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Marketing Interactions



B2B marketing strategist Ardath Albee works with clients to create eMarketing Strategies that use multi-channel contagious content marketing platforms to turn prospects into buyers.



Updated: 2010-07-16T07:56:26-07:00

 



Lose the B2B Website Laundry Lists!

2010-07-16T08:02:39-07:00

B2B websites still flounder in trying to connect with prospects. There are many issues that we can shine a light on, but for today, let's talk about those dreaded laundry lists. You know what I mean. Those endless, scrolling lists of links to stuff that make your website visitors' eyes glaze over. Even worse, is when those lists have no...



How Catchy is Your Content?

2010-06-22T07:22:26-07:00

Information overwhelm. We all suffer from it. Our job as B2B marketers is to create contagious content that catches—and keeps—the attention of our prospects across the entirety of a long-term complex purchase. That means your marketing content has to work even harder than you may have thought to rise above the noise. Seem daunting? Doesn't have to be. Not when...



Staying Top of Mind is Not the Goal for Email Marketing

2010-05-30T11:09:54-07:00

When B2B marketers first embraced email marketing, the idea was to populate a database and continuously send one-size-fits-all messages to supposed prospects. The idea being that by keeping these folks exposed to your company's name and logo, you'd stay "top of mind." That process is now referred to as "spray and pray" marketing. In a longer-term, B2B complex sales process,...



The Truth About Marketing Demographics

2008-10-28T14:58:16-07:00

As more and more marketers and salespeople grapple with how to segment their leads and personalize their messaging, the question of demographics is asked. If you've created an emarketing campaign lately, you've likely been asked, what's the customer profile you're targeting? For some reason, the idea of a customer profile has become kind of like the POW concept of name,...



eBook Download: Amplify Buyer Attention

2008-10-02T10:17:44-07:00

Hot off the presses, get the 3rd eBook in the Series. Design relevant content that invites prospect interactions. In this eBook, you'll learn how to tackle the challenge of relevance by applying 7 Amplifiers to your content development process. By connecting more closely with your prospect's perspective on problems, challenges and opportunities, you'll find yourself engaging your prospects in active...



Plug Your Marketing Leaks

2008-06-11T13:01:18-07:00

Marketing is making strides in lead generation, but how kinetic is their nurturing? Lead nurturing is often thought about as being found with a flag waving when your leads decide to take action about resolving a problem your products or services address. But it leaves a lot to chance just hanging around waiting to be found. Maybe for some of...



eBook: Why Marketing Stories Have Catch

2008-05-08T09:16:44-07:00

Use stories with Catch Factors to transform buyer attention into engagement and consistently tip purchase decisions in your favor. Learn what a marketing "story" is, why stories have more impact than other marketing content, how they escalate buyer momentum and why stories build trust that speeds customer conversions. Use the quick guide to create your own stories. Download the eBook



New eBook: Why Marketing Stories Have Catch

2008-05-05T09:06:17-07:00

Use stories with Catch Factors to transform buyer attention into engagement and consistently tip purchase decisions in your favor. Learn what a marketing "story" is, why stories have more impact than other marketing content, how they escalate buyer momentum and why stories build trust that speeds customer conversions. Download the eBook Stories are what we tell ourselves to make sense... Use stories with Catch Factors to transform buyer attention into engagement and consistently tip purchase decisions in your favor. Learn what a marketing "story" is, why stories have more impact than other marketing content, how they escalate buyer momentum and why stories build trust that speeds customer conversions. Download the eBook Stories are what we tell ourselves to make sense of the world around us. Marketing is charged with producing quantifiable results in the quality of lead generation and activity management. In order to give sales qualified opportunities, instead of leads, marketing has got to get more effective. And they need to do it fast. Stories are a key to not only creating and extending engagement, but to building trust. Weave in Catch Factors with your stories and you've entered a whole new realm of effectiveness. The reason stories work is because they force us to focus on the person we're telling the story to, or they don't make sense. Lots of buzz is happening around the idea of personalized and targeted marketing which means embracing the niche. Stories, used wisely, can take you to a whole new level of marketing competence. Since you can't control the conversation any more, it's time to leverage the options that empower you to guide the subjective experience of your buyers. Marketing stories do that by increasing the personal impact they have on your audience, creating a pull response from your buyers that escalates their purchase momentum and by solidifying your credibilty as someone they want to do business with. Marketing is like a trial run. It’s the ultimate free demo of what it will be like to become a customer of your company.  Why Marketing Stories Have Catch, the second ebook in the Catch Factors series, explores all of these ideas and includes a quick guide at the end to help you get started in leveraging marketing stories of your own. If you missed the first eBook: Catch Me, If You Can, you can download it here. I'm also giving a series of workshops for Business Experts Webinars that expand on the use of marketing stories within content strategies and sales transitional tools. I hope you'll register today to learn more about how to transform your content strategy into a downstream revenue catalyst. [...]



Create a Content Strategy for Lead Momentum

2008-03-19T06:38:00-07:00

I've got an upcoming webinar for ON24 that you may be interested in attending: Getting your prospect’s attention is harder than ever. Time is becoming a more scarce resource every day. One-off, one-way marketing doesn’t give you the depth of relevance you need to catch their attention, or to keep it. When you need to engage them in interactions and...

I've got an upcoming webinar for ON24 that you may be interested in attending:

Getting your prospect’s attention is harder than ever. Time is becoming a more scarce resource every day. One-off, one-way marketing doesn’t give you the depth of relevance you need to catch their attention, or to keep it. When you need to engage them in interactions and dialog that move them to sales readiness, this approach doesn’t work.

What will? Transforming your content into customer-focused stories that satisfy as payment for your lead’s attention will dramatically increase your marketing momentum. Stories create pull. By their very nature, stories are about people, which is infinitely more interesting and compelling than product-based messaging.

But stories alone aren’t enough to shift your content strategy into high gear. Appealing to 5 Catch Factors will help you deliver the value that commands your prospect’s attention, increases mindshare, and accelerates their buying behavior. Plus, their decisions to buy are stronger because they have a bigger investment in choosing to act.

During this webcast, you’ll learn:

  • What marketing tales are and how to tell      them.
  • The value of “essence” and how to use it to increase perceived value.
  • How to apply the 5 Catch Factors for      best outcomes.
  • How to structure a connected content strategy.

Don't miss this opportunity to learn from a marketing strategy specialist the impact on momentum that stories can have in moving your prospects to sales readiness.

Date: Tuesday, March 26th 2007

Time: 11 am PDT| 2 pm EDT | 7 pm GMT

Register Here




Simplicity - What a concept!

2008-03-18T16:25:28-07:00

One of the Catch Factors I talk about in my eBook: Catch Me, If You Can, is Effort. Effort from the buyer's perspective. As in their consideration of whether or not their expenditure of time and energy will be paid for by what's at the end of engagement with you. Whether your campaign is focused on generating initial attention or...