eMarketing Strategies for the Complex Sale (Hardcover)

~ Ardath Albee (Author)

Editorial Reviews

Product Description

Turn prospects into buyers with a powerful emarketing strategy!

“Albee shows how smart business-to-business marketers learn about buyers, tell a story, and greatly influence the B2B lead-to-sale process. This is your guide for Web marketing success.”
David Meerman Scott, bestselling author of The New Rules of Marketing and PR and World Wide Rave

“A compelling read for both B2B marketing and sales professionals alike, eMarketing Strategies for the Complex Sale is a practical and insightful how-to guide that will enable marketers to drive sales conversions and faster sales results.”
David Thompson, CEO, Genius.com, and founder of the Sales 2.0 Conference

“Albee lays out a path to understanding buyer personas, building their trust, and delivering contagious content that they want to read. A must-read for B2B marketers looking to engage with today’s buyers.”
Steven Woods, CTO, Eloqua, and author of Digital Body Language

“If you’re looking for a comprehensive, well-researched, single resource to plan, build, execute, and succeed in your eMarketing efforts, then buy this book!”
Barry Trailer, managing partner, CSO Insights

“New media, content marketing, social networking . . . Ardath cleverly wraps these concepts in a bow and makes this book required reading. . . . Become the expert resource for your customer and watch your business grow.”
Joe Pulizzi, coauthor of Get Content Get Customers and founder of Junta42

About the Book

Web 2.0 has reshaped the role of marketing in the Complex Sales process. Because prospects now have instant access to information about your company and its products—and your competitors—they can make buying decisions without ever communicating with you. Doing what you’ve always done simply won’t work anymore; you must entirely rethink how you attract and compel buying behavior.

With eMarketing Strategies for the Complex Sale, expert B2B marketing strategist Ardath Albee breaks new ground in the field of digital marketing and new customer acquisition. Albee offers techniques and tools for developing and executing strategies that are guaranteed to generate results.

The Internet offers an unprecedented opportunity for creating trusted relationships with your prospects and customers—before you ever “meet” them. Never before have marketers enjoyed such a wide-reaching and varied communication platform. Yet with all the noise, you have to stand above the crowd. The key is to converse about meaningful and relevant topics with your diverse audiences, to share your perspectives on what matters to them. That’s just what Albee teaches us to do.

eMarketing Strategies for the Complex Sale shares methods to help you:

• Create eMarketing strategies based on customer perspectives
• Use a contagious content structure for competitive differentiation
• Establish trusted relationships
• Continuously measure, tune, and improve your effectiveness

eMarketing Strategies for the Complex Sale also shares proven approaches to collaborating with sales. You can leverage eMarketing to move leads further into the pipeline while focusing sales time and energy on highly qualified opportunities. The results? Reduced time to sales, increased sales productivity, and growing revenues.

eMarketing Strategies for the Complex Sale reveals processes critical to ensuring that you make a powerful, measurable contribution to the lengthy sales process—and to the longterm success of your organization as a whole.

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.

Product Details

• Hardcover: 256 pages
• Publisher: McGraw-Hill; 1 edition (October 1, 2009)
• Language: English
• ISBN-10: 0071628649
• ISBN-13: 978-0071628648
• Product Dimensions: 8.8 x 6 x 1 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (6 customer reviews)
• Amazon.com Sales Rank: #98,269 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

4.0 out of 5 stars A definitive and insightful guide to content marketing for large-company B2B marketers, November 3, 2009

By	Janice King "Author, "Copywriting That Se... (www.writinghightech.com) - See all my reviews (REAL NAME)    (VINE VOICE)

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.

5.0 out of 5 stars This book is helpful for Sales professionals too, January 6, 2010

By	Nancy Nardin (Sacramento, CA) - See all my reviews

The line between sales and marketing is blurring.

If you're in sales - you've seen the trend move from push to pull strategies.
So even if you're in Sales - not Marketing, you can't get by without an understanding of the lead-to-sale process. Well, you can get by without it, but at your own peril.

From the first chapter of the book, I didn't want to put it down. I don't like feel-good fluff. I want well organized, original, practical, insightful information. And I got that from page 1 where Albee illustrates what's wrong with the typical approach sales people take when sending e-mails.

By writing this book, Albee has done a service for marketers and sellers everywhere. People pay good money for this kind of information - and you can get it for around $30 if you just buy her book.

5.0 out of 5 stars The consumate guide to B2B marketing today, January 4, 2010

By	Jeffrey Ogden (Bethpage, NY) - See all my reviews (REAL NAME)

Amazon Verified Purchase

I rarely learn much new from books anymore, having studied and lived B2B marketing for years. But the author, Ardath Albee, proved me wrong. i learned a LOT from e-Marketing strategies.

This book is the blueprint for a world class marketing operation today. Ardath is one of the very best in B2B marketing today. I urge everyone to buy this book and read it -- and then read it again. It's that good.

Jeff Ogden, President
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