Author Archives: Ardath Albee

Content Strategy to Retain and Sell to Existing Customers

Abridged with the author’s permission from Marketing Interactions. I’m starting to see customer retention, up-sell and cross-sell getting a bit more attention from B2B marketers these days. The challenge is that marketing to existing customers is a very different animal from marketing to new companies. A few reasons why: Their status quo is different They [...]

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Preset Emails Are Not Lead Nurturing

Slightly abridged with the author’s permission from Marketing Interactions. IDC’s 2012 Tech Marketing Barometer Study asked tech marketers about their perceived effectiveness at lead nurturing. 22% said they do use regular nurturing touches geared to buying stages, but based on what I’ve seen, most of them aren’t doing it right. As Kathleen Schaub, VP-research, CMO [...]

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Does Your Marketing Content Treat the Wound, or Apply a Band-Aid?

Reprinted with the author’s permission from Marketing Interactions. How deep does your marketing content dive into the problems and priorities your B2B prospects are facing? In B2B marketing, we talk a lot about addressing problems, but quite often we don’t talk about what that really means or how to truly help our prospects solve the [...]

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Redefine “Return on Investment”

Slightly abridged with the author’s permission from Marketing Interactions. ROI and accountability are the watch words for today’s marketers. We need to prove the impact our marketing programs are having on business objectives. But during a complex B2B buying process, as marketers we need to redefine what that means. Before you start scrolling down to [...]

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Five Things Your Site Must Do

Slightly abridged with the author’s permission from Marketing Interactions. It really doesn’t have to be that difficult. After all, a B2B website must serve as a centralized hub for all of your online content marketing efforts. Orient Visitors Immediately. You’ve got 3 seconds. You’d better make sure people can figure out what your company does, [...]

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Content Marketing Isn’t Just Content

Reprinted with the author’s permission from Marketing Interactions. Recently I read an article that stated a few things I’d like to counter about content marketing. I disagree with the premise of the article, most specifically these statements and assertions: One sign that content marketing may be failing is if you first need to market your [...]

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Write About Your Target Audience—Not To Them

Abridged with the author’s permission from Marketing Interactions. Sounds counterintuitive, doesn’t it? Here’s how this mindset will help. In order to write about someone, you have to: Know them really well. Learn what interests them and what they hope to achieve. Discover what obstacles are in the way. Find out what motivates them to take [...]

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Monotony Can Be a Good Thing

Slightly abridged with the author’s permission from Marketing Interactions. I bet you’re thinking, no way does the idea of monotony in B2B content marketing make sense, right? Monotony is boring. Monotony is the enemy. Same, blah, blah, blah will just drive our prospects away… You’re likely thinking that monotony is the droning on of someone [...]

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What Is Diagnostic Content?

Abridged with the author’s permission from Marketing Interactions. You know all the reasons why purchasing your solution should be a no-brainer, that without your solution, your prospects will struggle longer and unnecessarily to attain the business objectives they desire. But they don’t see it that way. Nope. Your prospects are hunkered down in their situations, [...]

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Avoid the Top Five White Paper Pitfalls

Abridged with the author’s permission from Marketing Interactions. I’ve just finished reading Eccolo Media’s 2010 B2B Technology Collateral Survey Report. Although it covers a variety of impressions from both decision makers and influencers involved in the technology purchasing process, this post is focused on their findings about white papers and websites. Although marketers have put [...]

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