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.
Cracking the Code on LinkedIn is For Marketers Too
Jill Konrath and I recently released a report, Cracking the LinkedIn Sales Code, that details what we learned from a survey of 3,094 salespeople...
Change and the Content Marketing Continuum
Now that we're a few months into the new year, it seems appropriate to take a stand about the payoffs of sticking with solid...
Content Marketing Should Never Be Advertising
The rise of the term Native Advertising seems to be causing quite a stir. This may very well be in creating a label that's...
B2B Buyer Personas Don’t Belong in the Closet
Many of the projects I do for companies start with buyer personas. After all, it's a logical place to start as it's next to...
The Cost of Misaligned B2B Marketing
When alignment is discussed in marketing, the usual application is to sales and marketing alignment. This has been an ongoing conversation for nearly as...
The Power of Positioning in B2B Content Strategy
Brand positioning is becoming critical as more B2B marketers turn to content marketing across a range of channels to cultivate standoffish, self-service buyers. Your...
Content Marketing Requires More Than Content
Lately, I've been receiving calls from B2B sales executives in search of how to use content to drive pipeline momentum. Many of their companies...
Why Marketers Must Care After the Handoff
I'm still speaking with a lot of B2B marketers who draw a hard line in the sand at the sales handoff. Each time I...
Is Listening on Social Media is a Waste of Time?
I'm a huge proponent of listening to what prospective B2B buyers and "companies" say and do online as an indication of how to create...
Buyer Persona Backlash: Right Person, Wrong Company
I first heard this term "buyer persona backlash" from Jason Stewart of Demandbase during today's webinar with Craig Rosenberg. And, I didn't like it....
B2B Content for Customer Retention Tells a Different Story
I'm starting to see customer retention, up sell and cross sell getting a bit more attention from B2B marketers these days. From account-based marketing...
Revelations from Content Audits
I've been doing a lot of content audits lately. Boy are they an eye opener! When you have to sit down and read a...
The Role of Content in the B2B IT Buying Process
The 2012 Customer Engagement Study, conducted by IDG Enterprise and released at the end of September, focused on learning more about the role content...
The Painful Reality of Social Spam
I've been writing a series of posts lately trying to dispel B2B Marketing Buzzwords. This isn't exactly a buzzword, but it's becoming a problem...
Making Assumptions About The Buyer’s Journey
I'd like to take pause to question how marketers are using the term "buyer's journey." This also applies to buying process, buying cycle, sales...
A Few Thoughts on B2B Marketing Buzzword: Relationship
I've been a bit of a journey to explore B2B marketing buzzwords. Today's focus - at the suggestion of Eric Wittlake — is the...
Bullocks to B2B Marketing Buzzword: Relevance
Recently, I've felt compelled to take on some B2B marketing terms that make me a bit nuts as their meanings become blurred through the...
Taking on B2B Marketing Buzzword: Conversation
Everywhere I look, I see B2B marketing that spouts "join the conversation," "get in the conversation," and other references to the word that skew...
Debunking B2B Marketing Buzzword: Engagement
I'm tired of seeing so many concepts that should be being used to evolve content marketing applied to vague notions or traditional practices that...
5 Points from the 2012 Buyersphere Report
John Bottom from Base One was thoughtful enough to send me the latest Buyersphere Report - hot off the presses. You can read his...