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 Top 3 Marketing Predictions for 2015 
Ardath Albee 
CEO and B2B Marketing Strategist of 
Marketing Interactions
“ B2B companies will create 
content centers of excellence. 
1
B2B companies will create content centers of 
excellence 
 As companies embrace content marketing, the 
many departments in marketing are creating content 
in isolation from each other. 
 Different takes on the brand message fragments the 
brand across channels, limiting the potential of the 
relationships you can build. 
 By centralizing the content function, companies 
have the ability to share a unified story that results 
in high relevance no matter where your audiences 
encounter it. 
 A content center of excellence also increases 
efficiency and can reduce costs by cross-purposing 
content resulting in more effective distribution. 
1
“ Personas will become a 
priority. 
2
Personas will become a priority 
 Intimate knowledge of the audiences your 
company engages with will be recognized 
as the foundation for relevance. 
 If you don’t understand why they should 
care about solving the problem your 
company addresses, they won’t care either. 
 Moving the needle with content requires that 
you become so damn relevant that your 
audiences can’t help but engage. 
 The right Personas can help you 
orchestrate progression toward the decision 
to buy and that’s what moves the needle. 
2
“ B2B Marketers will embrace 
the Continuum Experience. 
3
B2B Marketers will embrace the Continuum 
Experience 
 Content with a use-by date is based on your 
priorities, not those of your buyers and customers. 
 Marketers must address the story across the 
entirety of the buying to customer to advocacy cycle 
– it’s a continuum with no start and stop dates. 
 A campaign with 3 touches and a sales call is more 
like a Hail Mary than a strategic plan. 
 Marketers must consistently address audiences 
with a story that motivates action, connects the 
dots, and provides the context needed for 
consideration and next steps. 
3
Want to hear more predictions? 
Click the link below for 2015 B2B sales & marketing predictions 
from the industry’s top thought leaders! 
Get More Predictions 
Brought to you by http://www.backbonemedia.com

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Ardath Albee 2015 B2B Marketing Predictions

  • 1.  Top 3 Marketing Predictions for 2015 Ardath Albee CEO and B2B Marketing Strategist of Marketing Interactions
  • 2. “ B2B companies will create content centers of excellence. 1
  • 3. B2B companies will create content centers of excellence  As companies embrace content marketing, the many departments in marketing are creating content in isolation from each other.  Different takes on the brand message fragments the brand across channels, limiting the potential of the relationships you can build.  By centralizing the content function, companies have the ability to share a unified story that results in high relevance no matter where your audiences encounter it.  A content center of excellence also increases efficiency and can reduce costs by cross-purposing content resulting in more effective distribution. 1
  • 4. “ Personas will become a priority. 2
  • 5. Personas will become a priority  Intimate knowledge of the audiences your company engages with will be recognized as the foundation for relevance.  If you don’t understand why they should care about solving the problem your company addresses, they won’t care either.  Moving the needle with content requires that you become so damn relevant that your audiences can’t help but engage.  The right Personas can help you orchestrate progression toward the decision to buy and that’s what moves the needle. 2
  • 6. “ B2B Marketers will embrace the Continuum Experience. 3
  • 7. B2B Marketers will embrace the Continuum Experience  Content with a use-by date is based on your priorities, not those of your buyers and customers.  Marketers must address the story across the entirety of the buying to customer to advocacy cycle – it’s a continuum with no start and stop dates.  A campaign with 3 touches and a sales call is more like a Hail Mary than a strategic plan.  Marketers must consistently address audiences with a story that motivates action, connects the dots, and provides the context needed for consideration and next steps. 3
  • 8. Want to hear more predictions? Click the link below for 2015 B2B sales & marketing predictions from the industry’s top thought leaders! Get More Predictions Brought to you by http://www.backbonemedia.com