Ardath Albee

B2B Marketing Strategist & Author

I’m the CEO and a B2B marketing strategist for my consulting firm Marketing Interactions, Inc.. I’ve spent over 28 years in business management and marketing operations and use every bit of it to help my clients create customer-focused eMarketing and content strategies that produce more sales opportunities. It doesn’t hurt that I’m a die-hard writer and storyteller.

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1
Topic:
  • content
  • industry

B2B companies will create content centers of excellence

As companies embrace content marketing, the many departments in marketing are creating content in isolation from each other. Different takes on the brand message fragments the brand across channels, limiting the potential of the relationships you can build. By centralizing the content function, companies have the ability to share a unified story that results in […]
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2
Topic:
  • industry

Personas will become a priority

Whether buyer, influencer, customer or end user, intimate knowledge of the audiences your company engages with will be recognized as the foundation for relevance. You can’t engage people you don’t know in a compelling way. If you don’t understand why they should care about solving the problem your company addresses, they won’t care either. Moving […]
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3
Topic:
  • content
  • industry

B2B Marketers will embrace the Continuum Experience

Quite simply, campaigns must die. Content with a use-by date is based on your priorities, not those of your buyers and customers. Instead, marketers must address the story across the entirety of the buying to customer to advocacy cycle. It’s a continuum with no start and stop dates, a continuous story. At any given time, […]
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