Ardath Albee
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...
Does Curated Content Drive Vendor Preference?
I've read quite a bit lately about the suggestion that marketers become content curators in lieu of developing content of their own. If you have a strategy for integrating this content with your storyline this can be effective. However, in my opinion, too much...