B2B Digital Marketers Must Master “Natural Nurturing” on Social Web: Interview with Ardath Albee


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Bob Thompson interviews B2B marketing expert Ardath Albee about her latest book, eMarketing Strategies for the Complex Sale.

Topics include:

  • Synchronizing the right content during a seven-stage buying process
  • Why B2B marketers must learn to be better publishers
  • Role of marketing technology to support content and nurturing processes
  • Should marketers shift all their attention to in-bound marketing?
  • What is “natural nurturing” and how should it be used?
  • Finding the right mix between social marketing, email and other channels

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.


  1. The planning guidelines are very helpful for making manageable a large corporate content effort and measuring the impact of your new marketing efforts. If you want to give your executives a book to help them understand why you are taking your marketing activities in new directions, this is the one. The book also presents many guidelines for copywriters on new marketing styles, storytelling techniques, and understanding reader’s needs for and perceptions of content.

  2. A must read for those working in B2B marketing. The book is focused on “eMarketing” but the principles apply to traditional channels as well. Very helpful in explaining why a content strategy matters more now than ever. Well written, with excellent instructions and examples throughout.


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