The B2B marketing content conundrum: Ardath Albee, Marketing Interactions

The Changemakers

Ardath is CEO & B2B Marketing Strategist at Marketing Interactions. She is a titan in the B2B marketing world with over 30 years of experience in business management and marketing as well the author of two books. It’s a journey that took her from starting as a consultant for her sister's marketing tech platform to now working with enterprise tech companies like Gong, Cisco Meraki and Dell Secureworks.
Ardath helps them with the thorny issue of content marketing, specifically with the goal of creating something that resonates. She argues that technology has wrestled back the power of buyers to customers in the way they buy. You need to create deeper connections with customers and generate higher demand from qualified, sales-ready prospects thanks to highly targeted, hard-hitting, personalised communications.
In this episode, we dive into the world of content and specifically what makes it good. We discuss how multiple pieces of it weave together to form a narrative that engages people and helps to drive momentum.
Listen as we also discuss:

• How to break down internal silos and get different marketing teams all pulling in the same direction
• Why we need to "get out of our own way" and create content that truly solves buyers' problems
• The art of connecting a specific problem to part of the buying process
• How selling tech is different from selling services – a more contextual relationship
• The challenges at enterprise level of layers and approvals for marketing
• Why you're giving your customers "whiplash" by separating out brand and demand-gen content

Follow Ardath on LinkedIn: https://www.linkedin.com/in/ardathalbee/
Check out her Marketing Interactions blog: https://marketinginteractions.com/blog/
And lastly don’t forget to subscribe or follow our Changemaker podcast for new episodes.

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