Ardath Albee
Ardath Albee
Ardath Albee is a B2B Marketing Strategist and the CEO of her firm, Marketing Interactions, Inc. She helps B2B companies with complex sales create and use persona-driven content marketing strategies to turn prospects into buyers and convince customers to stay. Ardath is the author of Digital Relevance: Developing Marketing Content and Strategies that Drive Results and eMarketing Strategies for the Complex Sale. She's also an in-demand industry speaker.
Inbound Needs Outbound
New marketing strategies and tactics attract B2B marketers like moths to a flame. For some reason, marketers think that in with the new and...
Create Content with Context
People have no patience for things that don't impact their right-now reality. If a flood is happening across the world, they may spare a...
Match Content to Buyer Value Perceptions
We all know the B2B buying process for IT products priced at $50k or higher is complex. There are more people involved with different...
The “Why” for Lead Nurturing
Lead nurturing is not a one-size-fits-all endeavor. I often hear lead nurturing talked about as an email campaign designed to turn prospects into buyers...
Stories are the Key to Buyer Engagement
One of the biggest challenges for B2B companies is what they do to keep prospects interested and engaged across a long-term, complex buying process....
Sales Conversations Must Improve Buyer Experiences
The last couple of years have turned the B2B buying process inside out. Instead of seeking out salespeople to gain answers to their questions...
Marketing and Sales – Two islands, no bridge?
Last week I was in Minneapolis speaking at Confab and attending AA-ISP. It's the first time I've gone directly from a conference focused exclusively...
The Job of a Lead Nurturing Email
I was reviewing a few email messages I'd developed for a B2B lead nurturing program with a project team when they said the equivalent...
4 Areas of Challenge in B2B Marketing
Browsing my LinkedIn Groups today, I came across a discussion started by Holger Schulze on the B2B Technology Marketing Community that got me thinking....
Asking Prospects to Pay
How valuable is your marketing content? Do you think your prospects would pay for a subscription to continuously receive your latest and greatest publishing...
One Content Asset Can’t Do Everything
With all the focus on creating content for marketing programs, many marketers are still missing a critical point. Many still believe that one piece...
Scenarios Add Value to Marketing Content
Every B2B company has stories they can use in content marketing programs. The challenge is in how you frame them within your marketing content...
Hello Mr. Customer; It’s Me…Your Vendor
According to research by BtoB Magazine, 58% of B2B marketers say that marketing involvement never stops and must continue across the entire customer lifecycle....
Go Beyond the Marketing Motions
Many marketers work on one project at a time. They need to create an email marketing campaign or it's Tuesday and the blog post...
Working with Marketing Content Writers
The two top challenges to B2B content marketers are producing engaging content and producing enough of it to fuel their marketing programs. This means,...
When Best Practices May Not Be Best
Many companies are obsessed with learning about best practices for their industry and creating a roadmap that mirrors those practices within their own strategies....
Writing Content is Not a Job for Sissies
Ken Rosen wrote a terrific guest post over on Mark Schaefer's blog, {grow} - Five questions to help you choose your target market. It's...
26 Ways to Screw Up Your Content
I work with a lot of writers. Some work for my clients, some are freelancers I hire to help me complete project work and...
Relevance is Not an Option
B2B marketers are focused on lead generation more than they are on lead nurturing. The problem is that without the nurturing, generating leads is...
Considerations for B2B Email Frequency
This is a question that gets asked a lot; How often should we send emails during a nurturing program? And, yep, wait for it...