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Ardath Albee 1 Comment

The Future of B2B Marketing is Personal

Let’s face it. B2B buyers are self-focused. There's a gap between what buyers want and what B2B marketing content is giving them. There’s a reason that WIIFM has become an evaluation factor for content prior to publishing. “What’s in it for me?” … [Read more...]

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

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Get Your B2B Buyer Persona Effectiveness Score

Buyer Persona

Does your buyer persona have what it takes to contribute effectively to content relevance that delivers increased marketing performance? According to the Benchmark Study on Understanding B2B Buyer Personas released by Cintell, less than 30% of B2B … [Read more...]

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

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

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 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

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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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