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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: 2014-04-08T10:24:31-07:00


B2B Marketers Need a Fresh Perspective


In response to my last post, Product is Not the Hero of a B2B Company’s Story, Michael Webb asked a great question. I started to answer it and then decided the answer deserved its own post. Michael asked: I can't help wondering what you (and others) think about the "Why-why-why?" of the things you've written about? For example, take the...

Shiny New Tech: Content Not Included. Proceed with Caution


I've written about shiny object syndrome (SOS) on this blog a number of times - just do a search and you'll see. Many others have also shone a light on the folly of SOS over the last few years. But it's not changing behavior. B2B Marketers have yet to take it to heart. Fournaise Group reported in January that Over...

How Does Your B2B Brand Reflect On Your Buyers?


I've been reading a lot of posts lately about making emotional connections with B2B buyers, along with reminders not to forget their personal side. But this doesn't mean to start looking at them as B2C consumers - even though they are when they're away from the office. In professional mode, "personal" is a bit different. And for all of you...

B2B Content for Customer Retention Tells a Different Story


I'm starting to see customer retention, up sell and cross sell getting a bit more attention from B2B marketers these days. From account-based marketing programs to targeted microsites and nurturing programs, marketers are finally looking to increase the value of their existing customer portfolios. And I like where they're looking. The challenge is that customer marketing is a very different...

Making Assumptions About The Buyer's Journey


I'd like to take pause to question how marketers are using the term "buyer's journey." This also applies to buying process, buying cycle, sales cycle, etc. If you've been reading my blog lately, you know I've been on a bit of a quest to get marketers to stop and think about what the terms we use every day actually mean....

Why B2B Marketers Must Address Status Quo


When I do stategic planning workshops with my clients, we get into a lot of discussions about buying stages. Anyone who's followed me for a while or read my book knows that I always start very early in the process with the stage of Status Quo. My definition of status quo is the buyer's current situation. We get to that...

Hello Mr. Customer; It's Me...Your Vendor


According to research by BtoB Magazine, 58% of B2B marketers say that marketing involvement never stops and must continue across the entire customer lifecycle. Be that as it may, marketers are focused on driving qualified leads as their most important mission. So where does that leave customers? Research from the CMO Council finds that companies lose 10% of their customers...

Lead Generation is NOT IT


As the latest research, surveys and reports about content marketing begin surfacing, I'm wondering if B2B marketers are really embracing change or if they're stuck in the past? Time and again, I see lead generation as a top priority goal while lead nurturing comes in at the bottom of the heap - behind web traffic and brand awareness for crying...

Marketing Automation Provides Tactic Validation


I was just reading a post by Mac McConnell, You've Got Marketing Automation. Now What?, and one of the points Mac made really resonated with me. He was talking about what could be referred to as throwing the baby out with the bathwater. One of the things that marketers must get better at is the ability to measure the effectiveness...

Use Marketing Content as A Pipe Cleaner


The other day I spoke with a company that sounded like they really had a grasp on their content marketing programs. It appeared that they were doing everything well. They segment their lists, they provide great content their buyers will find helpful and they employ marketing automation to monitor behavior and tune their efforts. As they were telling me about...