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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
Price for all three: $58.96

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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: 9.1 x 5.9 x 1.1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #778,985 in Books (See Top 100 in Books)

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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Customer Reviews

4.7 out of 5 stars
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See all 17 customer reviews
The book is very useful with a lot of good examples of hints.
Gunnar Oskarsson, Iceland
I am adding this book to the must read list for sales people new and old.
Reg Nordman
I urge everyone to buy this book and read it -- and then read it again.
Jeffrey Ogden

Most Helpful Customer Reviews

6 of 6 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 Verified Purchase
Complete and thoughtful explanation of how to drive awareness and engagement. Lots of good ideas and suggestions. The author clearly is writing from experience. If you're looking to use email and other technologies to drive sales, this is worth reading. (Doesn't cover social media much.)
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Format: Hardcover Verified Purchase
I found this book extremely useful and relevant to complex sales in laboratory equipment. Will definitely use many of her outstanding strategies.
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Format: Kindle Edition Verified Purchase
As someone who is trying to get up to speed and understand complex sales, I really needed something down to earth that wouldn't use lingo and expert 'speak' that I could relate to. Ardath Albee certainly takes something complex and streamlines it into "simple". I highly recommend the book!!
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Format: Hardcover Verified Purchase
This was more my fault than that of the book itself. I was hoping that it covered areas that I WANTED it to cover. I read the table of content on Amazon but was simply hoping for stuff that wasn't there.

All my fault.
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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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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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