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.
3 Critical Tips for B2B Buyer Personas
As many of you know, I spend a lot of time working on buyer personas in my client projects. I thought I'd share a...
Content Curation Sneaks Up on Marketers
I've read a lot of articles and blog posts about content curation. I have to say that I've been outspoken about not being a...
Put Cost Effectiveness in Content Marketing
In line with my recent Shiny Object post, I thought I'd explore another argument in favor of B2B content marketing; namely improving the cost...
The Ripple Effect of Shiny-Object Syndrome
Selling content marketing to B2B executives is hard. At least harder than it should be. But what strikes me as odd is their willingness...
Format is Not a B2B Persona Question
I am often asked which content formats to use in which stages of the buying process. B2B marketers often arrive at this question during...
What Tech Buyers Want From Content
One of the reasons to create personas is to develop a tool that guides your content strategy to develop content that they'll find interesting....
Robotic Email Campaigns Miss the Point
In addition to learning that lead generation is the top marketing priority for tech marketers, IDC's 2012 Tech Marketing Barometer Study asked them about...
Can B2B Marketers Become Content Whisperers?
One of the mandates bandied about lately is that B2B marketers need to become listeners. They should set up listening posts and they must...
Content Strategy Must Reach Beyond Marketing
Arguably, content strategy is most often thought of as a marketing application. That's a great start, but it doesn't do the practice justice. In...
B2B Content Strategy Should Never Be a Wallflower
A B2B content marketing strategy should never be contained in a silo. First of all, to be literal, a silo is a dugout, cave...
Designing Calls to Action for B2B Marketing Content
During my keynote at the B2B Content 2 Conversion conference on Tuesday, one of the questions the audience asked was about a slide I...
Marketing Beyond the Chit Chat in Social Media
I was just reading a post written by Margie Clayman, Myth: Marketing consists of just talking to people (or what is social media marketing?)....
Changing the Conversation
When B2B companies develop and implement a content marketing strategy it should be obvious that big change is afoot. Not just for marketers, but...
Content Marketing: Theory vs. Practice
Sometimes I think content marketing can be made so convoluted and complex that it's nearly impossible to execute. I've seen spreadsheets and diagrams and...
B2B Marketers Need Every-Click Attribution
One of the beautiful things about digital B2B marketing is the ability to attribute behavior and engagement for prospects across a variety of channels...
Lost the Key to Your B2B Database?
A database is a beautiful thing — especially if it's built from contacts who've opted in rather than purchased lists. But, the problem I...
B2B Marketing: Evolving or Stuck in the Mud?
There are a few things bugging me that I'd like to air out. Over the last few months, I've seen and experienced some things...
What Purpose Do Your Buyer Personas Serve?
In every project I work on, some version of buyer personas are involved. Sometimes I'm given personas (usually "profiles") to work with and sometimes...
Convince Execs to Convert to Content Marketing
The way marketing has always been done will not produce the results B2B marketers need to grow their businesses today. You know it, you've...
Does Your B2B Marketing Content Address Cause?
How deep does your marketing content dive into the problems and priorities your B2B prospects are facing? In B2B marketing, we talk a lot...