Ardath Albee: Buyer-Driven B2B Experiences

Marketers say trust is the new KPI, but most don’t know how to build it. Here’s what actually moves B2B buyers from indecision to commitment.

Where a funnel is linear and rigid, a continuum is dynamic and holistic. The difference enables the creation of experiences designed to build relationships.

Over the next few years, the use of AI will transform B2B marketing by automating workflows and repetitive tasks, allowing marketers the time to devote to strategy and critical thinking to enable the orchestration of relevant experiences that build buyer preference and increase momentum in buying journeys.

A continuum approach using thought leadership to build a strong narrative and semantic connections creates voluntary momentum — for both in-market AND out-of-market buyers.

We still need human B2B buyers and will for quite a while. And we need to be useful to the AI bots to help answer the trigger when our buyers need a category entry point.

We see the impact from B2B content overwhelm increasing…everywhere. There's never been so many options for information at everyone's fingertips. Gen AI has become...

GenAI offers opportunities for marketers spanning from creating B2B content to workflows to analysis. One of the biggest priorities for B2B marketers with AI...

I remember the days when B2B marketing attribution was simpler. Buyers had to visit your website and identify themselves to gain access to the...

I've been researching B2B buyer journeys and maps. In a recent article, I discussed why marketers can't afford buyer journey blindness. It's true --...

I recently worked on a monetization strategy content project in relation to SaaS companies. The research involved taking a hard look at how subscriptions...

In my work with clients, the buying process for their complex solutions takes considerable time with buying groups that involve five or more people....

Complexity, overwhelm, lack of confidence, and perceptions of risk lengthen the buying process. Or stall it indefinitely. This is evident as the growth of...

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...

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...

"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...

Every B2B company has stories they can use in content marketing programs. The challenge is in how you frame them within your marketing content...

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...

Context is based on perspective. Quite often, the reason buyers don't engage -- or are disappointed -- with vendor content is because it lacks...

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...

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...