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.
It’s Not the Format of Your B2B Content, It’s the Relevance
Format is one of those chicken and egg things about marketing that just needs to cross the road.Every year, reports come out that tout which…
Misconceptions About B2B Buyer Personas
I’m really tired of seeing people dismiss B2B buyer personas as worthless. Although, I have to admit that many of the personas I review from…
Revenue Teams Must Deconflict B2B Messaging
B2B messaging is a key component of doing business. All go-to-market and customer programs run on messaging. However, the different roles on revenue teams often…
More Stuff B2B Marketing Needs to Break
Last month, I attended the Break Sh!t event hosted by Terminus. It was a fun format and the short sessions from standouts including Andrew Davis,…
How Marketers Can Help Reps Use Sales Content Effectively
Most marketers treat content like a tactic, not a product offering. Content truly focused on what your buyers and customers need to know becomes integrated…
Never Assume B2B Buyers Know How to Buy
One of the assumptions that marketers and sales reps make when people show interest in your website, content, or booth at a virtual summit or…
Put B2B Content in Context Across the Customer Lifecycle
Content marketing has been an ongoing practice for B2B marketers for more than a decade. Marketers are spending a boatload of money, time and effort…
Is Your B2B Content Too BIG?
When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation… What will we…
Use B2B Buyer Persona Types for Ease and Effectiveness
In a lot of the conversations I have with B2B marketers, many are overwhelmed when confronted with how to build truly actionable buyer personas. Building…
How Many B2B Buyer Personas Do You Need?
One of the first things potential clients say to me is something along the lines of how many buyer personas they think they need to…
Inclusive Relevance: Your Content’s Job Description
A funny thing happened with the growth of information availability. Once B2B buyers figured out they could access whatever information they needed to understand a…
Buyer Context is the Key to Engagement
What do your B2B buyers’ see? Until you can see what they see, you cannot create the conditions for change. But once you understand buyer…
Content-Driven Conversations: The Future of B2B Engagement
Marketers say one of their biggest challenges is creating content that engages and compels their buyers. The future will not only depend on engagement, but…
Achieving Maturity with Content Operations
I had to laugh when I thought about it. I’ve been actively involved in content marketing for 20 years. Seems like I just started. There’s…
Why Marketers Must Have Customer Conversations
Know your audience has become a rallying cry behind the concept of creating compelling buyer and customer experiences and becoming customer-centric companies. But how many…
The Relevance Maturity Matrix Helps B2B Marketers Close the Gap
A good customer experience must be relevant. According to Forrester Principal Analyst Mary Shea, “Your buyers want contextual interactions with both human and digital assets…
B2B Tech Marketers Make the Shift From Funnels to Lifecycles
For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). This is why it’s imperative for…
SMS Messaging Moves Businesses Beyond Transactions
Text messaging in business is often thought of as purely transactional. It’s commonly used for password verification, appointment reminders, package delivery updates, service appointment arrival…
How Content Performance Informs Your Marketing Strategy
As our ability to collect data grows, so do the different ways we can measure content performance. With that said, what I see most is that…
Content Operations: Waiting is Costing You
The intent to expand content marketing strategy and tactics is in every B2B marketing survey. B2B marketers plan to create more content, spend more on…