Ardath Albee

Content-Driven Conversations: The Future of B2B Engagement

Marketers say one of their biggest challenges is creating content that engages and compels their buyers. The future will not only depend on engagement, but on continuous, content-driven conversations that result in buying decisions in your favor. Buyer...

Achieving Maturity with Content Operations

I had to laugh when I thought about it. I’ve been actively involved in content marketing for 20 years. Seems like I just started. There’s something new to learn every day and content marketing feels like it’s taken over marketing. Well, essentially it...

Why Marketers Must Have Customer Conversations

Know your audience has become a rallying cry behind the concept of creating compelling buyer and customer experiences and becoming customer-centric companies. But how many B2B marketers can say they truly KNOW their customers? For those of you who know...

The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

A good customer experience must be relevant. According to Forrester Principal Analyst Mary Shea, “Your buyers want contextual interactions with both human and digital assets across a holistic, but non-linear journey.” As I stated in my book, Digital Re...

B2B Tech Marketers Make the Shift From Funnels to Lifecycles

For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). This is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to f...

SMS Messaging Moves Businesses Beyond Transactions

Text messaging in business is often thought of as purely transactional. It’s commonly used for password verification, appointment reminders, package delivery updates, service appointment arrival times, coupons and promotional offers—all of them transac...

How Content Performance Informs Your Marketing Strategy

As our ability to collect data grows, so do the different ways we can measure content performance. With that said, what I see most is that B2B marketers tend to stick to traditional vanity metrics rather than doing the work to rethink what we’re m...

Content Operations: Waiting is Costing You

The intent to expand content marketing strategy and tactics is in every B2B marketing survey. B2B marketers plan to create more content, spend more on content marketing, increase the number of channels for content distribution, and add more technology ...

How to Apply a B2B Buyer Persona to Your Content Marketing Strategy

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. In this post, I’ll discuss how the details of...

Create B2B Buyer Personas that Inform Content Marketing Strategy

89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with...

The Value of ABM Goes Beyond Marketing

Pushing product: it’s what B2B companies have been doing for years. Even if we say we’re putting the customer front and center, usually we’re...

A Lack of Customer Advocacy Could Make B2B Buyers Walk Away

I was interviewing a client’s customer a few days ago for a persona project and something he said made me stop and think. What...

Content Marketing Operations Halts Random Acts of Content

One of the biggest values that come with content marketing operations maturity is the ability to say “no” to ad hoc content demands. As B2B...

A B2B Buyer Persona is Not an Island

If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. I’ve created more than...

3 Pivots B2B Marketing Strategies Need to Create Compelling Experiences

The difference between a drive-by view and a meaningful engagement with your audience is based on the perceived value of the experience—by the audience. Unfortunately,...

The Problem with Scale for B2B Content Marketing

Using content for marketing in B2B companies has caught on with a fervor that continues unabated. And, even though only a small percentage of...

The Value of Content Operations for Committed B2B Marketers

Nearly all B2B companies are using content marketing to attract and engage buyers. We’ve been doing this for quite some time. But getting it...

The State of the B2B Conversation: Disconnected

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy,...

How to Hack Content Creation for Stretched-Thin Marketing Teams

A review of research on B2B content marketing over the last five years shows that the same problems persist—problems that continue to limit B2B...

The Push-Me, Pull-Me of B2B Sales and Marketing Alignment: Macro vs. Micro

As I prepare for a webinar discussing the critical gap between sales and marketing on Wednesday, a few thoughts occur about B2B sales and...

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