Ardath Albee is a B2B marketing strategist and CEO of her firm, where she helps companies with complex sales generate more and better leads using digital marketing strategies and content platforms.
Albee has more than 28 years of business management and marketing experience and authored a book in 2009 titled "eMarketing Strategies for the Complex Sale." She has been voted one of the 50 Most Influential People in Sales and Lead Management for the past three years. You can follow her on Twitter at @ardath421.
What is your proudest work achievement in the past year?
A lead nurturing program for a client that contributed to winning five really nice seven-figure deals in a new market that was incredibly challenging to break into. We were able to gain traction and bring these deals to fruition in a cycle 30 percent shorter than the norm for this type of complex solution.
What do you like most about your job?
I enjoy figuring out how to help companies re-invent the story they're sharing to gain mindshare, create dialogue and improve performance. Developing personas is one of my favorite parts of a content strategy project because we can learn so much about target markets that context becomes a driving force of the strategic plan which results in faster engagement and performance gains. Another bonus is that I learn something new every day because the marketplace changes so quickly.
How can more women be successful in the B2B marketing industry?
It's hard to think about marketing isolated by gender, so this is what I'd suggest to all marketers: Look beyond marketing to how your programs can impact and enable sales, customer service and product development. Marketers need to become strategic and truly customer obsessed. Marketing can't just be about lead generation. By embracing a continuous improvement mindset grounded with customer insight, marketers can create a continuum that reaches across the entire customer lifecycle, driving business at every stage.
What's your best piece of advice to women in B2B marketing?
Continuous evolution! Become data driven, do the research and planning to create strategies that escalate your company's relevance to the customers you serve. Learn the technology—even if you don't use it yourself—learn what it's capable of and the resources it requires to perform optimally. Pay attention to the channels you use and how the expectations of the audience differ for each one. Don't ever stop learning about, or focusing on, your customers.