Ardath Albee

Takeaways from The Great Content Marketing Experiment

Last week, John Bottom (@basebot) from Base One Group in the UK took a unique approach to his presentation at the IDM conference. He...

B2B Marketers Need Big-Picture Thinking

B2B Marketers are trying to learn how to use social media, content marketing, lead nurturing, personas and a host of other evolving means of...

The Impact of Social on B2B Brand Personality

One of the things made noticeable through social media participation is the personality of a previously impersonal B2B brand. Whether or not the company...

Use Story Elements in B2B Marketing Content

Lou Hoffman, who blogs at Ishmael's Corner, wrote a great post about Storytelling in Social Media and Traditional Media. He wrote the post in...

Why Marketing and Sales Need an SLA

The B2B marketing-to-sales process can be a long and complex process for your company—as well as your customers. Without agreement for who does what,...

Survey Highlights Contradictions for B2B Marketers

In reviewing the results from the B2B Marketing Skills Survey conducted by Genius.com and BtoB Magazine, I saw a few disconnects that should be...

The Fallacy of Control for B2B Marketers

Even with all the ways in which B2B content marketing is evolving, I'm still hearing a lot about the desire to control prospect behavior....

The Flip Side of B2B Marketing Ideas

I just read a thought-provoking post by Sharon Drew Morgen (@sharondrew) over on The Customer Collective. In Assumptions are costly with clients, Sharon Drew...

7 “Rs” for B2B Marketing Content Planning

Content is the fuel for eMarketing. With a majority of marketing efforts going digital, that means even more content is needed. The instant gratification...

The Difference Between B2B Leads and Personas

B2B marketers have relied on lead definitions to define their marketing programs for years. Some definitions are more complete than others. The biggest disconnect...

B2B Buyers’ Use of Social Media – BUYERsphere Report

There's a new B2B Buyer survey hot off the presses from Base One and B2B Marketing Magazine. Marketers will find a view of...

How to Use Cliffhangers in B2B Marketing Content

During the Broad Reach + Intelligent Lead Nurturing = Increased Revenue webinar I participated in yesterday with Scott Mersy of Genius.com, Brian Carroll of...

No B2B Messaging Should Be Overlooked

I'm all for automation. Marketers can do so much more when they have it. There's no way we can manually respond to everyone in...

Social Media is Not a Replacement

Why is it that when something new comes along we want to toss everything aside in favor of the shiny new object? Yes, I'm...

The Difference Between Features and Value

There are numerous articles, blogs, Tweets and discussion groups that talk about content marketing. The consensus across the web is that content needs to...

Why Opt Out is Not a B2B Marketing Strategy

There's a pretty interesting discussion going on over on HBR based on a post Ruth Stevens wrote about using opt out vs. opt in...

Help B2B Buyers Find Their Place in The Story

For years I've talked about writing content from the perspective of your buyers. I was reading an interview with David Willows over on Kathy...

Why a Blog Improves Social Media for B2B

I presented during a webinar earlier this week and was a bit taken aback at the response to a poll taken during the session....

It Takes More than Traffic to Generate B2B Leads

I love inbound marketing. I really do. Heck, I practice it, promote it and preach about it. But not as a singular effort for...

Does Curated Content Drive Vendor Preference?

I've read quite a bit lately about the suggestion that marketers become content curators in lieu of developing content of their own. If you...

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