Ardath Albee

Curiosity and Context: Keys to Engagement for B2B Buyers

Many B2B marketers have jumped on the bandwagon about answering their buyers and customers' questions. There's a bit more strategy involved to do so...

Cut Through the Red Tape of Consensus for B2B Buying Decisions

This headline caught my eye - 53 Percent of B2B Fortune 500 Companies Use Marketing Automation - so I clicked through to read it....

B2B Marketers Need a Fresh Perspective

In response to my last post, Product is Not the Hero of a B2B Company’s Story, Michael Webb asked a great question. I started...

Product is Not the Hero of a B2B Company’s Story

Despite the shift in the B2B buyer landscape that puts them squarely in the power position, I still hear marketers insist that the product...

Shiny New Tech: Content Not Included. Proceed with Caution

I've written about shiny object syndrome (SOS) on this blog a number of times - just do a search and you'll see. Many others...

Crossing the Chasm: The New Obstacle for B2B Buyers

I've come to the conclusion that evolution is lopsided. Especially when it comes to B2B marketing vs. sales. It seems to me that either...

Is Your B2B Content Just a Pit Stop?

B2B marketers have taken up the challenge to create great content. They're investing time, effort and money into content marketing. People are reading their...

Why B2B Marketers Need a Ping-Pong Plan

Let's say that the above is representative of a B2B buying process. Yep, it gets a little messy. All the people involved, the back...

Manipulating B2B Personas is a Bad Move

Over the last three years, I've helped more than a dozen clients develop 75+ personas. Considering I work mainly for tech companies, and no...

Are You Pandering to the B2B Lead Slave Trade?

I just read the State of B2B Lead Generation report from Buyer Zone and I have to say that my heart sunk a bit....

Are Your B2B Buyers More Evolved than Your Content?

The noise online is deafening. But there is also a lot of really great content available on nearly every subject imaginable - from addressing...

Even ONE B2B Persona Can Bring Benefits

>Last week, Steve Rayson wrote a blog post over on Anders Pink, B2B Buyer Personas - A Waste of Time? I'm honored that he...

Why “Who” Sends B2B Nurturing Emails Matters

A lot of marketing emails used in B2B nurturing programs don't have a live person tied to them. Signature lines that reference Your ...

Is Your B2B Content Stuck in Purgatory?

One of the challenges I've had a number of conversations about recently has been the ability of B2B content to attract the right audience....

How Does Your B2B Brand Reflect On Your Buyers?

I've been reading a lot of posts lately about making emotiional connections with B2B buyers, along with reminders not to forget their personal side....

Is Your B2B Content Tipping the Effort Scale?

I do a lot of work for technology companies. One of the challenges with marketing technology is simplifying complex systems into understandable business enhancers...

Viral is Not the Game Point in Complex B2B Sales

I received an email asking me what I thought of the Van Damme Volvo video that went viral to the tune of 57M views...

Take a Collective Approach to B2B Personas

My friend and colleague, Carlos Hidalgo's blog post, Why Buyer Personas are a Potential Obstacle to Demand Generation Success, got me going this morning....

Getting Content Caught by the B2B Buyer’s Filter

There's so much information available today that we've been left no choice but to filter the fire hose. I use Google Alerts, see mostly...

B2B Content Marketing is About More Than Publishing

Think like a publisher! That's been the rallying cry for content marketing for the last few years. But, I'd like to submit that content...

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