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Ardath Albee 2 Comments

Is Your B2B Content Too BIG?

Is Your B2B Content Too BIG?

When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation… What will we write about that will be interesting over 6-month span (or longer)? How will we prove value when … [Read more...]

Filed Under: B2B Marketing, B2B Storytelling, Content Marketing, Continuum Experience, Lead Nurturing Tagged With: b2b buyer engagement, B2B content, buyer alignment, content marketing effectiveness

Ardath Albee Leave a Comment

A B2B Buyer Persona is Not an Island

A B2B Buyer Persona is Not an Island

If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. I’ve created more than 400 buyer personas over the last four or five years. When built with both qualitative and quantitative data they … [Read more...]

Filed Under: Content Marketing Strategy, Lead Nurturing, Personas Tagged With: b2b buying decisions, b2b personas, buyer alignment

Ardath Albee 4 Comments

Is Your B2B Audience Engaged or Committed?

Is Your B2B Audience Engaged or Committed?

B2B marketers wax prolific about the concept of engaging their buyers and customers with content. But engagement isn't really the end goal, commitment is. People who engage with your content are interested in the topic at hand. An audience that is … [Read more...]

Filed Under: B2B Storytelling, Content Marketing Strategy, Lead Nurturing Tagged With: b2b buyer engagement, b2b personas, buyer alignment, committed b2b audience, content marketing effectiveness

Ardath Albee 1 Comment

Marketing Automation is NOT the Silver Bullet for B2B Marketing

Marketing Automation is NOT the Silver Bullet for B2B Marketing

Earlier this year, Ascend2 asked B2B marketers how successful they considered their use of marketing automation. Only 25% said they were very successful, yet 91% of them agreed that marketing automation was very important to the overall success of … [Read more...]

Filed Under: B2B Marketing, Content Marketing Strategy, Lead Nurturing Tagged With: b2b buyer engagement, content marketing strategy, marketing metrics, marketing technology, pipeline velocity

Ardath Albee Leave a Comment

The B2B Funnel is More Like a Pinball Machine

The B2B Funnel is More Like a Pinball Machine

I was watching the video for the second roundtable video that I participated in at Content Marketing World and Nick Panayi from CSC said, "the B2B funnel is more like a pinball machine, with leads bouncing everywhere" - I'm not sure that's verbatim, … [Read more...]

Filed Under: Content Marketing Strategy, Continuum Experience, Lead Nurturing Tagged With: b2b buyer engagement, continuum experience, pipeline velocity

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  • How Marketers Can Help Reps Use Sales Content Effectively
  • Never Assume B2B Buyers Know How to Buy
  • Put B2B Content in Context Across the Customer Lifecycle
  • Is Your B2B Content Too BIG?
  • Use B2B Buyer Persona Types for Ease and Effectiveness

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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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