Ardath Albee: Buyer-Driven B2B Experiences
There’s Always a Story in B2B
Recently, I had an executive tell me that what the company sells is too technical, complex, and "cutting-edge" to use as the basis for a story. Then the executive went on to tell me that some solutions they sold could accommodate a business narrative, like...
Use Context to Help B2B Buyers Bypass the Solution “Rabbit Hole”
Context is based on perspective. Quite often, the reason buyers don't engage -- or are disappointed -- with vendor content is because it lacks relevance. As the majority of B2B buyers report, the content they see is high quality, but it's not meaningful to...
Four Outcomes Your Buyer-Driven Experiences Must Deliver
I started this year with a post about 5 Elements to incorporate into a B2B buyer-driven experience (BDX). During the year, I've talked about what to incorporate and how to use BDXs to build momentum toward buying. As we do the work to get closer...
Use Needs and Wants to Win with Buyer-Driven Experiences
Given the degree of independence B2B buyers have assumed, compelling content is a critical component of buyer-driven experiences. Even if the solution they're considering is complex, chances are buyers will engage with your content before engaging with your sellers. The content that serves to fuel...
Build Effective Buyer-Driven Experiences Using Intelligence and Sales Enablement
I recently presented a webinar on Putting the Buyer Back in Your B2B Marketing Strategy. As I spoke about how B2B buyers have changed and the importance of truly understanding them to build sustainable engagement and pipeline, I asked the audience if they have...
How to Build Momentum with B2B Buyer-Driven Experiences
The mandate for B2B marketers is to successfully deliver buyer-driven experiences (BDXs) as self-service encounters. If the experiences you're providing are not -- or are merely transactional -- it's prudent to reconsider. The research and sentiment are clear: your B2B buyers prefer to drive...
5 Key Elements of a Compelling B2B Buyer-Driven Experience
B2B buyers are frustrated, overwhelmed, and disappointed with their buying experiences. B2B companies think they're customer-centric, but that's not what buyers perceive. That nearly half of purchasing journeys stall and end with no decision is waving a red flag in the face of organizations...