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Ardath Albee 2 Comments

The Destructive Lack of Commitment in B2B Marketing

The Destructive Lack of Commitment in B2B Marketing

The beginning of the year is an appropriate time to take a stand about the payoffs of commitment in B2B marketing strategies. The beginning of the year is when a lot of B2B companies look at what they want to accomplish this year as a clean slate. … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, buyer alignment, content marketing effectiveness

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Use Questions as Your Framework for B2B Buyer Enablement

Use Questions as Your Framework for B2B Buyer Enablement

I love questions. Questions are how you learn things. Questions create curiosity. But, for marketers, questions are one key to B2B buyer enablement. The process of Q&A drives momentum based on addressing how context shifts with each new intake of … [Read more...]

Filed Under: B2B Buyer Enablement, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment

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Why B2B Marketers are Critical to Revenue Operations

Why B2B Marketers are Critical to Revenue Operations

Due to my interest in breaking down the silos that separate customer-facing teams, I’ve attended a few webinars focused on Revenue Operations (RevOps). Uniting the commercial team to produce profitable buyer and customer-driven experiences is … [Read more...]

Filed Under: B2B Sales Enablement, Continuum Experience, Revenue Operations Tagged With: b2b buyer engagement, b2b customer experience, buyer alignment, continuum experience, sales enablement

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B2B Brand Marketing & Demand Gen: Better Together

B2B Brand Marketing & Demand Gen: Better Together

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. … [Read more...]

Filed Under: B2B Buyer Experience, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, buyer enablement

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Put B2B Content in Context Across the Customer Lifecycle

Put B2B Content in Context Across the Customer Lifecycle

Content marketing has been an ongoing practice for B2B marketers for more than a decade. Marketers are spending a boatload of money, time and effort producing and distributing content to their audiences. But for many buyers, the B2B content they … [Read more...]

Filed Under: B2B Marketing, Content Marketing, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, B2B content, content marketing effectiveness, continuum experience

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