Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

As the latest research, surveys and reports about content marketing begin surfacing, I'm wondering if  B2B marketers are really embracing change or if they're stuck in the past? Time and again, I see lead generation as a top priority goal while lead nurturing comes in at the bottom of the heap - behind web traffic and brand awareness for crying out loud. Lead Generation is a hello and a handshake. Lead Nurturing is the art of building a relationship with purpose. Big difference. HUGE. To be successful, marketers need to integrate them both into a lead management process. In the 2010 B2B Content Marketing Trends report from Marketing Profs and Junta42 they found: "Marketers report that content marketing supports multiple business goals, led by brand awareness (78%), customer retention/loyalty (69%) and lead generation (63%); the least widely employed goal for content... (more)

First Sentence Syndrome Deadly to Email

If your inbox looks anything like mine, you're scanning and deleting your email rapidly, trying to sort through it all and find the stuff you need - as quickly as possible. The preview pane is a wonderful screening tool. Subject lines are often misleading so I tend to scan the opening sentence to see if I want to delete or continue. I want to know immediately if the message is relevant to me. Unfortunately, not many of those sentences get my attention. To put this in context, let's look at some real email first sentences: "I wanted to share with you the success of our [company] progr... (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)

Email is Still the Sharing Superstar

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 t... (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)