Ardath Albee

Staying Top of Mind is Not the Goal for Email Marketing

When B2B marketers first embraced email marketing, the idea was to populate a database and continuously send one-size-fits-all messages to supposed prospects. The idea being that by keeping these folks exposed to your company's name and logo, you'd stay "top of mind." That process...

Takeaways from The Great Content Marketing Experiment

Last week, John Bottom (@basebot) from Base One Group in the UK took a unique approach to his presentation at the IDM conference. He designed an experiment to show 150 B2B marketers the impact that can be achieved with content marketing. He asked attendees to...

B2B Marketers Need Big-Picture Thinking

B2B Marketers are trying to learn how to use social media, content marketing, lead nurturing, personas and a host of other evolving means of attracting buyers through digital marketing. I'm all for it. I applaud your intentions. However, one of the things you need...

The Impact of Social on B2B Brand Personality

One of the things made noticeable through social media participation is the personality of a previously impersonal B2B brand. Whether or not the company has individuals participating on their behalf or flies under the avatar of a company logo, the audience has greater access...

Use Story Elements in B2B Marketing Content

Lou Hoffman, who blogs at Ishmael's Corner, wrote a great post about Storytelling in Social Media and Traditional Media. He wrote the post in answer to a question about how storytelling benefits business executives and their respective companies. He used this example - drawn from...

Why Marketing and Sales Need an SLA

The B2B marketing-to-sales process can be a long and complex process for your company—as well as your customers. Without agreement for who does what, when, managing the buying process behind the scenes can get messy, fast. Collaboration between marketing and sales teams to develop...

Survey Highlights Contradictions for B2B Marketers

In reviewing the results from the B2B Marketing Skills Survey conducted by Genius.com and BtoB Magazine, I saw a few disconnects that should be flags for concern. Let's talk about two of them. Contradiction 1: Driving qualified leads is seen as the most important mission…

The Fallacy of Control for B2B Marketers

Even with all the ways in which B2B content marketing is evolving, I'm still hearing a lot about the desire to control prospect behavior. See if any of these sound familiar: We don't want to send prospects to any page not on our website. We…

The Flip Side of B2B Marketing Ideas

I just read a thought-provoking post by Sharon Drew Morgen (@sharondrew) over on The Customer Collective. In Assumptions are costly with clients, Sharon Drew shares her experience during "an Ideation session in which an insurance company needed some new thinking about how to best serve...

7 “Rs” for B2B Marketing Content Planning

Content is the fuel for eMarketing. With a majority of marketing efforts going digital, that means even more content is needed. The instant gratification mindset of B2B content consumers means they're demanding more content, faster. Not just any content, but ideas, information and expertise...

The Difference Between B2B Leads and Personas

B2B marketers have relied on lead definitions to define their marketing programs for years. Some definitions are more complete than others. The biggest disconnect for companies is that a marketer's definition of a lead can often be quite different than how sales defines what...

B2B Buyers’ Use of Social Media – BUYERsphere Report

There's a new B2B Buyer survey hot off the presses from Base One and B2B Marketing Magazine. Marketers will find a view of the big picture as the report shows an overlay of both online and offline informational sources in comparison to social...

How to Use Cliffhangers in B2B Marketing Content

During the Broad Reach + Intelligent Lead Nurturing = Increased Revenue webinar I participated in yesterday with Scott Mersy of Genius.com, Brian Carroll of InTouch and Andrew Gaffney of DemandGen Report, I talked about how content can help promote prospect responsiveness. I presented 3 components...

No B2B Messaging Should Be Overlooked

I'm all for automation. Marketers can do so much more when they have it. There's no way we can manually respond to everyone in every situation. But we've got to be smart about how we use it. I'll bet all of us have received the...

Social Media is Not a Replacement

Why is it that when something new comes along we want to toss everything aside in favor of the shiny new object? Yes, I'm talking about social media. I've heard from several potential B2B clients in the last week that they're being told by...

The Difference Between Features and Value

There are numerous articles, blogs, Tweets and discussion groups that talk about content marketing. The consensus across the web is that content needs to be highly relevant and engaging to break through the clutter. So, why is it that so much B2B content misses...

Why Opt Out is Not a B2B Marketing Strategy

There's a pretty interesting discussion going on over on HBR based on a post Ruth Stevens wrote about using opt out vs. opt in for B2B email marketing. As you can imagine, I'm not a fan. Strangely, the comments on the post are mixed....

Help B2B Buyers Find Their Place in The Story

For years I've talked about writing content from the perspective of your buyers. I was reading an interview with David Willows over on Kathy Hansen's blog, A Storied Career, and came across an idea that can be very useful for helping B2B marketers think...

Why a Blog Improves Social Media for B2B

I presented during a webinar earlier this week and was a bit taken aback at the response to a poll taken during the session. When asked what type of social media the attendees participated in, they responded: 54% - Social Networks (LinkedIn, Facebook, etc.) 21%...

It Takes More than Traffic to Generate B2B Leads

I love inbound marketing. I really do. Heck, I practice it, promote it and preach about it. But not as a singular effort for lead generation. One of the things that inbound marketing does is grow traffic. In fact, Twitter is one of the...

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