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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

Ardath Albee 2 Comments

Use Content to Help B2B Buying Committees Reach Consensus

Use Content to Help B2B Buying Committees Reach Consensus

B2B marketers know there are a number of people involved in a complex buying decision. What often goes overlooked is understanding not only who the marketing programs can reach and engage but how content gets shared among the buying committee. It's … [Read more...]

Filed Under: Content Marketing, Lead Nurturing, Personas Tagged With: b2b buying decisions

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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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