Table of contents
Key takeawaysCollaboration platforms are essential to the new way of workingEmployees prefer engati over emailEmployees play a growing part in software purchasing decisionsThe future of work is collaborativeMethodologyIntroduction
You need to know your audience before you create content or market to them. And, according to Ardath Albee, AI can help you do just that.
Ardath Albee is a B2B Marketing Strategist and the CEO of her firm, Marketing Interactions, Inc.
She applies over 30 years of business management and marketing experience to help companies with complex sales create eMarketing strategies that use contagious content platforms to turn prospects into buyers.
She has got huge clients like Cisco, Adobe, Autodesk, BMC Software, Dell Secureworks, Core Media, Radius, Accuity Brands, SYKES, SEEBURGER, Deluxe, Transunion, Steelwedge & Demandbase.
She's also the author of eMarketing Strategies for the Complex Sale, and Digital Relevance: Developing Marketing Content and Strategies that Drive Results.
Interview with Ardath Albee
This section will contain a quick summary of our interview with Ardath. But, if you’d prefer to listen to the entire interview, our Spotify Podcast is embedded below the summary.
Without relevant content, you’re in big trouble. It’s important to understand your audience and figure out what they care about. Help your buyers solve whatever type of problem they’re trying to solve.
It’s important to stay in tune with how things are shifting. Find out what words and phrases your audience is using. Go follow discussions on LinkedIn that revolve around your topics. That will help you understand your audience better.
You need to talk to customers and find out what they went through and listen to the words they use and the way they talk about their problems. When you do that, you’ll be able to incorporate those words directly into your content. That will make them feel more comfortable. They’ll realize that you understand their problems and they’ll trust you more.
While building your personas, don’t include information that you can’t use. Don’t make it, ‘they’re 35 years old, make a 100k a year, have 2 kids and a dog’. You can’t use that in a B2B situation.
Instead, look at things like, ‘how long have they been in their careers? Who else is in the buying committee with them? What’s their relationship with them?’
We tend to forget about emotion when it comes to B2B. If they’re younger people, is your content going to help them climb the career ladder? If they’re older, will your content help them leave behind a legacy?
Here’s our compilation of top 20 AI influencers that you need to follow in 2021!
People are dealing with anxiety and stress right now with the COVID crisis. They want answers quickly. They don’t want to hunt through your entire website for answers. A chatbot could help them find exactly what they want, quickly and with minimum effort.
As your company grows and you create more content, searching for things takes more effort. Bots can be really helpful here, but it can even help fix the fragmented experience that people go through while switching channels. With Engati, when someone switches from a bot to a live agent, the agent gets access to the entire history of the conversation. Now, the users don’t need to repeat themselves.
