Ardath Albee: Buyer-Driven B2B Experiences
How to Increase the Influence of B2B Marketing: The Content Value Equation
Value. It's become a buzzword of little…value. What does it mean to B2B buyers? Often, companies think of value in relation to their business...
B2B Companies are Paying Outrageous Costs for Marketing and Sales Misalignment
There's a lot of talk about the differences between demand creation (marketing), demand capture (sales), and brand (marketing). B2B companies' approach each of these...
To Win More Deals, Become the “Anchor” for B2B Buyers’ Shared Experiences
"Consensus is the opposite of leadership." Said by Mike Pence in the GOP debate on August 23rd.
That sentence is the antithesis of how democracy...
Use B2B Buyer Scenarios as the Cure for FOMU
Every B2B company has stories they can use in content marketing programs. The challenge is in how you frame them within your marketing content...
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...
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...
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...
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...
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...
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...
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...