Educational Webinars with Ardath Albee
Upcoming Webinars:
More future events coming soon...
Archived Webinars:
Focus Interactive Summit - Master Lead Management
This summit has a great lineup of speakers, including Carlos Hidalgo, Brian Solis, Howard Sewell, Mac McIntosh, David Raab, Craig Rosenberg and Scott Albro. You're going to want to block your calendar.
I hope you'll join me for my session:
Scrapping Traditional for Content Marketing -
Why You Can't Afford to Wait
Content marketing is the process marketers need to adopt to create accountable results from their marketing programs. In this session, I'll discuss five reasons adopting content marketing will produce better results than traditional methods. She’ll also show you how to use content to increase marketing’s contribution to revenues by overcoming marketplace realities that render traditional methods ineffective, including lengthening sales cycles and prospects taking control of how they buy.
Demand Gen Academy - Hosted by Genius.com
Dates: Every Wednesday through September 15th
View the archives or Register Now For the Remaining Sessions - It's Free!
The Academy offers 20 half-hour courses across four tracks, including Lead Generation, Lead Management, ROI and Social Media.
My sessions are both in the Lead Management Track. I'll be presenting with Craig Rosenberg - always a pleasure! I hope you'll join us:
June 30th - The Basics of Lead Nurturing
Sales people strongly prefer talking to prospects who are ready to buy, and prospective customers prefer to avoid sales pressure early in their research process. Lead Nurturing is a great solution, allowing Marketing to educate prospects until they are sales-ready.
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You’ll learn:
- How to build a lead nurturing campaign
- What types of content are appropriate for cultivating prospects
- Which leads are appropriate for lead nurturing
- What to expect from a successful lead nurturing campaign
July 14th - Intro to Content Mapping
When you have a system in place that enables efficient lead nurturing and scoring, it’s critical you have a content plan to support that system, but where do you start? In this session, Ardath walks you through where to start, what to think about and how to get organized when building a content map.
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You’ll learn:
- Where to start: content inventory
- What to think about: personas
- How to optimize your content production
- How to map content to the buying stages
Register Now for the Remaining Sessions or View the Archives - It's Free!
Dynamic Business Week with Microsoft
Join me, along with an array of great speakers including David Brock, Paul Greenberg, Scott Albro, Myra Golden, Bill Patterson and more... for a week that's all about CRM, Social Media and (for me) Marketing.
My session will discuss 5 Common Marketing Pitfalls. You can get a bit of a flavor for what I'll discuss in these two briefs over at Focus.com (one of the sponsors).
5 Mind Shifts for Effective eMarketing
Marketing to Customers: The Continuum for Content Marketing
And don't forget to Go Check it Out - Archived Events Up Through December #dynbizwk
Thought Leadership Series - with Swiftpage
Date: June 22, 2010
Time: 1PM Eastern, 10AM Pacific
The topoic for this interview is How to Build an e-Marketing Strategy to Drive Sales. I'll be sharing practical tips and best practices for designing and executing e-Marketing strategies that are guaranteed to drive revenue.
What You’ll Learn:
- How to build engagement with prospects during the buying cycle
- How to create actionable content that will not go unread
- How to develop a nurturing campaign framework
- How to increase momentum within the marketing storyline and much more…
Content is Marketing Currency
The nature of B2B buying has changed dramatically; content is now the currency marketers use to buy the attention and mindshare of leads. With all the noise and clutter of the information available online, it's imperative for marketers to elevate the perceived value of their content to generate more demand for their company's products, services and solutions.
Join Ardath Albee, author of eMarketing Strategies for the Complex Sale, to learn just what it means to create and use content strategically to pay for the extended engagement needed to increase the sales pipeline.
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In this Webinar you'll learn:
- Content currency's role in shortening sales cycles
- How to use a Webinar as a marketing "hub" to increase lead quantity and quality
- 8 methods of listening that help marketers connect with leads
- 7 ways to measure the value of your marketing currency
- 4 deficiencies that derail content marketing
See the archived event Marketing Automation vs. CRM
Marketing Automation vs. CRM - A Panel Discussion
Join us for a 29 minute webcast as our panelists bare all for the naked truth. Now in an open and candid conversation, three marketing technology experts Jep Castelein (Leadsloth.com), Ardath Albee (Marketinginteractions.com) and Tim Rees (OnPath.com) share what tools top marketers are using to better manage their campaigns in 2010.
Are marketing automation tools really the answer to every Marketer's need? Can traditional tools like CRM achieve the same goals without additional investment? Do you really need both? If I only have budget to invest in one tool - what should it be? Our three admittedly biased panelists will debate these questions from very different vantage points and experiences. This webcast will be entertaining for those who want to learn the merits of both solutions in meeting the needs of the Marketer. It’s our hope that after this session you will know exactly what tools are needed to best manage your campaigns and for the lowest possible cost.
Broad Reach + Intelligent Lead Nurturing = Increased Revenue:
3 steps to success
Join us with a panel of B2B marketing and lead generation experts as we share best practices, strategies and tactics for broadening reach, eliciting response and developing relationships to increase revenue through lead nurturing and personal connections.
Long and complex sales cycles mean you need to attract and keep the attention and interest of prospective customers for weeks, months, or even years before they make their way into your sales pipeline. The most promising approach to doing this is through progressive nurturing programs that align the following three essential ingredients: Content, The Human Touch and Marketing Automation Technology. With this triple-play, you can create better momentum through the pipeline to drive more sales opportunities for your business.
You'll learn best practices for:
- Broadening your reach with social media and multi-channel communication
- Eliciting response with engaging, relevant content, appropriate for each stage in the buying process
- Developing a contextual dialogue that relates to your prospect's challenges, issues, and opportunities
- Transforming the hand-off of sales-ready prospects with right-time precision for optimal sales engagement
Inside Sales and Social Media:
How Dialogues Drive Pipeline
Your buyers have stepped up and taken control of their buying process. They’re calling the shots on when and how they engage with sales. But this reality doesn’t need to push salespeople to the end of their rope.
Social media offers salespeople more opportunities than ever to get into conversations with their buyers. Through the combination of social listening and online dialogues, inside sales can switch up traditional methods to catch the elusive attention of buyers needed to increase pipeline momentum.
Join Ardath Albee, author of eMarketing Strategies for the Complex Sale, and Marge Bieler, CEO of RareAgent, to find out how to integrate social media with your inside sales processes to improve your access and relevance to today’s buyers.
View the Archived Webinar
In this webinar, you’ll learn:
• Why social media provides much more than another outreach method.
• How to get your message heard above the “noise.”
• What to listen for that helps you increase relevance for buyers.
• The three kinds of conversations your content must influence.
• How to turn outbound messaging into inbound interest.
If you’re an executive leading an organization, a sales leader managing a team, or an individual contributor working in the front lines, you’ll benefit this quick paced, informative webinar.
Debunking the Myths of Social Media:
7 Strategies for Using Social Media for Business Lead Generation
Roy Young (Marketing Profs), Ardath Albee, and Scott Fasser (Optify) discussed the myths of social media and provided strategies to help you find new customers.
Have you heard of these myths?
- Twitter is a fad and has no business value
- Only marketing people are blogging; decision makers don’t spend any time on these websites
- Social media is a cheap and easy way to generate traffic and leads
- Social media is really hard to measure and therefore hard to justify
Find out what's true and what's not. We'll talk about Twitter, how to incorporate social media into your marketing mix and much more...
The 7 Rules for the Connected B-to-B Marketer
One-off B2B marketing campaigns are knocking on death’s door. Without an integrated approach, marketing communications are increasingly ineffective and can actually result in falling sales. Smart marketers are discovering the benefits of incorporating connected content into their campaigns to deliver a contextual experience that facilitates the buying process. Today’s most successful marketers rely less on company-focused outbound marketing and instead, provide content that helps buyers buy.
The age of the connected marketer has arrived, so start relating to your customer and not only to your offerings.
Join the panel with me, Scott Mersy from Genius.com and Craig Rosenberg from Tippit, Inc. to discover the 7 rules of the connected business-to-business marketer, and you’ll also learn:
- New buyer dynamics relegate marketers to “ombudsmen” roles—what does that mean for your demand generation strategy
- To stop relying solely on your marketing department for creating content, let your mavens show your audience how to solve business challenges
- What buyer-centric content looks like across the decision process, and how it contrasts with traditional vendor-focused messages
- How to help buyers navigate the buying process by providing relevant content at each step
- How to track and respond appropriately to any marketing channel
White Paper Summit 2010
My session is on February 10, 2010 at 3:15 PM Pacific:
Apply the "Rule of 5" to Your White Paper Content to Increase ROI
Developing a white paper is often an intensive effort focused mainly on lead generation. With the proper planning, the same research and development project can be used to produce multiple assets that engage leads farther into the pipeline, maximizing your return on investment. In this session, Ardath Albee, author of eMarketing Strategies for the Complex Sale, will show you how to easily create five content assets that leverage the ideas in your white paper to progressively engage prospects farther into the buying process.
Content As Competitive Differentiator
Content carries a heavy load for B2B marketers today. We've got to make sure it does its job by helping to engage prospects, stakeholders and customers in active dialogue. When done well, contagious content can become the catalyst for these interactions that help set your company apart from your competitors.
Join me to learn how content marketing can help create competitive differentiation for your brand and create conversations with your customers. 
I'll share case studies and examples of how contagious content drives conversations –the ultimate outcome marketers need to produce for sales, including:
- Conversations prospects have with peers and colleagues, etc.
- Conversations between prospects and salespeople
- Conversations between prospect and buying committees
Two lucky attendees will be randomly selected to win a copy of my new book “eMarketing Strategies for the Complex Sale.”
Advanced Lead Nurturing Tactics
Join me, along with Christopher Doran, VP of Marketing for Manticore Technology, as we show you just 
how to use content in conjunction with marketing automation to help leads make faster progress toward buying.
View the Archived Webinar to learn:
- Why pipeline momentum is the key to sales readiness.
- How buying stages apply to lead progression.
- What role marketing automation plays in building momentum.
- Components necessary to create content that drives next steps.
I'll be applying some of the strategies I discuss in my book, eMarketing Strategies for the Complex Sale, to show you just what you need to speed up the momentum in your pipelines to drive more sales.
Feed the Beast
A practical, affordable approach to create the content that supports your lead management and sales enablement initiatives.
In this 30 minute webinar, I'll show you how to overcome the limitations of over-worked marketing resources and 
With the American Marketing Association thin budgets to create the content that makes your marketing programs key contributors to your organization's revenue engine.
This session and its supporting content will provide a framework for content strategy and execution, along with principles and practices that are immediately actionable. The beauty is that you'll also gain access to a microsite after the webinar to learn more about the specific topics covered!
Three Must Haves for Successful Lead Nurturing
Brian Carroll, Scott Mersy and I presented a panel discussion moderated by Craig Rosenberg discussing how The Human Touch, Marketing Automation Technology and Content form the trifecta for successful lead nurturing.
You’ll learn best practices for:
- Incorporating the evolving opportunities the Internet empowers for building relationships that shorten time to revenue.
- Developing contextual stories that relate to your prospect’s specific situations—their challenges, issues, and opportunities.
- Creating online content and communication strategies that promote offline conversations.
- Generating levels of responsiveness that build engagement across the buying process.
- Providing information salespeople can actually use in a way that’s intuitive for them.
- How to use contagious content to facilitate prospect progression.
- How to transform handing off sales-ready prospects so our sales teams can take immediate action to follow up.
Watch the archived version on demand
How to Design Nurturing Programs that Drive Sales
Hosted by B2B Lead Generation Roundtable and InTouch, Inc.
During this webinar, Brian Carroll, CEO of InTouch invites B2B marketing strategist Ardath Albee to show you how to create a lead nurturing program that parallels the way your prospects move through the buying process and how to develop a content plan to engage them at each stage of their purchase decision. You’ll learn how to create a framework for execution and how to measure the results.
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Does Your Lead Nurturing Power Sales? 5 Simple Steps to Pump Up Your Pipeline Everyone knows the real proof that marketing works shows up when prospects and customers buy. The science of quantifying marketing’s contribution to sales wins is still evolving even while your prospects are taking control of how they buy. Your nurturing programs will power more sales when you:
Join me with Felicity Wohltman, VP of Marketing for Genius.com for part 3 in the series of instructional webinars where we’ll help you optimize your nurturing programs to keep sales out selling.
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When Does Content Count Most? 5 Simple Steps to Mapping Content to Buying Stages Join me and Matt West, Director of Marketing Programs for Genius.com, for a FREE webinar about how to create content across your lead's buying process to fuel better results in response to your drip (or nurturing) campaigns. This webinar is Part 2 of a 3-part series we're presenting to help ensure lead nurturing improves pipeline. With the answers to questions like these, marketers can launch drip campaigns that improve the health of sales pipelines.
View the Question Response
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Does Lead Scoring Work? 5 Simple Steps to Ensure It Does - Archived Webinar Part 1 I was honored to join Felicity Wohltman, VP of Marketing for Genius, to present a FREE webinar on how to approach and use lead scoring to create sales opportunities. This webinar is Part 1 of a 3-part series we're presenting to help ensure lead nurturing improves pipeline. Transforming leads to sales opportunities is accomplished with the answers to questions such as:
View the answers to webinar Q&A
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