eMarketing Strategies for the Complex Sale (Hardcover)

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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: 9.1 x 6 x 1.1 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #96,850 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

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)

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 Contagious and Smart Content, November 2, 2009

By	Josiane Feigon "Josiane Chriqui Feigon" (San Francisco) - See all my reviews (REAL NAME)

Amazon Verified Purchase

I like long airplane rides because I get to read well-written books like Ardath's new book. It is refreshing to read a book written by an author who knows how to write, organize thoughts and make it sound so compelling and contagious. In reading this book, I learned logical and sound strategies that confirm the value of smart content. I recommend this book for salespeople and marketing pros who need to understand how to position enterprise solutions in today's sales 2.0 landscape.

5.0 out of 5 stars Use eMarketing to Change Your Game, October 29, 2009

By	Rebel E. Brown (Santa Cruz, CA USA) - See all my reviews (REAL NAME)

eMarketing is a powerful revenue tool - for marketing and sales.

Noone knows that better than Ardath Albee, author of eMarketing Strategies for the Complex Sale.

In her newly released book, Ardath gives every B2B marketer the tips, tricks and tools they need to create eMarketing approaches that power prospects from initial engagement til they cross the revenue line. eMarketing Strategies for the Complex Sale

Today's B2B marketers have more opportunity to positively impact sales revenue than ever before. Thanks to Web 2.0 we can attract prospects, begin our customer relationship, inform and entice qualified buyers - without ever directly engaging more expensive sales resources to nurture buyers along the way.

What an opportunity to change the game!

eMarketing Strategies for the Complex Sale is just the book to help your marketing team produce the most qualified prospects ever - prospects that are engaged and ready to buy. Albee helps your marketing teams create compelling content that informs prospects at each stage in the buying process - moving them forward through the buying funnel, quickly and effectively.

The goal? Contagious content that sells for you.

I've worked with Ardath for almost a decade now. I have never met anyone who better understands the ins and outs of eMarketing. Thanks to Ardath's expertise, my clients have effectively used eMarketing tools to increase revenues, shorten sales cycles, enhance sales productivity and increase marketing Return on Investment.

Check out her book and follow her recommendations. Your marketing and sales teams will benefit, just as my clients have.