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Ardath Albee 3 Comments

B2B Marketers Must Develop Conversational Competence

Digital Relevance Cover

In this excerpt from my book, Digital Relevance, I discuss the need for marketers to re-discover the beauty of conversation and how it translates into more relevant online engagement with buyers and customers. Conversational competency is a content … [Read more...]

Filed Under: B2B Storytelling, Content Marketing Strategy, Digital Relevance, Digital Skills, Social Marketing Tagged With: b2b buyer conversations, b2b buyer engagement, buyer alignment, content marketing effectiveness, content marketing strategy

Ardath Albee 4 Comments

How Personas Keep B2B Marketers From Playing “Guess Who” with Content

Buyer personas, built well, take a concerted effort to produce. While only 44% of B2B marketers say they have buyer personas, 83% of these marketers say they are only slightly or somewhat effective at using them. What a colossal waste of time, … [Read more...]

Filed Under: Content Marketing Strategy, Digital Relevance, Personas Tagged With: b2b buyer engagement, b2b personas, buyer alignment, content marketing effectiveness

Ardath Albee 5 Comments

Investing in B2B Marketers’ Digital Skills Development

What marketers are saying about their effectiveness and beliefs about what the future will hold are a huge indication of the work to be done. Companies must make it a strategic priority to ensure the relevance and value marketers are prepared to … [Read more...]

Filed Under: B2B Marketing, Content Marketing Strategy, Digital Relevance, Digital Skills

Ardath Albee Leave a Comment

B2B Marketing in the Pre-Sales Process Must Back Up to the IDEA

B2B marketers have gotten a bit ahead of themselves. We start too late in the buying process to become the mentors and guides we need to be thought of to play an influential role. An example of this can be found in recent research conducted by the … [Read more...]

Filed Under: B2B Marketing, Content Marketing Strategy, Digital Relevance, Personas Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment, pre-sales process

Ardath Albee 5 Comments

Why B2B Marketers Must Kill the Campaign

Continuum Experience

Please take sharp aim and pull the trigger! Shoot it right between the eyes of the inevitable self-serving sales follow-up to schedule a demo that arrives shortly after the campaign ends. If you don’t, every time a campaign that your audience is … [Read more...]

Filed Under: Content Marketing Strategy, Continuum Experience, Digital Relevance Tagged With: b2b buyer engagement, buyer alignment, continuum experience

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Marketing Interactions, Inc.

Marketing Interactions, Inc. works with B2B clients to create buyer personas and digital marketing strategies for complex sales that are compelling, highly leveraged and, most importantly, designed to engage prospects across the entirety of the buying process – what Ardath Albee, CEO, calls The Continuum Experience.

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