Ardath Albee

3 Pivots B2B Marketing Strategies Need to Create Compelling Experiences

The difference between a drive-by view and a meaningful engagement with your audience is based on the perceived value of the experience—by the audience. Unfortunately, customer experiences are often defined by the experience we want our customers to have, rather than those they expect and...

The Problem with Scale for B2B Content Marketing

Using content for marketing in B2B companies has caught on with a fervor that continues unabated. And, even though only a small percentage of B2B marketers say they are consistently effective with it, most of them will produce more content next year. It boggles the...

The Value of Content Operations for Committed B2B Marketers

Nearly all B2B companies are using content marketing to attract and engage buyers. We’ve been doing this for quite some time. But getting it right is still a struggle for a majority of companies. This is because we haven’t formalized content marketing as a...

The State of the B2B Conversation: Disconnected

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. The result is its State of the Conversation Report. The survey was based on the impact...

How to Hack Content Creation for Stretched-Thin Marketing Teams

A review of research on B2B content marketing over the last five years shows that the same problems persist—problems that continue to limit B2B marketing effectiveness. One of the biggest challenges? Content creation. Consistently producing engaging, high-quality content that contributes to marketing effectiveness has...

The Push-Me, Pull-Me of B2B Sales and Marketing Alignment: Macro vs. Micro

As I prepare for a webinar discussing the critical gap between sales and marketing on Wednesday, a few thoughts occur about B2B sales and marketing alignment. B2B sales and marketing alignment —or the lack thereof—is something that’s been talked about as long as I can...

The Future of B2B Marketing is Personal

Let’s face it. B2B buyers are self-focused. There’s a gap between what buyers want and what B2B marketing content is giving them. There’s a reason that WIIFM has become an evaluation factor for content prior to publishing. “What’s in it for me?” –from the...

Get Your B2B Buyer Persona Effectiveness Score

Does your buyer persona have what it takes to contribute effectively to content relevance that delivers increased marketing performance? According to the Benchmark Study on Understanding B2B Buyer Personas released by Cintell, less than 30% of B2B marketers who exceeded their goals said they were...

Give Your B2B Buyer Personas a Makeover

You’ve spent the time, effort and sweat equity to build B2B buyer personas. But, when you look at them, you’re not quite sure what to use them for or how to do it. Perhaps it’s time to assess your personas and give them a...

Great B2B Customer Experiences Require Customer-Centric Marketing

Only 12% of B2B marketers rate themselves as “very effective” at delivering a great customer experience. No, that’s not a typo. It’s a finding from the 2016 B2B Customer Experience Benchmark Report from Kapost. The report defines customer experience as: Customer experience encompasses each interaction…

Content Marketing Operations: Best Practices to Calm the Chaos

The formation of a content marketing organization should result in individual roles that are beautifully synced. At least that’s the gist of how Jason Miller—who’s in charge of leading global marketing for LinkedIn Marketing Solutions—phrased it in a recent presentation about how LinkedIn combats the chaos of...

Shift from More to Better for a Marketing-Driven Customer Journey

Content marketing isn’t about creating and publishing more content; it’s about creating relevant, lasting relationships that result in profitable outcomes for your company—from awareness to advocacy. But, as in many things in marketing, “more” has gained a foothold. More leads, more content, more channels, more...

5 Ways B2B Content is Creating Fragmented Experiences

Content marketing for B2B companies is now an established route to market. It works when done well. But the problem is that it’s often not done well—not nearly as well as it could be. The result is fragmented experiences that leaves buyers and customers...

Digital Relevance: The Introduction

I really appreciate the great reception my new book, Digital Relevance, has achieved in the first few days of its launch. For those of you who would like to know a bit more about the book, I thought I’d publish a few excerpts to...

Extend Your Content’s Reach within the B2B Buying Committee

B2B marketers know there are a number of people involved in a complex buying decision. What often goes overlooked is understanding not only who the marketing programs can reach and engage but how content gets shared among the group. It's common sense that the...

The Power of the B2B Buyer’s Perspective

I keep seeing that statistic - you know - the one that talks about how far through the buying process prospects are before they talk to salespeople. It's flawed. Here are a few reasons why: Prospects don't care if they're interacting with marketing or sales,…

The B2B Funnel is More Like a Pinball Machine

I was watching the video for the second roundtable video that I participated in at Content Marketing World and Nick Panayi from CSC said, "the funnel is more like a pinball machine, with leads bouncing everywhere" - I'm not sure that's verbatim, so go...

Design B2B Marketing Content in Pursuit of Inquiry

In writing my new book, Digital Relevance, I spent a lot of time thinking about how a digital approach changes a lot of things, including the opportunity we have to become more relevant to our audiences. An obvious line of thought, given the title of...

How Did Buyers Get Here?

I interview a lot of people during buyer persona projects. This includes representatives from product development, customer service, sales teams, marketing professionals of various flavors, and, of course, customers and prospects. The thing that continues to astound me during internal interviews is the lack...

B2B Marketing Content Must Address “Soft” Factors

For some reason, in B2B content marketing, we seem to forget about the "whole" buyer. More and more marketers are embracing buyer personas and the idea of becoming customer centric, but we often only focus on the business side of the buyer, as if...

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