Ardath Albee

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 are merely transactional -- it's prudent to reconsider. The research and sentiment are clear: your B2B buyers prefer to drive...

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 of whether people prefer a chatbot or an exchange with a human, but rather the perceived “humanness...

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 only component in the four components of budget, authority, need, and timing that’s buyer-driven is need. And I’d wager ...

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. But what about lost opportunities? Most companies tend to either write them off or recycle the...

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 half of purchasing journeys stall and end with no decision is waving a red flag in the face of organizations...

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 defines a problem. The dictionary definition of problem is, “a matter or situation regarded as unwelcome or harm...

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 talking the talk than walking the walk. We can say we’re customer centric all we want, but for bu...

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 the year is when a lot of B2B companies look at what they want to accomplish this year as a…

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 a turnoff for your buyers; and putting loyalty in question for your customers.To create influence, you...

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 static place in time. With every interaction, people learn something that shifts their context and comprehension, whether for...

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, academic. We think our content must exude professionalism because we sell complex, high-ticket ...

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 answer definitively. Even though we know better, we seem unable to give B2B buyers what they want > unfettered access…

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 down to it, intent data is just another great tool in your marketing toolbox. If it’s used correctly.The problem i...

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 of Q&A drives momentum based on addressing how context shifts with each new intake of r...

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 marketing challenges. A few of them surprised me as I thought (or hoped) we had beaten...

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 commercial team to produce profitable buyer and customer-driven experiences is something...

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 of the B2B content produced is leaving buyers cold.Edelman and LinkedIn recently released the 20...

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 that’s not surprising given the rate things change in today’s market landscape. However, sometimes w...

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 buyers.One of the problems marketing and sales have as B2B buyers’ roles shift is that they start too late ...

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, do, understand, and evaluate. And they benefit from B2B content that shows them how to do those t...

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