Ardath Albee

Are Salespeople Screwing Up B2B Marketing Performance?

I sat pondering another in a burst of self-serving emails sent last week by salespeople who obviously lack any discipline in prospect research or the energy needed to attempt meaningful personalization. As one of the emails was from a company I'd thought "got it,"...

The B2B Funnel is Now a Sieve

The buying process has gotten messy for B2B marketers. This easy access to information means that engagement one second can turn into disinterest in the next. Every new channel puts a hole in your funnel. (Although I've never liked the funnel construct, it's appropriate...

B2B Marketers Must Stay In the Game to Prove Business Impact

I was reading an interview with Laura Ramos, VP and Principal Analyst with Forrester, and a couple of things she said caught my eye: “The ideal model for understanding how B2B buyers buy is a life cycle, not a funnel.” “When your sales involve multiple…

B2B Marketers Need to Understand Technology

I attended a webinar this morning, What Marketers Need To Know To Achieve Content Marketing Success, with Robert Rose and Steve Walker. It was a good session focused on the technology needed to empower content marketing. You should go listen to it. At the end...

B2B Buyers Choose Their Own Adventures

I was reading this blog post interview with Paul Greenberg over on Hubspot's blog about defining customer engagement and one of his examples stuck out to me. The essence of it was "don't make decisions for your buyers." Instead, let them choose. Regardless of how...

Curiosity and Context: Keys to Engagement for B2B Buyers

Many B2B marketers have jumped on the bandwagon about answering their buyers and customers' questions. There's a bit more strategy involved to do so in a way that drives momentum, but what I'm not seeing is marketers attempting to promote the curiosity that motivates...

Cut Through the Red Tape of Consensus for B2B Buying Decisions

This headline caught my eye - 53 Percent of B2B Fortune 500 Companies Use Marketing Automation - so I clicked through to read it. Mathew Sweezey wrote the post based on his research into the State of Demand Generation. Mathew presents three reasons for...

B2B Marketers Need a Fresh Perspective

In response to my last post, Product is Not the Hero of a B2B Company’s Story, Michael Webb asked a great question. I started to answer it and then decided the answer deserved its own post. Michael asked: I can't help wondering what you (and…

Product is Not the Hero of a B2B Company’s Story

Despite the shift in the B2B buyer landscape that puts them squarely in the power position, I still hear marketers insist that the product is the hero of the story. Well, I'll just rip the bandaid off and say it straight up - You...

Shiny New Tech: Content Not Included. Proceed with Caution

I've written about shiny object syndrome (SOS) on this blog a number of times - just do a search and you'll see. Many others have also shone a light on the folly of SOS over the last few years. But it's not changing behavior....

Crossing the Chasm: The New Obstacle for B2B Buyers

I've come to the conclusion that evolution is lopsided. Especially when it comes to B2B marketing vs. sales. It seems to me that either one or the other is evolving, but much of the time it doesn't seem to be both. At least not...

Is Your B2B Content Just a Pit Stop?

B2B marketers have taken up the challenge to create great content. They're investing time, effort and money into content marketing. People are reading their content. But, effectiveness remains elusive. Only 9% strongly agree with the statement: "I know our digital marketing is working." That's only…

Why B2B Marketers Need a Ping-Pong Plan

Let's say that the above is representative of a B2B buying process. Yep, it gets a little messy. All the people involved, the back and forth. The side discussions that you're not part of as you're returning a lob from a different contact. The...

Manipulating B2B Personas is a Bad Move

Over the last three years, I've helped more than a dozen clients develop 75+ personas. Considering I work mainly for tech companies, and no two of those personas are interchangeable (believe me, I've tried) this is an example of the depth that needs to...

Are You Pandering to the B2B Lead Slave Trade?

I just read the State of B2B Lead Generation report from Buyer Zone and I have to say that my heart sunk a bit. That nearly 50% are sending inquiries directly to sales as "leads" was disheartening enough. But when asked where they'd spend...

Are Your B2B Buyers More Evolved than Your Content?

The noise online is deafening. But there is also a lot of really great content available on nearly every subject imaginable - from addressing simple ideas to the highly complex. There's a lot of research that shows the first stop for B2B buyers with...

Even ONE B2B Persona Can Bring Benefits

>Last week, Steve Rayson wrote a blog post over on Anders Pink, B2B Buyer Personas - A Waste of Time? I'm honored that he wrote about a post I published and shared a few metrics I'd not seen. Steve's blog post is solid and...

Why “Who” Sends B2B Nurturing Emails Matters

A lot of marketing emails used in B2B nurturing programs don't have a live person tied to them. Signature lines that reference Your Team, or no signature at all are the norm. This bothers me. Not only is it impersonal from companies that...

Is Your B2B Content Stuck in Purgatory?

One of the challenges I've had a number of conversations about recently has been the ability of B2B content to attract the right audience. Much of the content created by B2B companies gets a limited amount of pageviews, social shares or direct passalong. There can...

How Does Your B2B Brand Reflect On Your Buyers?

I've been reading a lot of posts lately about making emotiional connections with B2B buyers, along with reminders not to forget their personal side. But this doesn't mean to start looking at them as B2C consumers - even though they are when they're away...

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