LinkedIn is one of the greatest business tools ever, but it can be misused—even abused. Your reputation is perhaps your most valuable business asset. So your behavior on LinkedIn must reflect…
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Ruth Stevens
Why Distribution Strategy is the New Frontier of B2B Marketing
Distribution strategy, despite being one of the fabled 4 P’s (“Place”), has traditionally been outside the direct purview of B2B marketers. It’s time for a change. The severe disruption in distribution value…
Read MoreThe 10 Most Fascinating People in B2B Marketing in 2020
B2B marketing quickly adapted to the challenges of the global pandemic, thanks to the many talented people who have chosen business markets as their professional focus. I am pleased to…
Read MoreHow to Become a College Professor with What You Know
For more than 20 years, I’ve been happily teaching marketing part-time as an adjunct professor at various business schools in New York and abroad. It’s a satisfying late-career pursuit, so…
Read MoreSix Ways to Connect with your B2B Website Visitors
Website visitors are among your most valuable prospects. They have found you, searching around for a solution. They’re clearly interested in your category and it’s very likely they are in…
Read MoreFresh Prospecting Ideas for B2B Marketers
Are you on the lookout for new ways to identify prospects and generate leads in business markets? I’ve come across several innovative digital marketing tools and services that are worth…
Read MoreWhat is Sales Enablement, Anyway?
The other day I was invited to speak on retention marketing as part of a 3-webinar series on sales enablement. It got me thinking: What is sales enablement, anyway? I…
Read MoreThe Ongoing Challenge of B2B Multi-channel Attribution: 7 Practical Workarounds
B2B marketers have long struggled to demonstrate results along the complex path from a campaign investment, to a sales lead, to a closed revenue deal. Digital campaign channels make things…
Read More10 B2B Marketing Strategies for a World Without Face-to-Face Events
The pandemic has taken away one of B2B marketing’s steadiest, most reliable sources of lead generation and customer engagement, on a global basis. What’s to be done? It’s not easy…
Read MoreCovid-19 Lessons for B2B Marketers
The global pandemic is affecting every area of our lives and our businesses today. I reached out to my longtime colleague and friend Roger McDonald, a seasoned sales and marketing…
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