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Posts by Ardath Albee Subscribe

Why B2B Marketers Need a Ping-Pong Plan

Let's say that the above is representative of a B2B buying process. Yep, it gets a little messy. All the people involved, the back and forth. The side discussions that you're not part of as you're returning a lob from a different contact. The...

Posted March 5, 2014    

Is Your B2B Content Tipping the Effort Scale?

I do a lot of work for technology companies. One of the challenges with marketing technology is simplifying complex systems into understandable business enhancers that B2B buyers must have to reach their goals.I just reviewed a paper written for a...

Posted January 6, 2014    

Viral Is Not the Game Point in Complex B2B Sales

I received an email asking me what I thought of the Van Damme Volvo video that went viral to the tune of 57M views and counting for Volvo Trucks.It's a great stunt, dubbed The Epic Split:Volvo created the video to showcase its new precision steering...

Posted December 6, 2013    

3 Critical Tips for B2B Buyer Personas

As many of you know, I spend a lot of time working on buyer personas in my client projects. I thought I'd share a few things that should be obvious, but apparently are not.Objectivity is critical. One of the benefits of an outside perspective when...

Posted August 2, 2012    

Debunking B2B Marketing Buzzword "Engagement"

I'm tired of seeing so many concepts that should be being used to evolve content marketing applied to vague notions or traditional practices that just serve to confuse marketers and cause a lot of semantic arguments across the space.I'll be writing...

Posted July 31, 2012    

5 Points from the 2012 Buyersphere Report

John Bottom from Base One was thoughtful enough to send me the latest Buyersphere Report - hot off the presses. You can read his initial thoughts and download your copy here. Below is my first take upon reading the report that asked EMEA buyers...

Posted July 19, 2012    

Put Cost Effectiveness in Content Marketing

In line with my recent Shiny Object post, I thought I'd explore another argument in favor of B2B content marketing; namely improving the cost effectiveness of marketing. Considering that content marketing — done well — is a never-ending continuum,...

Posted July 2, 2012    

Content Curation Sneaks Up on Marketers

I've read a lot of articles and blog posts about content curation. I have to say that I've been outspoken about not being a fan. Mostly, my reaction is related to the ridiculous notion that a company can become a thought leader through curation...

Posted June 29, 2012    

The Ripple Effect of Shiny-Object Syndrome

Selling content marketing to B2B executives is hard. At least harder than it should be. But what strikes me as odd is their willingness to requestion their decision after they've finally been convinced. I'm getting more and more requests from B2B...

Posted June 8, 2012    

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...

Posted May 17, 2012    

Can B2B Marketers Become Content Whisperers?

One of the mandates bandied about lately is that B2B marketers need to become listeners. They should set up listening posts and they must listen first, before launching marketing programs. You're told listening is a requisite for establishing 2-way...

Posted May 14, 2012    

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...

Posted April 27, 2012    

Content Marketing: Theory vs. Practice

Sometimes I think content marketing can be made so convoluted and complex that it's nearly impossible to execute. I've seen spreadsheets and diagrams and lists of things you must do that make my head hurt. And, yes, I know I do this for a living. I'...

Posted April 22, 2012    

Marketing Beyond the Chit Chat in Social Media

I was just reading a post written by Margie Clayman, Myth: Marketing consists of just talking to people (or what is social media marketing?). Margie asked her community the question What is marketing? to begin to get at the premise for social media...

Posted April 19, 2012    

Changing the Conversation with Content

When B2B companies develop and implement a content marketing strategy it should be obvious that big change is afoot. Not just for marketers, but for everyone involved in the demand-to-revenue generation process. The most pivotal thing that needs to...

Posted April 6, 2012    

B2B Marketers Need Every-Click Attribution

One of the beautiful things about digital B2B marketing is the ability to attribute behavior and engagement for prospects across a variety of channels that may be included in our marketing mix. Where things get a bit sticky is determining how...

Posted March 23, 2012    

Lost the Key to Your B2B Database?

A database is a beautiful thing — especially if it's built from contacts who've opted in rather than purchased lists. But, the problem I see repeatedly is that once a contact goes in, the database doors swing shut like a steel trap, with B2B...

Posted March 14, 2012    

Convince Execs to Convert to Content Marketing

The way marketing has always been done will not produce the results B2B marketers need to grow their businesses today. You know it, you've heard it — haven't we all? The question that remains is often about how to get executive buy-in and support to...

Posted March 13, 2012    

B2B Marketing: Evolving or Stuck in the Mud?

There are a few things bugging me that I'd like to air out. Over the last few months, I've seen and experienced some things that make me wonder if B2B marketing is evolving or stuck in the mud and applying old thinking that no longer works in a new...

Posted March 9, 2012    

What Purpose Do Your Buyer Personas Serve?

In every project I work on, some version of buyer personas are involved. Sometimes I'm given personas (usually "profiles") to work with and sometimes developing them is the first step in the project. Let me tell you that I've seen a lot of personas...

Posted March 7, 2012    

 
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