Author Archives: Ardath Albee

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 [...]

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, [...]

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 [...]

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 [...]

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 [...]

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, [...]

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 [...]

Reprinted with the author’s permission from Marketing Interactions. Eloqua has released the first in a series of B2B marketing guides labeled the Grande Guides. This first one is on Lead Scoring. To have a bit of fun, they’ve also created Juan Eloqua – who’s quite a Bold and Smoky guy whose specialty is growing fine [...]

Abridged with the author’s permission from Marketing Interactions. “Triggers” are behavioral indications of a shift in prospect interest. They result from the ways in which prospects respond to and interact with your content marketing programs. The challenge for marketers is to define triggers that are consistently indicative of specific shifts, not one-off behaviors that produce [...]

Reprinted with the author’s permission from Marketing Interactions. Lou Hoffman, who blogs at Ishmael’s Corner, wrote a great post about Storytelling in Social Media and Traditional Media. He wrote the post in answer to a question about how storytelling benefits business executives and their respective companies. He used this example – drawn from a journalism [...]