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.
Why Marketing Content Needs a Point of View
B2B marketing content is most useful when it serves as proof that you understand your target markets and actually know how to do what...
Expectations and Experience are the New Competition
For years, B2B marketers have been worried about competitors' products and solutions. They spent a considerable amount of effort trying to differentiate their features...
Marketing Cloud Computing to Non-Believer CIOs
Cloud computing is a pretty big deal. It's one of the top priorities for many CIOs. So, it should be a pretty easy process...
Why B2B Marketers Must Address Status Quo
When I do stategic planning workshops with my clients, we get into a lot of discussions about buying stages. Anyone who's followed me for...
Are Shorter Sales Cycles a Wake-up Call for Marketers?
Marketing Sherpa's chart of the week shows the answer to this question. Q. Please select the time period closest to the length of your organization's...
6 Tips for B2B Vendors Becoming Publishers
Judging by the amount of online noise being generated, the idea of publishing content is no longer considered to be an "edgy" proposition for...
What Happens When Inbound Marketing Works?
The term "inbound marketing" is getting a lot of play these days as B2B marketers grapple with labels and learning more about how marketing...
The Art of The Ask in Content Marketing
When working on content strategies with clients, the question about which content should be gated always comes up. Content — great content — takes...
B2B Content Marketing as Trojan Horse
I sat in on the Content Marketing for Real Marketers webinar, with Joe Chernov and Rebecca Lieb, hosted by #CMI and Joe Pulizzi. Of course...
Why I Use Mind Maps for Content Marketing Projects
I'm often asked how I manage all the details of complex content marketing projects. My favorite tool for this is Mind Maps. Specifically, I...
Blogs Provide Versatility for B2B Content Marketing
According to the B2B Content Marketing: 2012 Benchmarks, Budgets and Trends report produced by CMI and Marketing Profs, the use of blogs has increased...
The Myth of the Magic Bullet for Content Marketing
I'll just come right out and say it. There is no such thing as a magic bullet for B2B content marketing. This was a...
What Questions Will You Answer for Prospects in 2012?
I love this time of year. The New Year is stretching out infront of us, an open book ready for a story. That story...
Why B2B Content Marketing Themes Fail
Themes for B2B marketing programs are not a new concept. They're used to "organize" marketing programs and create a rallying cry around a market...
Is Gaming Your Customers Okay?
I've had a number of conversations lately with B2B marketers who are becoming concerned with, hmm, let's call it the overzealousness of some B2B...
The Difference Between Benefits and Features
One of the things I find in working with B2B marketers is that it's so dang easy to reference features rather than benefits in...
Redefining Gratification for B2B Marketers
Personalized experiences, relevant content and instant gratification are what we all hope for when we visit our favorite search engine and type in a...
Content Marketing Hubs Deliver ROI
Last week I was part of the panel for the Marketing Superhero webinar hosted by OnPath where we discussed how to create demand generation...
Frequency: All the time vs. at the right time
In the Focus roundtable I participated in last week with Lisa Horner, Lauren Goldstein and Craig Rosenberg, Lisa brought up the term "perpetual denamd...
The Secret to a Longer Life for Marketing Content
I work with a lot of companies that are limited in their ability to produce enough marketing content. I don't mean just any content,...