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.
Do Your B2B Buyers Understand the Problem?
What happens when something goes wrong?In B2B marketing and sales, we talk a lot about our buyers’ pain or need. But that’s not what really…
Why Customer Centric Doesn’t Mean Buyer Driven in B2B
Customer centricity mostly misses the mark in B2B. Strangely, B2B companies use it to foster an inside-out perspective. The concept seems to be more about…
The Destructive Lack of Commitment in B2B Marketing
The beginning of the year is an appropriate time to take a stand about the payoffs of commitment in B2B marketing strategies. The beginning of…
Is Your B2B Content Creating a Sum of Knowledge?
B2B content doesn’t create a sum of knowledge as one-off random acts of content. That’s just a recipe for confusion about your brand; frustration and…
B2B Nurturing for Net New vs. Existing Customers
The curiosity gap – the distance between what your buyers and customers know and want to know – is a moving target. It’s not a…
The Blandscape of B2B Marketing Content Needs a Bit of Emotion
For some reason, B2B marketing content tends to lean more toward academia than literary license. Much of the content produced is dry, mechanical, and, well,…
Quit Poking the Bear with Gated B2B Content
To gate or not to gate your B2B content?This is a question that comes up repeatedly for B2B marketers and one we can’t seem to…
The Gap Between Interest and B2B Intent Data in Marketing
B2B Intent data is the latest tool in the marketing stack on the hype cycle. There are protractors and detractors, but when you get right…
Use Questions as Your Framework for B2B Buyer Enablement
I love questions. Questions are how you learn things. Questions create curiosity. But, for marketers, questions are one key to B2B buyer enablement. The process…
Current B2B Content Marketing Challenges to Beat
Every year, Content Marketing Institute and Marketing Profs release their latest B2B marketing research. This year the report includes a chart of current B2B content…
Why B2B Marketers are Critical to Revenue Operations
Due to my interest in breaking down the silos that separate customer-facing teams, I’ve attended a few webinars focused on Revenue Operations (RevOps). Uniting the…
Point of View in B2B Content Changes the Game
Since the start of the pandemic, content has flooded digital channels trying to gain the attention of self-reliant buyers. The noise is deafening. And much…
Stop Asking B2B Buyers to Take Leaps of Faith with Content
The content we use to engage B2B buyers must resonate and be relevant. Unfortunately, this is a challenge that marketers continue to struggle with. And…
Help Your B2B Buyers Do Their Own Discovery
Discovery is most often considered a function performed by sales reps. But in this context, it’s more about discovery FOR the sales rep, NOT B2B…
Rethink B2B Content for Buyer Enablement
Buyers need to complete specific jobs before consensus can be reached for a buying decision. They need information that helps them understand what to ask,…
Why Sales Shuns B2B Marketing Qualified Leads
Shouldn’t sending people who actively engage and show interest in solving the problem be the core qualification for a marketing qualified lead (MQL)?
Closing the Gap Between B2B Buying and Selling
“Sellers use their sales process to place solutions.”“Buyers use their buying decision process to figure out how to resolve their problem with the least disruption.”…
B2B Brand Marketing & Demand Gen: Better Together
I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen.The reasoning is based on…
Why Is B2B Marketing So Hyper?
Hyper-relevant. Hyper-personalized. Hyper-targeted. Hyper-everything in B2B marketing!What is it with all the hyper? Is it the new “new and improved” label for marketing concepts? If…
Marketers Need a Mindset Reset for B2B Personalization
Personalization in B2B marketing has been on an upward intention trend for a while now. But it’s not working out very well. Despite marketers’ best…