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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: 2014-10-24T16:09:39-07:00


The B2B Funnel is More Like a Pinball Machine


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...

Why "Who" Sends B2B Nurturing Emails Matters


A lot of marketing emails used in B2B nurturing programs don't have a live person tied to them. Signature lines that reference Your [Company] Team, or no signature at all are the norm. This bothers me. Not only is it impersonal from companies that are trying to prove to you that they're putting your needs first, but it represents a...

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....

Robotic Email Campaigns Miss the Point


In addition to learning that lead generation is the top marketing priority for tech marketers, IDC's 2012 Tech Marketing Barometer Study asked them about their perceived effectiveness at lead nurturing. In reponse to the 22% who said they use regular nurturing touches geared to buying stages that include more than email and web-based multi-step campaigns, Kathleen Schaub, VP-research, CMO Advisory...

Designing Calls to Action for B2B Marketing Content


During my keynote at the B2B Content 2 Conversion conference on Tuesday, one of the questions the audience asked was about a slide I used when discussing how to create a content flow. To sum it up, I suggested that each "touch" should be based on three components: The question your content will answer for a persona. The answer to...