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.
Stop Losing Deals to Indecision: Building Trust in B2B Buyer Decision Environments
Marketers say trust is the new KPI, but most don’t know how to build it. Here’s what actually moves B2B buyers from indecision to commitment.
Why B2B Marketers Need to Ditch the Funnel and Build Decision Environments Instead
Where a funnel is linear and rigid, a continuum is dynamic and holistic. The difference enables the creation of experiences designed to build relationships.
How to Build Mental Equity with Stealthy, Zero‑Click B2B Buyers
Buyers are in control. And they know better than to openly engage with your marketing and sales plays. Or do they?
Foundations Are Imperative as B2B Marketers Ramp Up AI Usage
Over the next few years, the use of AI will transform B2B marketing by automating workflows and repetitive tasks, allowing marketers the time to devote…
Shorten B2B Buying Cycles with a “Continuum” Approach that Builds Buyer Momentum
A continuum approach using thought leadership to build a strong narrative and semantic connections creates voluntary momentum — for both in-market AND out-of-market buyers.
Use Semantic Clarity to Engage B2B Buyers AND GenAI
We still need human B2B buyers and will for quite a while. And we need to be useful to the AI bots to help answer…
Relevance Engineering vs. B2B Marketing Theatre
Source: Adobe Stock If we’re honest, we’d admit that much of B2B marketing today is performance. It’s shallow, lacks the nuance that comes with buyer...
Use True Thought Leadership to Build B2B Buyer Momentum
We see the impact from B2B content overwhelm increasing…everywhere. There's never been so many options for information at everyone's fingertips. Gen AI has become...
To Engage with B2B Buyers, Don’t Put the AI Cart Before the Content Horse
GenAI offers opportunities for marketers spanning from creating B2B content to workflows to analysis. One of the biggest priorities for B2B marketers with AI...
B2B Marketing Attribution Devalues its Strategic Impact
I remember the days when B2B marketing attribution was simpler. Buyers had to visit your website and identify themselves to gain access to the...
Marketers Help B2B Buyers Use AI for Better Buying Decisions
Source: Adobe Stock A year ago, I wrote an article What Happens When B2B Buyers Start Using ChatGPT? That ship has sailed. The 2024 State...
Align B2B Buyer-Driven Experiences to The Bigger Picture
Selling complex B2B solutions is a tough gig given current market conditions. SBI research with CEOs finds 44% say buyer factors are creating commercial...
Brand vs. Demand: A False Choice in B2B Buyer Journeys
Source: Adobe Stock I’ve always believed you need to engage B2B buyers from start to finish. This means building brand and moving into demand. Brand...
B2B Buyer Journey Maps — The Paradox of Plan and Reality
I've been researching B2B buyer journeys and maps. In a recent article, I discussed why marketers can't afford buyer journey blindness. It's true --...
Marketers Can’t Afford B2B Buyer Journey Blindness
Source: Adobe Stock Given the changes in buyer behaviors, I’ve become a bit obsessed with the B2B buyer journey. The whole thing. Not just as...
Why You Need a Subscription Mindset for B2B Content
I recently worked on a monetization strategy content project in relation to SaaS companies. The research involved taking a hard look at how subscriptions...
B2B Marketers Use a Buyer MVP to Excel with GenAI
B2B marketers are experimenting with GenAI for content marketing tasks from personas to content marketing strategy to messaging, content, social posts, and more. Most are…
Personalization in B2B Marketing: Overrated or Misunderstood?
Source: Adobe Stock B2B marketers strive to achieve personalization in content and communications. Most marketing leaders think the future depends on it. Yet, attempts at...
Urgency is Killing B2B Marketing Effectiveness
In my work with clients, the buying process for their complex solutions takes considerable time with buying groups that involve five or more people....
5 Steps to Fix B2B Marketing’s Failure to Orchestrate the Buying Experience
Complexity, overwhelm, lack of confidence, and perceptions of risk lengthen the buying process. Or stall it indefinitely. This is evident as the growth of...