2011 Winner: Ardath Albee, Marketing Interactions, Inc.
Years in Business: 5
Ardath Albee's book, "E-Marketing Strategies for the Complex Sale," is the seminal work today on what it takes for B2B marketing organizations to capture the attention and nurture relationships with today's crazy-busy prospects.
Her blog posts, webinars, presentations, workshops and client work is truly a step above the rest. They always make me think!
Nominee's Achievements in the Field of Sales Lead Management:
Ardath Albee, CEO of her firm, Marketing Interactions, Inc. is a B2B Marketing Strategist. She applies 25 years of business management and marketing experience to help companies with complex sales use eMarketing strategies to generate more and better sales opportunities.
Her book, eMarketing Strategies for the Complex Sale was released last fall by McGraw-Hill.
The 15 years Ardath spent serving the most demanding customers in the world as a turnaround specialist in hospitality service businesses, specifically within the resort industry, is a foundation she draws from to help companies create compelling buyer-focused content strategies.
Ardath knows that every day and every interaction is all about the customer. All the time.
When she transitioned into the technology industry in 2000, she was fascinated with the disconnects she noticed in B2B companies; specifically how their intentions didn't always translate well within their marketing actions. There is often a huge difference between what companies intend and in their ability to translate those ideas into effective, continuous, consistent marketing and sales initiatives.
As president of a technology start-up company for more than seven years, she helped companies implement marketing and sales performance software, only to see them under-utilize the tools. Worse yet, companies were often unable to leverage the full capabilities of the software because they either didn't understand how to implement the changes in the status quo required and/or they didn't devote resources to the eMarketing strategies and content development requirements to best leverage the opportunities the software afforded.
Ardath helps her clients implement marketing as a strategy that reaches across the enterprise to impact all customer-facing interactions. Companies are realizing they can no longer justify the lack of collaboration between marketing and sales. She helps them leverage digital tools and approaches that, if used to their full potential, have a dramatic impact on streamlining sales efforts while capitalizing on business results.
Writing the Marketing Interactions blog involves Ardath in substantial industry and customer conversations, deepening her knowledge of what companies can achieve while verifying many of her principles. Her blog posts are referred to often by other industry leaders and her blog is syndicated on community websites such as Junta42, The Customer Collective and My Venture Pad. Her articles have been used for university ezines, published by Rain Today Special Reports, CRM Today, Selling Power and Enterprise CRM News.
The outcome? She helps companies get the results they dreamed about when they implemented marketing automation and CRM systems in the first place. Her focus is on connecting the process and the people, but it's also on the creation of compelling content that meets buyers' evolving needs. With those three fundamentals in place, and the software tools to facilitate marketing and sales intiatives integrated in the optimum fashion, the opportunities for marketing are phenomenal.
Among her clients are Cisco, Tyco Electronics, BMC Software, FPX, Qwest, Citrix Online, Avid Technology, Genius.com, Manticore Technology, Silicon Graphics, and LANDesk - An Avocent Company.
DemandCon Advisory Council
Authorship (articles or books):
E-Marketing Strategies for the Complex Sale
Tune-Up Your Customer Focus
Amplify Buyer Attention
Why Marketing Stories Have Catch
Catch Me, If You Can
Ardath is nominated by Jill Konrath