Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

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 my Twitter links. I can see clicks and a few other things, but they're a standalone metric. And there's no follow-thru visibility about someone who clicks on my budURL and then clicks on other links on my blog or website. The GURLs could become one of the most popular tools at the social media... (more)

Staying Top of Mind is Not the Goal for Email Marketing

When B2B marketers first embraced email marketing, the idea was to populate a database and continuously send one-size-fits-all messages to supposed prospects. The idea being that by keeping these folks exposed to your company's name and logo, you'd stay "top of mind." That process is now referred to as "spray and pray" marketing. In a longer-term, B2B complex sales process, just knowing your company's name or recognizing your logo is not enough. The one-size-fits-all email blast is a tactic, not a strategic marketing process. And, a lousy tactic at that when relevance and value ... (more)

Quit Using Email to Train Your Leads to Ignore You

When you were building your website, of course you asked yourself these questions: Who's going to read it? What will they get from what they read? What do they do after that? What do you do in response? So how does all that play into your interactive marketing campaigns? It's a similar process, only there's a lot more interaction with potential customers to use for fine tuning as the campaign progresses. We all get email marketing messages. The ones that really irritate me are the offers that get sent repeatedly with the exact same messaging. If it doesn't catch my eye the first time... (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)

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)