Ardath Albee

The Push-Me, Pull-Me of B2B Sales and Marketing Alignment: Macro vs. Micro

As I prepare for a webinar discussing the critical gap between sales and marketing on Wednesday, a few thoughts occur about B2B sales and...

The Future of B2B Marketing is Personal

Let’s face it. B2B buyers are self-focused. There’s a gap between what buyers want and what B2B marketing content is giving them. There’s a...

Get Your B2B Buyer Persona Effectiveness Score

Does your buyer persona have what it takes to contribute effectively to content relevance that delivers increased marketing performance? According to the Benchmark Study on...

Give Your B2B Buyer Personas a Makeover

You’ve spent the time, effort and sweat equity to build B2B buyer personas. But, when you look at them, you’re not quite sure what...

Great B2B Customer Experiences Require Customer-Centric Marketing

Only 12% of B2B marketers rate themselves as “very effective” at delivering a great customer experience. No, that’s not a typo. It’s a finding from...

Content Marketing Operations: Best Practices to Calm the Chaos

The formation of a content marketing organization should result in individual roles that are beautifully synced. At least that’s the gist of how Jason Miller—who’s...

Shift from More to Better for a Marketing-Driven Customer Journey

Content marketing isn’t about creating and publishing more content; it’s about creating relevant, lasting relationships that result in profitable outcomes for your company—from awareness...

5 Ways B2B Content is Creating Fragmented Experiences

Content marketing for B2B companies is now an established route to market. It works when done well. But the problem is that it’s often...

Digital Relevance: The Introduction

I really appreciate the great reception my new book, Digital Relevance, has achieved in the first few days of its launch. For those of...

Extend Your Content’s Reach within the B2B Buying Committee

B2B marketers know there are a number of people involved in a complex buying decision. What often goes overlooked is understanding not only who...

The Power of the B2B Buyer’s Perspective

I keep seeing that statistic - you know - the one that talks about how far through the buying process prospects are before they...

The B2B Funnel is More Like a Pinball Machine

I was watching the video for the second roundtable video that I participated in at Content Marketing World and Nick Panayi from CSC said,...

Design B2B Marketing Content in Pursuit of Inquiry

In writing my new book, Digital Relevance, I spent a lot of time thinking about how a digital approach changes a lot of things,...

How Did Buyers Get Here?

I interview a lot of people during buyer persona projects. This includes representatives from product development, customer service, sales teams, marketing professionals of various...

B2B Marketing Content Must Address “Soft” Factors

For some reason, in B2B content marketing, we seem to forget about the "whole" buyer. More and more marketers are embracing buyer personas and...

Are Salespeople Screwing Up B2B Marketing Performance?

I sat pondering another in a burst of self-serving emails sent last week by salespeople who obviously lack any discipline in prospect research or...

The B2B Funnel is Now a Sieve

The buying process has gotten messy for B2B marketers. This easy access to information means that engagement one second can turn into disinterest in...

B2B Marketers Must Stay In the Game to Prove Business Impact

I was reading an interview with Laura Ramos, VP and Principal Analyst with Forrester, and a couple of things she said caught my eye: “The...

B2B Marketers Need to Understand Technology

I attended a webinar this morning, What Marketers Need To Know To Achieve Content Marketing Success, with Robert Rose and Steve Walker. It was...

B2B Buyers Choose Their Own Adventures

I was reading this blog post interview with Paul Greenberg over on Hubspot's blog about defining customer engagement and one of his examples stuck...

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