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.
The Contagious Content Challenge
Over the weekend, I received an email from a reader of my book, eMarketing Strategies for the Complex Sale, sharing his success with contagious...
Using Editorial Calendars in B2B Content Marketing
This post is due to a Twitter exchange that ended a bit badly because I misunderstood the person's intentions. He was using Twitter to...
Can Sales Finish Marketing’s Sentence?
I'll bet that most of you have a best friend, spouse or assistant who can finish your sentences, or whose sentences you can finish....
How Catchy is Your Content?
Information overwhelm. We all suffer from it. Our job as B2B marketers is to create contagious content that catches—and keeps—the attention of our prospects...
In B2B Marketing the Sum is Greater than the Parts
BtoB Online published a collection of data charts revealing a variety of input from marketers around lead generation and management. When I reviewed the...
Relevance and Email are Like Reese’s Peanut Butter Cups
Marketing Sherpa's Chart of the Week shows the results of asking marketers to rate the effectiveness of email tactics. I was happy to see...
Is Your B2B Marketing Content a Filter or a Vortex?
The amount of information available is staggering. So much noise is created on a daily basis through content publishing that it's a real challenge...
Webinar Q&A: Content is Marketing Currency
On Wednesday, I answered a question that had been asked during the webinar about how to improve a content strategy you already have with...
B2B Digital Marketers Must Master “Natural Nurturing” on Social Web: Interview with Ardath Albee
Bob Thompson interviews B2B marketing expert Ardath Albee about her latest book, eMarketing Strategies for the Complex Sale. Topics include: Synchronizing the right content during...
Take Your Content Strategy Up Stream
During the Q&A of the Content is Marketing Currency Webinar, sponsored by GoToWebinar today (#CntCrncy), a question arose that I don't think I did...
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...
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...
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...
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...
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...
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,...
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...
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....
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...
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...