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.
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...
Manticore Technology VII Enhancements Boost Marketing Performance Management
Manticore Technology is rolling out over 40 enhancements and features to their marketing automation platform to improve usability, accelerate lead flow and more closely...
The Fallacy of No Competition
We all want to think our products and solutions are unique, differentiated and give us a competitive advantage in the marketplace. After all, we're...
How to Get UnLinked on LinkedIn
LinkedIn can be a very valuable tool for B2B professionals to meet colleagues they'd never otherwise have access to, network with those they don't...
Is Sales Stepping on Your Marketing Dialogue?
I was on the phone with a B2B software marketer discussing the difficulty of keeping sales from trying to "sell" to any lead they...
Get SNAP Selling and Stay Out of the Dreaded “D” Zone
My excellent friend, Jill Konrath, has done it again! Her new book, SNAP Selling, has launched to much well-deserved acclaim. If you haven't read...
Lose the B2B Website Laundry Lists!
B2B websites still flounder in trying to connect with prospects. There are many issues that we can shine a light on, but for today,...
Do You Plan For The Content Experience?
As the business environment becomes more interactive and "social," content must follow step and become more experiential. I was working on a project over...
Define Progressive Triggers for Content Marketing Programs
One of the questions I get asked often is how to define and respond to triggers within content marketing programs for B2B complex sales....