Ardath Albee

How do you define a High Quality Lead?

This morning I read a post by Jeremy Victor (@jeremyvictor), Are B2B Marketers Shooting for The Wrong Target?, and it got me thinking. The...

White Papers and Websites are Highly Influential to Buyers

I've just finished reading Eccolo Media's 2010 B2B Technology Collateral Survey Report. Although it covers a variety of impressions from both decision makers and...

Using Content for Inbound Marketing: Mine or Yours?

I've been having an interesting conversation with Tony Karrer (@TonyKarrer) and Tom Pick (@TomPick) about how the way content is used and distributed is...

Juan Eloqua’s Grande Guide to Sales Enablement

Changes to the way buyers are buying has put knowledge and data—and our ability to apply them to content creation in a way that...

When Thought Leadership Isn’t

Many B2B marketers cite a goal of their content marketing programs as establishing their company as thought leaders in their marketplace. This is an...

Ditch the Weight & Drag Holding Your Business Back

As a B2B marketing strategist, I talk a lot about how to use marketing content to encourage prospects to move from status quo situations...

Embrace Articles for B2B Content Marketing

Many companies that I speak with think that the content they use in marketing campaigns needs to be big, heavy-duty pieces like white papers,...

How to Get More Social on Twitter

For some B2B marketers, Twitter isn't intuitive. I could come up with a list of reasons why not, but you can probably do that...

5 Things to Consider BEFORE Using Social Media

Many companies I work with today are enthusiastic about diving into social media. It's shiny object syndrome at its finest. The problem I find...

Give Marketing Content a Job Description

Content and more content. You can read tons of blog posts, analyst recommendations, industry articles and more, all pointing out the need for content....

Are B2B Marketers Missing the Point?

Marketing Sherpa released this chart today about the processes B2B marketers are using to manage prospects across their buying cycles. What concerns me is...

Tech Buyers Find Salespeople Lacking

There's a growing divide between buyer expectations and sales conversations. This reality is evidenced by findings in Forrester Research's Technology Buyer Insight Study: Are...

Juan Eloqua’s Grande Guide to Lead Scoring

Eloqua has released the first in a series of B2B marketing guides labeled the Grande Guides. This first one is on Lead Scoring. To...

Webinar Q&A: Content is Marketing Currency – Australian Audience

It was my pleasure to present to a great Australian audience earlier this week about how Content is Marketing Currency, sponsored by Citrix Online,...

Marketing Above the Noise

Boy is there a lot of noise in the marketplace today! B2B companies are touting that their products and solutions increase desirable outcomes and...

Start at Status Quo to Create Buyer’ Momentum

I hear a lot of B2B marketers say that their prospects are already aware of the problem, so they believe this indicates that marketing...

Spin Your Marketing Dialogue Wisely

When I work with clients to help them create a marketing dialogue, it's amazing how many of them dig in their heels about what...

Marketing Automation Needs a Relationship

Much has been written about marketing automation. It's a hot topic, and rightly so. Anyone who reads this blog knows how much I believe...

What Goal is Your Marketing Content Achieving?

When I was growing up, my father used to tell me, "Just focus on doing one thing—and do it right." That advice holds true...

The Customer-Focused Content Difference

One of the most difficult challenges for marketers is to shift their messaging from company-focused to customer-focused. The fact that prospects have taken control...

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