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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: 2015-01-09T14:20:44-08:00

 



Digital Relevance: The Introduction

2015-01-09T14:20:44-08:00

I really appreciate the great reception my new book, Digital Relevance, has achieved in the first few days of its launch. For those of you who would like to know a bit more about the book, I thought I’d publish a few excerpts to give you a “look inside.” This first excerpt is the Introduction: “A few years ago, I...



Extend Your Content's Reach within the B2B Buying Committee

2014-12-10T07:52:32-08:00

B2B marketers know there are a number of people involved in a complex buying decision. What often goes overlooked is understanding not only who the marketing programs can reach and engage but how content gets shared among the group. It's common sense that the more people within an organization your content gains exposure with, the more opportunity your ideas and...



The Power of the B2B Buyer's Perspective

2014-11-25T13:36:58-08:00

I keep seeing that statistic - you know - the one that talks about how far through the buying process prospects are before they talk to salespeople. It's flawed. Here are a few reasons why: Prospects don't care if they're interacting with marketing or sales, they care about the quality of the conversation or interaction and that it's giving them...



The B2B Funnel is More Like a Pinball Machine

2014-11-05T09:59:40-08:00

I was watching the video for the second roundtable video that I participated in at Content Marketing World and Nick Panayi from CSC said, "the funnel is more like a pinball machine, with leads bouncing everywhere" - I'm not sure that's verbatim, so go watch it. Anyway it got me to thinking about one of the big concepts in my...



How Did Buyers Get Here?

2014-09-03T09:28:29-07:00

I interview a lot of people during buyer persona projects. This includes representatives from product development, customer service, sales teams, marketing professionals of various flavors, and, of course, customers and prospects. The thing that continues to astound me during internal interviews is the lack of knowledge about how buyers get here. In other words, how buyers become customers. Each of...



B2B Marketing Content Must Address "Soft" Factors

2014-08-24T12:40:46-07:00

For some reason, in B2B content marketing, we seem to forget about the "whole" buyer. More and more marketers are embracing buyer personas and the idea of becoming customer centric, but we often only focus on the business side of the buyer, as if they walk into the office and leave the rest of themselves outside. In the personas I...



The B2B Funnel is Now a Sieve

2014-06-08T16:02:42-07:00

The buying process has gotten messy for B2B marketers. This easy access to information means that engagement one second can turn into disinterest in the next. Every new channel puts a hole in your funnel. (Although I've never liked the funnel construct, it's appropriate for making the point.) Marketers who don't integrate new channels into their content marketing strategy will...



B2B Marketers Must Stay In the Game to Prove Business Impact

2014-05-17T10:36:05-07:00

I was reading an interview with Laura Ramos, VP and Principal Analyst with Forrester, and a couple of things she said caught my eye: “The ideal model for understanding how B2B buyers buy is a life cycle, not a funnel.” “When your sales involve multiple buyers in a complex, highly considered process, and when there is a distinct hand-off from...



Curiosity and Context: Keys to Engagement for B2B Buyers

2014-04-24T09:43:52-07:00

Many B2B marketers have jumped on the bandwagon about answering their buyers and customers' questions. There's a bit more strategy involved to do so in a way that drives momentum, but what I'm not seeing is marketers attempting to promote the curiosity that motivates their buyers to ask the questions they haven't thought of yet. Campaigns are dead. Even Forrester...



Shiny New Tech: Content Not Included. Proceed with Caution

2014-03-25T16:32:44-07:00

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...