Author Archive | Ardath Albee

B2B Marketers Need a Fresh Perspective

Blog post by on April 9, 2014

In response to my last post, Product is Not the Hero of a B2B Company’s Story, Michael Webb asked a great question. I started to answer it and then decided the answer deserved its own post. Michael …

Is Your B2B Content Just a Pit Stop?

Blog post by on March 13, 2014

B2B marketers have taken up the challenge to create great content. They’re investing time, effort and money into content marketing. People are reading their content. But, effectiveness remains elusive. Only 9% strongly agree with the statement: “I …

Why B2B Marketers Need a Ping-Pong Plan

Blog post by on March 6, 2014

Let’s say that the above is representative of a B2B buying process. Yep, it gets a little messy. All the people involved, the back and forth. The side discussions that you’re not part of as you’re returning …

Manipulating B2B Personas is a Bad Move

Blog post by on February 21, 2014

Over the last three years, I’ve helped more than a dozen clients develop 75+ personas. Considering I work mainly for tech companies, and no two of those personas are interchangeable (believe me, I’ve tried) this is an …

Are You Pandering to the B2B Lead Slave Trade?

Blog post by on February 14, 2014

I just read the State of B2B Lead Generation report from Buyer Zone and I have to say that my heart sunk a bit. That nearly 50% are sending inquiries directly to sales as “leads” was disheartening …

Are Your B2B Buyers More Evolved than Your Content?

Blog post by on February 9, 2014

The noise online is deafening. But there is also a lot of really great content available on nearly every subject imaginable – from addressing simple ideas to the highly complex. There’s a lot of research that shows …