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eMarketing Strategies for the Complex Sale Hardcover – October 1, 2009

ISBN-13: 978-0071628648 ISBN-10: 0071628649 Edition: 1st
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eMarketing Strategies for the Complex Sale + Maximizing Lead Generation: The Complete Guide for B2B Marketers (Que Biz-Tech) + Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI
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Editorial Reviews

About the Author

Ardath Albee is CEO and B2B marketing strategist for her consulting firm Marketing Interactions, Inc. She uses over 20 years of business management and marketing experience to help her clients create customer-focused e-marketing strategies that generate more sales-ready prospects. Her articles have appeared in CRM Today, Selling Power, B2B Magazine, Rain Today's Special Reports, and Enterprise CRM News.
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Product Details

  • Hardcover: 256 pages
  • Publisher: McGraw-Hill; 1 edition (October 1, 2009)
  • Language: English
  • ISBN-10: 0071628649
  • ISBN-13: 978-0071628648
  • Product Dimensions: 6.4 x 1 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Best Sellers Rank: #264,312 in Books (See Top 100 in Books)

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6 of 7 people found the following review helpful By Janice King VINE VOICE on November 3, 2009
Format: Hardcover
Unlike many of the "new marketing paradigm" books, Albee doesn't repeat the viewpoint of "be everywhere, all the time blogging, twittering, [insert latest social media craze here]." Instead, she advocates a more thoughtful approach to content marketing, one that is better suited to the deliberate and complex marketing activity of large B2B companies.

The planning guidelines are very helpful for making manageable a large corporate content effort and measuring the impact of your new marketing efforts. If you want to give your executives a book to help them understand why you are taking your marketing activities in new directions, this is the one.

The book also presents many guidelines for copywriters on new marketing styles, storytelling techniques, and understanding reader's needs for and perceptions of content.

The book has one significant shortcoming, which caused me to rate it as 4-star instead of 5-star: The book presents only a few real-world examples. More examples would help to validate the author's points and add interest to what is sometimes a dry writing style.

Overall, this is a book that you'll want to give a thorough read, mark-up, share with your team, and reference again.
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3 of 3 people found the following review helpful By Reg Nordman on August 12, 2010
Format: Hardcover
At last, a thoughtful effective marketing book written on how to accelerate sales! I have waited so many years for a book such as this. ( Recently I was getting resigned to having to write it myself!) I am adding this book to the must read list for sales people new and old. She thinks, talks and writes about things from the buyers perspective. I took forever to read this book, each section was chock full of terrific content and strategies causing me to take copious notes. It just makes so much sense to what we see every day in our practise. So it you take this book , with Jill Konrath's new one and Sharon Drew Morgen's work you will have the trifecta of today's real world sales approaches. Albee also references Brian Carroll's grat work on lead generation. Albee's blogs and sites (more than one) are highly referenced in marketing today. Anyone who has to sell products and services today must buy this book.
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Format: Hardcover
Ardath Albee offers perhaps the most complete and in-depth course aid for sales nurturing in a social age. Her book, eMarketing Strategies for the Complex Sale, was selected as the primary text for NSU’s MKT 3240 course. Especially for those in B2B circles, the book offers convincing strategies for advancing prospects through the sales funnel with content that is contagious, well aligned with the buyer stage and tells a story.
The book, in my opinion, qualifies academically as a primary reading for MBA and undergraduate level courses focused on social selling or B2B social media marketing. The recommendation is based on the following:

1) Ardath Albee is one of the most knowledgeable and experienced professionals in the field of inbound marketing. As a 25 year veteran of B2B corporate marketing and business development, I found this book to be the most effective and convincing source for getting up to speed on what social media and content marketing is doing to change the selling landscape. It starts with Ardath’s deep understanding of the traditional selling process. And it continues with her excellent grasp of how content could facilitate the entire prospect courtship process.

2) The book is crafted for the serious professional looking for takeaway tactics and realistic strategies for complex selling. Especially at a time when nearly 90% of B2B buyers now embrace content, this book offers detailed instructions for attracting prospects, progressing them through the sales funnel and scoring them in the process.

3) Topic organization is well suited to a course module on the subject of B2B social media marketing. The overall organization follows progression through the sales funnel.
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Format: Hardcover
A must read for those working in B2B marketing. The book is focused on "eMarketing" but the principles apply to traditional channels as well. Very helpful in explaining why a content strategy matters more now than ever. Well written, with excellent instructions and examples throughout.
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0 of 1 people found the following review helpful By Amazon Customer on March 20, 2011
Format: Hardcover Verified Purchase
Ardath has managed to take a very challenging subject and distill the information down to understandable and useable strategies and tactics for the reader. This book is extremely well writen. While it is not a casual read, there are several examples of companies with real world challenges that use the methods in the book to dominate their industry. This is not not a book I would recommend to someone just getting started with web based marketing initiatives but for those who are ready to roll up their sleeves and commit to this strategy this book is the bible of e-marketing for B to B companies. I'm in the middle of my second read and pulling out additional nuggets. I'd love to see this book offered via Audible for those of us that live their lives looking through a windshield.
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0 of 1 people found the following review helpful By Gunnar Oskarsson, Iceland on December 9, 2011
Format: Hardcover Verified Purchase
The book is very useful with a lot of good examples of hints. It explains what is important, what you need to consider when using eMarketing when selling products or services that are new or complicated. I found the ideas on how to establish a position in the market by making the company a source of knowledge in the specific topic quite important, as it prevents the company in ending up in a fierce competition, by being just like all the others. A must ready for anyone involved or who likes to stay informed on this important topic.
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