Ardath Albee
Marketing Interactions
Ardath Albee is a B2B Marketing Strategist and CEO of her firm, Marketing Interactions, Inc., who helps companies with complex sales turn prospects into buyers and convince customers to stay with persona-driven content marketing strategies. Ardath is the author of Digital Relevance: Developing Marketing Content and Strategies that Drive Results and eMarketing Strategies for the Complex Sale. She is a frequent industry speaker and workshop leader, and you’ll often find her on the lists of the top B2B content marketing experts to follow.
Websites
Marketing Interactions
Session
Customer Journey Bootcamp: Using Personas to Fuel Digital Experiences that Drive Demand
Many marketers of complex products and solutions say they have personas. The trick is, once you have them, how do you use personas to create compelling digital experiences that drive demand? In this interactive workshop, you’ll learn how to gain a competitive advantage by using the information in your personas to create relevant stories with context that engages buyers. This means addressing the priority needs and concerns your customers must answer to choose to buy from you. Buyers have changed. Buying complex solutions has gotten, well…more complex. Let’s fix that.
In this session, you will learn:
- What information your personas must have to be useful – and how to get it
- The Conversational Formula for creating progressive digital experiences
- Why Inclusive Relevance is becoming more important to winning the sale
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