Ardath Albee

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...

Why Sales Shuns B2B Marketing Qualified Leads

Shouldn’t sending people who actively engage and show interest in solving the problem be the core qualification for a marketing qualified lead (MQL)?

Closing the Gap Between B2B Buying and Selling

“Sellers use their sales process to place solutions.”“Buyers use their buying decision process to figure out how to resolve their problem with the least disruption.” This is how Sharon Drew Morgen explains it. She’s been working to expose and close the...

B2B Brand Marketing & Demand Gen: Better Together

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen.The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. This es...

Why Is B2B Marketing So Hyper?

Hyper-relevant. Hyper-personalized. Hyper-targeted. Hyper-everything in B2B marketing!What is it with all the hyper? Is it the new “new and improved” label for marketing concepts? If you look at the definition of hyper, the word is related to phrases l...

Marketers Need a Mindset Reset for B2B Personalization

Personalization in B2B marketing has been on an upward intention trend for a while now. But it’s not working out very well. Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business challenge.How...

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 content type works best at which stage in the funnel and has marketers responding to which format drives the mo...

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 prospective clients are little more than recipe cards for disconnected experiences. And shame on those who are ...

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 create conflict with the messaging each of them chooses to use.It seems perfectly reasonabl...

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, Katie Martell, Oli Gardner, Sangram Vajre, and more, were compelling.I could say a lot more about how grea...

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 with your products—just represented by media that you create and publish.For a litmus test, ask ...

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 trade show is that they’re buyers. There’s nothing inherently wrong in this with the exception that the identi...

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 producing and distributing content to their audiences. But for many buyers, the B2B content they encoun...

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 write about that will be interesting over 6-month span (or longer)? How will we prove value when the end of…

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 actionable personas takes a fair bit of time and effort.It’s also because buying committees are ex...

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 create. I’ve heard everything from one to fifty-two. The average is three to five B2B buyer personas.But even beyond the...

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 new subject, answer a question, or evaluate a product they no longer needed to talk to a ...

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