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.
These B2B Leads Suck! Really?
How many times has a sales team told a marketing team that the leads they source for them suck? My guess is that this...
Where to Start Your Lead Nurturing Program
Getting started is often the hardest thing to do once you decide you want to create a lead nurturing program. Lead nurturing is about...
Signs of Sybil in B2B Content Marketing
I'm likely dating myself, but sometimes reviewing the array of marketing content produced by a B2B company reminds me of the 1976 movie Sybil....
Where Sales Can Lead Marketing Off Course
There's a reason why B2B marketers have issues in alignment with their sales-oriented colleagues. It's really not all that hard to figure out. Basically...
Content Marketing for Customers Instead of Prospects
I recently received an email from someone who's read my book. He asked how to go about creating content to nurture and retain customers...
“Top of Mind” is B2B Marketing Schmaltz
Sometimes I wonder if we ever stop and think about the marketing terms we use and what they really mean. Do we use them...
Don’t Put Your B2B Email In a Box
Email is used by most B2B marketers for a variety of purposes—many of which are executed distinctly, sometimes without visibility across the organization. There's...
B2B Marketing Stocking Stuffers & Holiday Cheer
With the holiday break approaching, there are four resources I thought you might find useful to help you think about what you'd like to...
Is What You Don’t Know Tanking Your B2B Content Marketing Efforts?
Earlier this year, Frost & Sullivan conducted an Executive Benchmark Assessment that asked 250 B2B marketers to provide information about their marketing processes. What...
Is Marketing a Numbers Game?
I get very frustrated when I hear salespeople talk about numbers in relation to sales. Like if you need $X in revenues, then you...
A Leaf on the Marketing Blog Tree
I'm honored to have my leaf on The Blog Tree created by Eloqua with JESS3. And I especially like my lofty view from the...
Sales Support as B2B Marketing Leadership
I saw this Tweet from Adam Needles during Dreamforce and it's really bothering me. In all fairness to Stacey - I don't have the...
Are You Letting the Competition Drive Your Marketing?
I hear from B2B marketers and salespeople all the time about their competition. Propose a new messaging theme and the first thing they say...
Writing is a Critical B2B Marketing Skill
I was reading an article written by Denny Hatch (a long-time copywriting expert) discussing why professional copywriting is critical for marketing where he shared...
B2B Lead Nurturing and Social Media
I'm hearing a lot of questions and conversations about Social Media as something that's a stand alone from lead nurturing and demand gen. I'm...
The Left Brain Model for B2B Demand Gen
I had the chance to spend some time last week speaking with Malcolm Friedberg about what he calls The Left Brain Model (TLBM) and...
Send Your Marketing Content to Med School
Much too often I hear B2B marketers say that their prospects already know they need the solutions their company sells. Quite frankly, if every...
Buyers Set the Pace for B2B eMarketing
The ability to instantly publish content, send email, and Tweet give the impression that speed is a marketer's friend. Maybe so, maybe not. But,...
Is Internal Marketing in Your B2B Go-to-Market Strategy?
As B2B marketers with full plates and a never-ending buffet of programs that need attention, we often forget to consider that internal marketing can...
How to Keep Marketing Vs. Sales Alive and Thriving
Earlier this week I wrote a post asking the question Does Sales Care About Alignment with Marketing? Some great comments were made about the...