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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: 2014-03-19T10:21:08-07:00


Crossing the Chasm: The New Obstacle for B2B Buyers


I've come to the conclusion that evolution is lopsided. Especially when it comes to B2B marketing vs. sales. It seems to me that either one or the other is evolving, but much of the time it doesn't seem to be both. At least not within the same organization. The best marketers are on a quest to get to know their...

Content Strategy Must Reach Beyond Marketing


Arguably, content strategy is most often thought of as a marketing application. That's a great start, but it doesn't do the practice justice. In fact, that view tends to cause siloed efforts and limit the potential of content strategy. Content is a part of everything a business does in regards to communicating with prospects, customers, and the industries their offerings...

Marketing and Sales - Two islands, no bridge?


Last week I was in Minneapolis speaking at Confab and attending AA-ISP. It's the first time I've gone directly from a conference focused exclusively on content strategy to an inside sales conference. Can I just say, Whoa! It was like hoping from one island to another without a bridge. First, a snapshot of my impressions of Confab: Wonderful conference with...

4 Areas of Challenge in B2B Marketing


Browsing my LinkedIn Groups today, I came across a discussion started by Holger Schulze on the B2B Technology Marketing Community that got me thinking. Holger asked: Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today? Holger always asks these fantastic, insightful questions. At the time I checked, the question had received 85 one-word responses. Considering...

Where Sales Can Lead Marketing Off Course


There's a reason why B2B marketers have issues in alignment with their sales-oriented colleagues. It's really not all that hard to figure out. Basically it's about perspective. Where marketing demand generation programs are focused primarily on the pre-sales stages of buying, sales is focused on what happens after a lead is qualified and, hopefully, a deal is imminent. I'm a...

Is Marketing a Numbers Game?


I get very frustrated when I hear salespeople talk about numbers in relation to sales. Like if you need $X in revenues, then you need to generate X number of leads because you'll only close X% of them. That kind of thinking gives permission to lose deals because a rep is only expected to close a certain percentage. Seems to...

Sales Support as B2B Marketing Leadership


I saw this Tweet from Adam Needles during Dreamforce and it's really bothering me. In all fairness to Stacey - I don't have the actual context, so I'm taking this at face value for this post. @abneedles: "Good marketing doesn't matter. What matters is sales." via @staceyepstein at @Dreamforce #DF10 #B2B My first knee-jerk reaction was something along the lines...

How to Keep Marketing Vs. Sales Alive and Thriving


Earlier this week I wrote a post asking the question Does Sales Care About Alignment with Marketing? Some great comments were made about the fact that sales will LOVE marketing if they get QUALITY leads. But not much was said about what it takes to make that happen. B2B marketing and sales alignment, sales enablement and integrating the pipeline into...

Solicit Sales Feedback Marketers Can Use


Effective B2B eMarketing strategies must be built on knowledge—not gut instinct. The foundational knowledge that should drive all strategies must start with your prospects, buyers and customers. One of the best places to uncover this information is to—hold your breath—talk to your sales people. The gathering and use of feedback seems to be a lost skill set and consistently rides...

Are You Defining Now or the Future?


B2B marketers are really digging in and working to establish plans and goals for their content marketing programs. This is terrific and I applaud you all. However, I'm seeing a trend happening when marketing and salespeople aren't collaborating to define these efforts together. The issue that can arise is that—based on who marketers get direction and input from—they can be...