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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.

Does Sales Care About Alignment with Marketing?

In case you're living under a rock, the Sales 2.0 Conference is on Day 2 in San Francisco. I've been following the Twitter stream...

Multiple-Personality Disorder in B2B Marketing Content

With the increase in publishing opportunities and the distribution of marketing across the enterprise (from field marketing to corporate marketing to demand gen to...

Cold Calling with Content

In a webinar I did for Hoovers last week, I was asked if I thought cold calling had any value in today's business environment....

Marketo Revenue Cycle Analytics Power Strategy

Yesterday afternoon I caught up with Jon Miller and Maria Pergolino to get an inside view of their new Revenue Cycle Analytics (RCA) as...

B2B Lead Definitions vs. Personas – There is a Difference

Much of the conversation about marketing and sales alignment is based on the mandate that both sides must agree to what constitutes an ideal...

Sending an Email Is NOT Nurturing

I just saw a Tweet come through the stream from the Marketing Sherpa B2B Summit that reads: So if sending an email isn't nurturing...

What Does Your Funnel Look Like?

Yesterday, I wrote about static value. Today, I'm writing about the need to revisit your idea of the pipeline funnel to see if it...

Are You Marketing Static Value?

B2B companies create products, define their value to the marketplace and then go out and market that value to customers. Often the value they...

Solicit Sales Feedback Marketers Can Use

Effective B2B eMarketing strategies must be built on knowledge—not gut instinct. The foundational knowledge that should drive all strategies must start with your prospects,...

When B2B Buyer’s Needs Don’t Create Demand

What do you do whenever someone says, "Don't do that" or "You need to..."? If you're anything like me, you go try to do...

Are You Defining Now or the Future?

B2B marketers are really digging in and working to establish plans and goals for their content marketing programs. This is terrific and I applaud...

B2B Content Marketing in the Age of TMI

Today has been one of those days with too much information (TMI) from the start. I've finally cleared my email inbox, replying to all...

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...

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