Author Archives: Ardath Albee

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 [...]

Reprinted with the author’s permission from her blog, Marketing Interactions. Why is it that when something new comes along we want to toss everything aside in favor of the shiny new object? Yes, I’m talking about social media. I’ve heard from several potential B2B clients in the last week that they’re being told by consultants [...]

Reprinted with the author’s permission from her blog, Marketing Interactions. Don’t you just hate it when you get an email offering what looks like a juicy white paper only to discover after filling out the dang registration form that it’s several years old? Do you feel duped? I do. It used to be that information [...]

Abridged with permission from her blog, Marketing Interactions. You’ve launched a lead generation program that’s done a terrific job of getting people to opt in for more of your great content. The flow of leads remains steady and your follow-on nurturing program is kicking into high gear. Things are looking really impressive until about the [...]

Abridged and reprinted with permission from her blog, Marketing Interactions. In an effort to help you get the most out of your B2B content marketing efforts, I thought I’d shed some light on the kind of stuff that can derail your attempts to gain the attention of your prospects. Hiring an expert to develop content [...]

Abridged and reprinted with permission from her blog, Marketing Interactions. When a prospective buyer tries to choose among sellers, going after a reduction in price is the easiest option on which to focus. With the commodity status of many products, differentiating by price seems the easiest way to choose when the belief is that all [...]

By Ardath Albee. Abridged and reprinted with permission from her blog Marketing Interactions. Newsletters delivered via email are a staple for many B2B companies. These e-newsletters usually contain titles, descriptions, and links to several articles, perhaps an executive column, a customer spotlight, an invitation to a webinar or a white paper download, and any product [...]