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Ardath Albee

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  • Customer Retention: How the Story Changes Customer Retention: How the Story Changes Ardath Albee, CEO & B2B Marketing Strategist Recorded: Jun 12 2014 25 mins
    Business executives confirm that a majority of revenues come from existing customers – 68% according to a survey conducted by SAS and Loyalty 360. Yet most marketers spend the majority of their attention on net new customer acquisition. With contribution to revenues an increasing mandate from executive teams, marketers can benefit by engaging customers to drive cross and upsell. However, it’s not the same thing at all as marketing to brand new buyers. Putting high-strength retention programs into play will require a shift in marketing mindsets.

    Customer retention programs require:

    · A new approach based on your customer’s status quo
    · Developing a better alignment with sales and account management teams
    · A new twist on personas specific to customer attributes
    · A continuous feedback process that also creates higher quality net new leads
  • Positioning: From Content to Conversations Positioning: From Content to Conversations Ardath Albee, CEO and B2B Marketing Strategist Recorded: Apr 9 2014 46 mins
    How does your content position your company within your target markets? In this webinar, I’ll discuss why positioning is pivotal and how to find the distinct value that translates across all of your buyer personas. What we often forget in B2B is that there is a group of people making the decision. Your content must enable those conversations that go on behind closed doors as buyers work to reach consensus about change. Find out how positioning can be pivotal to making this happen.
  • Panel Session: Native Advertising For B2B Marketers: Is It Right For You? Panel Session: Native Advertising For B2B Marketers: Is It Right For You? Eric Wittlake, Babcock & Jenkins; Michael Brenner, SAP; Ardath Albee, Marketing Interactions; Craig Rosenberg, Topo Recorded: Apr 2 2014 60 mins
    Today marketers can publish their content directly on major media sites, but is this the right content marketing investment for you? Join us for a discussion of today's most interesting native advertising opportunities for B2B content marketers. We will cover how to evaluate your options, the type of content you need to be successful, how it fits within your larger content marketing plans, how to measure your results and some alternatives you can also consider.
  • Content Shock: More Common Cold than Pandemic Content Shock: More Common Cold than Pandemic Ardath Albee, CEO and B2B Marketing Strategist Recorded: Feb 5 2014 47 mins
    Mark Schaefer’s post, Content Shock, stirred up marketers with people taking sides both pro and con. I think it’s a lot of hullabaloo and will show you why in this session. There is no silver bullet for marketing. I agree that there’s a “what’s next” for marketing, but it’s not without content. In fact, we’ve barely scratched the surface. In this webinar, I’ll present ideas about how to create sustainable content marketing programs and why jumping ship or discounting what’s possible is not in your best interest.
  • Recharge Pipeline Creation from Webinars Recharge Pipeline Creation from Webinars David Pitta, Director of Marketing at BrightTALK Recorded: Dec 31 2013 22 mins
    Pipeline development is a constant need. Every business day, sales and marketing departments are tasked to acquire and qualify prospects actively seeking their product or service. Webinars and videos offer a proven technique of identifying a target audience that is self-educating on pressing business objectives. However, many companies fail to convert webinar engagement into exponential revenue growth.

    Join David Pitta and learn how a qualification team, powered by webinars and videos, creates hundreds of new opportunities worth millions of dollars every month.

    Topics covered:
    - Quantifying webinar lead and pipeline quotas
    - Developing a qualification methodology
    - Positioning the pitch via phone and email
    - Measuring and motivating the demand generation function
  • BrightTALK at EE13: Ardath Albee on Storytelling BrightTALK at EE13: Ardath Albee on Storytelling Ardath Albee, B2B Marketing Strategist, Marketing Interactions Recorded: Oct 31 2013 3 mins
    What makes a great marketing story? Join Ardath Albee, B2B Marketing Strategist as she discusses developing the right story for your brand and marketing collateral.
  • You’ve Got Buyer Personas, Now What? You’ve Got Buyer Personas, Now What? Ardath Albee, CEO of Marketing Interactions Recorded: Aug 14 2013 48 mins
    Once you have your buyer personas, it’s time to create a content strategy to increase your company’s ability to engage and motivate your audience. Just creating content is not enough on its own. There must be a method behind the madness to achieve top performance that generates high quality leads your salespeople will pursue.

    In this session with Ardath Albee, author of eMarketing Strategies for the Complex Sale, you’ll learn how to calm the chaos and take a practical approach to creating a content strategy designed to increase relevance and response, including:

    · Simple techniques for mapping content to the buying process

    · Why it’s crucial to perform a content audit AFTER you create buyer personas

    · How to create a progressive content storyline that builds pipeline momentum

    · What it means to create persona-driven content that’s highly engaging
  • Put Marketing Content to Work Put Marketing Content to Work Ardath Albee, B2B Marketing Strategist Recorded: Jun 26 2013 43 mins
    B2B Marketers say they're struggling to produce enough content. But, what's the right amount? Is this even the right question?

    Many B2B marketers will tell you that they create compelling content their buyers actively consume. But, when you ask them about impact to pipeline momentum, not many can quantify the contribution of all that content.

    Ardath Albee, author of eMarketing Strategies for the Complex Sale, will show you how to put marketing content to work to produce better outcomes.
  • Putting B2B Buyer Personas Into Play Putting B2B Buyer Personas Into Play Ardath Albee, B2B Marketing Strategist Recorded: Apr 2 2013 48 mins
    In a “know your buyer” world, more B2B marketers are creating personas. But then what? Personas are often treated as a checklist item when they should be actively used as a tool that plays a vital role for informing the relevance and engagement potential of your content strategy.

    In this session, Ardath Albee, author of eMarketing Strategies for the Complex Sale, will show you the components you need to create valid and usable personas and how to use personas to improve marketing program performance once you have them.

    You’ll learn about:
    •Roles that personas play for content strategy
    •How personas can drive engagement
    •Identifying overlays that can be used to create conversations
    •Why personas can shorten time to sales
  • Thought Leadership Strategy for the Customer Journey Thought Leadership Strategy for the Customer Journey Ardath Albee, B2B Marketing Strategist Recorded: Mar 7 2013 44 mins
    Only 25% of buyers say they trust vendor content, stating that there’s still too much sales messaging. Your customers are clamoring for new ideas, insights to trends, and strategic partnerships with vendors who can help them develop a vision to drive future business growth. It’s time to play a more strategic role in your customers’ longer-term potential.

    In this session, Ardath Albee, CEO of her firm Marketing Interactions, will discuss what sets thought leadership apart from marketing content and show you how your company can develop and share innovative and progressive ideas that resonate with your target audience to establish credibility, trust, and loyalty. By proactively shaping your customers’ perception of your company’s expertise, marketers will play a more definitive role in expanding reach, growing market share and improving revenue performance.

    Find out how to:
    •Define thought leadership opportunities
    •Develop thought leadership that differentiates your brand
    •Gain identifiable value from thought leadership
    •Expand customer relationships and market share