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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.

B2B Companies are Paying Outrageous Costs for Marketing and Sales Misalignment

There's a lot of talk about the differences between demand creation (marketing), demand capture (sales), and brand (marketing). B2B companies' approach each of these...

To Win More Deals, Become the “Anchor” for B2B Buyers’ Shared Experiences

"Consensus is the opposite of leadership." Said by Mike Pence in the GOP debate on August 23rd. That sentence is the antithesis of how democracy...

Use B2B Buyer Scenarios as the Cure for FOMU

Every B2B company has stories they can use in content marketing programs. The challenge is in how you frame them within your marketing content...

There’s Always a Story in B2B

Recently, I had an executive tell me that what the company sells is too technical, complex, and "cutting-edge" to use as the basis for...

B2B Content Marketing > Going Bold or Fading to Beige?

Would it surprise you that a whopping 1% of decision makers believe that B2B marketing shows a meaningful understanding of the human experience? Read that…

Use Context to Help B2B Buyers Bypass the Solution “Rabbit Hole”

Context is based on perspective. Quite often, the reason buyers don't engage -- or are disappointed -- with vendor content is because it lacks...

What Happens When B2B Buyers Start Using ChatGPT?

For the last month or so, it seems that every other post I read or email I receive is about ChatGPT or some other AI…

Four Outcomes Your Buyer-Driven Experiences Must Deliver

I started this year with a post about 5 Elements to incorporate into a B2B buyer-driven experience (BDX). During the year, I've talked about...

B2B Marketers Go for a Win with Customer Retention

When B2B marketers think “buyer,” they’re most often thinking about net-new buyers. But the biggest opportunity in an uncertain market is to focus on convincing…

Why You Need to Revisit B2B Buyer Personas and ICPs

As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. This change may be in…

Use Needs and Wants to Win with Buyer-Driven Experiences

Given the degree of independence B2B buyers have assumed, compelling content is a critical component of buyer-driven experiences. Even if the solution they're considering...

Use B2B Buyer Personas to Gain Consensus on Objectives

With 8 to 15 buyers involved in a complex B2B purchase, ensuring a no-regret deal can be as difficult as herding cats. By gathering and…

The Inside and Outside of B2B Buyer-Driven Experiences

I’m hearing a lot of assertions about the B2B buyer journey. The challenge is in how much nuance people apply to what’s said. I’m thinking…

Build Effective Buyer-Driven Experiences Using Intelligence and Sales Enablement

I recently presented a webinar on Putting the Buyer Back in Your B2B Marketing Strategy. As I spoke about how B2B buyers have changed...

How to Build Momentum with B2B Buyer-Driven Experiences

The mandate for B2B marketers is to successfully deliver buyer-driven experiences (BDXs) as self-service encounters. If the experiences you're providing are not -- or...

The Importance of Humanness in B2B Content Experiences

What is it that puts the humanness in business experiences?A recent study from researchers at the University of Florida found that it’s not the question…

Why Buyer-Driven Qualification Beats BANT

The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. Case in point > BANT. The…

B2B Nurturing for Lost Opportunities

Why did you lose that opportunity?Better yet, how might you resurrect buying intent? I recently wrote about B2B nurturing for net new vs. existing customers.…

5 Key Elements of a Compelling B2B Buyer-Driven Experience

B2B buyers are frustrated, overwhelmed, and disappointed with their buying experiences. B2B companies think they're customer-centric, but that's not what buyers perceive. That nearly...

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…

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