Thought Leadership Strategy for the Customer Journey

Ardath Albee, B2B Marketing Strategist
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
Mar 7 2013
44 mins
Thought Leadership Strategy for the Customer Journey
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  • Customer Retention: How the Story Changes Jun 12 2014 4:00 pm UTC 45 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 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? 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 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 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 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? 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 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 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 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
  • Demand Generation Trends for 2013 Recorded: Jan 10 2013 46 mins
    As we begin a new year, we have big plans for our marketing strategies. In order to gain the most value from our digital marketing programs it’s important to make sure they are aligned to buyer needs and preferences. In this session, you’ll learn how content consumption and channel trends in B2B are changing and the shifts required to ensure your demand generation goals for 2013 are achieved.

    Topics addressed also include:

    •Changes to format that drive demand
    •Channel expectations and how they impact buying intention
    •Overcoming the attention deficit in a multi-channel world
    •How to use frequency, reach, and shift to drive demand in 2013
  • Engagement: How to Build it Using Search, Social and Mobile Recorded: Oct 16 2012 44 mins
    Engagement is a buzzword often bandied about by marketers as the path to performance and lead qualification. But its meaning has become blurred, causing marketing efforts to miss the mark.

    In this session, Ardath Albee, CEO of Marketing Interactions will show you what engagement is and what it isn’t, along with the steps to take to develop the level of engagement needed to turn prospects into buyers—whether the channel in use is search, social or mobile.
  • Capitalize on the Content Marketing Continuum Recorded: Mar 13 2012 40 mins
    With buyers spending more time self-educating and eluding sales conversations, B2B marketers need to step up their ability to target niche audiences, develop content that produces the desired prospect behavior, and help sales step into the conversation at the right time—without stopping purchasing momentum.

    The challenges and changes to the marketing landscape are huge, highlighting the need for new skill sets and processes that help marketers rise above the escalating noise caused by the new ease of content publishing. Your buyers have created the need for a content marketing continuum that provides what they need across their entire buying experience. This session will show you how to capitalize on this change.

    Join Ardath Albee, author of eMarketing Strategies for the Complex Sale, and Sarah Reynolds, Digital Content Marketing Manager for Hoovers (A D&B Company) to learn:

    * How online publishing has changed the game
    * Why buyer preferences created a continuum
    * 6 shifts in skills needed to capitalize on the continuum
    * How to design a content flow for continuous engagement
    * Steps Hoovers has taken to capitalize on the continuum
    * How Hoovers provides content support to enable sales
  • Elusive Buyer 2.0: How Marketers Move Them from Anonymity to Revenue Recorded: Feb 29 2012 79 mins
    Did you know that buyers spend only 21% of their buying process in conversations with salespeople?

    With buying committees growing and “visible” sales cycles shrinking, the ability of marketers to engage anonymous website visitors, transition them into named-accounts, and enable salespeople to productively pursue deals is critical for improving revenue performance.

    This webinar is perfect for you if:
    You need to identify prospects faster
    You need more visibility into the buying process
    You need more highly qualified sales opportunities
    You need to be more relevant from the start
    You’re afraid you might be leaving revenue on the table

    Key Takeaways:

    Why anonymous accounts are not as invisible as you might think
    Why every impression your marketing makes counts
    How Moneyball theory can help you find hidden revenue opportunities
    Why personalization is powerful and how it can go wrong
    When to move from individual prospect to named-account strategy
    How Buyer 2.0 has changed sales enablement for marketers
Contagious Content Strategies
B2B Marketing Strategist Ardath Albee shares insights and expertise to help companies with complex sales design eMarketing strategies that use contagious content platforms to drive pipeline and revenues.
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  • Live at: Mar 7 2013 5:00 pm
  • Presented by: Ardath Albee, B2B Marketing Strategist
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