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Ardath Albee 2 Comments

How Collaboration Contributes to B2B Buying Journeys

I interview a lot of people during buyer persona projects. This includes representatives from product development, customer service, sales teams, marketing professionals of various flavors, and, of course, customers and prospects. The thing that … [Read more...]

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

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 2 Comments

Why B2B Marketers Must Address Status Quo

When I do strategic planning workshops with my clients, we get into a lot of discussions about buying stages. Anyone who's followed me for a while or read my books knows that I always start very early in the process with the stage of Status … [Read more...]

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

Ardath Albee 3 Comments

No B2B Marketing Content Left Behind

No Content Left Behind

B2B marketers have been struggling with creating engaging content, creating enough content and improving content marketing effectiveness ever since content marketing became the new sliced bread. There are many surveys and reports that tell us so. … [Read more...]

Filed Under: B2B Marketing, B2B Storytelling, Content Marketing Strategy, Digital Skills Tagged With: B2B content, buyer alignment, content marketing effectiveness, continuum experience, quantity vs. quality

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

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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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